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Wine tourism in rural areas – hopes and fears amongst local residents

Elisabeth Kastenholz (Universidade de Aveiro, Aveiro, Portugal)
Arminda Paço (NECE-UBI (Research Centre for Business Sciences), University of Beira Interior, Covilha, Portugal)
Ana Nave (NECE-UBI (Research Centre for Business Sciences), University of Beira Interior, Covilha, Portugal)

Worldwide Hospitality and Tourism Themes

ISSN: 1755-4217

Article publication date: 3 November 2022

Issue publication date: 31 January 2023

496

Abstract

Purpose

The study analyses residents' impact perceptions and attitudes towards wine tourism development in a Portuguese hinterland region. It additionally assesses heterogeneity within the community regarding these perceptions and attitudes to inform wine route managers about possible implications and to aid adequate intervention for sustainable regional tourism development.

Design/methodology/approach

Data were collected from February to August 2020 among the residents of Beira Interior Region (n = 272), via a survey, regarding tourism development and impact perceptions (social, economic, cultural and environmental) of the emerging wine route.

Findings

Results reveal that the residents have rather positive attitudes towards tourism development with perceived and anticipated social, economic, cultural and environmental benefits. Some negative perceptions were also observed. Differences amongst residents, based on age, education and sector of activity, are also assessed and implications discussed. The latter lie mostly in suggestions regarding sensitization of residents, particularly the older and less educated, and community inclusion in engaging, endogenous-resource-based, co-created wine tourism experience development.

Originality/value

The paper provides an analysis of the community's view of rural wine tourism development, going beyond the generally studied business and market perspectives. The community's perspective is important not only due to its central stake in place development, but also its role in preserving local culture, specifically food and wine traditions, providing a welcoming atmosphere and possibly engaging in innovative, co-creative tourism experiences, permitting the generation of benefits to all involved. Community involvement is relevant from the very beginning of the destination development cycle, and hence pertinent for this emergent wine tourism route as well.

Keywords

Acknowledgements

Funding: This work was developed in the scope of the research project TWINE - PTDC/GES-GCE/32259/2017 - POCI-01-0145-FEDER-32259, funded by the ERDF through the COMPETE 2020 - Operational Programme Competitiveness and Internationalization (POCI), and national funds (OPTDC/GES-GCE/32259/2017 -E), through FCT/MCTES.

Citation

Kastenholz, E., Paço, A. and Nave, A. (2023), "Wine tourism in rural areas – hopes and fears amongst local residents", Worldwide Hospitality and Tourism Themes, Vol. 15 No. 1, pp. 29-40. https://doi.org/10.1108/WHATT-08-2022-0095

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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