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It appears quite likely that the worldwide demand for wine has been declining for over a decade now. While a number of reasons for this changing consumer behaviour have been advanced, no one really knows what factors are driving this market downward. This changing demand structure has very serious implications for Spanish wine makers because the fastest decline in demand is at the low priced end of the market. That is exactly the part of the market where Spanish wine makers have their strongest position. Four endgame strategies available to Spanish wine makers are presented and analyzed. Finally, a four step action program is outlined that is intended to give Spanish makers their best chance of surviving these new market conditions.

The viticulture sector represents a conspicuous part of the Catalan agricultural and agro food sector. While wine production in Catalonia has been increasing markedly over the first half of the 2000s, prices that grape producers receive have steadily declined threatening their standard of living. This has raised social and political concerns and calls for a better understanding of its causes. This paper aims to comprehend the sources of such price crisis.

A Delphi survey is conducted during 2005 among a panel of 27 wine sector experts.

The results find that experts agree in considering wine surplus and imperfect price transmission as the main causes determining low farm‐gate prices in the Catalan wine sector.

The analysis aims at characterizing the food marketing chain for wine products in Catalonia by quantifying the trade flows occuring within this chain. This paper is the first attempt in Catalonia and Spain to quantify and characterize such flows.

One of the main difficulties for wine managers is understanding and interpreting how some strategies and company behaviours could affect firms’ performance. This study aims to contribute to improve these concerns by examining the evolution of the competitive wine industry structure over time using the strategic group membership dynamics approach.

This study empirically analyses a data set spanning the period 2004–2014 to identify the strategic groups in the Spanish wine industry and to model their evolution over time. A time inhomogeneous hidden Markov model (HMM) is used for this purpose.

Three strategic groups are identified: Young Makers, Quality Lovers and Major Players. Young Makers are small wineries that produce low-quality wines. They are not part of a collective brand – Protected Designation of Origin – and do not invest in marketing campaigns. Quality Lovers produce the highest quality wines but offer a narrow assortment. They invest modestly in advertising, and most of them belong to a Protected Designation of Origin. Major Players produce medium-quality wines, offer a wide assortment and invest heavily in advertising. The groups seem stable over time.

The results show that strategic group analysis can be used to identify and compare patterns of strategic activity within the wine industry, providing a better understanding of the competitive environment.

No previous studies have analysed the competitive structure of the Spanish wine industry. This study delineates the structure of this industry using strategic groups, which is supported by a valid econometric model. Therefore, from a theory base perspective, this study adds new evidence to the stream of research on strategic groups by investigating their evolution over time in the wine industry and the effect of strategic group membership on performance.

This study aims to identify the most important attributes that the consumer uses in the process of choosing wine, which can then be used by wine‐producing companies in marketing strategies.

The methodology consisted of a survey of 421 wine consumers using the best‐worst scaling methodology. Various consumer segmentations were made by gender, income and age groups.

The two main attributes that condition consumers in choosing wine are previous tasting and region of origin. The latter attribute is valued mainly by women and in general by consumers over 34 years old who have a net monthly family income above €1,500. The previously tasted attribute, which on many occasions is associated with the price attribute, is valued basically by men and particularly by younger consumers and those with lower incomes.

It must be pointed out that in the short term the basic strategy of wine‐producing enterprises from any given region of origin is to compete on price. However, in the long term increasing their prestige is all that remains to compete actively with the various regions of origin.

This paper contributes to a greater knowledge of Spanish consumer habits by analysing the most important wine attributes in the process of purchasing wine.

The agricultural and fisheries sectors of Spain and Portugal, the new member states of the European Community, are relatively more important than those in the rest of the Common Market, making a greater contribution to production, but needing more in the way of funds from the Common Agricultural Policy. The marketing, trade and policy implications of the Iberian peninsula's accession to the EC are examined, and it is seen that the importance of “Mediterranean” products will increase, and this enlargement is likely to increase the urgency of reform of the Common Agricultural Policy.

In a context where retail stores are closing down and high streets are declining, the purpose of this paper is to analyse on-site shopping by tourists. This work identifies the drivers that lead tourists to use digital information sources at the beginning of the shopping process. Understanding these drivers can help destination managers and retailers encourage tourists to shop.

A personal survey was conducted in a Spanish city noted for its shopping facilities (Logroño), using a sample of 430 tourists with purchase intention. The survey was designed based on the extended unified theory of acceptance and use of technology (UTAUT2) model. A multivariate analysis, based on structural equation modelling, was carried out using partial least squares (PLS), based on variance.

The study’s finding is that performance expectancy, effort expectancy, social influence, facilitating conditions and habit influence intention to use digital sources of information to make purchases in a destination. Tourists prioritise utilitarian over hedonic motivations in the intention to use digital sources of information in tourist shopping.

It has been recognised that tourists are the perfect target to revitalise on-site shopping and, therefore, destinations must provide attractive shopping experiences from the outset. Prior to purchase, the search for available information is the first stage of the tourist shopping journey. Although many studies have analysed tourist shopping behaviour, none have focused, using the UTAUT2, on the digital information sources tourists consult pre-purchase. This research develops understanding of tourist shopping behaviour in this new technological context. This can help retailers/destinations provide better services and optimise the shopper's experience from the first stage of the process.

零售商店陸續倒閉，商業街的經營業務逐漸式微；本文旨在分析遊客在這背景下的現場購物活動。本文擬確定遊客在購物過程的初期驅使他們使用數位資訊來源的誘因；了解這些誘因，將有助目的地管理經理和零售商推動遊客購物活動。

研究人員在一個以購物設施馳名的西班牙城市(洛格羅尼奧) 進行個人調查，樣本為430名有意購物的遊客。調查是以整合性科技接受使用理論的延伸模型(UTAUT2)為基礎而設計的。研究人員使用以方差為基礎的偏最小平方，來進行以結構方程模型為基礎的多變數分析。

績效期望、付出期望、社群影響、促成條件和習慣均影響遊客為目的地購物而使用數位資訊來源的意慾。而就這意慾而言，功利動機在優先次序上比享樂動機佔更高的位置。

我們承認，要使現場購物得以復甦，遊客是最適當的目標。因此，旅遊目的地必須從一開始就要給遊客提供愉快的購物體驗。遊客購物前、尋找有關的購物資訊便是這個旅遊購物旅程的第一個階段。分析遊客購物行為的研究為數不少，唯使用第2代整合型科技接受理論(UTAUT2) 、重點探討遊客購物前使用數位資訊來源來尋找資訊的研究則從未見過。本研究讓我們更深入了解遊客在這個新技術背景下的購物行為，這有助零售商/目的地經營者為遊客提供更佳的服務、及優化遊客從購物過程首階段開始的購物體驗。

Using the behavioural perspective as a theoretical complement of rational models, this paper examines factors that influence the decision of producing organic wines.

Based on a quantitative analysis of 687 wineries belonging to Denomination of Origin in Spain, the authors empirically examine the sequential relationships between manager's personality and winery and institutional level factors, on organic wine production activity and winery export performance.

This paper investigates the direct and indirect sequential relationships between wineries' factors including an organic production activity and two dimensions of export performance, namely: volume-based and value-based performance. The results of a sequential model provide evidence that openness to experience, a manager's personality trait, has a positive causal relationship with organic wine production.

This paper offers richer insights into the factors leading wine production managers to change from conventional to organic production methods. Specifically, the study shows that wine production managers are susceptible to make decisions to whether produce organic wine or not that may not be consistent with the current theoretical models based on economic efficiency (i.e. comparing costs and benefits). Instead, these decisions are, in part, based on their personality traits. Future research could study how the functional attribute affects the willingness to produce organic wines.

This study contributes to a new strategic implication of organic wine production activity and export performance linkage in behavioural and traditional theoretical perspectives. These findings are valuable for policy makers in the wine sector, as they can better inform and guide policies directed to identify organic production support programs.

This paper aims to develop an understanding of cooperation and collaboration in the natural wine industry in Spain as well as a deeper understanding of the challenges facing natural wine producers in the 21st century.

Field interviews using a structured questionnaire were conducted with five Spanish producers of natural wine in five different regions during fall 2018 and late spring 2019. Interviewers prompted respondents to expound upon the potential of incorporating cooperative relationships to help producers grow their businesses, share production and marketing techniques and explain how they educate consumers about natural wines.

Content analysis among five field-researched case studies reveals common goals and challenges, but Spanish natural wine producers have not reached a consensus on the benefits of cooperative relationships. Respondents acknowledge that their indecisiveness and consumer confusion about natural wines are barriers to working together.

Generalizations from a sample comprised five companies cannot be made, nor can we claim that respondents were unbiased. Respondents were reluctant to release financial and production data; thus, the outcomes of coopetition strategies were indeterminate. It may be that a coopetition strategy is only positive up to a fixed point, upon which a diminishing-returns effect is manifested. Observations were made during a period when the Spanish wine industry was contracting, as political uncertainty in that country and post-Brexit clouded the future of tourism in and exports from certain Spanish wine regions.

Collaboration and cooperation would afford Spanish natural wine access to shared resources, networks and farming technology and knowhow to enhance the image and reputation of natural wine in Spain and internationally.

To explore how cooperative and collaborative relationships might be achieved, five case studies of natural wine producers in Spain illuminate their real-life challenges and goals. Cooperative relationships among these producers have the potential to contribute to industry growth and value creation, while creating shared competitive advantages. As these niche producers weigh how to come to a consensus about pooling resources and working together to educate the prospective natural wine consumer, doing so may well lead the next wave of entrepreneurial, innovative activity in an industry that is ripe for change.

To explore how natural wine producers face the challenge to increase transparency in its production and to help consumer to know what natural wine is. In the Old World, the French Fraud Control Office recognized the category “vin méthode nature” (wine nature method) as a special wine. It was the first step towards helping consumers to reduce the information asymmetries existing between the productive and consumption fields, increasing transparency in natural wines production.

This paper aims to establish the determinants of production in the Spanish Designation of Origin (DO) area for Cava wine and forecasts sales to establish vineyard area variations that maintain market equilibrium.

By applying a vector autoregressive (VAR) model, the authors forecast demand and the consequent requirements for base wine production.

The results show that Cava sales determine the base wine supply. After forecasting demand and the consequent requirements for base wine, the authors’ results show that, to avoid oversupply, the vineyard area for Cava wine should not be increased.

The paper develops a simple and effective method for DOs affected by the current European wine plantation regulations to forecast from a supply and demand perspective and their surface needs in response to market changes.

This study contributes to the literature because, to the best of the authors’ knowledge, no other study has investigated the determinants of Cava supply and demand or defines a model to assess the effects of changes in growing areas. The model is applicable to other European protected designations of origin wines and would help policymakers to accurately establish vine planting authorizations.

The purpose of this study is to analyze the effect of wine tourism on the economic, social and environmental performance, i.e. the sustainable performance, of Spanish wineries. In addition, age, size and membership in the protected designation of origin are introduced as control variables to increase the precision of the cause-effect relationships analyzed.

A conceptual model is proposed, which is tested by means of structural equation modeling based on data from a survey of 202 Spanish wineries.

The results indicate the existence of a positive and significant link between wine tourism activities and the three performance typologies analyzed in the Spanish wine context.

The study contributes to the academic literature on wine tourism in a remarkable way, as, to the best of the authors’ knowledge, there is no previous literature that has addressed the effect of wine tourism on the sustainable performance of Spanish wineries, making the study useful for both academics and wine professionals who are considering the implementation or development of this typology of tourism in their facilities.