The research focuses on assessing the impact of wine tourism on the comprehensive sustainability performance, which includes economic, social, and environmental aspects, of Spanish wineries. For a more detailed analysis of the cause-and-effect relationships, factors such as the winery's age, size, and affiliation with a protected designation of origin (PDO) are incorporated as control variables. A conceptual framework is created and subsequently analyzed using partial least squares structural equation modeling (PLS-SEM), based on data from a survey of 202 Spanish wineries. The results indicate a significant and positive relationship between wine tourism activities and the three dimensions of performance in the context of Spanish wineries. This study enhances the existing literature on wine tourism, making a significant contribution as it seems to be the first to explore the impact of wine tourism on the overall sustainable performance of wineries in Spain. Therefore, the research provides important insights for both academic researchers and industry professionals, particularly those considering the initiation or expansion of wine tourism in their business models.
TopIntroduction
The tourism industry has experienced significant transformations recently due to evolving patterns in tourist demand, as Toubes et al. (2021) indicate. Current trends show tourists favoring shorter, more frequent trips, often seeking alternatives to traditional beach destinations. This shift has prompted the creation of new tourist products aligned with emerging demands. Notably, there's an increasing interest in gastronomy, especially wine, which is becoming a central aspect of travel, not just an ancillary activity, as Serra-Cantallops et al. (2021) have observed. Wine tourism, therefore, emerges as a synergy where visitors can explore new experiences while contributing to the development of the regions they visit, a concept discussed by Anderson (2013).
Traditionally, wine tourism is defined as visits to vineyards, wineries, wine festivals, and fairs where tasting wine and experiencing the wine region's characteristics are primary motivators for visitors, as described by Hall and Macionis (1998). The concept, however, has been interpreted from various perspectives. Getz (2000) offers a multifaceted definition, viewing it from the perspectives of wineries, tourist regions, and tourists. For wineries, wine tourism is an opportunity for market differentiation and increasing direct sales. From the perspective of tourist regions, it adds value to the territory and helps preserve viticultural traditions. For tourists, it fulfills the quest for new experiences. In this research, wine tourism is viewed as an activity that enhances the enjoyment of vineyards, wines, and wineries. It's seen as a means to boost the winery's competitiveness, foster territorial development, and introduce innovative products to the market.
The development of wine tourism has seen notable success in regions like Piedmont (Italy), Bordeaux (France), Oporto (Portugal), La Rioja (Spain), Mendoza (Argentina), and Napa Valley (United States). While this activity has long been significant in New World wine countries, its importance is growing in Old World countries as well. This growth is partly due to a decline in domestic wine consumption, an increased focus on exports, and changing tourist demand patterns favoring shorter, more varied trips, as highlighted by Gómez et al. (2019). The focus of this research is on the Spanish context, where wine tourism is emerging as a key contributor to the economic, social, and environmental well-being of the country, according to Zamarreño-Aramendia et al. (2021). Recent data from the Tourist Observatory of the Wine Routes of Spain (OTRVE) indicates that Spain's 35 wine routes attracted over 1.6 million wine tourists in 2021, generating an economic impact exceeding 51 million euros.
Wine tourism is a significant factor in regional development, contributing to economic and social welfare, and preserving the environment where it occurs, as Festa et al. (2020) have pointed out. It embodies the three dimensions of the Triple Bottom Line: economic, social, and environmental sustainability, as discussed by Sun and Drakeman (2022). This study aims to ascertain whether wine tourism positively influences the sustainable performance of Spanish wineries. Despite extensive research on the contribution of wine tourism to territorial development from economic, social, and environmental perspectives, there seems to be a gap in studies focusing on its impact on the sustainable performance of Spanish wineries. This research adopts a micro approach, concentrating on wineries as the main actors in wine tourism.
The structure of the research is as follows: Section 2 examines the relationship between wine tourism and the sustainable performance of wineries. Section 3 details the methodology employed to achieve the research objectives. Section 4 discusses the results of evaluating the global, measurement, and structural model. Lastly, Section 5 concludes with the study's main findings, its limitations, and potential directions for future research.