Articles
Wine tourism hotspot: a case study with a small Portuguese family-owned company
Article number
1418_47
Pages
375 – 380
Language
English
Abstract
Wine tourism, often developed by family-owned small enterprises, has proven to be a catalyst for tourist activity and regional development.
These entities can act as wine tourism hotspots – renowned for offering a unique and enjoyable wine tourism experience, thus becoming sought-after destinations for travelers interested in wine.
This work aims to present a successful case study focused on the wine tourism activities of a family-owned company with 15 employees, a winery, and 67 ha of vineyards, located in the Portuguese wine region of Bairrada.
During the analyzed period, between May and August of 2023, 67 visit + lunch programs and 115 visit + wine tasting programs were conducted, and the second option appeared to be the most sought-after tourist product.
By analyzing the countries of origin of tourists, it was possible to conclude that the most frequent visitors were Portuguese (30%), Brazilians (17%), and Americans (16%), followed by the Dutch (11%), Israelis (4%), Spaniards (3%), and Mexicans (2%), from a total of 20 nationalities.
Through the SWOT Analysis of the company’s wine tourism activity, it was possible to identify as strong points the high reputation of this company in the wine industry and the recognition of the high quality of the wines, predisposing tourists to accept paying a higher price.
The main weakness identified was the limited wine production, reducing its presence in the market and failing to meet demand.
In conclusion, the case study deepened the understanding of the fundamental role that small family-owned wine companies play in a wine region because they can serve as focal points of attraction – hotspots – for a diverse range of tourists from different countries.
These entities can act as wine tourism hotspots – renowned for offering a unique and enjoyable wine tourism experience, thus becoming sought-after destinations for travelers interested in wine.
This work aims to present a successful case study focused on the wine tourism activities of a family-owned company with 15 employees, a winery, and 67 ha of vineyards, located in the Portuguese wine region of Bairrada.
During the analyzed period, between May and August of 2023, 67 visit + lunch programs and 115 visit + wine tasting programs were conducted, and the second option appeared to be the most sought-after tourist product.
By analyzing the countries of origin of tourists, it was possible to conclude that the most frequent visitors were Portuguese (30%), Brazilians (17%), and Americans (16%), followed by the Dutch (11%), Israelis (4%), Spaniards (3%), and Mexicans (2%), from a total of 20 nationalities.
Through the SWOT Analysis of the company’s wine tourism activity, it was possible to identify as strong points the high reputation of this company in the wine industry and the recognition of the high quality of the wines, predisposing tourists to accept paying a higher price.
The main weakness identified was the limited wine production, reducing its presence in the market and failing to meet demand.
In conclusion, the case study deepened the understanding of the fundamental role that small family-owned wine companies play in a wine region because they can serve as focal points of attraction – hotspots – for a diverse range of tourists from different countries.
Publication
Authors
E. Santos, M. Café, A.B. Lopes, G. Botelho
Keywords
oenotourism, family company, wine-related activities, tourism focal point, SWOT analysis
Online Articles (52)