Motivations for tourism adoption by vineyards worldwide: A literature review

Federal University of Rio Grande do Sul - Av. Bento Gonçalves, 7712 Porto Alegre, Brazil

Abstract

Wine tourism has been increasingly implemented by wineries in several countries around the world. This article aims at identifying the motivations for wine tourism adoption by wineries around the world through a narrative bibliographic review. This paper includes an analysis of articles related to the subject taken from the Web of Science database. In this article, we identified the objectives, methods, and conclusions reached by authors, who researched wine tourism. The bibliographic survey based on the keywords “wine” and “tourism”, resulted, after refining it by reading titles and abstracts, in 20 articles. The results show that most wineries in the studied sample adopt wine tourism as a strategy to achieve marketing-related benefits. Also, some wineries are motivated by the competitive advantage, economic development and increasing demand for such service. It is concluded that wineries are increasingly seeking to adapt to current consumer demands. From the perception of the importance of service experience offered to the consumer, mainly in the product sale.