Issue |
BIO Web Conf.
Volume 68, 2023
44th World Congress of Vine and Wine
|
|
---|---|---|
Article Number | 01016 | |
Number of page(s) | 8 | |
Section | Viticulture | |
DOI | https://doi.org/10.1051/bioconf/20236801016 | |
Published online | 06 December 2023 |
Enodiplomacia y neuromarketing: La Inteligencia Artificial en defensa de la identidad ante el reto del cambio climático. El caso del vino de La Mancha
Enodiplomacy and neuromarketing: Artificial Intelligence in defense of identity in the face of the challenge of climate change. The case of La Mancha wine
1 UCLM, Departamento de Economía española e Internacional, Historia e Instituciones Económicas y Econometría, Ciudad Real, España
2 UAM, Departamento de Estructura Económica y Economía del Desarrollo, Madrid, España
Uno de los conceptos que está generando un mayor debate académico en el mundo de la vitivinicultura es el de la Enodiplomacia es decir el de la “Diplomacia por medio del vino”. Este trabajo quiere seguir debatiendo este concepto, desde una doble vertiente. Por un lado, se busca refrendar la importancia del vino en las relaciones económicas internacionales y, en segundo lugar, introducir un método de análisis basado en el neuromarketing para comprender el proceso sensorial en la toma de decisiones basados en el sentimiento de identidad. Es decir, la percepción que tiene el consumidor de vino de comprar algo que identifica un determinado territorio y lo cualifica. Esta calidad del producto, argumentada en base a su identidad y lo que hay detrás de ella, sirve como baluarte en foros internacionales como argumento competitivo. Además, en esta ponencia, se pondrá en valor como emblema identitario el patrimonio medioambiental que identifica a un determinado terruño (en este caso de La Mancha) y que sirve, -no sólo de seña de identidad-, sino de presentación y valor.
Abstract
One of the concepts generating the most significant academic debate in viticulture is Eno diplomacy, i.e., “Diplomacy through wine.” This paper aims to continue the discussion of this concept from a twofold perspective. On the one hand, it seeks to endorse the importance of wine in international economic relations and, secondly, to introduce a method of analysis based on neuromarketing to understand the sensory process in decision-making based on the feeling of identity. In other words, the wine consumer's perception of buying something that identifies a specific territory and qualifies it. This quality of the product, argued based on its identity and what lies behind it, serves as a bulwark in international forums as a competitive argument. Furthermore, in this paper, the environmental heritage that identifies a particular terroir (in this case, La Mancha) will be highlighted as an emblem of identity and serves not only as a sign of identity but also as a presentation and value.
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Current usage metrics show cumulative count of Article Views (full-text article views including HTML views, PDF and ePub downloads, according to the available data) and Abstracts Views on Vision4Press platform.
Data correspond to usage on the plateform after 2015. The current usage metrics is available 48-96 hours after online publication and is updated daily on week days.
Initial download of the metrics may take a while.