Oenological heritage and tourism

Abstract

Wine tourism is experiencing a huge boom lately. Wine industry takes advantage of the growing interest on wine culture to foster sales, enhance the position of the brand or improving the relationship with their customers by entering into the leisure business offering activities and specialized tourist services. In any case, when we talk about tourism we are referring to visiting places and territories that base their particularities on heritage, either evident or unknown, current or past, and their socially constructed identities. Despite it is an uneven phenomena, we can affirm that wine tourism has become widespread throughout the country and the enhancement of heritage, in all its definitions, is a characteristic feature with clear side effects: constructing or reconstructing identities and recovering the value of working the land.

Keywords: Wine tourism, oenological heritage, local development, identity.