The Golden Triangle of Wine Tourism: Knowing, Creating and Communicating. The case of the Douro region

Adriano Costa; Joaquim Antunes; Cristina Barroco

Adriano Costa Escola Superior de Turismo e Hotelaria do Instituto Politécnico da Guarda
Joaquim Antunes Escola Superior de Tecnologia e Gestão do Instituto Politécnico de Viseu
Cristina Barroco Escola Superior de Tecnologia e Gestão do Instituto Politécnico de Viseu

Keywords: wine tourism, push and pull motivations, Duero

Abstract

Resume:
Assuming that the existence of attractions is not, in itself, a guarantee of tourist preference, it is necessary to know who the tourists are, what their socio-demographic profile and what are their main motivations. Thus, based on this knowledge, the offer can better structure the product to meet the sociodemographic profile of this type of tourists, as well as its main motivations.
The proposed work is based on a study that sought to know the profile of the wine tourismer who visits the Douro, what are his motivations, namely internal and external, also called “push and pull”. Thus, supported by the tourist motivation model, which distinguishes “push” and “pull” motivations (Crompton, 1979; Dann, 1977), we seek to identify the main factors associated with each of the types of motivations presented and how they are related to the sociodemographic characteristics of this type of tourist in terms of valuation.
For this purpose, an empirical study was carried out with 519 wine tourism goers in the Douro region, whose results allow to contribute to the knowledge of the socio-demographic profile, as well as their main motivations.
Then, some wine tourism products were structured, based on the identified profile and their motivations.
It is hoped that this study can contribute to increasing the quality of the tourist offer not only in the Douro region, but also in the whole of Portugal, which is very rich and diverse in terms of this type of tourism.

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