Wine tourism and territory promotion. A comparative analysis between the new and the old wine panorama

Abstract

In the present article, two models of promotion and development of wine tourism are analysed, one in Latin America and the other in Europe: the region of Querétaro (Mexico) and the Denomination of Origin (D.O) Penedès (Catalonia, Spain). Through a qualitative approach, based on a comparative case study and the application of ethnographic techniques, parallels are drawn between the two regions and differences highlighted, with the overall aim of identifying how wine tourism is promoted and developed in contexts with similar characteristics, but also with marked contrasts, thus influencing how tourism is rolled out.