SHIFTING THE FOCUS FROM MERE WINE (AND) TOURISM TO THE WINE DESTINATION AND WINESCAPE CONCEPT

Abstract

The aim of the article is to define the concept of winescape, in cooperation with wine tourism and wine destinations to take further steps towards the possible development of this concept. The article discusses the first mention of the term winescape, its later development, as well as the current theoretical background and possible further variations in the understanding of this concept. Secondary sources form the basis for the fulfillment of the objective using the synthetic method and previous research. In addition to the development of wine tourism, the wine industry and viti/viniculture, the concept of winescape is also considered from different angles, particularly in relation to the aspects that characterize wine tourism of a particular wine destination. However, this field of interest lacks a conceptual anchoring and a definition of terms for later use, not only in the academic world. Thus, empirical studies and the definition of the concept of winescape and its anchoring in the different wine-producing countries have not yet been completed, and the uniform understanding and use of the terms wine destination and winescape remain limited.