Internationalizing Wine Tourism in Rural Territories? A Discussion Based on Survey Results from Visitors of Three Portuguese Wine Routes

Abstract

Wine tourism is increasingly identified as an interesting tool for diversifying tourism destinations and attracting tourists to rural areas that otherwise lack tourism appeal. It is also recognized as a catalyst of sustainable rural development, stimulating local economy through both tourism and wine sales, by preserving tradition and local identity, and by enhancing the quality of life in some, particularly, more peripheral rural areas. However, not all rural wine tourism businesses and destinations are well-prepared to internationalize nor do they know what it takes to successfully attract and satisfy international travelers. A sound assessment of opportunities and challenges posed by internationalization and the decision to focus rather on the domestic market or develop the market, or even to diversify into new markets with new products, requires market understanding. It is in this context that the present study analyses data from both domestic and international travelers to three wine routes in rural territories in Central Portugal. Results reveal advantages and disadvantages associated with a focus on the domestic versus international market and the challenge of serving both in an attempt of internationalization, particularly in a rural wine destination context. Both theoretical and management implications are discussed.