Wine Destination Offered as a Brand – Enotourism in Chile
Wine Destination Offered as a Brand – Enotourism in Chile

Author(s): Patrik Kubát
Subject(s): Social Sciences, Economy
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Wine tourism; Maule Valley; New World Wine country; Destination brand
Summary/Abstract: Chile is seen as a wine-producing giant from New World Wine, and so its brand as a destination is nowadays mostly associated with nature and then with wine. As a country of wine for incoming tourists, it can offer even more connection to wine due to the superior qualities of its history, culture, and nature. Enotourism is a trend that could explicitly produce the next wine tourism destination, among other things. This paper aims to determine the state of the art on the supply side (wineries) for wine tourism and to find out the extent to which winemakers offer wine services in their winery in a particular wine destination. The field research was conducted in one of Chile´s wine-producing regions: Maule Valley. Semi-structured interviews, followed by the processing of the obtained data, constitute the main source base. This paper also proposes possible recommendations for the wine destination brand of Maule Valley.

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