Wine Festivals as a Vehicle of Promotion of a Tourist Destination

Jesus Claudio Perez Galvez, Guzman Antonio Muñoz Fernandez, Tomas Lopez-Guzman


Gastronomic and wine festivals are becoming a vehicle to promote the gastronomic products of certain tourist destinations, some of them characterized by an important cultural identity. This paper presents an investigation into the wine festival with the Designation of Origin Montilla-Moriles in Spain, which consists in enterprises, mostly characterized by small farmer cooperatives undergoing hardships in the marketing of the product. The research presents the sociodemographic profile, the motivation of tourists attending the event and the satisfaction with such festivals. The main results of this research point to the significant educational level of visitors, their high level of income, the possibility of using these festivals either as a means of promotion or as a means of marketing and the need to strengthen the advertising campaigns of this type of wine .

DOI: 10.5901/mjss.2015.v6n3s2p574

Full Text: PDF

Licenza Creative Commons
This work is licensed under Creative Commons Attribution 3.0 License.

Mediterranean Journal of Social Sciences ISSN 2039-9340(Print) ISSN 2039-2117(Online)

Copyright © MCSER-Mediterranean Center of Social and Educational Research

To make sure that you can receive messages from us, please add the '' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders..