The impact of the wine routes on the international promotion of the Portuguese wine : the case of the Vinho Verde route

• Autor(a) principal: Martins, Daniela Filipa Nunes
• Data de Publicação: 2016
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/20641
• topic: Vinho Verde; Region; Wine; Wine routes; Promotion; Exports; Wine tourism; Região; Vinho; Rotas do vinho; Promoção; Exportações; Enoturismo; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The aim of this research is to understand to which extent wine tourism contributes to the internationalization strategy of wine. The emphasis will be on Portuguese Wine Tourism, more precisely on the Vinho Verde route. The major topics of concern are understanding how wine routes are composed, what tools are used to promote Portuguese regional wine abroad and what development level the Vinho Verde route has. The multiple case study approach will serve as a way to answer the different research questions and to create a comparison between an international player, such as Champagne, that is under the same conditions of wine exclusivity as the Vinho Verde. Data collection was mostly based on primary data, although secondary data backed the research. Eight interviews were made with agents linked to the wine and wine tourism industry. The conclusions indicate that wine routes have a soft contribution for the Portuguese wine recognition abroad, being that this role is not crucial. The fragmented offer, lack of funds and the almost exclusive national focus are the main reasons on why this impact is moderate. The recommendations for better development and efficiency are based on creating synergies and applying more funds to training, promotion and setting tourism programs.