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. 2022 Mar 13;19(6):3393.
doi: 10.3390/ijerph19063393.

Enotourism in Southern Spain: The Montilla-Moriles PDO

Jose Antonio Cava Jimenez  1 , Mª Genoveva Millán Vázquez de la Torre  2 , Mª Genoveva Dancausa Millán  3
Affiliations

Enotourism in Southern Spain: The Montilla-Moriles PDO

Jose Antonio Cava Jimenez et al. Int J Environ Res Public Health. .

Abstract

The profile of tourists during the COVID-19 pandemic is changing toward those seeking health, safety and quality products. One of the modalities that best adapts to these needs is gastronomic tourism and, within this segment, wine tourism (enotourism), which can be enjoyed in many areas across the world. The great diversity of grapes, climates, terrains and winemaking processes gives rise to an enormous variety of wines that ensures that no two wines are alike. The current situation of the tourism market necessitates enhancing the uniqueness of areas that offer differentiated products, helping to position such locations as benchmarks for gastronomic tourism. Gastronomic routes provide a way to unify and benefit rural areas through the recently increased demand of tourists seeking to experience regional foods. In this study, the Montilla-Moriles Wine Route is analyzed with the objective of forecasting the demand (using autoregressive integrate moving average, ARIMA models), establishing a tourist profile and calculating the probability that a wine tourist is satisfied with the visit based on their personal characteristics (logit model). The results obtained indicate a slight increase (3.6%) in wine tourists with a high degree of satisfaction, primarily derived from the gastronomic or catering services of the area, from the number of wineries visited, from the treatment received and from the age of the tourist. Consequently, a high percentage of these tourists recommend the route. By increasing the demand for enotourism in this area and applying the results obtained, marketing initiatives could be established, particularly for wine festivals to improve this tourist segment and generate wealth in that area.

Keywords: ARIMA; Montilla-Moriles; gastronomic routes; gastronomic tourism; logit model; protected designation of origin.

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Conflict of interest statement

The authors declare no conflict of interest.

Figures

Figure 1
Figure 1
Elements of a gastronomic route. Source: Own elaboration.
Figure 2
Figure 2
Protected designations of origin for wine in Spain (2021). Source: Ministry of Agriculture, Fisheries and Food (MAPA) [46].
Figure 3
Figure 3
Wine routes in Spain by autonomous community (year 2021). Source: Own elaboration based on data from the Ministry of Agriculture, Fisheries and Food (MAPA) [46].
Figure 4
Figure 4
Number of visitors and wine routes in Spain (2019). Source: Own elaboration based on ACEVIN data [93].
Figure 5
Figure 5
“Montilla-Moriles” wine route. Source ACEVIN.
Figure 6
Figure 6
Evolution of enotourism demand in the Montilla-Moriles PDO (thousand tourists, January 2015 February 2020). Source. Own elaboration.
Figure 7
Figure 7
Comparison of real enotourism (actual), estimated enotourism (fitted) and errors (residual). Source. Own elaboration.
See this image and copyright information in PMC

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