WINE TOURISM MODEL IN ALENTEJO, PORTUGAL – TOWARDS A CONCEPTUAL FRAMEWORK

Alentejo has a long tradition in wine production. However, it’s only in the past decade that investors, tourism industry professionals and other regional strategic players began recognising the link between the tourism industry and wine as a relevant factor of regional development and sustainability of its economy. In fact, at global level, wine tourism is an economic activity of rising importance with several potential positive impacts and this explains why countries and regions with a strategic vision of the future integrate it in their tourism strategies. On the other hand, the fierce competition among international destinations, unthinkable until very recently, highlights the need for their differentiation and strategic (re) positioning, based on their endogenous and really distinctive resources. In this context, it is essential to understand the structural dimensions of wine tourism, its dynamics and interactions, in order to develop an appropriate model for the Alentejo region. The literature review on this field of research has revealed gaps in what regards the possible approaches to the development of this tourism product. This paper aims to develop and discuss a wine tourism framework appropriate to the specificities of the Alentejo, a south region of Portugal.