Enoturismo em Melgaço: Caso de Estudo a Quinta de Soalheiro

Abstract

This article addresses the demarcated region of Vinho Verde, focusing on the Monção / Melgaço sub-region. Wine tourism in Melgaço is considered complementary to the destination. This work contextualises Melgaço as a destination as well as the profile of the tourist who visits the area. A literature review was performed to frame this destination, referring to its wine tourism, particularly associated to Alvarinho wine, as a distinctive factor. The economic importance of this tourist product for the municipality is analysed and the promotion actions initiated by the municipality during the confinement period motivated by the pandemic COVID 19. As empirical support, a case study about the Soalheiro Brand is described; its history, evolution over the decades, performance in the market and its action to remain active in wine tourism using social networks during the pandemic. We describe the importance of digital media for the maintenance of the target audience of this brand and Melgaço as a destination. Lastly, we explored how Quinta de Soalheiro is preparing for the resumption, already in the summer of 2020.