How to promote sustainable wine tourism: Insights from Italian and French young adults

IF 4 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Annals of Tourism Research Empirical Insights Pub Date : 2024-04-24 DOI:10.1016/j.annale.2024.100137

Riccardo Vecchio , Azzurra Annunziata , Tatiana Bouzdine-Chameeva

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Abstract

With over 40 million annual tourists visiting wineries, wine tourism is becoming an important source of revenue for wine businesses and local communities to preserve heritage in rural regions. It is perceived as a strategy to increase economic and social sustainability. Two cross-sectional surveys in France and Italy explored the interest of 1205 young adults and the influence of individual features on sustainable wine tourism intention. Two scenarios with differently framed environmental information were tested through a mock winery webpage. Wine involvement, environmental attitude, perceived behavioural control were identified as core traits prompting young adults to experience sustainable wine tourism. The adoption of co-compatible practices and winery commitment in preserving biodiversity emerged as more attractive than a sustainability certification.

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如何促进可持续的葡萄酒旅游：意大利和法国年轻人的见解

每年有超过 4000 万游客参观葡萄酒庄，葡萄酒旅游正成为葡萄酒企业和当地社区保护农村地区遗产的重要收入来源。它被视为提高经济和社会可持续性的战略。在法国和意大利进行的两项横断面调查探讨了 1205 名年轻人的兴趣以及个人特征对可持续葡萄酒旅游意向的影响。通过模拟酒庄网页测试了两种环境信息框架不同的情景。结果表明，葡萄酒参与度、环境态度、感知行为控制是促使年轻人体验可持续葡萄酒旅游的核心特征。与可持续发展认证相比，采用共同兼容的做法和酒庄对保护生物多样性的承诺更具吸引力。

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