Reconfiguring an Established Wine Tourism Destination: A Dynamic Capabilities Approach

ABSTRACT This study examines how an established wine tourism subarea continues to adapt to an increasingly competitive wine tourism destination market from the perspective of wineries in Spain’s Rioja Alta subarea. Furthermore, aligned with the chosen inductive approach, the study develops a reflective model through considering the dynamic capabilities approach as a theoretical foundation to examine the various dimensions affecting wine tourism. Semi-structured, face-to-face interviews with predominantly winery managers, on-site observations were conducted. In addition, wineries’ archival information was examined. Strong alignment between wineries’ strategies and reconfiguration/transformation were revealed. This dynamic capabilities-related cluster was manifested through “customisation,” where wineries offered unique product/service elements, thereby adding value to the winery visitation. The developed model highlights important implications for the long-term competitiveness of a region’s wine tourism.