Maria Del Pilar LEAL LONDONO, CETT Barcelona School of Tourism, Hospitality & Gastronomy, Spain
Sandra SOTOMAYOR, USIL, Universidad San Ignacio de Loyola, Peru
Michele BARTON, USIL, Universidad San Ignacio de Loyola, Peru
Undoubtedly, the pandemic resulting from COVID-19 has made all the headlines in the local, national, and international press, where tourism has been one of the most affected sectors. However, tourism can facilitate the diversification of rural communities, and it can also serve as a vehicle for economic and social regeneration and development (Boniface, 2003). In the field of economics, the development of wine tourism might contribute to the horizontal integration of the traditional primary production function with that of a specialized tertiary function, increasing the sources of income and improving employment for local people.
However, for wine tourism to become a real option for local and regional development, it seems fundamental to consider the links between wine production, the tourism supply chain, and the whole tourism industry. Thus, the purpose of this paper is to analyze the adaptation strategies developed by wineries grounded on the concepts proposed by the Evolutionary Economic Geography (EEG) as crucial elements to understand business adaptation strategies to be uncertain and dynamic environments. Moreover, by taking a comparative study between wineries of Peru and Spain based on qualitative information gathered through five focus groups, the analysis will reveal if business adaptation strategies depend on the actors' experiences and are adjusted to local cultures. Their previous business experiences allow actors to develop products that reinvent, reinforce, or contribute to creating new modes of wine tourism experiences. The results obtained will allow us to identify not only business strategies for developing wine tourism under uncertain times but also how wineries might impact regions and contribute to territorial dynamization due to their business strategies implemented.
Mots clés : business strategies|evolutionary economic geography|local and regional development|wine tourism|business adaptation
A104986ML