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Increasing Sustainability through Wine Tourism in Mass Tourism Destinations. The Case of the Balearic Islands

Author

Listed:
  • Antoni Serra-Cantallops

    (Department of Business Economics, University of the Balearic Islands, 07122 Palma, Spain)

  • José Ramón-Cardona

    (Tourism University School of the Consell of Ibiza, University of the Balearic Islands, 07800 Ibiza, Spain)

  • Margarita Vachiano

    (Department of Business Economics, University of the Balearic Islands, 07122 Palma, Spain)

Abstract

This study explores the potential contribution to economic and cultural sustainability of fostering wine tourism activity in a Mediterranean mature mass tourism destination like the Balearic Islands. A causal model was designed linking winery visitors’ satisfaction with both the local wines and the visit to the winery and future purchasing intentions as well as the interest in the destination cultural offer, global satisfaction with the trip, and image of the destination. Field research was carried out within the wineries where a questionnaire was administered personally to a sample of 200 winery visitors. The managers of the wineries were contacted previously to ensure their cooperation in the research. The statistical method used for the analysis of the exploratory causal model was the Partial Least Squares (PLS) regression. Results indicate that there is a great growth potential for wine tourism activity in the islands with important positive externalities on gastronomic tourism and the overall image of the Islands. Results show that wine tourism might boost the sales and exports of wine in the medium and long term. Finally, it can be concluded that there are important synergies between rural tourism, mass tourism, and wine tourism in the islands which are still not sufficiently optimized, and that greater support to wine tourism development could contribute not only to a more sustainable rural development but also to a more sustainable tourist activity overall within a more diversified economy.

Suggested Citation

  • Antoni Serra-Cantallops & José Ramón-Cardona & Margarita Vachiano, 2021. "Increasing Sustainability through Wine Tourism in Mass Tourism Destinations. The Case of the Balearic Islands," Sustainability, MDPI, vol. 13(5), pages 1-21, February.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:5:p:2481-:d:505671
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    References listed on IDEAS

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    1. Dimitris Karagiannis & Theodore Metaxas, 2020. "Sustainable Wine Tourism Development: Case Studies from the Greek Region of Peloponnese," Sustainability, MDPI, vol. 12(12), pages 1-16, June.
    2. Monica Maria Coroș & Ana Monica Pop & Andrada Ioana Popa, 2019. "Vineyards and Wineries in Alba County, Romania towards Sustainable Business Development," Sustainability, MDPI, vol. 11(15), pages 1-39, July.
    3. Stefania Chironi & Simona Bacarella & Luca Altamore & Pietro Columba & Marzia Ingrassia, 2017. "Study of product repositioning for the Marsala Vergine DOC wine," International Journal of Entrepreneurship and Small Business, Inderscience Enterprises Ltd, vol. 32(1/2), pages 118-138.
    4. Marta Maria Montella, 2017. "Wine Tourism and Sustainability: A Review," Sustainability, MDPI, vol. 9(1), pages 1-11, January.
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    Cited by:

    1. Martin Holubčík & Jakub Soviar & Viliam Lendel, 2022. "Through Synergy in Cooperation towards Sustainable Business Strategy Management," Sustainability, MDPI, vol. 15(1), pages 1-30, December.
    2. Elena-Larisa Nistor & Ștefan Dezsi, 2022. "An Insight into Gastronomic Tourism through the Literature Published between 2012 and 2022," Sustainability, MDPI, vol. 14(24), pages 1-16, December.
    3. Aspasia E. Fafouti & Anastasia Vythoulka & Ekaterini T. Delegou & Nikolaos Farmakidis & Maria Ioannou & Komninos Perellis & Antonis Giannikouris & Nikolaos A. Kampanis & George Alexandrakis & Antonia , 2023. "Designing Cultural Routes as a Tool of Responsible Tourism and Sustainable Local Development in Isolated and Less Developed Islands: The Case of Symi Island in Greece," Land, MDPI, vol. 12(8), pages 1-39, August.

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