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Heritage and wine as tourist attractions in rural areas

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  • Privitera, Donatella

Abstract

In recent times, the search for a new relationship with nature, of quality and safety of foodstuffs and in particular the need for “identity”, of characterizing places as bearers of values and traditions have led an increasing number of people to see rural areas as places of values, resources, culture and products to discover and enjoy. Agriculture has taken on a multifunctional role and link with tourism is required to protect and exploit its “historical” resources (heritage) as a tool of interconnection between local products, countryside, traditions, cultural values but also to place emphasis of the territory and communicate it. The aim of paper is the role assumed today by firms regarding both the primary activity and other services, in particular those that express and support rural tourism. The objective is to assess the relationship between the company image, the entrepreneurial behavior built according to values, “typical” signs, historical resources of the rural world and the spin-offs on the territory. The research will be carried out by making specific reference to Calabria, a representative region of the Mediterranean area. Here, case-studies will be considered in sample areas where tourism and agriculture are integrated, with specific reference to vineyards and wine-making firms, is part of specific rural development strategies and initiatives. Therefore, we intend to highlight the important role of heritage and heritage marketing in order to privilege the competitive advantage that it can have for the company. The finding suggest the utility for rural tourism development: the heritage, which is often well preserved in rural areas is a valuable resource to integrate with management providing useful help as a vehicle for economic benefits also for a territory.

Suggested Citation

  • Privitera, Donatella, 2010. "Heritage and wine as tourist attractions in rural areas," 116th Seminar, October 27-30, 2010, Parma, Italy 95216, European Association of Agricultural Economists.
  • Handle: RePEc:ags:eaa116:95216
    DOI: 10.22004/ag.econ.95216
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    References listed on IDEAS

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    1. Asero, Vincenzo & Patti, Sebastiano, 2009. "From Wine Production to Wine Tourism Experience: The Case of Italy," Working Papers 56206, American Association of Wine Economists.
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    Cited by:

    1. Elena Cruz-Ruiz & Gorka Zamarreño-Aramendia & Elena Ruiz-Romero de la Cruz, 2020. "Key Elements for the Design of a Wine Route. The Case of La Axarquía in Málaga (Spain)," Sustainability, MDPI, vol. 12(21), pages 1-19, November.
    2. Igor Trišić & Snežana Štetić & Donatella Privitera & Adrian Nedelcu, 2019. "Wine Routes in Vojvodina Province, Northern Serbia: A Tool for Sustainable Tourism Development," Sustainability, MDPI, vol. 12(1), pages 1-14, December.
    3. Alfred Krogmann & Peter Ivanič & Hilda Kramáreková & Lucia Petrikovičová & František Petrovič & Henrich Grežo, 2021. "Cultural Tourism in Nitra, Slovakia: Overview of Current and Future Trends," Sustainability, MDPI, vol. 13(9), pages 1-22, May.
    4. Gorka Zamarreño-Aramendia & Elena Cruz-Ruiz & Elena Ruiz-Romero de la Cruz, 2021. "Sustainable Economy and Development of the Rural Territory: Proposal of Wine Tourism Itineraries in La Axarquía of Malaga (Spain)," Economies, MDPI, vol. 9(1), pages 1-21, March.
    5. F.J. Cristófol & Elena Cruz-Ruiz & Gorka Zamarreño-Aramendia, 2021. "Transmission of Place Branding Values through Experiential Events: Wine BC Case Study," Sustainability, MDPI, vol. 13(6), pages 1-21, March.

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    More about this item

    Keywords

    Agribusiness; Agricultural and Food Policy; Community/Rural/Urban Development; Food Consumption/Nutrition/Food Safety; Labor and Human Capital;
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