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Iconic Architecture as a Catalyst for Wine Tourism: A Case Study of Marques De Riscal

Author

Listed:
  • Plaza Beatriz

    (Professor of Regional and Urban Policy)

  • Esteban Marisol

    (Professor of Urban and Regional Economics)

  • Aranburu Ibon
  • Johny Jensy

    (Msc. Economics & Finance. School of Economics and Business. University of Navarra, Pamplona, Spain)

Abstract

This article explores the intersection between Frank Gehry’s iconic Hotel Marqués de Riscal (MdR) and the Marques de Riscal winery, investigating their causal relationship with the surge in wine tourism. Using Google Trends data and empirical research, it establishes the influential role of the MdR Hotel in driving positive impacts on the winery and the local economy. Findings highlight: (1) the hotel’s symbolic signaling elevates the winery’s reputation globally, (2) repositioning efforts lead to increased economic returns and profitability, and (3) the transformational MdR Hotel attracts visitors, generating new economic activity and job opportunities in the Rioja region. Insights into the transformative effects of the iconic MdR Hotel on the winery and the local economy are provided.

Suggested Citation

  • Plaza Beatriz & Esteban Marisol & Aranburu Ibon & Johny Jensy, 2024. "Iconic Architecture as a Catalyst for Wine Tourism: A Case Study of Marques De Riscal," European Countryside, Sciendo, vol. 16(1), pages 168-182, March.
    • Handle: RePEc:vrs:eurcou:v:16:y:2024:i:1:p:168-182:n:10
    DOI: 10.2478/euco-2024-0010
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