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Life Cycle of Wine Routes: Northern Portugal’s Perspective

In: Wine Tourism Destination Management and Marketing

Author

Listed:
  • Darko Dimitrovski

    (University of Kragujevac
    University of Trás-os-Montes and Alto Douro (UTAD))

  • Susana Rachão

    (University of Trás-os-Montes and Alto Douro)

  • Veronika Joukes

    (University of Trás-os-Montes and Alto Douro (UTAD))

Abstract

Wine routes, given that they function as dynamic systems, can benefit their destination, be it on a regional or national scale. Knowing their position in the ‘product life cycle’ model of Levitt (Harvard Bus Rev 43:81–94, 1965) and the ‘tourism destination life cycle’ of Butler (Can Geogr 24(1):5–12, 1980) provides further understanding about the potential and the needs of each route. The focus of this chapter is on Portuguese wine route dynamics, with special reference to the ones situated in Northern Portugal. What the research team did, namely to pinpoint the place of each Portuguese wine route on the life cycle, can also be done for other countries and/or regions. The results of this exercise provide a suitable starting point to further interpret the dynamic process each wine route goes through: How can the roles and attitudes of both their coordinating body and members be fine-tuned in the interest of all parties? Which would be the best management style for each wine route, in accordance with the phase it is in?

Suggested Citation

  • Darko Dimitrovski & Susana Rachão & Veronika Joukes, 2019. "Life Cycle of Wine Routes: Northern Portugal’s Perspective," Springer Books, in: Marianna Sigala & Richard N. S. Robinson (ed.), Wine Tourism Destination Management and Marketing, chapter 0, pages 303-326, Springer.
  • Handle: RePEc:spr:sprchp:978-3-030-00437-8_20
    DOI: 10.1007/978-3-030-00437-8_20
    as

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