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Authors
Advisor(s)
Abstract(s)
The intersection of wine tourism and family tourism represents a burgeoning
yet underexplored niche both within the tourism industry, and tourism research. While wine
tourism has traditionally been associated with adult-centric experiences (Malerba et al.,
2023), the evolving dynamics of family travel (Schänzel et al., 2014) and the increasing
demand for luxury experiences (Zainurin et al., 2021) have given rise to a unique segment |
family luxury wine tourism. Despite its potential, this area remains significantly under-researched. The importance of investigating family luxury wine tourism lies in its capacity to cater to a
diverse demographic, offering enriching experiences that combine the sophistication of
wine culture with family-friendly activities (Choo et al., 2017). Despite this, there is still a
notable scarcity of studies that approach wine tourism from a family perspective, with
families rarely considered as a significant target audience, especially when they include
children. This lack of attention to developing specific offers for this segment reveals an
important gap, which could be exploited to make wine tourism more inclusive and
accessible.
This research aims to fill the existing gap by examining the characteristics and motivations
of families engaging in luxury wine tourism. Understanding these factors is crucial for
developing targeted marketing strategies and enhancing the overall visitor experience,
thereby contributing to the sustainable growth of the tourism sector.
The study was developed in the Douro wine region. This region in Portugal is an outstanding
example of how wine tourism can be an effective tool for regional development. With an
impressive diversity of landscapes and a tourist offer adapted to different audiences, and
times of the year, the Douro stands out for its ability to attract tourists both for its wine and
for its cultural and natural heritage. This destination has combined tradition and innovation,
offering an enriching experience to those who visit it (Guimarães, 2009).
Description
Keywords
Wine tourism Luxury tourism Luxury wine tourism Family tourism The Fladgate Partnership Child-friendly activities
Citation
Publisher
Springer