Expanding the destination image: wine tourism in the Canary Islands

Pascal Scherrer · Abel Duarte Alonso · Lynnaire M. Sheridan

99 citations0/0 files storedInternational Journal of Tourism Research

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Wine Industry and Tourism Diverse Aspects of Tourism Research Culinary Culture and Tourism

Abstract

Abstract Tourism to the Canary Islands is centred around competitively priced holidays focused on the sun and beach mass tourism experience. A restructure of the islands' wine industry offers opportunities for developing new tourism alternatives based on gourmet products and traditional landscapes. This paper examines the potential of wine tourism from winery operators' perspectives. Challenges to overcome in the development of a successful sustainable local wine tourism industry include the need for expansion of the destination image to reflect the region's wine‐making history and scenic qualities; a shift towards independent high‐yield travellers; and reintroducing local produce in the mass tourism product. Copyright © 2008 John Wiley & Sons, Ltd.

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References

2006Wine Tourism Research: The State of Play 2004A Review of Global Wine Tourism Research 2002Wine tourism around the world: development, management and markets 2009Wine Tourism Around the World 2002Wine production as a service experience – the effects of service quality on wine sales 2004Developing wine trails as a tourist attraction in Israel 2003The Rock, the Reef and the grape: The challenges of developing wine tourism in regional Australia 2007The emerging Brazilian wine industry

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