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AbstractGiven the importance of the wine sector in Baja California, Mexico, the purpose of this research is to explore the tourism and marketing characteristics of family-owned micro wineries with a production of no more than 5,000 annual/boxes of wine from the Guadalupe Valley, and to identify the socio-demographic consumption parameters. Based on the results, recommendations were made with the cautionary note that more research is needed to address the gap of information that exists in this topic. The research design was a mixed one, qualitative and quantitative, in which a convenience sample of 200 visitors to the Guadalupe Valley were surveyed, and 17 experts in the domain area were interviewed, which allowed to gather data about wine shopping behavior, wine marketing, wine tourism and country background. The results indicated the existence of a significant relationship between dependent and independent variables using Chi Square analysis in SPSS (type of wine + frequency of consumption, type of retailer and willingness to pay). Additionally, a large number of smaller, family-owned wineries, that have limited production runs, and diversify their services via restaurant and boutique type lodging, was uncovered. Conclusions are drawn and implications discussed. KeywordsWine Tourism. Marketing. Small Family Wineries. Baja California, Mexico. RESUMODada a importância do setor vitivinícola em Baja California, no México, o objetivo desta pesquisa é o de apresentar as características turísticas e mercadológicas das micro vinícolas de propriedade familiar no Vale de Guadalupe, que produzem anualmente mais de 5.000 caixas de vinho, e de identificar os parâmetros sociodemográfico de consumo. Com base nos resultados, foram feitas recomendações, mas com a advertência de que mais pesquisas são necessárias para abordar a lacuna de informações sobre a questão. O delineamento da pesquisa foi misto, qualitativo e quantitativo, envolvendo uma amostra, por conveniência, de 200 visitantes do Vale no Guadalupe. Foram entrevistados 17 especialistas, o que permitiu coletar dados sobre o comportamento de compra de vinho, marketing de vinhos e enoturismo. Os resultados indicaram a existência de uma relação significativa entre variáveis dependentes e independentes, utilizando a análise de Qui-Quadrado no SPSS (tipo de vinho + frequência de consumo, tipo de varejista e disposição de pagar). Além disso, constatou-se a existência de um grande número de vinícolas menores, de propriedade familiar, com produção limitada e diversidade de serviços, como restaurantes e hotéis boutique.PALAVRAS-CHAVEEnoturismo. Marketing. Micro Vinícolas Familiares. Baixa California, Mexico. 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