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The aim of this study is to define the contexts in which wineries work. The paper presents a comparative analysis between two wine districts of Piedmont (Italy), located in the provinces of Cuneo (Langhe), and Asti (Monferrato). Even if these two wine districts differ in terms of territory, history, and traditional wine production, both are attractive in terms of industrial tourism (wine and food sector). Each district has its own “wine routes”: in the province of Cuneo there is the “Strada del Barolo e grandi vini di Langa” (Barolo Great Wines of Langa Trail), and in the province of Asti the “Strada del vino Monferrato Astigiano” (Wine Route Monferrato Astigiano), and the “Strada del vino Astesana” (Astesana Wine Route). All these territories are very attractive for tourists from all parts of the world every year. The research has been carried out from the wineries’ perspective: fifty-two wineries have been directly involved in the survey by assigning them ad hoc questionnaires.
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