Integrating Wine Tourism and Cultural Heritage Through a Georeferenced Wine Map: A Tool for Sustainable Territorial Development in Basilicata (Southern Italy)

Abstract

Wine tourism is increasingly recognized as a key driver of sustainable rural development and the integrated enhancement of cultural heritage. However, in many production areas, including Southern Italy, the sector remains fragmented, with limited integration between wine production, cultural heritage, and territorial identity, restricting its potential for experiential and sustainable tourism. This study addresses this gap by proposing a relational, heritage-based approach that connects wine landscapes with archaeological and cultural resources. The aim of the research is to examine how wine tourism can contribute to sustainable territorial development in Basilicata (Southern Italy) through an integrated interpretative framework. This study also develops a georeferenced wine tourism map and evaluates the readiness of wineries to adopt integrated wine tourism models. Methodologically, the research is structured into three phases: (i) literature review and data collection on wine-related cultural heritage; (ii) development of a georeferenced map identifying 21 points of interest within the main regional DOC areas; and (iii) stakeholder engagement through participation in sector events and a strategic questionnaire administered to 30 wineries (response rate: 50%). Data were analysed using spatial interpretation and descriptive and thematic analysis. Results show that wine tourism in Basilicata is consolidating but remains characterized by territorial imbalance and weak integration between wine production and cultural heritage. Wineries demonstrate strong territorial identity and growing interest in experiential tourism, while communication and interpretation tools remain underdeveloped. The wine tourism map effectively integrates spatial and cultural data and supports cooperation among stakeholders. In conclusion, integrated mapping-based wine tourism can foster sustainable rural development in inner areas and provide a replicable framework linking heritage, identity, and tourism.

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