Conscious use of resources without exceeding renewal capacity is a global priority for business. Developing sustainable behavior is important for the wine industry recognizing that pursuing sustainability is a challenge influencing food consumption behavior. The experience of wine tourism is clearly linked to sustainable and cultural aspects of the wine-producing region. Wine tourism occupies a particularly challenging position as a bridge between environment and society to achieve economic benefits by being more efficient. Furthermore, the combination of wine tourism and wine production is formed by the interaction of consumers with wine production teams and management systems. The goal of this chapter is two-fold: to have a better understanding of the visitors ‘perception and preferences regarding sustainable wine tourism and comprehend sustainable practices from Gramona Wineries. Findings may shed some light on the role of sustainability in the wine industry impacting consumers and relations with stakeholders.
TopIntroduction
One of the most significant emerging segments of the tourism industry worldwide is wine tourism (Hall & Prayag, 2017; Vitale et al., 2018). Over the past ten years, businesses and academic research across industries and disciplines have increasingly focused on sustainability in all its areas. In this context, businesses are aiming to be more innovative in their practices, in order to improve sustainability (Signori et al., 2017).
In addition, business sustainability relates to Corporate Social Responsibility (CSR). This term is defined as the responsibility of companies about its impact on society including activities to maximize positive impacts and reduce negative ones related to economic, environmental, and social activities. CSR is referred to sustainability because it is the manner that enables companies to express their commitments in social and environmental areas (Muñoz et al., 2020; Carroll, 2021).
Besides, sustainability has become a requirement for companies because of global problems that World Economic Forum identify in its annual report (WEF, 2023) that directly affect business management, such as climate change, hunger, and equality, among others (Sachs et al, 2022). And the wine sector also seeks the implementation of sustainable activities from the economic, social, and environmental perspective (Pomarici & Vecchio, 2019).
As some authors have identified in the literature, sustainability in the wine sector is a factor of competitiveness, innovation, territorial development, environmental awareness, responsible consumption, and recognition increasing the intention to purchase sustainable products, among others (Nave et al, 2021). Moreover, other researchers show that the main drivers for the wineries to implement sustainable wine tourism are related to consumers looking for ecological products increasing the reputation and satisfaction. On the other side, the main barriers to implement sustainability are the lack of financial resources, human capital, infrastructure, and information (Filopoulos, 2021). As consumer awareness increases, the market should adjust its offering and meet consumer wants and expectations considering that a new conscious consumer is looking for information and sustainable products.
Additionally, company communication strategies should concentrate on sustainable issues to satisfy the needs of consumers who care about the environment. In this sense, some studies identify that Word of Mouth (WoM) communication can increase the motivation of consumers to visit a winery destination based on the experience, prestige, and brand credibility (Santos et al, 2022). Also, customers thus play a crucial role and can influence businesses by bringing up important concerns like ethics and respect for people and the environment, which are essential to sustainable development. The knowledge and recognition of the wine tourism sector as a sustainable industry can be increased because of these elements and their potential to influence other sectors (Nave et., 2021).
In general, the wine sector is increasing the interest of different stakeholders for sustainable practices and, because consumers are looking for ecological products and responsible practices, the wineries are including sustainability in their businesses and new opportunities are coming to introducing products and experiences for a new conscious consumer. In this sense, exploring and inviting these consumers to participate in these experiences is part of this process for the wineries. Therefore, an analysis of products, respect for the environment and communication, among others, can increase interest in this industry.
The goal of this chapter is two-fold: to have a better understanding of the visitors ‘perception and preferences regarding sustainable wine tourism and comprehend sustainable practices from a case study: Gramona Wineries. Furthermore, to contribute to the study of the challenges in the wine industry, this chapter explores how the winery sector promotes sustainable activities in their businesses to increase their competitiveness. Because of this, the objective of this chapter is also to explore the consumer's engagement through a case study and how Gramona Wineries invites people to participate in sustainable activities through a unique experience respecting the local community and the environment.