Sustainable Practices in Wine Tourism: Perspectives From Spain's Wine Industry

Abstract

This study aims to examine the influence of wine tourism on the adoption of environmentally friendly innovations in products and processes among Spanish wineries. To accurately identify cause-and-effect relationships, the research incorporates control variables such as the age of the winery, its size, and its affiliation with a Protected Designation of Origin (PDO). The study is based on a conceptual model derived from existing literature, and it employs Partial Least Squares Structural Equation Modeling (PLS-SEM) for empirical analysis, using data from 202 Spanish wineries. The findings reveal that wine tourism significantly and positively impacts the development of eco-friendly product and process innovations.