Sustainability interpretation and impacts of luxury tourism in Douro

Objectives | The aim of this research is to identify the main impacts of climate change in the Douro region and how they are likely to affect tourism in the region, particularly luxury tourism. The project ends by highlighting one of the region's traditional products that everyone appreciates - wine. It became a UNESCO World Heritage Site in 2001. Already feeling the effects of climate change, the Douro is one of the hottest and driest regions in the country. For its landscapes, but also for its history, the Douro is an outstanding region. This work is also aimed at recognizing luxury tourism as an emerging market in the region. Luxury tourists seek unique and personalized experiences. The sustainability of the region is also of increasing interest and concern to them. In this way, luxury and sustainability can complement each other. Companies have increasingly tried to focus on the quality and sustainability of their products, using local suppliers wherever possible. Unfortunately, the sustainability of the vineyards and the landscape continues to be a concern. Climate change is a reality and could wipe out years of production. The overall aim of the research is to understand the importance of sustainability and the impact of luxury tourism in the Douro Demarcated Region. The specific objectives were to: identify threats to sustainability in the Douro; understand the impact of seasonality in the Douro; understand and identify strategies to combat climate change; identify solutions to promote sustainable tourism; analyze the supply of luxury tourism in the region; and understand sustainability in the luxury tourism niche.

Methodology | It was decided to conduct a qualitative study to understand how people in the Demarcated Region of the Douro perceive the issue of sustainability and climate change. According to Sá et al. (2021), the interview survey method, due to its descriptive and detailed nature, is associated with interpretive studies and qualitative research in collecting and analyzing data. The authors then argue that through the main objective of the study and the initial questions, it is possible to identify the target population, the main study variables, and the type of research to be carried out. The final stage is to analyze all the information gathered to provide answers to the research questions and, consequently, suggestions for future research. Respondents are national companies involved in luxury and sustainable wine tourism in the Douro demarcation area. There is also an international company based in Spain and operating in La Rioja.

Organizations involved in wine tourism in the region were included in the sample. Seven organizations involved in wine tourism in the Douro, one organization that teaches and coordinates wine courses, one organization involved in wine tourism in La Rioja, Spain, and one hotel in the study region were interviewed. In addition to national companies with a strong presence in the Portuguese market, it was decided to seek information outside Portugal. As a result, there was an opportunity for an interview with a company frequently active in La Rioja, a Spanish wine region. This was done to compare the best practices of each region, to understand how tourism can be developed in both regions, and, above all, to share knowledge, learning, and ideas that will allow us to develop and grow as a destination.

Results and contributions | In terms of production, Alonso et al. (2022) argue that the companies have a combination of tradition and innovation. Traditional production and maturing methods can still be found, while other innovative measures using new technologies, such as temperature control during fermentation, also help to improve the quality of the final product. However, to combat seasonality, it is necessary to create measures such as attractions for the region - which according to the interviewees include gastronomy, open-air cinema, museums, events, health, and wellness activities - but also public measures to help the region overcome economic crises, seasonality, and other problems. The analysis of the interviews shows that the focus is on the need for the creation of more conditions and attractions in the interior of the country, but also on the need for more cooperation between local authorities. More support for entrepreneurial ideas, sustainable agriculture, but also reviewing the regulation of the wine sector, promoting seasonal tourism with activities for all seasons, compulsory hiring, and more benefits for employees (especially higher salaries), and the need to promote the Douro destination rather than maintaining competition between estates.

In this way, the sustainable development of tourism will be promoted, providing greater social development, economic opportunities, environmental protection, and political stability. The authors address six dimensions that they consider fundamental to the prosperity of the destination: 1. Quality of Life (equity and living conditions, health, satisfaction, education), 2. Social and Cultural Empowerment (knowledge of climate change, availability of resources and recycling, cultural heritage, local identity, and production), 3. Economic Growth (unemployment rates, inflation, happiness, and productivity rates), 4. Environmental Quality (conservation of natural resources, levels of pollution, intensity of use of natural resources), 5. Tourist Satisfaction (quality of destination characteristics, cost, kindness of residents); and 6. Attractiveness (experiences on offer; complementary activities; surrounding landscape and climate). Consideration should be given to managing supply and demand, contributing to a healthy working environment, and managing the impact of tourism on the region to promote sustainable tourism development. The authors also consider that sustainable development is perceived as mitigating social and environmental impacts while providing quality of life for residents.

Interviewees noted that climate change may require greater hydration of the vines and a reduction in the use of chemicals, thus promoting more ecological treatment of vineyards. The interviewees also emphasized the need to preserve the varieties planted in the region, as there is a risk of native varieties being lost, through new planting strategies, particularly at higher altitudes. With the increase in fires due to drought, the importance of controlling invasive species is highlighted, as is the need to clean up woodlands and forests. As already analyzed in the literature review, the responses of the interviewees correspond positively with the perceptions of the authors. Campos (2022) warns that extreme meteorological phenomena, such as extreme rainfall - hail or wind - will tend to increase in frequency and intensity and could destroy years of work and production in minutes. All these effects ultimately affect the grapes, as they can increase sugar concentration and affect flavor, color, and price. In addition to the risks and impacts of climate change, market pressures, new environmental policies, and reduced available inputs, Trigo and Silva (2022) argue that the wine industry is beginning to recognize the benefits of promoting sustainable ideas and realizing its competitive factor. Respondents highlighted their preference for reducing production in terms of quantity but prioritizing quality; adopting water, energy, and carbon efficiency measures; promoting voluntary action and supporting local communities and associations; seeking to regenerate ecosystems by reducing carbon emissions; seeking to use local products and suppliers; and communicating this preference through storytelling.

A wine tourist is not only interested in wine tasting but is also looking for a complete experience that includes tourist activities, exploration of rural and natural landscapes, local hospitality and gastronomy, interaction with the local community, participation in cultural and traditional festivals, and interaction with winemakers to learn more about wine production (Constantoglou et al. 2020). According to the research conducted, Turunen (2018) and Zainurin et al. (2022) define luxury as 'great comfort, especially when provided by beautiful things'. They also argue that it is the'state of abundance or of great ease and comfort: a sumptuous environment'. It's often seen as something rare. It's often associated with dreaming of something we aspire to or want to have, but don't necessarily need. According to Gupta and Kour (2021), the consumption of luxury experiences is not limited to the physiological needs of an individual. This type of product/service helps tourists position themselves and differentiate themselves from others in terms of social status.

Those interviewed see luxury tourism as seeking something authentic, of high quality, offering privacy and exclusivity. There is also a belief that luxury tourists have a greater financial capacity and are therefore more concerned about paying more for more sustainable attitudes where they can enjoy high quality local products. The presence of trained staff is also valued in this niche. They are prepared to welcome tourists and provide them with all the necessary information. Nevertheless, organizations perceive luxury tourism as sustainable tourism because it reduces waste and consumption of local products.

Achieving luxury and sustainability certifications can have a positive impact on customer behavior, according to Osburg et al. (2022). Sustainability certifications convey strength, credibility, quality, and good practice where standards of excellence are met. Luxury certifications, on the other hand, convey a perception of quality, reliability, and desirability. Thus, both certifications allow a company to position itself in a positive way, with prestige and credibility in the market. This increases the desire to visit and pay more for a particular product/service. Pai et al. (2022) also argue that sustainable luxury is possible and that it is defined by the ability to enjoy products and services that meet basic needs and improve the quality of life of the individual without negatively impacting the needs of others and future generations. The authors note that the luxury market is growing. At the same time, consumer concern about climate change and other environmental issues is at an all-time high. Luxury has embraced sustainability, as sustainable purchasing motivations relate to sustainable materials, supply chain transparency, and sustainable processes, according to Chang et al. (2022).

Limitations   | It focused on a lack of answers from various wine-producing organizations. Initially, the aim was to interview only luxury organizations in Douro. However, due to the lack of responses, it was decided to generalize the search and even compare it with the wine region of La Rioja.  La Rioja in Spain was chosen because of its proximity to San Sebastian. This region is famous for its gastronomy. The idea was to make a small comparison between the two regions to understand what they have in common with the Douro, what makes them different, and what makes them special. The difficulties of research in Douro are mainly due to the time of year when the interviews take place. Harvesting is a time of great responsibility for companies. This prevents or limits their availability for participation in the proposed research. It was mainly their visibility and strong presence in the wine tourism market that led to the choice of organizations, namely the large companies. However, it was important to obtain the perspective of smaller organizations to make the study more comprehensive. Nevertheless, despite the difficulties, the practices in question have given us an understanding of the impact of luxury tourism in the Douro and an idea of its degree of sustainability.

Conclusions | According to Bouchard (2020), in the case studied, Porto and the Douro Demarcated Region are characterized not only by their landscapes, but also by their unique products, traditions and tourist activities. Rachão (2020) also points out that products with a specific geographical indication have unique characteristics that guarantee an authentic tourist experience, moving away from a perspective of globalization of the service provided. The Douro is a diamond that needs polishing," said one of the interviewees. It is undoubtedly a unique and special region where you can combine food and wine with the landscape and have an immersive experience in the region. In addition to these points, the organizations also said that for the Douro to be perceived as a luxury destination, it is necessary to promote more handicrafts; have more seasonal offers that attract tourists all year round; customize experiences and make a difference; have trained and welcoming staff that make tourists feel like "one of us". The Douro has very specific characteristics. However, it is a region that is not only sought after for its gastronomy and wine tourism. It's not a region where only the luxury niche is the focus. The Douro is not a holiday destination, it is a complete experience. In this way, it is possible to find a segmentation of practices associated with luxury tourism and experiential tourism. According to the interviewees, the two can coexist. It is possible to offer adventure and nature tourism while promoting health and wellness tourism. It is possible to have budget accommodation and more exclusive and private accommodation in the same space; it is possible to have tourists who value the quality of their accommodation, where architecture, quality, decoration, and comfort are important, as well as tourists who like to take risks and look for quality, not so much in the accommodation, but more in the quality of the experience they are going to have.