Sustainable wine tourism eco-systems through co-opetition

Abstract

The wine tourism system consists of organizational networks stretching across several different spatial and sectorial scales, connecting several types of stakeholders with different values, roles, interests, skills, practices, resources and ideas. To achieve sustainable territory development through tourism in wine regions, all stakeholders must match their own business goals with the territory’s needs of development, applying value creation strategies and co-opetitive networks. Thereby, Wine Tourism co-opetition strategies are able to: enhance Wine tourism stakeholders’ capacity and tools to manage their business with effectiveness and efficiency; provide sustainably-yielding guidelines based on the local context and needs; promote quality tourism experiences/ products and services that encourage accountable and cooperative approaches among all stakeholders; help define priority projects for innovative and competitive wine tourism development; and identify strategic opportunities for economic growth and job creation inside the regions. The literature review intends to analyse the complex relational interconnectivity between stakeholders within the Wine Tourism ecosystem, in territories with a strong cultural identity. It also highlights the link between the development of competitive wine and wine tourism businesses and sustainable wine-tourism territories through networks of co-opetition yielding superior value-creation in diverse fields.