Analysis of the profile and main motivations of the wine tourist in Dão Wine Region

Abstract

Wine tourism is a recent activity in Portugal. However, Portugal is considered a country with very favorable factors to the development of this type of tourism, contributing to the growth of less touristic regions or with fewer resources and attractions for tourism in general. Wine routes can be considered one of the instruments of promotion of wine tourism. They are an important vehicle to promote the wine regions and their wineries. The Dão Wine Route is finally starting to take the first steps toward a diversified supply of products and services. Thus, the main aim of this study is to contribute to the knowledge of the profile and motivations of the wine tourist who visits this region, in order to constitute an adjustment of the offer to a target audience with very specific needs and motivations. The methodology was based on an empirical study, through a survey of 71 wine tourists who visited the Dão region. The results allow to identify some characteristics of the profile of the wine tourist who visits the Dão region and to categorize the main factors that are the basis of the choice of a wine tourism destination. This work brings relevant information and guidelines to boost wine tourism in the Dão Wine Region in a coordinated and directed way for its target market.