Cultural dynamics in wine routes as a way to create value in the touristic experience

Abstract

Enotourism ecosystem is interconnected with a vast set of cultural activities and tourism experiences linked to the wine culture. Wine routes have been the most visible aspect in endogenous resources valorization allied to region heritage identity, which are able to generate sustainability in rural areas. The integration of Wine Museums, Interpretation Centers and wineries museums, in Wine Routes dynamics, can be a differentiating value creation element inside Enotourism experiences diversification, as well as a structuring factor for a sustainable tourism supply. This exploratory work intends to analyze this aspect of the culture related to wine and to highlight the potential of a specific territory in the Dão and Bairrada Wine Routes of Portugal, in a perspective of stakeholders’ coopetition. The identification, integration and appreciation of museums and museum spaces in the respective Routes should be seen as a component to be developed in marketing strategies and promotion of their territories, as cultural dynamics of value creation in the experience associated with Wine tourism.