Influencia de las percepciones y actitudes gerenciales en la oferta enoturística en empresas vitivinícolas

Abstract

This article sets out to analyse the perceptions and attitudes of the managers of the wine and viticul‑ tural companies of the Guadalupe Valley (Mexico) regarding wine tourism activities, that has experienced steady growth in the northwest of the country wth the wine routes in Baja California. To this end, we used quantitative methods to construct and validate a measurement instrument to gauge levels of reliability based on three prem‑ ises: perceptions, attitudes and wine tourism activities. This was applied to a representative sample of 64 com‑ panies, using structural equations with partial least squares (PLS). As a result, it can be seen how managerial perceptions are competitively focused on perceived threats posed by new competitors and products, with attitudes centring on their client portfolio and employee productivity, and wine tourism activities of tastings and tours. Consequently, this research contributes to the scientific debate on the organisation and business management of the wine tourism sector, by highlighting the specific metrics of business competitiveness in SMEs.