Connecting Oenological and gastronomical tourisms at the Wine Roads, Veneto, Italy, for the promotion and development of agrotourism

Abstract

This article examines the motivations for attending wine festivals in the region of Veneto, Italy, and the connection of such visitation with the gastronomical presence at wineries in an attempt to relate gastronomical and wine tourism and specify tourists’ typology. A total of 1330 respondents filled in a questionnaire at the festival called the ‘Veneto Wine Festival’ at Wine Roads, Veneto, which is the most active wine-producing region in Italy, to examine the significance that the combination of wine with gastronomical activities may play for visiting the region. This article makes a theoretical and practical contribution adding to the literature on segmentation of wine tourists and whether there is a differentiation among them, since there is little research on the segmentation of wine tourists for the area of Veneto. Results showed four categories for gastro-oenological visitors: the wine-friendly, the beginner, the occasional visitor and the tourist. Suggestions are also made for the supply side of wine tourism in order to adopt marketing strategies about products and prices on offer. Each wine festival is unique. Veneto does not have balanced tourism development; close urban centres such as Venice and Padova in Italy attract the majority of visitors. Therefore, the implementation of an advertising communication programme may promote information about the area and its wineries for the development of agrotourism.