Destination Branding in Wine Tourism: A Comparative Study of Austria and Italy at National and Regional Levels

This thesis studies wine tourism and how destinations use branding to attract visitors. Wine tourism is growing fast and includes not only wine tasting, but also culture, landscapes, gastronomy, and local traditions. Because many regions compete for tourists, clear branding helps them stand out and communicate what makes them special. The research compares how wine tourism is presented in Italy and Austria at both national and regional levels, focusing on Piedmont and Burgenland. It analyses official websites, social media, visual materials, and tourism structures to understand how each destination builds and communicates its wine identity . The results show that Italy usually presents wine as part of a broader cultural and lifestyle image, while Austria highlights wine more directly as a central element of its tourism identity. At the regional level, Piedmont focuses strongly on prestige and famous wines, while Burgenland communicates a clearer and more concentrated wine-centred experience. Overall, the study shows that destinations with a focused wine identity communicate more clearly, while destinations that include wine within a broader tourism image benefit from strong overall recognition but may appear less specialised.