Exploring the profile and behaviors of enoteca visitors in Montalcino, Italy

The production and consumption of wine have a long history in Italy, and both of these activities play an important role in the culinary and lifestyle preferences of Italians. No other Italian food product has seen an economic resurgence as significant as the wine sector in Italy and worldwide during the past decade. The businesses that are involved in the cultivation of vines and the production of wine have been both the propellants and the beneficiaries of this situation. In Italy, wines have a strong connection to the local territory and possess deep historical and symbolic connections to their place of origin. Enoteca is a place that truly demonstrates the immense potential of wine culture and also educates the public about wine production. Many researchers have dedicated their works to the analysis and exploration of the wineries, but there are limited studies that are aimed at enoteca and its visitors. The customer, accordingly, now plays one of the main roles in the wine tourism. Exploring and understanding wine consumer behavior is crucial in determining the factors that influence their demands. This includes aspects like wine motivation, wine involvement, cultural experience, and visitor satisfaction. And I have, therefore, decided to focus my analysis on the visitors of the enoteca in the city of Montalcino. The city, which is located in one of the most well-known and historically significant wine-producing areas. I believe that this study may have an impact on some parts of enoteca’s business to provide a better experience to the customers. Applying personal experiences gained through employment in the enoteca of Montalcino, this thesis work relies on a comprehensive questionnaire-based methodology to explore the motivations, preferences, and decision-making processes of visitors engaging with the local wine culture. The outcomes of this research aim to offer enoteca operators, the local community of Montalcino, and the broader wine tourism industry valuable insights into the dynamics of enoteca tourism. Through an extensive examination of visitor profiles, motivations, and behaviors, the research findings provide valuable insights for improving the enoteca experience and promoting the distinctive wine culture of Montalcino.