Factors driving wine tourism diversification in Veneto farms: The Valpolicella case

This study investigates the motivations behind the diversification of wine farms into wine tourism activities in the Valpolicella region of Veneto. The main objective is to understand the factors that drive wineries to expand their business models to include eno-tourism. To achieve this, a questionnaire was distributed by the Valpolicella Wine Consortium to local wineries. The survey collected data on both the characteristics of the entrepreneurs and the specifics of their businesses. Key entrepreneur attributes examined include age, gender, education level, and whether they have children involved in the business. Business-related data were also gathered, such as the primary activities of the wineries, the markets in which they are most active, and the amount of land dedicated to vineyards. The results indicate that the average entrepreneur that answered in the survey is around fifty years old and male in 88,2% of the cases. Most of these entrepreneurs hold a university degree and have entered the business by inheriting it from a parent. Additionally, these entrepreneurs typically work full-time within their wineries. Among those who have diversified into wine tourism, the main activities include winery tours and wine tastings. The primary motivations cited by these entrepreneurs for entering the wine tourism sector include personal stimulation, leveraging the scenic location of their wineries, enhancing brand image, increasing customer loyalty, adding value to their products, and raising brand awareness. These findings provide valuable insights into the demographic and business profiles of winery owners in Valpolicella, shedding light on the factors influencing their decision to diversify into wine tourism. Understanding these motivations can help develop strategies to support and promote wine tourism in the region.