Purpose This study aims to propose that the institutional environment exerts pressure on the behavior of wineries toward wine tourism development (WTD) and the effect of this influence confers legitimacy to the business of wine tourism. Design/methodology/approach Structural equation modeling through partial least squares was applied to estimate and validate a model using data from a quantitative survey in the universe of 62 wineries with a wine tourism component along the Alentejo Wine Route in Portugal. The proposed model is based on institutional theory through an inter-organizational perspective of wineries. Findings The results show that WTD coexists with a highly institutionalized environment, exerting distinctive mechanisms of external pressure together with the search for social legitimacy through actions and practices on the part of the involved wineries. However, the relationship between legitimacy and organizational performance in wineries with wine tourism is not validated. Research limitations/implications The specific sample of the Alentejo wine companies does not allow the results to be generalized. Future studies should replicate the proposed research model using other geographic areas. Practical implications The results are particularly interesting for managers of wineries and should be considered in the decision-making and strategic processes regarding wine tourism. Originality/value The use of institutional theory in the wine tourism context is novel and original. This study fills a research gap by conducting an empirical investigation of wine tourism based on institutional theory, which allows the identification of exogenous factors that can influence and impose restrictions on the organizational behavior of winery companies toward wine tourism.

Purpose This paper addresses the motivations of tourists who visit the region of La Rioja, Spain, which is well known for its internationally recognized, high-quality wines, yet remains understudied as a wine tourism destination. The paper aims to ascertain whether tourists are attracted to La Rioja because of its famous wines and wine-related activities or if other motivations exist. Design/methodology/approach The data were derived from 217 questionnaires regarding tourists’ motivations. A tourist survey was applied in La Rioja’s capital city, Logroño, and segmentation analysis was undertaken. The data were first grouped into five factors regarding motivations for one’s visit. These factors were then used to create two clusters: “wine tourists” and “other tourists”. Findings The results enabled us to detect different segments of tourists. The existence of two clusters suggests that tourists are motivated to visit the region for various reasons that are not necessarily wine-related. Thus, the region should be marketed to tourists beyond the theme of wine, as there is a demand for diverse experiences. Originality/value Using the push and pull theory, this study contributes to the literature on the profile of visitors to wine tourism destinations by identifying differences in terms of motivations and other personal characteristics between “wine tourists” and the “other tourists”. It also adds to the few existing studies on wine tourism segmentation in Spain through its focus on La Rioja, which is one of the most famous Spanish wine tourism destinations.

Wine Tourism: experiences and sensations in the Vale dos Vinhedos (RS) Turismo del Vino: experiencias y sentimientos en el Vale dos Vinhedos (RS)

Companies with innovative behavior seek differentiation and are constantly reconciling needs and internal objectives with new market opportunities and restrictions imposed by the institutional framework. The involvement of the wineries with the service sector, by adapting to wine tourism, raises an innovative process which requires some organizational change. This study deals with this issue, arguing that the wineries’ change process toward wine tourism development may occur as a result of internal drivers and external pressures. In this sense, the wineries are analyzed through two different points of view: an intraorganizational perspective with the dynamic capability approach, and an interorganizational perspective with the institutional theory. Structural equation modeling methodology is used to estimate and validate the model, which aims to explain the causes and effects of wine tourism development. Results support the propositions that through wine tourism development, the wineries create, extend, and modify their processes, building and using dynamic capabilities, whereas institutional factors shape firms’ behavior and ensure social legitimacy, besides improving their organizational performance.

1Grapes, wine and cultural identity at Serra Gaúcha (RS, Brazil) Uva, vino e identidad cultural en la Serra Gaúcha (RS, Brasil) Resumo: O artigo objetiva compreender a relevância da vitivinicultura na Serra Gaúcha (Estado de Rio Grande do Sul, Brasil) e desvendar a função da uva e do vinho para os imigrantes italianos no século XIX e para os descendentes contemporâneos. Foi realizada uma pesquisa no Vale dos Vinhedos (RS, Brasil), lugar onde há uma ligação entre o vinho e o turismo. A partir de material bibliográfico, de história oral e de entrevistas semiestruturadas elaborou-se um discurso do sujeito coletivo. A pesquisa revelou que a vitivinicultura foi um importante meio de sustento das famílias de imigrantes italianos e também uma maneira de desenvolver e promover o crescimento econômico da região e, que na atualidade, a uva e o vinho são elementos de identificação cultural da comunidade perante turistas e visitantes. Trata-se de um estudo de caso sem pretensão de generalização para outras regiões vitivinícolas do Brasil e traz um novo aporte às relações entre turismo e patrimônio cultural. Palavras-chave: Enoturismo; Patrimônio; Vinho; Identidade cultural; Memória coletiva. (RS, Brazil), where a strong relation between wine and tourism exists. Bibliographical research, oral history and semi-structured interviews permitted the construction of a collective subject discourse. As a result it was revealed that wine production was important at first for subsistence and also a way to Abstract: The article aims to understand the relevance of wine production at Serra Gaúcha region (Rio Grande State, Brazil) and unveil the role played by grapes and wine for XIXth century Italian migrants as for their contemporary descendents. A research was conducted at Vale dos Vinhedos (Vineyards Valley),