Conclusion

Chapter 3 Chapter 3

3.4 Conclusion

36

visibility, thus motivating demand increases and competitive attitudes. Synergetic effects do, however, translate into the sale of new products, development and the activa- tion of new activities and members, all of which must be properly exploited through their owners’ dynamic activity, which involves a change in their organisational atti- tudes and business approaches, thereby adapting to the whole network they now belong to.

In such a dimension one should note the added importance assigned by the members, namely farms and vineyards, to the aesthetics of the preservation of legacy, the genuine factors linked to space and tradition, the creation of infrastruc- tures to support tourism, and their association with local products capable of increasing their product portfolio. Similar importance should be given to their association with cultural groups capable of enhancing the product being offered in conjunction with the vineyard culture and involving tourism with the region as a whole. What we mean here, is that a positive activation and profi tability of all ter- ritorial space incorporated in the route is required. Such factors increase coher- ence, create signs and powerful associations that when passed on to the tourist reinforce the intrinsic trademark of the territory.

All articulation and activation of members’ linked activities and the care attrib- uted to factors such as landscape conservation and culture preservation in order to capture visitors must also be considered. Consequently, all sales opportunities deriving from such an approach would make it possible to avoid an economically effi cient mechanisation which would destroy the landscape, thus preserving tradi- tional production methods and retaining labour dependent on this activity. From another point of view, to create availability of associated regional products one can locally stimulate arts and crafts production and cultural groups which provide their services as a supplement to what the route offers. When a tourist destination trade- mark is created in a strong and recognisable manner, the route’s activity attracts more tourists to the territory and tourism agents in general, and not exclusively to the route’s associates or those directly linked to the route.

We can thus observe that the potential for economic development associated with a route can be enormous, since “from the moment it is created and starts to work as an ‘engine’ for development, the wine route is recognized by its members, non- members, tourists and other interested actors as acting and ‘speaking for’ the territory. The wine route fi xes a development repertory into a strategic hegemony”

(Brunori and Rosi 2000 , p. 421). This strategy is conditioned to an understanding of its articulations and the promotion of interaction between members in order to pro- vide a dynamic tourist offer in the territory.

37

the creation of a market that attracts a critical mass of consumers, thus enabling the sustainable development of the whole region.

No matter what one says, wants and thinks, a region will never become a destination of excellence if there are no tourism actors which excel. And the tourism actors of excellence are not only those who by their physical infrastructures provide the region with the best accommodation capacity. There is also a need for actors who, through their relational capabilities, are able to promote themselves in concert, inte- grate offerings and enhance existing resources.

This study has also focused on wine routes as a preferential wine tourism tool based upon the structuring of a coherent product and collective action in order to enable and promote its actual work. Indeed the dynamics of the route result mainly from the collective thought and the need for cooperation to create a structure between multiple partners. This leads to a coherent and integrated product that becomes attractive to the tourist and produces added value for the wine producer.

The effect of wine routes in multiple socioeconomic dimensions as an essential tool for regional promotion was also observed. As such, these movements must be understood as sustained policies for territorial development.

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© Springer International Publishing Switzerland 2016

M. Peris-Ortiz et al. (eds.), Wine and Tourism, DOI 10.1007/978-3-319-18857-7_4