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Italy Tasting: Wine, Tourism, and Landscape

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A History of Italian Wine

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Abstract

Wine as a cultural product has become the main theme of tourism development in Italy. Wine tourism can be established as a regional development tool, allowing the integration of the primary (agriculture), secondary (wine industry) and tertiary (tourism) sectors, highlighting the landscape attributes and showing the regional “tourism terroir” singularities. The tourist and wine industries are becoming increasingly identified as natural symbiotic partners concerned with business and the sustainability of territories. This winwin relationship must be anchored in competitive networks, taking advantage of partnership skills and stakeholders’ synergies. In this study, the objective was to characterise the complex wine tourism ecosystem starting with a deep literature review. The Oenotourism Ecosystem comprises three pillars: Wine Culture, Territory/Landscape, and Tourism, where the encounter with the material and immaterial heritage is at the heart of the tourist’s experience.

This chapter also studies the development of wine fairs from the first wine exhibitions in the nineteenth century to the main wine exposition which started during the 1960s, that is Vinitaly. The wine panorama is another important aspect of the creation of “territorial brands” used in Italy for economic development.

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Authors and Affiliations

  1. Perugia, Italy

    Manuel Vaquero Piñeiro

  2. Brescia, Italy

    Paolo Tedeschi

  3. Milano, Italy

    Luciano Maffi

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  1. Manuel Vaquero Piñeiro
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Correspondence to Manuel Vaquero Piñeiro .

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Vaquero Piñeiro, M., Tedeschi, P., Maffi, L. (2022). Italy Tasting: Wine, Tourism, and Landscape. In: A History of Italian Wine. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-06097-7_5

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