The Potential of Wine Tourism in the Innovation Processes of Tourism Experiences in the Canary Islands—An Approach to the Case of the Canary Brand

Agustín Dorta Rodriguez and Joana A. Quintela ()
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Agustín Dorta Rodriguez: Iriarte International University Center, Paseo Santo Tomás, s/n, 38400 Puerto de la Cruz, Tenerife, Spain
Joana A. Quintela: Research on Economics, Management, and Information Technologies (REMIT), Department of Tourism, Heritage and Culture, Portucalense University, Rua Dr. António Bernardino de Almeida, 541, 4200-072 Porto, Portugal

Sustainability, 2024, vol. 16, issue 15, 1-18

Abstract: The braided cord vineyard management system of the La Orotava Valley (Canary Islands, Spain) is a unique technique in the world that has been developed in the northern area of the island of Tenerife since the introduction of the first strains from Europe after the conquest of the Canary Islands and that synthesizes the unique wine cultural landscape of the territory. The future sustainability of this landscape seems to be inescapably linked to policies in favour of environmental, social and economic development, primarily through wine tourism. To do this, the methodology addresses the opinions of 16 in-depth interviews of key informants from the sector to understand this cultural landscape’s degree of use and enhancement. The results indicate significant progress in the revaluation and sustainability of the braided cord system (BCS) as part of the public–private strategy in search of its recognition as a BIC. Likewise, the winery sector recognizes the need to move towards a management model for the wine sector of the La Orotava Valley, where wine tourism has a more significant role, that seems to be closed based on the projects and initiatives under development.

Keywords: wine tourism; landscape; braided cord system; sustainability; wineries (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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