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Wine Festivals as a Vehicle of Promotion of a Tourist Destination

Abstract:

Gastronomic and wine festivals are becoming a vehicle to promote the gastronomic products of certain tourist destinations, some of them characterized by an important cultural identity. This paper presents an investigation into the wine festival with the Designation of Origin Montilla-Moriles in Spain, which consists in enterprises, mostly characterized by small farmer cooperatives undergoing hardships in the marketing of the product. The research presents the sociodemographic profile, the motivation of tourists attending the event and the satisfaction with such festivals. The main results of this research point to the significant educational level of visitors, their high level of income, the possibility of using these festivals either as a means of promotion or as a means of marketing and the need to strengthen the advertising campaigns of this type of wine.