Exploring Enotourism’s Impact on Winery Competitiveness through Online Data

Abstract

[EN] Enotourism has become an increasingly popular form of tourism in the wine industry, offering visitors the opportunity to discover the wine culture, history, and production process while enjoying the natural and cultural heritage of the region. Enotourism can improve the wine brand image, heritage, cellar reputation, and the Denomination of Origin (DO) recognition. This paper explores how enoturism offers, including visits, tastings, restaurants, and accommodation services, relate to the competitiveness of wineries in Spain. To this end, financial variables obtained from the Sistema de Análisis de Balances Ibéricos (SABI) are combined with indicators extracted from the wineries' websites. PCA is applied to financial variables and the first three components are used to measure the different dimensions of winery competitiveness. Results show that each dimension is associated with a different set of concepts related to enoturism offer.