The Role Of Transnational Companies In Promoting And Developing Wine Tourism. Ethnographic Case Studies In Mexico And Spain

The aim of this article is to analyze the development of wine tourism in two rural territories in America and Europe, based on the study of a leading transnational company in the field of sparkling wines, and also on the sale of tourist experiences. Following a qualitative methodological approach using a case study and multi-site ethnography, the practices deployed by the company were analyzed in terms of its positioning as a benchmark for wine production and wine tourism. The results show how this company implements a global business scale model, through strategic alliances and by mobilizing economic, political and social resources, consolidating a brand-territory used to promote its products and services. It may be concluded that the participation of this company in wine tourism serves as a settlement strategy, a reaffirmation of status and recognition of leadership in the wine sector.