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Title: | El papel de las empresas trasnacionales en la promoción y desarrollo del enoturismo. Estudios de caso etnográficos en México y España |
Other Titles: | The role of transnational companies in promoting and developing wine tourism. Ethnographic case studies in Mexico and Spain |
Author: | Jesús Contreras, Daniel de Medina, F. Xavier |
Others: | Universitat Oberta de Catalunya (UOC) |
Citation: | De Jesús Contreras, D. y Medina, F. X. (2021). El papel de las empresas trasnacionales en la promoción y desarrollo del enoturismo. Estudios de caso etnográficos en México y España. Investigaciones Turísticas (22), pp. 304-326. https://doi.org/10.14198/INTURI2021.22.13 |
Abstract: | 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. |
Keywords: | globalization wine tourism transnational companies multi-site ethnography territorial transformation |
DOI: | https://doi.org/10.14198/INTURI2021.22.13 |
Document type: | info:eu-repo/semantics/article |
Issue Date: | 2-Jul-2021 |
Publication license: | http://creativecommons.org/licenses/by/3.0/es/ |
Appears in Collections: | Articles cientÍfics |
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File | Description | Size | Format | |
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Investigaciones-Turisticas_papel de las empresas trasnacionales.pdf | 1,3 MB | Adobe PDF | View/Open |
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