Marzo‐Navarro, Mercedes; Pedraja‐Iglesias, Marta - In: International Journal of Wine Business Research 22 (2010) 4, pp. 349-361
Purpose – Wine tourism is emerging as a lucrative sector, with the capacity to generate growing and long …‐lasting tourism. Despite Spain's tourism and wine potential, wine tourism is scarcely developed. In order to develop it strategically …, it is necessary to know both the real and potential customers of this tourism. The purpose of this paper is to ask, who …