Turismo enológico en Uruguay: ¿qué quiere el visitante local?/Wine tourism in Uruguay: what does the local visitor want?

• Published in: Pasos (Tenerife (Canary Islands)) Vol. 14; no. 4; p. 963
• Main Authors: Gianfranca María Camussi Calvi, Zamora González, Jorge Iván
• Format: Journal Article
• Language: Spanish
• Published: Tenerife Instituto Universitario de Ciencia Polítics y Sociales. Universidad de La Laguna. España 01-07-2016
• Subjects: Attitudes; Expectations; Marketing; Tourism; Wineries & vineyards; Wines; Uruguay
• ISSN: 2529-959X; 1695-7121

Uruguayan wine tourism is just emerging, current demand are mainly foreign ,and marginally local tourists. The aim of this paper is to identify expectations and motivations of local visitors, to contribute for the designing of an improving marketing strategy. A survey was applied to Montevideo's high and middle income residents to evaluate the attitude towards the wine tourism and to determine their perceptions and expectations. Results indicate that the majority (86%) would like to visit wineries. Exploratory and confirmatory statistical segmentation reveals segments by similar interests such as two visitors niches, one that want to focus on tasting and purchasing wine, and another one preferring to know the wine production process. The other niche focuses in the nature of complementary activities; one group wishes gastronomy, culture and arts while another one prefers sports or outdoor activities. Thus, it is then identified the range and breadth of services and activities for a successful wine tourism seeking total customer satisfaction and loyalty from local visitors.