Wine Tourism Development in a Mediterranean Destination: Perspectives and Experiences from Cyprus, Italy, Turkey and France

Mediterranean countries have long been associated with wine production. However, only recently, as regions come to face the implications of global rural restructuring, have wine and tourism been utilized for regional development. This article provides an information of the concept of wine tourism development and its current situation in the Mediterranean. The study examines the relationship opportunities, benefits and the challenges between wineries and tourism and hospitality sector. In the meantime, this research is to critically learn interior and exterior obstacles and challenges from the winery perspectives and learning their regional features and winery assets that contributes in involving in wine tourism and enhancing cellar-door experiences. In general, this study addressing (1) to investigate the challenges and the scope of being involved in tourism and hospitality sector and the level of benefits to the winery, (2) to gather information on how regional heritage - historical, cultural, traditional, geographical – associated and incorporated by the wineries, (3) to examine the how effective are authenticity and key features of the stories that are associated with regional heritage, winery family background and wine production in cellar-door experiences, (4) to explore what sustainable practices adopted and undertaken and how they are effecting the value chain of the winery, (5) to find out the level of relevancy of the region for wine tourism and the challenges the wineries are encountering.