Analyzing the Impact of Wine Tourism on the Triple Bottom Line of Spanish Wineries

Abstract

The research focuses on assessing the impact of wine tourism on the comprehensive sustainability performance, which includes economic, social, and environmental aspects, of Spanish wineries. For a more detailed analysis of the cause-and-effect relationships, factors such as the winery's age, size, and affiliation with a protected designation of origin (PDO) are incorporated as control variables. A conceptual framework is created and subsequently analyzed using partial least squares structural equation modeling (PLS-SEM), based on data from a survey of 202 Spanish wineries. The results indicate a significant and positive relationship between wine tourism activities and the three dimensions of performance in the context of Spanish wineries. This study enhances the existing literature on wine tourism, making a significant contribution as it seems to be the first to explore the impact of wine tourism on the overall sustainable performance of wineries in Spain. Therefore, the research provides important insights for both academic researchers and industry professionals, particularly those considering the initiation or expansion of wine tourism in their business models.