Abstract
Two models of promotion and development of wine tourism in Latin American and European wine regions are analyzed: the wine region of Queretaro (Mexico) and the Denomination of Origin (D.O.) Penedes (Catalonia, Spain). Through a qualitative approach based on a comparative case study and the application of ethnographic techniques, the parallels and the differences between both were documented, in order to identify how wine tourism is promoted and developed in contexts with similar characteristics, but also with strong contrasts which reveal different forms of tourist activation of the resourcesfood and wine.
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