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Enoturismo Sostenible E Innovador Enoturismo sostenible e innovador. Modelos de éxito alrededor del mundo © 2020 Texto: autores © 2020 Edición: Cajamar Caja Rural © 2020 Imágenes (excepto mención expresa): Gettyimages COORDINADORES: Raúl Compés López | Universitat Politècnica de València Gergely Szolnoki | Hochschule Geisenheim University EDITA y PUBLICA Cajamar Caja Rural www.publicacionescajamar.es | [email protected] MAQUETA Beatriz Martínez Belmonte | Cajamar Caja Rural TRADUCCIONES Andrew Mortimer Paola Compés Tatay (colaboradora) ISBN-13: 978-84-95531-53-7 Depósito legal: AL 2142-2020 Imprime: Gráficas Piquer Fecha de publicación: diciembre de 2020 Impreso en España / Printed in Spain Cajamar Caja Rural no se responsabiliza de la información y opiniones contenidas en esta publicación, siendo responsabilidad exclusiva del autor o autores de los mismos, y no reflejan necesa- riamente los puntos de vista de las entidades que apoyan económicamente el proyecto. © Todos los derechos reservados. Queda prohibida la reproducción total o parcial de esta publicación, así como la edición de su contenido por medio de cualquier proceso repográfico o fónico, electrónico o mecánico, especialmente, imprenta, fotocopia, microfilm, offset o mimeógrafo, sin la previa autorización escrita de los titulares del Copyright. ••••••• ••• ENOTURISMO SOSTENIBLE E INNOVADOR Modelos de éxito alrededor del mundo Raúl Compés López Universitat Politècnica de València Gergely Szolnoki Hochschule Geisenheim University ••••••••••••••••••••••••••••••• Monografías ÍNDICE Presentación 7 Prólogo 11 Agradecimientos 17 Parte I. Aspectos estratégicos del enoturismo 19 Capítulo 1. El enoturismo desde una perspectiva empresarial 21 Kyuho Lee Capítulo 2. Buenas prácticas en enoturismo. Mejorar la calidad del servicio y optimizar la experiencia del visitante 35 Vinka Woldarsky Capítulo 3. Modelos de negocio sostenibles de enoturismo para promover el consumo responsable 51 Stylianos Filopoulos Capítulo 4. El paisaje del viñedo y los museos del vino como recursos del enoturismo 69 Luis Vicente Elías Pastor Capítulo 5. Antropología, cultura y enoturismo en la Fiesta Nacional de la Vendimia (Mendoza, Argentina) 83 Pablo Lacoste y Alejandro Aruj Capítulo 6. Cátedra de Vino y Turismo. La colaboración innovadora entre la educación, la investigación y la práctica 95 Coralie Haller Parte II. El enoturismo en España 109 Capítulo 7. La oferta y la demanda online de enoturismo en España 111 Raúl Compés, José-Antonio Ontalba-Ruipérez, Jorge Cobos y Francesc Josep Cervera Ferrer Capítulo 8. Modelos de enoturismo y turismo gastronómico en España 125 Manuel Ángel Romero Ligero Capítulo 9. El enoturismo y la nueva arquitectura del vino en España 141 María José Yravedra y Carmen Pérez-Somarriba Yravedra Capítulo 10. La cultura y el enoturismo. Cine, literatura y viajes en el mundo del vino de Jerez 159 José Luis Jiménez García Capítulo 11. Experiencias singulares de enoturismo en la DOCa Rioja (España) 175 Vicente Sotés Parte III. El enoturismo en los principales países del «viejo mundo» 191 Capítulo 12. Enoturismo en Francia 193 France Gerbal-Medalle y Hervé Hannin Capítulo 13. Enoturismo en Italia 207 Antonio Seccia y Roberta Garibaldi Capítulo 14. El turismo y su impacto económico en las regiones vinícolas de Alemania 221 Maximilian Tafel y Gergely Szolnoki Capítulo 15. Enoturismo en Hungría 237 Zoltán Szabó, Gedeon Totth y David Harsanyi Capítulo 16. Enoturismo en Portugal 251 Maria João de Almeida Parte IV. El enoturismo en los principales países del «nuevo mundo» 265 Capítulo 17. El turismo del vino en Argentina 267 Gabriel Fidel Capítulo 18. Enoturismo en Australia 281 Marianna Sigala Capítulo 19. Enoturismo en Serra Gaúcha (Brasil) 297 Rinaldo Dal Pizzol Capítulo 20. El turismo del vino en Chile 311 Gonzalo Rojas Aguilera Capítulo 21. China, el gigante desconocido del enoturismo 325 Lluís Tolosa Capítulo 22. La indicación geográfica como herramienta para el desarrollo de las marcas de vinos regionales y el enoturismo en Japón 337 Toru Kodama Capítulo 23. México. Sostenibilidad enoturística de un prometedor mercado emergente 351 Gabriel Padilla y Lluís Tolosa Capítulo 24. Enoturismo en Nueva Zelanda 365 Joanna Fountain Capítulo 25. Enoturismo en EE. UU. 379 Liz Thach Presentación Roberto García Torrente Innovación Agroalimentaria - Grupo Cooperativo Cajamar Dentro del apoyo que desde Cajamar Caja Rural le prestamos a la actividad agroalimentaria, durante los últimos años el sector vitivinícola ha recibido una atención especial. Se trata de una actividad que prácticamente podemos encontrar en todos los rincones del Estado español y tiene una gran repercusión tanto en términos de ocupación del territorio, con más de 900.000 hectáreas dedicadas al cultivo de la vid, como social y económica, con 110.000 explotaciones agrarias y más de 4.300 bodegas. Dada esa relevancia, en España contamos con un nutrido grupo de especialistas en el mundo del vino que desarrollan su labor profesional vinculada a diferentes tareas, que van desde el cuidado de la vid, la enología, la comercialización y la gestión empresarial. Y ha sabido también despertar el interés en el mundo académico con un relevante número de investigadores y profesores que dedican parte de su trabajo a apoyar el desarrollo del sector. Fruto de este gran capital humano podemos considerar que el sector vitivinícola español está en permanente transformación, buscando fórmulas para incrementar el valor y la riqueza que genera en los diferentes territorios en los que tiene presencia. Desde nuestro ámbito de actuación hemos intentado acompañar en este proceso evolutivo por distintas vías. Como entidad financiera especializada en el sector agroalimentario hemos puesto a su disposición los recursos económicos necesarios para financiar las inversiones que se han realizado en las viñas, en las bodegas, en la innovación de productos y en la apertura de nuevos mercados internacionales. Pero nuestro apoyo siempre ha tenido una componente de conocimiento y de transferencia importante, que hemos desarrollado a través de proyectos de experimentación agronómica y de nuestro servicio de estudios y publicaciones. Desde este último, hemos mantenido una relación entrañable y muy fructífera con el profesor Raúl Compés López, que nos ha llevado a publicar varias monografías. La primera vio la luz en 2014 y estuvo destinada a analizar el papel económico que tiene el vino en España y una comparativa con los principales países productores. La segunda se publicó en 2019 y analizaba el impacto que el cambio climático puede tener para el sector vitivinícola y como pueden actuar las bodegas para mitigarlo y adaptarse al mismo. La calidad de estos dos trabajos fue reconocida por la Organización Internacional de la Viña y el Vino (OIV) con la concesión de los respectivos premios que otorga anualmente a las mejoras obras del sector. 7 ••••••••• MONOGRAFÍA Enoturismo sostenible e innovador. Modelos de éxito alrededor del mundo Como continuidad de esta relación, hemos compartido muchas ideas e inquietudes de como colaborar a que el sector español no solo destaque por poseer la mayor superficie de viñedo y ser uno de los principales productores y exportadores de vino. Creemos que hay un gran recorrido para mejorar el valor que se obtiene por el mismo. Y para ello habrá que actuar por distintas vías y a distintos niveles. Para empezar, pensamos que una buena idea era darlo a conocer tanto a los consumidores nacionales como a los extranjeros que nos visitan. Y siendo España una de las mayores potencias turísticas había que enlazar el mundo del vino con el del turismo. El sector vitivinícola siempre ha tenido unas connotaciones que han superado las cuestiones meramente agronómicas e industriales vinculadas con el desarrollo de la vid y la elaboración del vino. Dado que es una actividad agroalimentaria que se ha desarrollado durante milenios, a lo largo de los años ha ido generando un patrimonio ambiental, cultural y arquitectónico que ha perdurado con el transcurrir del tiempo. Muchos de los paisajes y de los edificios relacionados con la producción del vino se crearon hace siglos y se han conseguido conservar, y mejorar, como una clara muestra de la apuesta de este sector por la sostenibilidad. Por otro lado, el consumo del vino ha estado vinculado en muchas ocasiones con actividades lúdicas y de celebración, por lo que entre la sociedad en general se tiene una visión positiva sobre la actividad vitivinícola. Paradójicamente, esta natural relación que podría surgir entre el vino y el turismo ha costado mucho más desarrollarla en los antiguos países productores como son Francia, Italia y España, y han sido pioneros los países conocidos como del “nuevo mundo”. Probablemente, hasta hace relativamente poco los elevados niveles de consumo per cápita que existían en los países del “viejo mundo” les hizo más conservadores en cuanto a desarrollar nuevas líneas de negocio para las bodegas. En sentido contrario, los países que no tenían una gran tradición consumidora tuvieron que generar nuevas iniciativas para dar a conocer sus vinos y fomentar el consumo entre la población, inicialmente nacional y progresivamente cada vez más internacionalizada. Los resultados obtenidos en todos los casos están siendo muy positivos y el impacto que está teniendo en las cuentas del sector son realmente interesantes. Directamente para muchas bodegas está suponiendo un porcentaje elevado y creciente de las ventas de vino. Incluso con las posibilidades que ofrece hoy la digitalización, las ventas no se limitan solo
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