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RESUMEN Completo SHIFT ENGLISH SHIFT EUROPEAN PROJECT FOR SUSTAINABLE TOURISM May 2011 Summary Page 1. An anonymous tourist in the wineries open to the public .....3 2. Utiel-Requena food and wine route ......................................7 3. Food and wine route in the Alforins Area ..........................15 4. The Borgia Family Cultural Routes....……………………23 EUROPEAN PROJECT FORSUSTAINABLE TOURISM 2 Página This is a summary of the research carried out by the VALENCIA CHAMBER OF COMMERCE within the SHIFT project frame. 1) AN ANONYMOUS TOURIST IN THE WINERIES OPEN TO THE PUBLIC A. Background Aware of the importance that the wine-making product is gaining in the tourism industry of the Valencia region, the Valencia Chamber of Commerce has considered interesting to analyze the level of services that the wine cellars of this region offer as a touristic product, in order to evaluate their touristic competitiveness. EUROPEAN PROJECT FORSUSTAINABLE TOURISM For that reason, and taking into consideration the wineries available after obtaining their consent, there have been 22 anonymous visitors during the months of July to September 2010 to the above mentioned wine cellars located in the regions of Utiel- Requena and Fontanars dels Alforins. B. Methods used In each winery, we have analyzed the following sectors: 1- The wine cellar’s Web page 2- Reservation made over the phone 3- Access 4- Reception 5- Guided visits and infrastructure 6- Invoicing and end of the visit 3 Página The scoring used is based on a scale from 1 to 4 points in order to avoid intermediate positions. In this way, all the evaluations that are higher than 2 are considered as satisfactory from a tourist/client point of view. C. Results in the Valencia Province C.1. General Results Almost 70% of all of the wineries have received a score between 1.5 and 2.5 out of 4. This means that the experiences they offer need to improve if they are to be economically profitable, but especially if they want to be compared to the rest of the Spanish regions in which the wine industry is a key touristic product. It must be mentioned that there are 13 wineries (59% of the total visited) that have scored over 2 points, which means that not only are they offering a memorable experience to visitors, but as a whole the experience is considered EUROPEAN PROJECT FORSUSTAINABLE TOURISM satisfactory. The wineries analyzed in the Valencia province have obtained a medium scoring of 2.08 points out of 4. Even though this is quite a low evaluation, the conclusion gathered is that there is plenty of space to further develop the oeno- touristic product. On the one side, the Utiel – Requena region is characterized by: - The region has an extensive wine tourism landscape with many small towns and villages with over 100 wineries; - Some wineries are characterized by their traditional architecture; - Others instead, are more modern and include design and high end decoration, portraying an elevated level of industrialization and more professional aspects in terms of wine tourism; 4 Página - Other than the wine attraction, this region’s touristic industry also includes other sectors such as historical monuments, gastronomy and tourism in general. On the other hand, the Alforins area has the following characteristics: - This area is smaller and less developed since the wine industry is more recent; - It is known for its incredible landscape and is home to less than a dozen family owned wine cellars. They are clearly focused on quality and personalized treatment to the visitor/client. This clearly differentiates them from most of the wineries in the Utiel-Requena areas. C.2. Results from the different information gathered In most of the sections analyzed, the results follow the same lines as the above mentioned but the web page section is the one that clearly has the worst EUROPEAN PROJECT FORSUSTAINABLE TOURISM results. This is due to the fact that that the majority of the wineries do not have a specific menu within the web page dedicated to the oenotourism. Basically they only have within the winery or contact menu the possibility to book a visit and some generic contact information. Also, the usage of social networks as a communication tool does not really exist. For this reason, it is much more difficult to reach potential consumers and shows that internet communication is more a question of ignorance rather than an economic issue. The section that receives the best score is the one that describes the visit to the winery and their infrastructure, appraising the staff, although it is also noted that the visits lack both a defined structure and a perfectly designed procedure. 5 Página D. Utiel- Requena area results As you can see in the graph, the evaluation of each winery varies tremendously. This area’s medium score is 2.10 points. Although the wineries that have obtained 1.5 or less points are open to the public for visits, apparently and up to the date of the evaluation, do not consider that wine tourism increases benefits or is a business line to develop. This means that they basically respond to the visits they have or may potentially receive, often mistaking specific wine tourism situations with wine selling ones. We can clearly state that as a whole, the wineries need a touristic consultant to highlight the added value that they offer to visitors, but especially to commercially reach out to them. EUROPEAN PROJECT FORSUSTAINABLE TOURISM E. Results in the Alforins zone As a whole, the medium scoring of the wineries in this area is 2.03 points. The difference with the Utiel-Requena area is that none of the wineries have scored less than 1.5 points out of 4. This is mainly because visitors highly rated the guided visits section, especially because in most cases the owners of the wine cellars act as hosts and walk the visitors around their property. On the other hand in this region, the wineries have received extremely low grades regarding the wine tourism product especially due to the lack of professionalism. This clearly states the need to improve procedures infrastructures, and welcome services in general. 6 Página F. Conclusions As a conclusion, it can be stated that the original model put into practice by most of the Valencia region wineries was useful for launching the industry in this area. Currently though, it is outdated since the final client is much more demanding and is very familiar with the wine tourism industry, both at a national level and international level. Voluntary work must let professionalism take over, without loosing the personalization, kindness and the know-how of many of the professionals involved. Thus, if wine tourism is to become a winning bet, it must play by the tourism market rules, otherwise not only will these regions sell unenthusiastic touristic experiences but also give negative ratings for our wines. EUROPEAN PROJECT FORSUSTAINABLE TOURISM 2) UTIEL-REQUENA FOOD AND WINE ROUTE A. Background and Methods applied Based on a previous analysis of the wine market and its associated resources, we can propose the best concept strategies to allow tour operators to consolidate personalized and group touristic solutions for the short and long term. These concept strategies consist of listing all the basic information necessary for developing product communication plans and the consolidation of specific touristic packages. 7 Página Methods applied: Interviews to a sample of 25 important wine industry agents (Wineries’ General Managers, food and beverage structures, tourism companies, museums etc) in order that it is possible to: - Identify the actual situation that the wine tourism industry is going through and the difficulties encountered, positive aspects to reinforce, strong client markets; - Point out and evaluate the main resources related to the wine product/industry concept in order to appraise and commercialize them later; - Carry out more than 30 anonymous visits in the region’s touristic businesses, in order to evaluate the infrastructures, the quality and the service level offered to the visitor. B. The Utiel-Requena region EUROPEAN PROJECT FORSUSTAINABLE TOURISM The Utiel Requena region is located in the northwestern Valencia province. The north and west borders with Castilla-La Mancha, to the northeast it is border with Los Serranos, on the east side with Hoya de Buñol and to the south with the Cofrentes Valley. It is a plateau of 1.725,90 km² with a medium level of 750 meters over the sea and has a continental climate. In terms of tourism, the region’s geographical location encourages the development of the wine industry, mostly thanks to it’s closeness to the city of Valencia as well as to other coastal destinations. 8 Página C. The wine industry space C.1. Resources, assets and other components of the space. - The UNESCO proposes to declare it as “Cultural countryside of the Vine and Wine” - Requena’s heritage - Archeology and wine - Variety of wineries - The regulating council of Utiel -Requena - Technological Institute of Vinegrowing and Enology - Food industry - Hotel industry - Outdoor tourism - Museums and complimentary services EUROPEAN PROJECT FORSUSTAINABLE TOURISM - Local festivities and events C.2. Relevant (significance) Analysis The interviews carried out on the fields, the knowledge of the expert consultants involved and the evaluation of the static information available have all led to create a solid foundation, with the following results: - The wineries that are open for visits are the most important asset available within all the ones viewed, followed by the countryside and the natural beauty of the landscape and the prominent wine culture in the region. - This land’s food and beverage industry is currently more popular than the wineries. This is especially due to the communication plans put into place for highlighting the cold-meat delicatessen products, even though its technical aspects do not particularly attract the visitors.
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