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Potencial Enoturístico De Las Islas Baleares Enotouristic Potential of the Balearic Islands

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Potencial Enoturístico De Las Islas Baleares Enotouristic Potential of the Balearic Islands RIAT: Revista Interamericana de Ambiente y Turismo Cardona & Vachiano. Vol. 9, N° 1, p. 31-41. RESEARCH / INVESTIGACIÓN Potencial enoturístico de las Islas Baleares Enotouristic potential of the Balearic Islands José Ramón Cardona1 & Marga Vachiano Pol2 RESUMEN: El turismo del vino es una oportunidad de diversificación económica para las bodegas y para el sector turístico. Hay bastantes estudios académicos sobre este tipo de turismo en las regiones productoras del Nuevo Mundo, pero son escasos en las regiones del Viejo Mundo. En este trabajo se describe la situación actual del sector vitivinícola en las islas Baleares, archipiélago del Mediterráneo caracterizado por su fuerte desarrollo turístico. Este sector está constituido por un centenar de bodegas repartidas entre las ocho indicaciones existentes. En general, son bodegas pequeñas, de creación reciente y ya organizan algunas visitas. El sector no llegará a poseer grandes volúmenes en comparación con el turismo de sol y playa, pero posee potencial para mejorar los ingresos de las bodegas y para diversificar la oferta turística de las Baleares. Palabras Clave: Turismo del vino, Islas Baleares, potencial. ABSTRACT : Wine tourism is an opportunity for economic diversification for wineries and for the tourism sector. There are quite a few academic studies about this type of tourism in the producing regions of the New World, but are scarce in the regions of the Old World. This paper describes the current situation of the wine industry in the Balearic Islands, Mediterranean archipelago characterized by its strong tourism development. This sector consists of one hundred wineries spread among the eight existing indications. In general, wineries are small, of recent creation and already organizing some visits. The sector will not possess large volumes in comparison with the sun and beach tourism, but has potential to improve the income of the wineries and to diversify the tourist offer of the Balearic Islands. Key words: Wine tourism, Balearic Islands, potential. (Presentado: Mayo 11, 2013. Aceptado: Junio 2, 2013) 1Profesor Asociado. Departamento de Economía de la Empresa, Universitat de les Illes Balears, España. Email: [email protected] 2Doctoranda en Economía de la Empresa, Universitat de les Illes Baleares, España. Email: [email protected] 31 RIAT: Revista Interamericana de Ambiente y Turismo Rotarou. Vol. 9, N° 1, p. 31-xx. INTRODUCION Para el desarrollo de destinos de turismo enológico es necesaria la implicación de los El cultivo de la viña y la elaboración de vinos están agentes vinculados al vino, el turismo y la cultura fuertemente influenciados por el clima. Por ello el local, sin olvidar la importancia de la comunidad vino ha actuado como una motivación para viajar local (Marzo y Pedraja, 2009). desde la época del Grand Tour (Hall et al., 2000). Sin embargo, es en las últimas décadas cuando el Gran parte de la literatura académica sobre vino y el turismo se han combinado para la turismo del vino proviene de Australia y Nueva creación de una nueva forma de ocio en las Zelanda, mientras que otra cantidad muy regiones vitivinícolas, el enoturismo o turismo del importante proviene de Canadá y Estados Unidos. vino. Muchas regiones del mundo están Este hecho se debe a la idiosincrasia de la desarrollando el enoturismo para obtener el investigación académica. En los países del máximo de beneficios con sus infraestructuras Mediterráneo, a diferencia de los países del vitivinícolas. Este turismo se estructura, Nuevo Mundo, no muestran suficiente capacidad frecuentemente, mediante rutas turísticas del para aprovechar el turismo del vino (Hall y vino que buscan dar a conocer la producción Mitchell, 2000). Esta deficiencia de análisis en el vitivinícola local, generalmente con denominación Viejo Mundo hace que resulte de gran de calidad, combinando visitas a viñedos y importancia profundizar en el estudio de esta área bodegas con catas comentadas de vinos. Además, y el potencial del turismo enológico, tanto por si existe el atractivo paisajístico de las regiones y, en sólo como combinado con otros tipos de turismo algunos casos, servicios de spa con tratamientos cultural. basados en el vino y sus propiedades. Junto a este tipo de turismo encontramos un fuerte Las Islas Baleares es un archipiélago del componente de turismo gastronómico, pues suele Mediterráneo occidental, con una extensión de 2 acompañarse la cata de vinos con la degustación 4.992 km y 1.110.062 habitantes (enero de de gastronomía local. En el ámbito académica, 2013), caracterizado por ser uno de los destinos este turismo de especial intereses (O’Neill y turísticos de sol y playa más importantes del Palmer, 2004; Yuan y Jang, 2008) está emergiendo continente europeo, con 12.561.515 turistas en como una creciente área de estudio (Marzo y 2012, según datos del Ibestat y la Agència de Pedraja, 2009). Turisme de les Illes Balears (2013). El turismo se inició en Baleares a principios del siglo XX pero el Los estudios del mercado del vino como industrial gran crecimiento turístico se produjo en los años empiezan en los años ochenta, aunque es a sesenta, dejando el resto de sectores económicos principios de los noventa cuando empiezan a en una posición secundaria, entre ellos el sector centrarse en el turismo enológico (Gilbert, 1992; agroalimentario. Con el boom turístico de los Corigliano, 1996; Macionis, 1996; Dodd y Bigotte, sesenta, se produjo un aumento considerable del 1997; Hall et al., 1997; Hall, Shaw y Doole, 1997; consumo interno de vino y en muchos casos se Beverland et al., 1998; Carlsen, 1998; Hackett, optó por la importación de vinos de la península 1998; Howley, 1998; King y Morris, 1998; Ali- Ibérica de baja calidad, que en muchas ocasiones Knight y Charters, 1999; Foo, 1999; Getz et al., se comercializaban como vinos locales. A finales 1999; Szivas, 1999). En algunos de estos estudios de los años ochenta, gracias a los incentivos de las se analiza la cohabitación de dos sectores subvenciones llegadas de la Comunidad Europea, aparentemente dispares como son la producción se fomentó el arranque de viñedos. Sin embargo, de vino y el turismo (Carmichael, 2005; Macionis, la década de los noventa supuso una mejora para 1998). En otros se analizan los desafíos, el sector en términos cualitativos. El interés por expectativas, recomendaciones y estrategias de los productos locales aumentó, llegando al mundo futuro de la industria (Beames, 2003; Getz et al., del vino. Eso implicó mejoras sustanciales en los 1999; Getz, 2002; Lane y Brown, 2004; Levine y viñedos y en la tecnología de elaboración del vino. Pownall, 2004; Lockshin y Spawton, 2001; La creación de las Denominaciones de Origen Stewart, Bramble y Ziraldo, 2008; Wargenau y “Binissalem” y “Pla y Llevant” en los noventa Che, 2006), o la gestión especifica de las bodegas supuso una garantía de calidad para los (Dodd, 2000; Getz et al., 1999; O’Neill y Charters, consumidores y un avance en la consolidación del 2000; O’Neill y Palmer, 2004; Telfer, 2000, 2001). sector. 32 RIAT: Revista Interamericana de Ambiente y Turismo Cardona & Vachiano. Vol. 9, N° 1, p. 31-41. El objetivo de este trabajo es la realización de un análisis general de la oferta vitivinícola de las Islas Baleares, ya que el estudio de la oferta enoturística se fundamenta en la puesta en valor de los recursos existentes. Es decir, conocer los productos disponibles y como se podrían aprovechar. En este trabajo se describen las indicaciones de calidad existentes en el archipiélago y sus cifras cuantitativas (bodegas, viñedos, producción, comercialización, etc.) como - Fuente: Elaboración propia. un primer paso para estudiar las potencialidades - Figura 1. Mapa de las Denominaciones de Origen. del turismo del vino para diversificar - Los vinos de mesa con “Indicación Geográfica económicamente Baleares. Protegida”, antes denominados "Vino de la INDICACIONES DE CALIDAD DE LOS VINOS DE Tierra" son vinos con unos controles y BALEARES requisitos menores que en el caso de las Denominaciones de Origen debido a que, Las características geoclimáticas de las Islas aún, sólo son indicaciones geográficas y no Balears permiten la obtención de vinos con unas denominaciones de calidad, siendo características propias, reforzadas por la básicamente un reconocimiento del origen existencia de algunas variedades autóctonas, por del vino y no una garantía de control de lo que en el año 1972, mediante el Decreto 835 calidad. Aún así, debe recordarse que en de 23 de marzo, se reconoce la comarca muchos casos una indicación geográfica es el vitivinícola Balear. En este apartado se realiza una primer paso hacia una denominación de revisión de la oferta vitivinícola de Baleares como origen. Los controles e inspecciones son primer paso para un análisis más profundo de las realizados por la Dirección General de Medio potencialidades del enoturismo en las islas en Rural y Marino. Las seis denominaciones de próximos estudios. El sector se encuentra vino de mesa (Figura 2) son, en general, de amparado por indicaciones que se desglosan en creación muy reciente y su principal función vinos con Denominación de Origen, de las cuales es permitir a las bodegas no inscritas en las hay dos en Baleares, y los Vinos de Mesa con una Denominaciones de Origen poder hacer uso Indicación Geográfica que les otorga el derecho a de una indicación geográfica en sus la mención tradicional "Vino de la Tierra", de las productos. cuales hay seis en Baleares. - Las Denominaciones de Origen implican una verdadera denominación de calidad con controles de calidad, inspecciones muy detalladas y catas de los vinos, para determinar si se adaptan a los criterios establecidos por el Reglamento y por el Consejo Regulador de la Denominación. El Consejo Regulador es un órgano colegiado con atribuciones decisorias en cuantas funciones se le encomienden en el Reglamento de la denominación. En Baleares Fuente: Elaboración propia. hay dos Denominaciones de Origen: Figura 2. Mapa de las Indicaciones Geográficas Protegidas.
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