Given the importance of the wine sector in Baja California, Mexico, the purpose of this research is to explore the tourism and marketing characteristics of family-owned micro wineries with a production of no more than 5,000 annual/boxes of wine from the Guadalupe Valley, and to identify the socio-demographic consumption parameters. Based on the results, recommendations were made with the cautionary note that more research is needed to address the gap of information that exists in this topic. The research design was a mixed one, qualitative and quantitative, in which a convenience sample of 200 visitors to the Guadalupe Valley were surveyed, and 17 experts in the domain area were interviewed, which allowed to gather data about wine shopping behavior, wine marketing, wine tourism and country background. The results indicated the existence of a significant relationship between dependent and independent variables using Chi Square analysis in SPSS (type of wine + frequency of consumption, type of retailer and willingness to pay). Additionally, a large number of smaller, family-owned wineries, that have limited production runs, and diversify their

Purpose This study aims to compare the influence of emotions produced by the wine and the winery visit on wine purchase intent at two destinations with different cultural views (old and new wine worlds). Design/methodology/approach A quantitative approach was adopted using a total sample of 600 tourists from two different wineries, one in La Rioja (Spain, Europe) and the other in Baja California (Mexico, North America). All the tourists surveyed at the European winery were European, and all the tourists surveyed at the North American winery were North American. Findings The results expand on previous research. At the tested wineries, the emotions produced by the wine (product) had a greater influence than those produced by the winery (environment); however, the intensity of their respective influences varied depending on whether the winery was in the new or old wine world. Research limitations/implications While the wine description was controlled by showing the same offer at both destinations, the winery visit experience was neither controlled nor controllable because the tours were real. Additionally, although the research variables were very similar in this study, the effect of differences in income between the tourists from the different regions was not considered. Practical implications Winery managers wishing to positively influence wine purchases at their establishments should focus their efforts on generating high positive emotions through the wine offer. They should also keep in mind the possible need for different approaches because of cultural differences between the tourists (North American or European) visiting the winery. To sell wine and build their brand, they should identify those tourists truly interested in wine. Originality/value Although the literature recognizes the influence of the emotions produced by the product and the environment on wine purchase intent, this is the first study to simultaneously compare the influence of the emotions generated by both the wine on offer (product) and the winery visit (environment) on wine purchase intent in tourists to two different wineries (new vs old wine world).

El presente artículo tiene como objetivo evaluar las condiciones actuales del Valle de Mexicali, Baja California, México, que puedan servir como soporte para el desarrollo de un turismo rural que genere mayor desarrollo económico regional. Para ello, se muestra una explicación de las condiciones necesarias para la práctica del turismo rural. A través de entrevistas a servidores turísticos y una sesión de grupo de enfoque, a expertos en la región, se obtuvo información sobre comercio, sustentabilidad y práctica del turismo en la zona. Los resultados de estas indagaciones arrojan respuestas que orientan a definir el Valle de Mexicali como una región con potencial fisiográfico, cultura étnica y estrecha vinculación con actividades del campo como para desarrollar el turismo rural a partir de la propuesta de cuatro rutas turísticas. Finalmente, se muestran las implicaciones relevantes para la gestión y la investigación futura.

RESUMENUn objetivo de las vinícolas es vender, pero se desconoce el rol de las emociones en la decisión de compra de vino. El objetivo de este estudio es analizar la importancia de emociones positivas, negativas y de vigilancia en la intención de compra de vino. Mediante una encuesta aplicada a 300 enoturistas en Valle de Guadalupe, se examina la influencia de tres estímulos: el vino, la vista a la vinícola, y una noticia sobre el vino. Los resultados sugieren que las emociones positivas tienen una mayor influencia en la intención de compra que las emociones o vigilantes. Conclusiones e implicaciones se discuten al final. Palabras clave:Emociones; Enoturismo; Compra turística; Nuevo mundo del vino.

Se describen y correlacionan los factores del modelo TOE (Entorno de Organización Tecnológica) con la intención de adoptar sistemas de información en las micro, pequeñas y medianas empresas del Valle de Guadalupe, México. La muestra se basó en 25 empresas, de la cual se obtuvo como resultado que algunos factores del modelo TOE tienen una relación positiva con la intención de adopción según el coeficiente de correlación de Spearman. La importancia de analizar los factores que influyen cuando se adoptan sistemas de información radica en la necesidad de las empresas de contar con estos sistemas con el fin de elevar su productividad y competitividad.