Enoturismo: possibilidades e desafios para o desenvolvimento regional do turismo na região vinícola do Vale do São Francisco ‑ Nordeste brasileiro

Abstract

Resumo: O enoturismo é uma modalidade em crescimento no Brasil, já fortalecido na região sul, no entanto ainda em estruturação no nordeste. O Vale do São Francisco, situado no semiárido nordestino, foi impulsionado por projetos e investimentos em pesquisa e tecnologia, atraindo vinícolas nacionais e internacionais que vivenciam crescimento pouco comum em cidades do sertão nordestino, marcadas pela seca e baixo índice de desenvolvimento humano. Ao apostar na produção de vinho, governo e empresários se estruturam para enoturismo. Este estudo analisa a atuação dos diversos atores sociais envolvidos com enoturismo. Para a concretização desta proposta, recorreu -se ao levantamento bibliográfico, pesquisa qualitativa por meio da análise de conteúdo e visitas aos municípios e vinícolas, com o intuito de interpelar os principais envolvidos na atividade. Portanto, o enoturismo é percebido como estratégia para desenvolver as destinações e também oportunidade de marketing para fortalecer a imagem do vinho. Ressalta -se que pode integrar microrregiões, onde é possível aproveitar produto -base, gastronomia aliados ao vinho, promovendo atração conjugada. Deve ser compreendido como elemento de articulação e integração entre o meio rural e o conjunto da sociedade. Os resultados dessa análise irão trazer algumas considerações teóricas e implicações práticas para a vitivinicultura e o turismo. Palavras-chave:Enoturismo; Vinho; Agentes sociais; Desenvolvimento; Vale do São Francisco. Wine tourism: opportunities and challenges for regional tourism development in the wine region of the São Francisco Valley -Northeast BrazilAbstract: Wine tourism is growing in Brazil, already strengthened in the South, but also in structuring in the northeast. The São Francisco Valley, located in the semi -arid northeast, was improved by projects and investments in research and technology. It's attracting national and international wineries experiencing unusual growth in cities in the northeast, which was marked by drought and low human development index. By focusing on wine production, government and business are structured to the wine tourism. This study analyzes the performance of social actors involved in the wine tourism. To achieve this, it used the science literature, qualitative research through content analysis and visits to wineries, in order to ask the principals agents involved in the activity. Therefore, the wine tourism is perceived as a strategy to develop the destinations and also marketing opportunity to strengthen the image of the brand wine. Then, that can integrate micro -regions where you can take advantage of gastronomy combined with wine, promoting combined attraction. It must be understood as an element of coordination and integration between the rural and the society. The results of this analysis will demonstrate some theoretical considerations and practical implications for the wine industry and tourism.

Hospitalidade e enoturismo em Andradas (MG)

“…Meios de transporte diferenciados oferecidos nas regiões produtoras Alonso e Liu (2010), Binfare et al, (2016).…”

Motivations for tourism adoption by vineyards worldwide: A literature review

“…On the other hand, the definition of [15]complements the previous definition with other services and experiences, making it broader and more complete: Wine tourism is, therefore, the offer of goods and services that are not only associated with wineries and canteens, but also with all the businesses involved with wine and tourist activities, including the means of accommodation, transport, tours, tourist guides and drivers, gift vouchers and agreements, among other services. From these analyses, it is possible to see all the involvement and commitment of the wine tourism with the tourist enterprises in general.…”

“…Thus, the reputation can be one of the motivations regarding the adoption of a wine tourism strategy, since the winemakers who choose to participate in this process must agree with it. For [15], the attraction of tourism related to winemaking can be related to the improvement of the image of the wines offered by a company. Therefore, it is an opportunity to show the tourist the quality of a company's products and to link this quality image to the region where it belongs: Thus, the image of the products offered during the visit is perceived by means of an intrinsic meaning to the visited region [15].…”

“…For [15], the attraction of tourism related to winemaking can be related to the improvement of the image of the wines offered by a company. Therefore, it is an opportunity to show the tourist the quality of a company's products and to link this quality image to the region where it belongs: Thus, the image of the products offered during the visit is perceived by means of an intrinsic meaning to the visited region [15]. Another apparent motivation in a sample of articles was competitive advantage.…”