Wine and Gastronomy: Experiences and

Routes in Lisbon
hhhhh Management
Doctoral Degree in Tourism

Arlindo Madeira

Abstract
Nowadays, Wine Tourism helps create unforgettable experiences to
connect tourists with the local culture, landscape, leisure activities,
gastronomy and wine.
Memorable enogastronomic experiences have contributed simultaneously to the
motivation of the choice of tourist destination and to the behaviour of visitors to the
destination.
Wine routes are an essential part in the wine tourism process. A wine route consists
in one or several itineraries duly marked across the wine region.
Lisbon has a very rich and diverse local cuisine which is complemented by the wines
produced on the newly created wine region. However there is still a lack of welldefined enogastronomic routes that could help to promote this type of tourism as
well as the Lisbon brand image
The intersection between the Pine and Gilmore Economic Experience Model and the
Social Network Theory is the framework defined in order to respond to the research
problem.

Introduction
By itself , alongside or integrated into other areas such as gastronomy,
ecotourism, agro- tourism, or cultural tourism, wine tourism has expanded
especially in major world wine regions ( Pina , 2010).
The convergence between gastronomy, wine and tourism should be analyzed from a
holistic experience lived by the tourist (Schmitt,2003).
Native food and wine representing the place of origin, as well as local landscape and
culture, become fundamental elements in order to build a food and wine experience
(Pine & Gilmore, 1999).
This work aims to understand how food and wine experience can support the
identification of a place as a tourism destination and the importance of establishing
gastronomic routes in order to promote enogastronomic tourism. It focuses on the
region of Lisbon with a very rich and diverse local cuisine, complemented by wines
produced in the newly created wine region.

Introduction
This research is grounded on post positivist approach because it emphasizes deductive
logic and admits reported experience and observed human behaviour as data.
Post-positivism is often used to describe an approach to research where large amounts
of qualitative data are categorized to produce quantitative data to be analyzed using
statistical methods such as mixing Qualitative and Quantitative Methods (Ryan, 2006).
Results will try to show what tourists value most in the enogastronomic
experience.
This work will also try to understand where the interaction of gastronomy and wine
happens, what the benefits of this marriage are for the local economy are and how the
different players could join forces to develop an enogastronomic route.
Finally, this work will try to establish what are the must have requirements to define an
enograstronomic route to Lisbon.

Literature Review
Wine tourism is constituted as a particular form of Gastronomic Tourism (Hall &
Sharples, 2008), lying closely linked to gastronomy and the local experience in
which it develops (Getz: 2000).
A hedonistic wine tourism perspective is highlighted by Getz (2000) who states that it has
different characteristics from other forms of tourism in that it heavily involves all the senses:
taste, smell, touch, sight and hearing.
Wine tourism may be seen as a form of consumer behavior, a strategy by by which
destinations develop and a marketing opportunity for wineries to educate and sell their
products directly to consumers (Getz & Brown,2006).
Wine routes are the natural vehicle for the promotion of wine tourism from the beginning.
(Getz,2000).
Creating enogastronomic experiences implies that wine producers in a region intentionally
use their services as a stage and its products as props to involve tourists individually and
thus create conditions for a memorable event (Pine & Gilmore, 1999).

Literature Review
The need for synergies between the various players involved in the process of a wine
tourism area points us to the social network theory which will be explored in this
research(Granovetter, 1973).
The enogastronomic experience is inseparable from the tourism destination image. The
study of the wine region destination image has its roots in the need to better understand
the characteristics and motives of wine tourists (Getz & Brown, 2006).
Wine tourism could not occur without wine tourists, so the customers perspective is
critical in wine tourism research.
Wine tourists may be presented in four types : Wine Lovers (with a sub segment called
Connoisseurs), . Wine Interested and Wine Novice (Charters &Ali- Knight,2002).
Most wine tourism research uses a descriptive approach, addressing the basic who and
what questions of the topic, but stopping short of addressing the how and why
questions (Jennings,2001) .

Objectives
To develop a conceptual framework for an enogastronomic model that explores
the interactions between gastronomy and wine as enhancing factors of the
experience regarding a tourism destination;
To give a theoretical contribution that links destination brand with
enogastronomic experience;
To understand what kind of experience should be delivered;
To determine the conditions necessary to create an enogastronomic route in
Lisbon;
To evaluate the level of involvement that stackholders must have;
To provide important guidelines for brand image management on positioning
strategy for Lisbon;
To present conceptual and methodological features using the Experience
Economy Model and the Network Theory to demonstrate its usefulness for
tourism destination studies.

Research Paradigm
Due to the exploratory design, this study adopts a post-positivist
approach where mixed methods are favoured, in order to analyse
qualitative data and produce quantitative data.
Considering this approach the research develops in four phases: The
establishment and refinement of the research question (1),a literature
review (2) that will help to establish the main goal and specific goals and
objectives of this research (phase 3 and 4).
The methodology procedure will be the following: sample collection
based on a previously approved instrument, statistical procedures and
data analysis. After this steps, results will be presented and discussed.
The study will end with the presentation of conclusions, limitations and
research suggestions.

Conceptual Framework
The methodology will be developed in three phases, according to
the main objectives:
Firstly, a model of wine tourism will be presented. The model to be
developed aims to explore the interactions between gastronomy and wine
as enhancing factors of the experience regarding a touristic destination
which leads to the creation of enogastronomic routes
The second phase aims to characterize wine tourism in the Lisbon region
by studying each of the nine sub wine regions as well as the profile of
tourists that visit each one.
Finally, the collected data and the defined model will be used to develop a
wine region destination image model for Lisbon. This model will be based
on the utility of establishing an enogastronomic route (or sub routes) to
help promote this type of tourism and leverage the image of Lisbon as
wine tourism destination.

Conceptual Model

Research Hypothesis
H 1: Gastronomy and wine are inter-related to define an enogastronomic
experience
Local cuisines and wines can serve as powerful tools to elevate or enhance a regions
profile as a destination, especially among culinary, wine and tourism enthusiasts
(Alonso & Liu, 2011).
H 2: Enogastronomic Experiences are explained by gastronomy
Gastronomy is about the recognition of a variety of factors relevant to the foods and
beverages eaten and consumed by a group, in a locality, region or even a nation
(Gillespie, 2002). Thus, enogastronomic experience could become a major, or one of
the major motivations, for travel (Quan & Wang, 2004).
H 3: Enogastronomic Experiences are explained by wine
A visit to a winery involves an holistic experience that might include an aesthetic

Research Hypothesis
H4: Enogastromomy experiences are explained by hospitality, taste and
comfort
Hospitality is defined as offering the basic needs for the person away from home
(Brotherton & Wood, 2000).
The idea of comfort is reflected in the hospitality concept because the duty of a host
is to help make the visitor comfortable within a different environment (Santich,
2004).
The concept of wine tourism has distinct characteristics of other forms of tourism
because it heavily involves all the senses: taste, smell, touch, sight and hearing
(Getz, 2000).
H5: Enogastronomy experiences will have a positive effect on image
Regional food and wine help to build the expression of the destination due to the
cultural and gastronomic heritage (Long 2004; Hall & Sharpies 2003). If a positive

Research Hypothesis
H6: Enogastronomic experience will have a positive impact on route
Tourists who visit a wine route have at their disposal a vast array of experiences,
such as wine tasting, visiting vinotheques ( or wine shops), enjoy regional
gastronomy, admiring the landscape and the cultural heritage, buying regional
quality products (Brunori & Rosi 2000).
H7: Enogastronomic routes are explained by actors, locals and attributes
In order for a wine route to be successful local stakeholders must build network of
relations between wineries, organizations and wine associations (Asero & Patti,
2009). A successful wine route should promote economic growth and employment
opportunities in a region (Getz, 2000).
H 8: Enogastronomic routes and image are correlated
A wine and food route contributes to the reputation and image of wine regions and
their wines (Cambourne et al., 2000). Each wine route tries to highlight a set of

Expected Outcomes
The first goal is to establish a scale able to measure the enogastronomic experience
according to the Pine and Gilmore Experience Economy Model (1999) and the Network
Theory (Granovetter, 1973;Laumann & Pappi, 1976)
The second goal aims to provide a deeper characterization of wine tourists and wine
tourism in the region of Lisbon.
The third goal`s is to quantify the impact of the wine tourism in the destination image.
The contribution of this research is theoretical as it links brand with experience,
methodological because most research in wine tourism does not approach these scales
and strategic by positioning Lisbon as a tourism wine destination.

Chronogram

THANK YOU !!!

References
Alonso, A. & Liu, Y. (2011). The potential for marrying local gastronomy and wine: The case of the
'fortunate islands'. International Journal of Hospitality Management, Vol.30, N4, pp. 974-981.
Asero V.& Patti,S. ( 2009). From wine production to wine tourism experience: The case of Italy.
American Association of Wine Economists, Working paper N52 (online) Acesso a 15 de Agosto, a
partir de: http://www.wine-economics.org/workingpapers/AAWE_WP52.pdf .
Brotherton, B & Wood, R (2000). Hospitality and hospitality management, Hospitality
Management report n.5, Butterworth Heinemann, Oxford.
Brunori, G. & Rosi, A.(2000). Sinergy and coherence trough collective action: Some insights from
wine routes in Tuscany, Sociologis Ruralis, Vol. 40, N3, pp. 409-423
Cambourne, B.et al. (2000). The future of wine tourism. In Hall, M. & Sharples, L. & Cambourne B.
& Macionis, N. (Eds.), Wine tourism around the world - development, management and market,
Elsevier Butterworth-Heinemann: Oxford.
Charters, S., Fountain, J., & Fish, N. (2009). You felt like lingering Experiencing 'real' service at
the winery tasting room. Journal of Travel Research, Vol. 48, N1, pp. 122-134.
Charters, S. & Ali-Knight, J. (2002). Who is the wine tourist? Tourism Management, Vol. 23, No.3,
pp.311-319.

References
Getz, D. (2000). Explore Wine Tourism: Management, Development, Destinations, Cognizant, New
York.
Getz, D. & Brown, G. (2006). Critical success factors for wine tourism regions: A demand analysis.
Tourism Management, Vol. 27, No.1, pp.146158.
Gillespie, C. (2002). European Gastronomy into the 21st Century, Food Service Technology, Vol.2,
Iss 2, pp 107-120.
Granovetter, S. (1973). "The Strength of Weak Ties". The American Journal of Sociology N 78,
Iss.6, pp. 13601380.
Hall, M., Mitchell, R., & Sharples, L. (2003). Consuming Places: The Role of Food, Wine and Tourism in
Regional Development. In C. M. Hall, L. Sharples, R. Mitchell, N. Macionis & B. Cambourne (Eds.), Food
Tourism around the World: Development, Management and Markets, Butterworth Heinemann, London.
Laumann, E, & Pappi, F. (1976). Networks of collective action: A perspective on community influence
system. New York: Academic Press.
Long, M. (2004). Culinary tourism: A folkloristic on eating and otherness, L. M. Long, (Ed.), Culinary
Tourism ,The University Press of Kentucky, Lexington
Jennings, G. (2001). Tourism Research, John Wiley & Sons, Milton.

References
Mitchell, R. & Hall, C.M. (2006). Wine tourism research: the state of play. Tourism Review
International, Vol. 9, No.4, pp.307-332.
Moran, W. (1993). Rural space as intellectual property. Political Geography, Vol 12, pp. 263
27.
Pine, D. & Gilmore, J. (1999). The experience economy. Harvard Business Press, Boston.
Quan, S. & Wang, N. (2004). Towards a Structural Model of the Tourist Experience: An
Illustration from Food Experience in Tourism. Tourism Management, N25, Vol. 3, pp. 297-305.
Ryan, B. (2006). Post-Positivist Approaches to Research. Researching and Writing your thesis:
a guide for postgraduate students. MACE: Maynooth Adult and Community Education,pp.1226.
Santich, B. (2004). The study of gastronomy and its relevance to hospitality education and
training. International Journal of Hospitality Management, Vol. 23, Iss. 1, pp. 1524
Schmitt, B. (2003), Customer experience management: A revolutionary approach to
connecting with your customers. New York: Wiley.