Enoturismo en Brasil: un estudio comparativo de los perfiles de los enoturistas del Valle de los Viñedos y del Valle de San Francisco
DOI:
https://doi.org/10.17058/redes.v25i2.13521Palabras clave:
Enoturismo. Perfil de los enoturistas. Motivos de visita. Valle de los Viñedos. Valle de San Francisco.Resumen
El enoturismo ha presentado una importancia creciente, mostrándose como alternativa de desarrollo para las regiones vitivinícolas. Sin embargo, la literatura apunta la existencia de una laguna de información sobre las características y comportamientos de los visitantes. En consecuencia, el presente estudio tiene como objetivo principal determinar el perfil de los visitantes de las regiones vitivinícolas brasileñas del Valle de los Viñedos y del Valle de San Francisco. Se recurrió a datos cualitativos y cuantitativos sobre los enoturistas. Las encuestas se aplicaron a los turistas que visitaron esas regiones vinícolas y los datos se sometieron a técnicas estadísticas multivariadas con el objetivo de segmentar a los visitantes. Los resultados apuntan que las visitas pueden tener diferentes motivaciones. Se percibió, también, que los turistas de vino encontrados en el Valle de los Viñedos y en el Valle de San Francisco tienen perfiles distintos. En materia de estratificación, se obtuvieron cuatro segmentos: apasionados; interesados; visitantes ocasionales; e indiferentes. Los resultados de la investigación sugieren que conocer mejor el perfil del enoturista posibilita la implementación de nuevas estrategias de marketing y ayuda a dar formato a la oferta.Descargas
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