Wine tourism on the Rueda Wine Route: analysis of visitor experience
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https://doi.org/10.17979/rotur.2025.19.2.12010Abstract
This article examines visitor experience in wineries along the Rueda Wine Route with the aim of identifying the main factors influencing wine tourist satisfaction. Based on the findings obtained, the study proposes a management model aimed at enhancing visitor loyalty, improving brand image, and increasing destination profitability. The research used a mixed-method approach, combining structured surveys and participant observation in four representative wineries; a theoretical framework centred on visitor experience, tourist motivation, and perceived quality; and a demand-oriented interpretation of the results. The findings highlight the importance of tour guide performance, experience personalisation, and resource accessibility in shaping overall visitor perception, as well as weaknesses related to connectivity and the diversification of complementary activities. The research contributes to knowledge on wine tourism by offering applied insights for more sustainable, experience-centred destination management.
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