Cine y enoturismo: Representación del patrimonio vitivinícola y su impacto turístico

Gorka Zamarreño Aramendia; Elena Cruz-Ruiz; Elena  Ruiz Romero de la Cruz

doi:10.25145/j.pasos.2026.24.014

Authors

Gorka Zamarreño Aramendia Departamento de Economía y Aministraci´ón de Empresas. Universidad de Málaga https://orcid.org/0000-0003-1568-4540
Elena Cruz-Ruiz Departamento de Economía y Empresa. Universidad de Málaga. https://orcid.org/0000-0002-8334-3900
Elena Ruiz Romero de la Cruz Departamento de Teoría e Historia Económica. Universidad de M´álaga https://orcid.org/0000-0003-1916-2424

DOI:

https://doi.org/10.25145/j.pasos.2026.24.014

Keywords:

Cimena, Wine tourism, Wine heritage, Tourist image, Territorial narratives

Abstract

Cinema plays a key role in enhancing wine heritage and shaping the tourist image of wine-producing regions. Through the portrayal of landscapes, wineries, harvests and rituals, film helps to disseminate a cultural identity linked to wine and to generate symbolic experiences that influence visitor expectations. This study examines how cinematic representations of wine heritage, in its material, intangible and natural dimensions, contribute towards constructing the tourist imaginary of wine destinations. Using qualitative content analysis of 37 films produced between 1959 and 2022, the research identifies the most frequently represented heritage elements, and the symbolic associations between wine types and specific regions. The findings reveal the constant presence of vineyard landscapes, traditional wineries and rituals related to grape harvesting and tasting, which function as territorial markers. Overall, cinema not only reflects wine heritage but also transforms it into an anticipated and desirable experience, reinforcing the tourism identity of wine regions.

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Editor & editorial board: profiles
Academic society: PASOS. Revista de Turismo y Patrimonio Cultural
Publisher: Instituto Universitario de Investigación Social y Turismo. Universidad de La Laguna (España) - Instituto Universitario da Maia ISMAI (Portugal)

Author Biographies

Gorka Zamarreño Aramendia, Departamento de Economía y Aministraci´ón de Empresas. Universidad de Málaga

Dr. Gorka Zamarreño Aramendia is an experienced academic and researcher specializing in marketing, communication, and business administration. As an Assistant Professor at the University of Málaga since February 2022, he teaches Business Organization, Gastronomic Sciences, and Wine and PDO Products in the Senior Program (55+). A member of the Mediterranean Economic Research Group, Dr. Zamarreño previously served as an Associate Professor at the same institution from 2004 until his current role. He holds a PhD in Communication Sciences from the University of Málaga, with a focus
on propaganda and mass mobilization analysis.
Dr. Zamarreños research concentrates on tourism, wine tourism, and open innovation, emphasizing applied research and interdisciplinary collaboration.
His work has significantly impacted the tourism and wine industries, notably through his collaborations with the Málaga Regulatory Council. His studies on wine tourism include extensive fieldwork that has guided the design of sustainable and profitable tourism itineraries in regions like Ribeira Sacra and
La Axarquía, contributing to local economic revitalization and the preservation of cultural heritage.
A critical aspect of his contributions is the development of open innovation models, fostering collaboration among stakeholders such as wineries, local governments, and community organizations. These frameworks have enhanced adaptability and competitiveness in the tourism and wine sectors, and his findings have been published in high-impact journals, including GeoJournal, Open Innovation and Market Complexity, and Economies.
Dr. Zamarreño has also explored storytelling and digital narratives as educational tools, improving the teaching of economic history and marketing. His international collaborations include projects with the Institute of Patagonia in Chile and the Valentín de Foronda Institute of Social History in Spain,
focusing on migration, regional development, and economic history. His contributions to society include the creation of sustainable wine tourism routes, workshops, and lectures promoting innovative and sustainable practices. He has also taught masters courses on quality label products at the University of Vic and supervised undergraduate and masters theses on sustainability, tourism, and wine tourism.
Dr. Zamarreño has furthered research excellence as a reviewer for scientific journals and through research stays at renowned institutions. His career reflects a comprehensive approach that integrates research, teaching, and knowledge transfer to advance academic disciplines and generate a positive
societal impact.

Elena Cruz-Ruiz, Departamento de Economía y Empresa. Universidad de Málaga.

Assistant Professor in Marketing and Market Research, Department of Business Administration and Management at the University of Malaga. The main
research lines are related to Tourism Marketing, with notable contributions in wine, food, and gastronomy tourism, place branding, and cruise tourism.
She has been a speaker at international conferences abroad in Faro, Viana Do Castelo, and Palermo, as well as at national conferences in Madrid,
Zaragoza, Seville, Córdoba, and Malaga, resulting in the publication of proceedings and book chapters.
She serves as a reviewer for top-tier indexed journals, including Revista Cuadernos de Gestión, Journal of Hospitality and Tourism Management, and
Heliyon, among others.
She is a member of the scientific societies ACEDE and the Research Institute of Tourism Intelligence and Innovation UMA (i3t). Additionally, she has
directed courses at the International University of Andalusia (UNIA) in various editions related to her research lines.

Elena Ruiz Romero de la Cruz, Departamento de Teoría e Historia Económica. Universidad de M´álaga

She graduated in Economics and Business Administration, specialising in Regional Economics in 1979. She defended her doctorate in 1994 with the
thesis Economic History of a Centenary Company in Málaga at the Beginning of the 20th Century: the "López Hermanos, S.A." Wineries.
Director of the SEJ 121 research group, Mediterráneo Económico, a multidisciplinary, intercultural, heritage and economic study space, which analyses
from various perspectives associated with the territory, considering its management and sustainability, with links in recent times to food and wine, as well
as studies relating to the role that sporting activity has played as an element that is integrated into the culture of the development society, alluding to
gender differences.
She maintains relations with public and private institutions, Real Club Mediterráneo, the Regulatory Council of the Málaga Designation of Origin, Sierras
de Málaga and Pasas de Málaga, the City Council and Provincial Council of Málaga. The latter has published a book that is currently in print, El Real
Club Mediterráneo, Málaga y la mar 150 años de vida deportivo (1873-2023).
In recent years, I have participated in international conferences in Italy (Palermo), Portugal (Castelo Do Viana), Madrid, Córdoba, Seville, Zaragoza and
Málaga.
Broadly speaking, my research career would focus on the fields related to:
1.- Food, gastronomy and wines: Wine tourism. Development of the territory through wines and products with designation of origin and geographical
indications of origin (DO and IGP). Project Food, gastronomy, wines and Wine Tourism (Wine and Tourism Wine).
2. Regional Economy and the Brand as a symbol of identity. A line of research that begins with studies related to Andalusia, concretized in brand and
territory analysis, in the economic and historical framework. Project Regional Economy and Territory Brand (Regional Economy and Territory Brand).
3.- Maritime history and studies of the transport sector. history of Spanish commercial navigation, concretized especially in the 20th century, in the cruise
sector. Project: Maritime History of Spain: the cruise sector. (Contemporary and Maritime History of Spain: the cruise sector).

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