What Is the Profile of the Spanish Wine Tourist? An Empirical Approach Based on the Analysis of 684 Wine Tourists
DOI:
https://doi.org/10.25145/j.pasos.2027.25.017Keywords:
Wine Tourism, Spain, Gastronomy, Tourist infrastructure, WineAbstract
The Spanish wine sector faces structural challenges such as a decline in domestic consumption and increasing international competition. In this context, wine tourism has emerged as a key strategy for enhancing winery sustainability and revaluing wine-producing territories. This study examines the sociodemographic profile, travel habits, motivations, and satisfaction levels of 684 Spanish wine tourists, employing statistical techniques including Principal Component Analysis, K-means clustering, and Kruskal–Wallis ANOVA. The results indicate that the typical wine tourist is a middle-aged adult with a medium-to-high level of education and medium-to-high income, who particularly values gastronomy and the quality of tourism infrastructure. Furthermore, distinct factors associated with high levels of satisfaction are identified, highlighting the need to design flexible wine tourism offerings tailored to diverse visitor profiles, thereby providing useful evidence for tourism management and marketing.
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