Potencialidad e integración del “turismo del vino” en un destino de sol y playa: el caso de Tenerife

Tourism wine is different in massive sun and sand destination. In this case the winery lives with this tourism model and is a complementary product that promotes diversification in the current destination. Tourism wine can complement the existing tourism offer. The regions could rely on the experience and knowledge of wine by the visitor and use them as fact differential competitive with other destinations that do not have this feature. It also should promote the launch of the wine tourism because the potential demand is in the tourist areas, next to the wine area. Once we discover the motivations to came to Tenerife destination, we located a sensitive market to the wine route Tacoronte-Acentejo. This market is in Puerto de la Cruz (one of the major tourist areas of Tenerife), because the analysis of benefits sought of visitors from Puerto de la Cruz, has contrasted the existence of two segments that can be attracted to the current wine route, Tacoronte-Acentejo. This segment wants, in addition to the climate and the sun and sand (main motivations for travel destination Tenerife), other benefits that are likely to be offered by the wine route