Analysis of attitude of new generations about wine tourism

Wine tourism is becoming an important part of tourism sector, as it a way to diversify touristic offer avoiding massification of main destinations while helping to the revitalization of rural areas. To understand how to increase the benefits that it produce it is essential for wine tourism companies to conduct a good segmentation that would expose the main characteristics of the potential consumers. The arrival of younger generations to the market has create the need of studying its specific features and behaviour regarding enology and wine tourism. This paper analyse the perceptions and behaviour that new generations have regarding wine and enology tourism, to provide value information for the wine tourism companies to reach them as consumers. This research is conducted using surveys, that would facilitate the understanding of Generation Y and Generation Z, and what are they patterns in terms of wine and enology tourism activities. The results and findings of this research are supported by previous literature that study enology, enology as a product, the profile of the consumers and the characteristics of new generations. This research is addressed to the companies related to wine tourism as it provides useful information that would help them to deal with the new profiles of customers