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Life Cycle of Wine Routes: Northern Portugal’s Perspective

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Wine Tourism Destination Management and Marketing

Abstract

Wine routes, given that they function as dynamic systems, can benefit their destination, be it on a regional or national scale. Knowing their position in the ‘product life cycle’ model of Levitt (Harvard Bus Rev 43:81–94, 1965) and the ‘tourism destination life cycle’ of Butler (Can Geogr 24(1):5–12, 1980) provides further understanding about the potential and the needs of each route. The focus of this chapter is on Portuguese wine route dynamics, with special reference to the ones situated in Northern Portugal. What the research team did, namely to pinpoint the place of each Portuguese wine route on the life cycle, can also be done for other countries and/or regions. The results of this exercise provide a suitable starting point to further interpret the dynamic process each wine route goes through: How can the roles and attitudes of both their coordinating body and members be fine-tuned in the interest of all parties? Which would be the best management style for each wine route, in accordance with the phase it is in?

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Acknowledgements

This research is part of the wider project, INNOVINE & WINE—Vineyard and Wine Innovation Platform—Operation NORTE -01-0145-FEDER-000038, co-funded by European and Structural Investment Funds (FEDER) and by Norte 2020 (Programa Operacional Regional do Norte 2014/2020—Funding Reference: POCI-01-0145-FEDER-006971), as well as by national funds through the FCT—Portuguese Foundation for Science and Technology—under project UID/SOC/04011/2013.

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Authors and Affiliations

  1. Faculty of Hotel Management and Tourism, University of Kragujevac, Vrnjačka Banja, Serbia

    Darko Dimitrovski

  2. University of Trás-os-Montes and Alto Douro (UTAD), Vila Real, Portugal

    Darko Dimitrovski & Veronika Joukes

  3. INNOVINE & WINE Project, University of Trás-os-Montes and Alto Douro, Vila Real, Portugal

    Susana Rachão

Authors
  1. Darko Dimitrovski
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  2. Susana Rachão
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  3. Veronika Joukes
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Correspondence to Darko Dimitrovski .

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Editors and Affiliations

  1. University of South Australia, Adelaide, SA, Australia

    Marianna Sigala

  2. Saint Lucia, QLD, Australia

    Richard N. S. Robinson

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Dimitrovski, D., Rachão, S., Joukes, V. (2019). Life Cycle of Wine Routes: Northern Portugal’s Perspective. In: Sigala, M., Robinson, R.N.S. (eds) Wine Tourism Destination Management and Marketing. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-00437-8_20

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