Cornering Authenticity in Wine Tourism: The Case of Tuscany

Wine tourism is a key activity for boosting profits for wineries; thus, the diversification of business activities has pros and cons. Tuscany represents an example of the virtuous relationship between wine tourism and local economies: for example, there is one hospitality facility for every 35 local inhabitants in the small Montalcino area. Furthermore, according to recent research (Nomisma) in Italy, 92% of the companies that produce wine and belong to one of the national associations of producers are involved in wine tourism, which accounts for at least 7% of the total turnover. Wineries have experienced the urgency of differentiating their positioning in the local market and meeting customers’ expectations. Therefore, some standards in the wine tourism offer have changed to meet global customers’ needs. In Tuscany, many small wineries have positioned themselves as traditional family businesses and have invested in wine tourism development by associating hospitality with authenticity; today, with the evolution of the business, they are required to meet new standards. How will companies renew the concept of authenticity? This chapter examines the case of small Tuscan wineries. After describing the competitive environment, we provide insights from qualitative research. Conclusions will outline new emerging challenges and future research issues.