Wine tourism as a catalyst for sustainable competitive advantage: unraveling the role of winery image and reputation
Abstract
This study examines the impact of wine tourism development on the sustainable competitive advantage of Spanish wineries, while also exploring the mediating roles of winery image and winery reputation in this relationship. A theoretical framework is proposed and empirically tested using partial least squares structural equation modeling, with data collected from 207 Spanish wineries between September 2023 and February 2024. The findings reveal a significant positive association between the development of wine tourism and the sustainable competitive advantage of wineries in Spain, highlighting the crucial mediating effects of winery image and winery reputation in this relationship.This study makes three key contributions. First, it deepens the understanding of the strategic benefits of wine tourism beyond economic performance, positioning it as a key driver of long-term competitive differentiation. Second, it is the first study to empirically analyze wine tourism as a determinant of sustainable competitive advantage in the Spanish wine industry, addressing a critical gap in the literature. Third, by integrating winery image and winery reputation as mediators, it provides a more comprehensive perspective on the mechanisms through which wine tourism strengthens the strategic positioning of wineries. These findings offer valuable insights for both academics and industry professionals seeking to leverage wine tourism as a tool for achieving a sustainable competitive advantage.
DOI:
Publication date: 22/09/2025
Issue: 46th World Congress of Vine and Wine
Type: Oral
Authors
1 University of Alicante, Alicante (Spain)