Enoturismo : análise dos atributos de valor das vinícolas do Vale dos Vinhedos-RS, por meio da percepção dos visitantes

Abstract

Wine tourism results from the integration of vitivinicultural activities with the tourism sector, establishing itself as a growing practice in several grape- and wine-producing regions around the world. The Vale dos Vinhedos route, located in the state of Rio Grande do Sul, stands out as one of the main vitivinicultural hubs in Brazil and has been consolidating its position as a reference in this segment. Despite this relevance, there remains a need to deepen the understanding of which value attributes are most appreciated by visitors, in order to support strategies that enhance the wine-tourism experience. Within this context, the present study aims to identify the attributes most valued at wineries in the Vale dos Vinhedos (RS), according to visitors' perceptions. To this end, the research analyzed a sample of ten wineries located in the Vale dos Vinhedos: Vinhos Larentis, Vinícola Torcello, Vinícola Lídio Carraro, Vinícola Cave do Sol, Marco Luigi, Vinícola Valduga, Vinícola Dom Cândido, Vinícola Don Laurindo, Vinícola Almaúnica, and Vinícola Miolo. The study adopts a predominantly qualitative approach, grounded in netnography as the primary research technique. Data were collected through the analysis of spontaneous comments posted on the TripAdvisor platform and categorized according to the Experience Economy model proposed by Pine and Gilmore (1998), encompassing the dimensions of Education, Entertainment, Aesthetics, and Escapism, with the addition of the Service dimension. The results indicate that the most valued attributes are concentrated mainly in service, education, and aesthetics. Highlights include the warmth and attentiveness of the staff, visitors' interest in learning about wine production, grape varieties, winery history, and wine-and-food pairings, as well as the beauty of the landscape and the architecture.It is concluded that understanding visitors' perceptions contributes not only to improving the wine-tourism offering in the Vale dos Vinhedos, but also tostrengthening the vitivinicultural sector and advancing academic discussions on visitor experience in wine-tourism destinations. [resumo fornecido pelo autor]