Research Article

Expanding the destination image: wine tourism in the Canary Islands

  1. Pascal Scherrer1,*,
  2. Abel Alonso2,
  3. Lynnaire Sheridan3

Article first published online: 30 DEC 2008

DOI: 10.1002/jtr.713

Issue

International Journal of Tourism Research

International Journal of Tourism Research

Volume 11, Issue 5, pages 451–463, September/October 2009

Additional Information

How to Cite

Scherrer, P., Alonso, A. and Sheridan, L. (2009), Expanding the destination image: wine tourism in the Canary Islands. Int. J. Tourism Res., 11: 451–463. doi: 10.1002/jtr.713

Author Information

  1. 1

    Centre for Ecosystem Management, Edith Cowan University, Perth WA, Australia

  2. 2

    School of Hotel and Restaurant Management, Auburn University, Auburn AL, USA

  3. 3

    School of Marketing Tourism and Leisure, Edith Cowan University, Perth WA, Australia

*Edith Cowan University, Centre for Ecosystem Management, 270 Joondalup Drive, Joondalup, Western Australia 6027, Australia

Publication History

  1. Issue published online: 27 JUL 2009
  2. Article first published online: 30 DEC 2008
  3. Manuscript Accepted: 18 NOV 2008
  4. Manuscript Revised: 14 NOV 2008
  5. Manuscript Received: 22 NOV 2007

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Keywords:

  • winery operators;
  • mass tourism;
  • areas of concern;
  • yield;
  • local produce

Abstract

Tourism to the Canary Islands is centred around competitively priced holidays focused on the sun and beach mass tourism experience. A restructure of the islands' wine industry offers opportunities for developing new tourism alternatives based on gourmet products and traditional landscapes. This paper examines the potential of wine tourism from winery operators' perspectives. Challenges to overcome in the development of a successful sustainable local wine tourism industry include the need for expansion of the destination image to reflect the region's wine-making history and scenic qualities; a shift towards independent high-yield travellers; and reintroducing local produce in the mass tourism product. Copyright © 2008 John Wiley & Sons, Ltd.

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