Enhancing local cultural heritage and milieu to promote the wine industry and tourism. Light and shade from the Climats du Vignoble de Bourgogne
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https://doi.org/10.13138/2039-2362/3422Abstract
In the wine industry, the relationship between a company, its milieu and local cultural heritage is crucial for achieving a sustainable competitive advantage. Two of the key ingredients for the success of a wine destination are terroir – a combination of factors, including soil, climate, and sunlight, which give wine grapes their distinctive character – and landscape. The present research aims to make a contribution to the debate on this matter by examining the relationship between the wine sector, milieu and cultural heritage, to understand the role it plays in wine and tourism marketing, a field that scholars have not yet adequately explored. The paper discusses the case study of the Burgundy region, where the Climats du Vignoble de Bourgogne were inscribed on the UNESCO World Heritage List in 2015. Thanks to a 6-month stay in the Dijon area and interviews with key actors, theoretical and managerial implications emerged regarding the relationship between wine, cultural heritage and milieu. The results show that the enhancement of this relationship could create value, not only for the wine sector (strengthening brand image), but also for cultural heritage (by improving its protection and enhancement) and for the territory (mainly through tourism development).
Nel settore vitivinicolo, il rapporto tra un’azienda, il milieu e il patrimonio culturale locale è cruciale per ottenere un vantaggio competitivo sostenibile. Tra gli ingredienti chiave per il successo di una destinazione vitivinicola, vale la pena menzionare il terroir, una combinazione di fattori – tra cui suolo, clima e luce solare – che conferisce alle uve il loro carattere distintivo, e il paesaggio. Con l’intento di fornire un contributo al dibattito sul tema, la presente ricerca esamina il rapporto tra il settore vitivinicolo, il milieu e il patrimonio culturale per comprenderne il ruolo nel marketing del vino e del turismo, un campo di indagine che gli studiosi non hanno ancora adeguatamente esplorato. L’articolo discute il caso studio della Borgogna, dove i Climats du Vignoble de Bourgogne sono stati iscritti nella Lista del Patrimonio Mondiale dell’UNESCO nel 2015. Grazie ad un soggiorno di 6 mesi nell’area di Digione e alle interviste con alcuni attori chiave, vengono fornite implicazioni teoriche e manageriali sul rapporto tra vino, patrimonio culturale e milieu. I risultati mostrano che la valorizzazione di questo rapporto potrebbe creare valore non solo per il settore vitivinicolo (rafforzando l’immagine del marchio), ma anche per il patrimonio culturale (migliorandone la tutela e la valorizzazione) e per il territorio (principalmente attraverso lo sviluppo turistico).
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