Evaluating the role of sustainable wine merchandising in encreasing the competitiveness and atractiveness of wine tourism destination [Articol]

Abstract

This study explores the role of sustainable wine merchandising in enhancing the competitiveness and attractiveness of wine tourism destinations. It delves into sustainable merchandising techniques such as eco-friendly packaging, promotion of organic and biodynamic wines, local sourcing, and consumer education. The research underscores how these practices not only contribute to environmental, social, and economic sustainability, but also provide a competitive edge by differentiating offerings, enhancing brand reputation, and aligning with consumer demand for sustainable products. Furthermore, it highlights how sustainable merchandising can make viticultural destinations more attractive to tourists, enriching their experience and aligning with trends towards sustainable travel. The study concludes that as the demand for sustainable products continues to grow, sustainable merchandising will play an increasingly important role in the competitiveness and attractiveness of viticultural tourist destinations.