Branding Spain as a top enotourist destination – Assessment of the resources and promotional activities

Abstract

The paper defines the meaning and scope of the term enotourism by presenting various related aspects. It also describes the status of contemporary enotourism in Spain overviewing enotourist offers of the regions. Their further growth is considered to lie in raising the quality of the enotourist regions’ offers and implementing the sustainable development as well as in purposeful branding that will contribute to the establishment of a brand related to enotourism in Spain. Using the method of diagnostic survey, the Poles’ (n = 150) awareness of the enotourism meaning was determined, along with their knowledge of enoregions in Spain and preferences when it comes to wine consumption. It was also assessed whether Spain is branded as the top enotourism destination.