Javier Martínez-Falcó (p), Bartolomé Marco-Lajara, Eduardo Sánchez-García, Luis A. Millán-Tudela

Eduardo Sánchez García

Wine tourism can play a decisive role in regional development through the generation of economic and social welfare, as well as through the preservation of the environment in which the activity takes place. In this way, this type of tourism can show its potential through the three dimensions of the Triple Bottom Line: economic, social and environmental. From the following study we intend to find out whether wine tourism activity has a positive influence on the economic, social and environmental performance, i.e. the sustainable Performance of Spanish wineries, given that, although the contribution of this activity to territorial development has been extensively studied from an economic, social and environmental approach, to the best of our knowledge, there are no previous studies that have tried to address the impact of wine tourism on the sustainable performance of Spanish wineries. Thus, this study, far from the macro approach applied in previous research, aims to analyze the wine tourism-sustainable performance link through a micro approach focused on the main actor of the wine tourism activity: the wineries.

Jacobo Núñez, David Martín-Barroso, Juan Andrés Núñez-Serrano, Francisco J. Velazquez (p)

Javier Martínez Falcó

Appellation of origin (AO) have been an element of regulation in the markets of wines in the Wine Old World. In addition, because of the increase in quality that they have promoted, they have become an element of (collective) reputation that increases the value of the wines.
However, the emergence of new AO and the growing fragmentation in some countries prevent them from functioning as brands in international markets, especially in the most remote ones.
A potential policy in this regard for the international consumer is the reduction in the number of AO. In this sense, this possible reconfiguration of the AO must manage to reconcile the fragmentation tendencies of the old ones and the generation of new denominations with the guarantee of quality and similarity of the production of the wineries within the different AO.
This paper proposes the generation of supra-AO from the grouping of the current ones, so that they can operate at these two levels simultaneously. For the domestic market, it is likely that this concentration would mean a loss of variety, which is why the current denominations would probably continue to operate as a brand. But abroad there would be a reduction in the number of AO variety, which allows a greater presence of these new supra-AO in each of the markets, which in some way allows their establishment as a brand.
We developed a methodology that intends that the grouping of denominations is done in such a way that the final consumer can identify the similarities between the wines of a certain denomination. It is the tastes of the consumers that, in the last instance, guide the process of conformation of these supra-AO.
For this, Vivino's tasting notes are taken for more than 12,000 Spanish wines. Based on the flavors detected by consumers and expressed on this website, a methodology is developed that, based on a series of cluster methods, establishes a grouping of the flavors of these wines.

Ultimately, the proposal for the Spanish case does not imply the elimination of the current denominations, but rather grouping the existing one for commercial purposes. The ultimate goal is to ensure that appellation of origin operate as a brand, generating value for Spanish wine, in a context of strong international competition and especially in the most remote international markets.

Eduardo Sánchez García (p), Javier Martínez Falcó, Luis Antonio Millan Tudela, Bartolomé Marco Lajara

Francisco J. Velazquez

Winemaking is an ancestral activity characterized by its strong roots in the culture, heritage, and people of the producing regions. In addition to providing important health benefits, it is a product that is widely accepted by society. However, the socioeconomic context is evolving at a rapid pace, and new requirements and needs are forcing companies to innovate in order to remain competitive in the markets, especially in terms of sustainability. The main aim of this paper is to analyze the main drivers of green innovation. Particularly, is assessed the influence of green transformational leadership on green innovation, as well as the mediating effect of green motivation and green creativity in this relationship. For this purpose, were analyzed 196 Spanish companies in the wine industry. To perform the data analysis, the variance-based structural equation modeling technique PLS-SEM was used. The results show a positive and significant relationship between green transformational leadership and green innovation of wine companies. Furthermore, green motivation and green creativity exert a mediating effect in this relationship. It is concluded that wine company managers must drive the environmental motivation and creativity skills of employees by creating an atmosphere conducive to the development of environmentally favorable innovations.