Analisar as dinâmicas que envolvem a combinação de atividades realizadas no contexto rural mostra-se uma tarefa pertinente para a temática do agronegócio. A crescente valorização das culturas e sistemas de produção locais, dos produtos agroalimentares, das paisagens e do meio ambiente, bem como as dinâmicas das relações sociais e econômicas, impulsionam o surgimento de novas oportunidades para geração desenvolvimento econômico e social no meio rural. Nesse sentido, o desenvolvimento da atividade turística no espaço rural, motivado pela diversificação e pela demanda das novas relações com esse ambiente, expõe as possibilidades de exploração de novas oportunidades de mercado. Percebe-se que a valorização do local estimula não apenas a economia rural, mas também a atividade turística e o desenvolvimento de pequenos empreendimentos de uma determinada região. No caso dessa pesquisa, tais fatores são explorados através da identificação e análise das iniciativas de enoturismo e turismo gastronômico na região Sul do Brasil. Buscando discutir esse contexto, realizou-se um levantamento da literatura acerca das abordagens que conduzem a construção analítica do trabalho, posteriormente desenvolveram-se dois estudos, que, para a estrutura teórica, relacionam como fio condutor a temática do turismo no espaço rural, com a abordagem de cadeias curtas. O levantamento realizado serviu para embasar a análise dos dados selecionados para compor o estudo acerca do enoturismo e das entrevistas com atores locais, no caso do estudo referente ao turismo gastronômico, que também contempla outros elementos, como Indicações Geográficas e o movimento Slow Food. Como resultados da análise, pode-se considerar que, ao promover os produtos locais, valorizar o tradicional e as estruturas sociais e econômicas de uma determinada região é possível atingir o desenvolvimento regional e agregar valor para os produtos, valorizar os produtores e aproximá-los do setor varejista e de serviços, e, consumidores finais. / To analyze the dynamics involving the combination of activities in the rural context appears as a relevant task for the subject of agribusiness. The growing appreciation of cultures and local production systems, agri-food products, the landscapes and the environment, as well as the dynamics of social and economic relations, drive the emergence of new opportunities for generating economic and social development in rural areas. In this sense, the development of tourism in rural areas, driven by diversification and demand of new relations with the environment, exposes the possibilities of exploiting new market opportunities. It is noticed that the appreciation of the Local encourages not only the rural economy, but also the tourist activity and the development of small enterprises in a given region. In the case of this research, these factors are explored through the identification and analysis of wine tourism and gastronomic tourism initiatives in southern Brazil. Attempting to discuss this context was held a survey of the literature on approaches that lead to analytical construction of the study, subsequently were developed two studies, which, for the theoretical framework, relate as a guide the theme of tourism in rural areas, with the approach of short chains. The survey served to support the analysis of the data selected to compose the study of the wine tourism and interviews with local actors, in the case of study related to gastronomic tourism, which also includes other elements such as geographical indications and the Slow Food movement. As a result of the analysis, it can be considered that by promoting local products, enhance the traditional social and economic structures of a given region can achieve regional development and add value to the products, value producers and bring them closer of the retail sector and services, and consumers.

Este trabalho de pesquisa busca aprofundar a relação entre vitivinicultura e o desenvolvimento do enoturismo no município de Bituruna, estado do Paraná. Sendo uma atividade essencialmente agrícola, a vitivinicultura engloba o cultivo e produção das uvas para produção de vinhos e derivados. O enoturismo, atividade turística associada ao vinho, vem se desenvolvendo no território brasileiro e ocasiona a necessidade de se disponibilizar produtos e serviços ao turista. Em Bituruna o cultivo da uva e a elaboração de vinhos teve início entre as décadas de 1930 e 1950, a turistificação do espaço vem ocorrendo lentamente. A pesquisa se caracteriza como qualitativa descritiva, realizada por meio da análise de referenciais bibliográficos e entrevistas com os principais produtores de vinho do município, gestores do setor público e privado, além de representantes comunitários. Os resultados indicaram que a vitivinicultura é uma atividade promissora, mas o enoturismo é incipiente pela falta de planos específicos que contribuam com o seu pleno desenvolvimento. O enoturismo em Bituruna oferece possibilidade de desenvolvimento socioeconômico e cultural, desde que melhor trabalhado. / This research investigated the relationship between viticulture and the development of wine tourism in the municipality of Bituruna, state of Paraná. Being an essentially farming activity, viticulture includes the cultivation and production of grapes for wine production and derivatives. The wine tourism, tourism related to wine, has been developing in Brazil and causes the need to provide goods and services to tourists. Bituruna in grape growing and winemaking began between the decades from 1930 and 1950, the touristification space has been happening slowly. The research is characterized as descriptive qualitative, conducted through the analysis of bibliographic references and interviews with leading wine producers of the municipality, the public and private sector managers, and community representatives. The results indicate that the wine industry is a promising activity, but the wine tourism is incipient by the lack of specific plans to contribute to their full development . The wine tourism in Bituruna can offer the possibility of socioeconomic and cultural development , as long as it better planned.

Este estudo teve como propósito investigar se o enoturismo e a criação de uma marca regional contribuíram para o fortalecimento endógeno do Vale dos Vinhedos. O estudo analisou três elementos: a) enoturismo; b) faturamento; e c) qualidade através da marca regional. O paradigma adotado foi de corte quali-quantitativo servindo-se de metodologia descritiva. A análise documental e entrevistas foram usadas como instrumentos para a coleta de informações. Os participantes do estudo foram os empresários e as entidades atuantes na promoção turística do Vale dos Vinhedos. Para a análise, foram estudados os aspectos socioeconômicos e culturais da vitivinicultura local, o processo de certificação e a conquista da Indicação de Procedência - IPVV, o enoturismo e a sua organização em torno das instituições. O Vale dos Vinhedos foi colonizado por imigrantes italianos a partir de 1876, que tornaram a vitivinicultura a principal atividade desenvolvida no território. Embora tenha sido identificada uma redução da participação da população do Vale no enoturismo local, os resultados apontaram que o processo de desenvolvimento do enoturismo se deu de forma semelhante a outras regiões que criaram suas marcas regionais. Ele foi resultado de especialização produtiva, da cultura existente e da capacidade de organização dos agentes locais. Segundo o discurso dos gestores públicos e privados, a certificação conquistada em 2002 não impactou de forma direta no enoturismo, pois já havia um reconhecimento da qualidade dos produtos pelo consumidor antes da conquista. Identificou-se também que o faturamento decorrente do enoturismo motivou os novos investimentos feitos no Vale, especialmente nos últimos 05 anos, além da criação da marca regional e de uma perspectiva de futuro. / This study had as intention to investigate if the Wine tourism and the creation of one regional mark contributed for the intern strengthen of ´Vale dos Vinhedos` Vinhedos Valley. The study also analyzed three elements: a) wine tourism; b) invoicing and c) quality through the regional mark. The adopted paradigm was of quali-quantitative cut, serving itself of descriptive methodology. The documentary analysis and interviews had been used as instruments for all the collection of information. The participants of the research were entrepreneurs and entities that operate in the tourist promotion of the Vinhedos Valley. For the analysis, the social economies and cultural aspects of the local viticulture, the process of certification, the conquest of the indication of origin - IPVV, the wine tourism and its organization around the institutions had been studied. The ´Vale dos Vinhedos` Vinhedos Valley was colonized by Italian immigrants, who from 1876 made the viticulture the main activity developed in the territory. Although it has been identified a reduction of the participation of the population of the Vinhedos Valley in the local wine tourism, the results pointed that the process of development of the wine tourism had some similarities to other regions that had created its regional marks. It was resulted of productive specialization, the existing culture and the capacity of organization of the local agents. According to speech of the public and private managers, the certification conquered in 2002 did not incapacitate of direct form in the wine tourism, therefore it had already recognition of the product quality for the consumer before the conquest. It was also identified that the recurrent invoicing of the wine tourism motivated the new investments made in the Valley, especially in the last 5 years, beyond the creation of the regional mark and a great perspective for the future.</

Tourism, a current phenomenon, dynamically develops. Demands of visitors on a comprehensive destination product are increasing thanks to an increasing amount of spendable financial resources and rising fund of free time. In this context not only the competition among destinations but also the pressure to the destination potential are growing. Soft tourism forms emerged in an effort to minimize negative impacts of tourism activities on the region as well as to maintain modern regional life standards and to enable its further development. Thanks to their substance, the soft tourism forms are often count among components of sustainable development. Nevertheless, the soft tourism forms are based on the unique destination potential, its atmosphere and natural environment more than the traditional ones. Therefore also their activities must be developed sustainably and at least with the same intensity as the other forms. The issues of the implementation of sustainable development elements into the wine tourism activities in South Moravian destination are discussed in the thesis on the background of strategic documents, proclamations and studies of more experienced foreign wine tourism destinations. The aim is to contribute to the sustainability of South Moravian region development through the care for the...

Wine tourism is a form of tourism that has grown in popularity in the last couple of decades and refers to tourism which aims to visit vineyards, wineries, and tasting or purchasing wine at or near the source of the wine. Destinations for wine tourism are often associated with warm climate countries which are dominant in wine production, such as Southern European, South and North American countries and Australia. Due to reasons such as climate change and the discovering of wine grapes that have the ability to adapt to colder climate, the production of wine has become possible in countries with a colder climate, among others Sweden. Research about wine tourism is mainly focused on the traditional warm climate countries, and despite Sweden’s wine industry existing for 20 years, there is a lack of research about this matter. The purpose of this study was to fill the research gap about Sweden’s wine industry, and to investigate what possibilities and challenges exist for Sweden to become a country suitable for wine tourism. The aim was also to analyze how marketing through social media platforms could promote wine tourism in Sweden.  Twelve qualitative interviews with owners of Swedish vineyards and other experts in the matter were conducted in order to collect empirical data. To provide a better understanding about this matter, a literature review of previous research on wine tourism and social media marketing was presented, as well as theories about the wine tourism product, sustainable development of wine tourism destinations and marketing theories as these were considered relevant for the study. Based on the empirical data, Sweden has various possibilities to develop in to becoming a destination for wine tourism. However, this development is challenged by setbacks that must be attended in order for the development to endure. According to marketing specialists, the marketing of the wine tourism industry in Sweden should be conducted through social media platforms in order to market the industry in an effective way. / Vinturism är en form av turism som har ökat i popularitet under de senaste årtionden. Vinturism innebär turism med syftet att besöka vingårdar, vinerier och prova eller köpa vin på eller i närheten av vinets källa. Vinturismdestinationer är ofta associerade med länder med ett varmt klimat och länder som är dominerande inom vinproduktion, exempelvis länder i Södra Europa, Syd- och Nordamerika samt Australien. Genom bland annat klimatförändringar och upptäckten av druvor som har möjligheten att anpassas till ett kallare klimat har vinproduktion blivit möjligt även i länder med kallare klimat, bland annat Sverige. Forskning om vinturism är generellt inriktad på traditionella vinländer med varmt klimat, men trots att Sveriges vinindustri har funnits i 20 år saknas det forskning om ämnet. Syftet med denna studie var att fylla luckan som finns i forskningen om svensk vinindustri och turism och att studera vilja möjligheter och utmaningar som föreligger för att Sverige ska bli en destination för vinturism. Syftet var också att analysera hur marknadsföring genom sociala medier kan stärka Sverige som en vinturismdestination. Tolv kvalitativa intervjuer med svenska vingårdsägare och övriga aktörer inom ämnet genomfördes med syfte att samla in empirisk data. För att skapa en bättre förståelse för ämnet presenterades en genomgång av tidigare forskning om vinturism och marknadsföring genom sociala medier, samt teorier om vinturismprodukten, hållbar utveckling av vinturismdestinationer och marknadsföringsteorier presenterades då dessa ansågs relevanta för studien. Baserat på studiens empiriska data har Sverige flertalet möjligheter för att utvecklas till en destination för vinturism. Däremot försvåras denna utveckling av utmaningar som bör åtgärdas för att utvecklingen ska kunna ske. Enligt marknadsföringsspecialister bör marknadsföringen av Sveriges vinturism ske genom sociala medier för att arbeta med marknadsföringen på ett effektivt sätt.

Согласно стратегии социально-экономического развития Краснодарского края до 2030 года, Краснодарский край является лидером и «локомотивом» развития Южного полюса роста России и демонстрирует очень высокий уровень конкурентоспособности. Согласно международной организации виноградарства и виноделия Россия в рейтинге потребления вина стоит на 7 месте, а по производству –– на 12. Регион Краснодарского края является лидером по объемам производства виноградных вин в Российской Федерации, а именно: 48% от общего объема производства вин в стране. На сегодня доля туристических услуг в структуре выручки винных хозяйств в регионе достигает 15-20% и более. В 2019 году объекты агротуризма Краснодарского края приняли свыше 600 тыс. человек, что на 150 тыс. чел. больше в сравнении с предыдущим годом, из которых каждый третий турист, отдыхающий на Кубани, посетил винодельни и винные центры региона. В концепции развития санаторно-курортного и туристского комплекса Краснодарского края до 2030 года винный туризм обозначается как часть сельского (аграрного) туризма и рассматривается как перспективное направление. Также регион Краснодарского края (группа компаний «Абрау-Дюрсо») представлен как часть Европейского культурного маршрута виноградной лозы и вина «Iter Vitis - Les Chemins de la Vigne». Цель исследования – выявить перспективы развития энотуризма в Краснодарском крае. Цель исследования предполагает решение следующих конкретных задач: - Изучить природные и культурно-исторические ресурсы региона и определить приоритетные направления туризма в Краснодарском крае; - Изучить предпосылки и историю развития энотуризма в мире и выявить его специфику и особенности классификации; - Провести анализ современного состояния сферы энотуризма в странах-лидерах производства и потребления вина и определить уникальность энотуристской отрасли Краснодарского края; - провести экспертизу винодельческих хозяйств Краснодарского края, рассмотрев перспективы развития. Винодельческие предприятия строят планы по развитию инфраструктуры, многие принимают туристов, имеют разнообразные и насыщенные экскурсионные программы. Засаживаются новые виноградники, закрытые малые хозяйства рассматривают перспективу приема малых групп, а для специалистов винной отрасли есть возможность попасть почти на любую винодельню по предварительной договоренности. Регион Краснодарского края заинтересован в продвижении энотуризма, прослеживаются попытки взаимодействия властей с частными хозяйствами. Даже малые винодельни готовы инвестировать в развитие своей инфраструктуры для привлечения новых туристов. В регионе задействуются все возможные механизмы популяризации отрасли винного туризма как на государственном уровне, так и на предпринимательском. / According to the strategy of social and economic development of the Krasnodar Territory until 2030, the Krasnodar Territory is the leader and "locomotive" of the development of the South Pole of Russia's growth and demonstrates a very high level of competitiveness. According to the international organization of viticulture and winemaking, Russia ranks 7th in the wine consumption rating, and 12th in terms of production. The Krasnodar Territory region is the leader in terms of production of grape wines in the Russian Federation, namely: 48% of the total volume of wine production in the country ... Today, the share of tourism services in the structure of revenue of wine farms in the region reaches 15-20% and more. In 2019, the agritourism facilities of the Krasnodar Territory received over 600 thousand people, which is 150 thousand people. more in comparison with the previous year, of which every third tourist, vacationing in the Kuban, visited the wineries and wine centers of the region. In the concept of the development of the sanatorium-resort and tourist complex of the Krasnodar Territory until 2030, wine tourism is designated as a part of rural (agricultural) tourism and is considered as a promising direction. Also, the region of Krasnodar Territory (the Abrau-Dyurso group of companies) is presented as part of the European cultural route of grapevine and wine “Iter Vitis - Les Chemins de la Vigne”. The purpose of the study is to identify the prospects for the development of enotourism in the Krasnodar Territory. The purpose of the study involves the solution of the following specific tasks: - Explore the natural and cultural-historical resources of the region and determine the priority areas of tourism in the Krasnodar Territory; - To study the prerequisites and history of the development of enotourism in the world and identify its specificity and features of the classification; - To analyze the current state of the wine tourism industry in the leading countries in the production and consumption of wine and to determine the uniqueness of the wine tourism industry in the Krasnodar Territory; - to conduct an examination of the wineries of the Krasnodar Territory, having considered the development prospects. Winemaking enterprises are making plans for the development of infrastructure, many of them receive tourists, and have varied and rich excursion programs. New vineyards are being planted, closed small farms are considering the prospect of accepting small groups, and for specialists of the wine industry there is an opportunity to get to almost any winery by prior arrangement. The Krasnodar Territory region is interested in promoting enotourism; attempts are being made to interact between the authorities and private farms. Even small wineries are ready to invest in the development of their infrastructure to attract new tourists. The region uses all possible mechanisms to popularize the wine tourism industry both at the state level and at the business level.

Literature indicates that events like a wine festival have many role players involved that need each other for them to be successful. The more role players there are, the more complex the event becomes, as in the case of the Wacky Wine Festival which is spread over 48 wine farms. The most important role players are the visitors and wine farmers that represent the demand and supply side of the festival. Local enterprises, wine farmers and the festival organisers put a lot of effort into the event, such as their time, money and skills. It is essential for these role players to know that they will get a return on their investment and for the host community to know that the festival will make a contribution to their local economy. Furthermore, literature indicates that the festival can improve the economic position of the role players by targeting the high spending market through intensive marketing that focuses on this particular segment. Therefore, the purpose of this study was to determine the contribution of the Wacky Wine Festival to the local economy and to compile a profile of the heavy spender. To achieve the latter, a quantitative study was carried out by means of two surveys via questionnaires that were handed out to both the visitor and wine farmer. The data was then captured in Microsoft© Excel©. In Article 1 (Chapter 2) the sales multiplier effect and an analytical framework were used to determine the contribution of the festival to the host community. In Article 2 (Chapter 3) different tests and analyses were used to compile a profile of the heavy spender such as the K–means clustering, Chi–Squared, the Mann–Whitney non–parametric test and an ANOVA analysis. The results from Article 1 (Chapter 2) showed that the Wacky Wine Festival had an positive economic contribution of an estimated R29.9 million to the host community`s economy. From a demand and supply point of view, the visitors contributed R15.4 million and the wine farmers R6 million. From the results, it could be derived that the festival had low leakages in comparison with other festivals. iii The results from Article 2 (Chapter 3) indicated that the heavy and low spenders differ in terms of gender, language, age, occupation, number of people paying for in travelling group, residence and number of days spent at the festival. It was clear from the results that if the festival organisers and wine farmers focus marketing strategies on the high spending segment, this can lead to a R10 million increase in the Wacky Wine Festival’s revenue, thus improving the economic contribution of the event to the local economy of Robertson. / Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2012.

Literature indicates that events like a wine festival have many role players involved that need each other for them to be successful. The more role players there are, the more complex the event becomes, as in the case of the Wacky Wine Festival which is spread over 48 wine farms. The most important role players are the visitors and wine farmers that represent the demand and supply side of the festival. Local enterprises, wine farmers and the festival organisers put a lot of effort into the event, such as their time, money and skills. It is essential for these role players to know that they will get a return on their investment and for the host community to know that the festival will make a contribution to their local economy. Furthermore, literature indicates that the festival can improve the economic position of the role players by targeting the high spending market through intensive marketing that focuses on this particular segment. Therefore, the purpose of this study was to determine the contribution of the Wacky Wine Festival to the local economy and to compile a profile of the heavy spender. To achieve the latter, a quantitative study was carried out by means of two surveys via questionnaires that were handed out to both the visitor and wine farmer. The data was then captured in Microsoft© Excel©. In Article 1 (Chapter 2) the sales multiplier effect and an analytical framework were used to determine the contribution of the festival to the host community. In Article 2 (Chapter 3) different tests and analyses were used to compile a profile of the heavy spender such as the K–means clustering, Chi–Squared, the Mann–Whitney non–parametric test and an ANOVA analysis. The results from Article 1 (Chapter 2) showed that the Wacky Wine Festival had an positive economic contribution of an estimated R29.9 million to the host community`s economy. From a demand and supply point of view, the visitors contributed R15.4 million and the wine farmers R6 million. From the results, it could be derived that the festival had low leakages in comparison with other festivals. iii The results from Article 2 (Chapter 3) indicated that the heavy and low spenders differ in terms of gender, language, age, occupation, number of people paying for in travelling group, residence and number of days spent at the festival. It was clear from the results that if the festival organisers and wine farmers focus marketing strategies on the high spending segment, this can lead to a R10 million increase in the Wacky Wine Festival’s revenue, thus improving the economic contribution of the event to the local economy of Robertson. / Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2012.

Ao estudar o turismo é inevitável analisar a evolução da sociedade e o surgimento das formas de consumo e necessidades dos indivíduos. Diferentes segmentos objetivam consolidar a atividade como um produto, comercializando lazer, cultura, passado e presente, de acordo com a motivação do turista. Sendo assim, a pesquisa teve como propósito analisar o papel do Estado e as políticas públicas elaboradas para direcionar o turismo no País, com ênfase para esta inter-relação na rota enoturística Vale dos Vinhedos, na Serra Gaúcha. No referencial teórico, são apresentados os conceitos relacionados à atividade enoturística, bem como as discussões sobre o surgimento do Estado e sua participação na sociedade, analisando as políticas públicas para o turismo no Brasil. O método investigatório, de cunho qualitativo, desenvolveu-se através de uma pesquisa do tipo descritivo-exploratório, caracterizando-se por um estudo de caso. Foi realizada uma coleta de dados mediante entrevistas com a iniciativa privada local e secretários de turismo dos municípios de Bento Gonçalves, Monte Belo do Sul e Garibaldi, onde está localizada a região. Dentre os resultados encontrados, percebe-se uma participação insuficiente do poder público no gerenciamento e planejamento do turismo brasileiro no contexto sócio-econômico atual. Quanto ao enoturismo, a inexistência de uma política específica para a atividade, tende a comprometer seu desenvolvimento no Vale dos Vinhedos. / Submitted by Marcelo Teixeira (mvteixeira@ucs.br) on 2014-05-19T18:50:25Z No. of bitstreams: 1 Dissertacao Hernanda Tonini.pdf: 5324089 bytes, checksum: ca68f310c8ab3b45faa80499f0653471 (MD5) / Made available in DSpace on 2014-05-19T18:50:25Z (GMT). No. of bitstreams: 1 Dissertacao Hernanda Tonini.pdf: 5324089 bytes, checksum: ca68f310c8ab3b45faa80499f0653471 (MD5) / When conducting any study of tourism, an analysis of society s evolution and the appearance of different forms of consumption and individual needs is inevitable. The various types of tourism aim to consolidate the activity as a product, marketing leisure, culture, past and present targeted to what drives the tourist. Given that, this study aimed to analyze the role played by the government and by public policies designed to chart a course for tourism nationwide, with a focus on this interrelation in the Vale dos Vinhedos wine tourism route in the Serra Gaúcha region. The study presents concepts related to wine tourism activity and discussions on the emergence of the Government and its participation in society, with an analysis of public policies regulating tourism in Brazil, all within a theoretical framework. The qualitative field method was implemented through descriptive-exploratory research characterized by a case study. A collection of basic data was compiled from interviews with local private sector representatives and Secretaries of Tourism in the Bento Gonçalves, Monte Belo do Sul and Garibaldi municipalities, all located in this region. Among the findings, the scarce participation of public authorities in the management and planning of Brazilian tourism within the current socioeconomic environment stands out. As for wine tourism, the lack of a policy specifically targeted to this activity tends to compromise its development in the Vale dos Vinhedos.

O Vale dos Vinhedos, localizado no Rio Grande do Sul, pode ser visto como um destino enoturístico consolidado, mas que pode agregar outros atrativos, mediante o desenvolvimento e o planejamento de atividades relacionadas à sua paisagem, já que o enoturismo não consegue se desenvolver em sua plenitude, se não levar em consideração o valor paisagístico de determinada região. Esse estudo teve como propósito identificar qual a importância da paisagem para quem visita a Rota Enoturística Vale dos Vinhedos. Sendo um estudo de caso exploratório-descritivo, utilizou-se, para a coleta de dados, um instrumento na forma de entrevista semi-estruturada de caráter quali-quantitativo que foi testado e adequado à pesquisa ao longo de três aplicações. A amostragem contemplou 100 (cem) visitantes da Rota Enoturística Vale dos Vinhedos, buscando identificar: o perfil desses visitantes, suas motivações, os atrativos que chamam atenção e sua percepção quanto à paisagem local. A pesquisa revelou que o perfil dos visitantes são pessoas com nível de escolaridade superior, que viajam acompanhados da família e com motivações ligadas ao vinho, pois 70% desses visitam apenas as vinícolas da região. Verifica-se que a paisagem chama muito a atenção do visitante, sendo um fator motivador, relacionado diretamente ao vinho e, em conjunto com ele, traduz a identidade do Vale dos Vinhedos. Os parreirais foram, na percepção da paisagem, o que mais chamou a atenção dos visitantes, representando 40% da amostragem, e esses se referem, a esta paisagem, como sendo natural. Porém, a paisagem da região é culturalmente modificada pela ação do homem, pois a partir da chegada dos imigrantes italianos em 1875, ela vem sendo alterada. Outros elementos que compõem a paisagem, além dos parreirais, e que foram identificados pelos visitantes, compreendem as vinícolas, a vegetação, a arquitetura das casas antigas e, com isso, o modo de vida local. Os resultados evidenciam que a paisagem da região é um fator motivador e, por sua vez, é um atrativo turístico, especialmente pela presença dos parreirais no design paisagístico local. Identifica-se que os atrativos turísticos ligados a uva e ao vinho podem ser melhor explorados a fim de incrementar a oferta turística, havendo uma melhor integração da paisagem como recurso turístico e, conseqüentemente, contribuindo para sua preservação. / Submitted by Marcelo Teixeira (mvteixeira@ucs.br) on 2014-05-20T19:50:57Z No. of bitstreams: 1 Dissertacao Joice Lavandoski.pdf: 1718697 bytes, checksum: c65365376f5501b86eaf70535477ae37 (MD5) / Made available in DSpace on 2014-05-20T19:50:57Z (GMT). No. of bitstreams: 1 Dissertacao Joice Lavandoski.pdf: 1718697 bytes, checksum: c65365376f5501b86eaf70535477ae37 (MD5) / The Vale dos Vinhedos can be seen as a consolidated wine turistic destination, but may add other attractions, through the development and planning activities related to its landscape since the enoturism cannot develop itself in its fullness, if not take into account the landscape value of a particular region. This study had the purpose of identifying which is the importance of the landscape for those who visit the Vale dos Vinhedos Wine Turistic Route. Being an exploratory-descriptive case study, it was used for data collection, an instrument of semi-structured interview in a quality and quantity nature that was tested and adapted to search over three aplications. The sample included 100 (one hundred) visitors from Vale dos Vinhedos Wine Turistic Route, seeking to identify: the profile of these visitors, their motivations, the attractions that draw attention and their perception about the local landscape. The survey revealed that the profile of visitors are people with higher level of education, who travel with their family and with motivating factor directly related to wine and, together with it, reflects the identity of the Vale dos Vinhedos. The trellised vines were, in the perception of the landscape, what drew the most attention from visitors, representing 40% of the sampling, and these say that they are a natural landscape. But the landscape of the region is culturally modified by the action of man, because from the arrival of Italian immigrants in 1875, it has been tailored. Other elements of the landscape, besides the trellised vines, which were identified by visitors, includes winery, vegetation, the architecture of old houses and, thereby, the local way of life. The results showed up that the landscape of the region is a motivating factor and because of this is a tourist attraction especially for the presence of the trellised vines at the local design landscape. It is conclude that the tourist attraction connected to the grape and wine could be better explored to increase the tourist offer, having a better integration from the landscape like tourist resource and, consequently, contributing to its preservation.