Analysis of wine tourism demand profile at the wine region of Majorca

Abstract

[eng] Majorca is known as a tourism destination but not as a wine region destination. This paper suggests an analysis of the Majorcan wine tourists’ profile from a demand perspective, including a Majorcan wine tourist typology developing its demographic and psychographic characteristics. A total of 104 responses collected through a survey selfadministrated to wine tourists across six wineries of Majorca in 2018. Results stress that wine tourism is still underdeveloped at the Balearic Islands, in this regard, the data is expected to be used in a sustainable and useful way by the Majorcan wine industry, local authorities and other stakeholders or public interested.