A Cross‐National Analysis of Sustainable Wine Tourism From the Perspective of Wineries

ABSTRACT To assess the impact of sustainability on wine tourism and its individual measures, an international mixed‐methods study was conducted. A qualitative survey of 24 producers and an online survey of 1580 wineries was carried out. The aim was to analyse the importance of sustainable development, understand the attitudes of producers and identify concrete examples of sustainable wine tourism being implemented successfully. To highlight differences at an international level, the results from 11 countries were compared. The findings show that sustainability plays a crucial role for wineries and that winegrowers see wine tourism as an important tool in making their businesses more sustainable overall. The survey also revealed that winegrowers still have potential for improvement in their sustainable wine tourism offerings. Promoting biodiversity, developing long‐term business strategies and taking an open and honest approach towards employees are the most effective environmental, economic and social measures, respectively, for promoting sustainable wine tourism.