Cine y enoturismo: la representación del patrimonio vitivinícola y su impacto turístic

Cinema plays a key role in enhancing wine heritage and shaping the tourist image of wine‐producing regions. Through the portrayal of landscapes, wineries, harvests and rituals, film helps to disseminate a cultural identity linked to wine and to generate symbolic experiences that influence visitor expectations. This study examines how cinematic representations of wine heritage, in its material, intangible and natural dimensions, contribute towards constructing the tourist imaginary of wine destinations. Using qualitative content analysis of 37 films produced between 1959 and 2022, the research identifies the most frequently represented heritage elements, and the symbolic associations between wine types and specific regions. The findings reveal the constant presence of vineyard landscapes, traditional wineries and rituals related to grape harvesting and tasting, which function as territorial markers. Overall, cinema not only reflects wine heritage but also transforms it into an anticipated and desirable experience, reinforcing the tourism identity of wine regions.