THE REPRESENTATIVE ARCHITECTURE AS AN ENOTOURISM RESOURCE IN SPAIN

Calvo Andrés, Miguel Ángel

Fecha: 2018-11-23

Resumen

Architecture has two qualities that are of great interest to the world of wine. On the one hand, architecture serves to generate the brand image of a company, and achieve the differentiation of its competitors. And on the other, it serves as a claim to attract visitors.

Descripción

The companies dedicated to wine production no longer have the sole objective of selling their wines, but have understood that attracting visitors to their wineries helps increase their sales and to retain their customers. This phenomenon of attracting visitors to places related to the world of wine is known as enotourism, and although visits to wineries is something that has been done throughout history as part of the usual process of buying, where the buyer about to see how is the place and the process of making the product you are going to buy, the visit to the wineries as a playful phenomenon arose during the twentieth century around the world, arriving in Spain late in the 90's. During those years Spain was experiencing the rise of a representative architecture designed by architects of recognized prestige, a phenomenon fostered by the so-called Guggenheim Effect that took place in the city of Bilbao. This phenomenon did not go unnoticed by the wine business world, and there were wineries that resorted to the hiring of internationally renowned architects to design their wineries with the idea of creating a recognizable image and attracting visitors.

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