How to promote sustainable wine tourism: Insights from Italian and French young adults

With over 40 million annual tourists visiting wineries, wine tourism is becoming an important source of revenue for wine businesses and local communities to preserve heritage in rural regions. It is perceived as a strategy to increase economic and social sustainability. Two cross-sectional surveys in France and Italy explored the interest of 1205 young adults and the influence of individual features on sustainable wine tourism intention. Two scenarios with differently framed environmental information were tested through a mock winery webpage. Wine involvement, environmental attitude, perceived behavioural control were identified as core traits prompting young adults to experience sustainable wine tourism. The adoption of co-compatible practices and winery commitment in preserving biodiversity emerged as more attractive than a sustainability certification.