Final Internship Report
Full text
“Inno a ion and Wine Tou ism: he case o G an C uz Po o”
by
Diana Filipa Oli ei a
In e nship Repo in Inno a ion Economics and Managemen
Supe ised by:
Sand a Ma ia Ta a es da Sil a
Sep embe 2014
1
Acknowledgemen s
The conclusion o wo k ep esen s one o he mos impo an s eps o my li e. I
is no he end o my academic li e, as I in end o keep imp o ing my skills bu ep esen s
he beginning o my p o essional ca ee .
I would like o exp ess my g a i ude o hose who wo ked wi h me a he Espaço
Po o C uz, who augh me so much abou po wine and who made his expe ience
un o ge able. In pa icula , I would like o hank D . Ana Bolina Ana Dias, C is iana Puig
and Ca men Mon ei o o all he suppo and companionship sha ed du ing he in e nship.
I would also like o hank my supe iso a FEP, P o esso Sand a Sil a, o he
suppo and commi men o his wo k.
Also o hose who accompanied me along hese 5 yea s a he Academia: no only
he eache s om he Facul y o Economics o Po o bu also and especially o hose om
he Uni e si y o A ei o.
O cou se, his in e nship and he w i ing o he epo would no ha e been
possible wi hou he suppo o my amily. To hem special hanks o hei pa ience and
also o he inancial suppo .
And, inally, o my iends o hei suppo and mo i a ion, who helped
o e coming less happy momen s and basically kep me sane and happy du ing his ime.
Thank you all so much.
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Resumo
Es e ela ó io em como base o es ágio le ado a cabo no Espaço Po o C uz en e
Ma ço e Junho de 2014, com o obje i o inal de conclui o Mes ado em Economia e
Ges ão da Ino ação.
O Espaço Po o C uz é um cen o mul imédia c iado pa a p omo e o inho do
po o de uma o ma di e en e a a és da a ação de um segmen o jo em, o qual, hoje em
dia, negligencia a exis ência e a impo ância des e p odu o ípico po uguês.
O p incipal obje i o des e ela ó io consis e em analisa a aje ó ia que a indús ia
do inho do po o em ge al, e a emp esa G an C uz Po o em pa icula , em seguido no
que oca à á ea da ino ação. Um dos emas abo dados nes e ela ó io é, p ecisamen e, a
ino ação, iden i icando os p incipais concei os e c uzando com a impo ância da
coope ação e da localização, eme endo pa a os concei os de ne wo k e de clus e ;
combinando com um ema que é bas an e ecen e na á ea da li e a u a: o Eno u ismo.
O ela ó io engloba uma desc ição da indús ia po uguesa de u ismo e inho do
po o. Pos e io men e, são ambém ap esen ados os dados ela i os ao es udo explo a ó io
ealizado, conduzido a a és de duas en e is as ealizadas aos dois p incipais
in e enien es do p oje o “Espaço Po o C uz” e da aplicação de ques ioná ios aos
isi an es do Espaço Po o C uz.
O documen o conclui com conside ações inais ela i as aos esul ados du an e a
ealização do es ágio e o abalho pa alelo de es udo explo a ó io, jun amen e com
algumas conside ações ace ca do p odu o eno u ismo e, em pa icula , ace ca do p oje o
Espaço Po o C uz.
Pala as-Cha e: Ino ação, eno u ismo, inho do po o, Espaço Po C uz, ne wo ks
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Abs ac
This epo is based on an in e nship held a Espaço Po C uz be ween Ma ch and
June o 2014, aiming he conclusion o he Mas e in Economics and Managemen o
Inno a ion.
The Espaço Po o C uz is a mul imedia Cen e c ea ed o p omo e po wine in a
di e en way, a ac ing a younge segmen , oday, e y dis an and unawa e o his
speci ic Po uguese p oduc .
The goal o his epo is o analyse he ajec o y ha wine ou ism in gene al,
and G an C uz Po o in pa icula , ha e been ollowing in wha conce ns inno a ion. This
epo explo es he li e a u e e iew on inno a ion, s udying i s main concep s and ypes,
and also app oaching he speci ic ma e o ne wo ks and clus e s, combined wi h he
ecen esea ch subjec o wine ou ism.
The epo also includes a b ie cha ac e iza ion o he Po uguese indus y o
ou ism and po wine. Finally, he epo includes he p ocedu es and he esul s
associa ed wi h he explo a o y s udy ha was implemen ed also du ing he in e nship.
This explo a o y s udy was based on wo in e iews wi h he main ac o s o his p ojec
and on he applica ion o su eys o he isi o s o he Espaço Po C uz.
The documen concludes wi h inal ema ks conce ning he pe o mance on he
in e nship and he esul s o he explo a o y s udy p ocess. I also add esses some
conside a ions ega ding wine ou ism in gene al and he Espaço Po o C uz in pa icula .
Keywo ds: Inno a ion, wine ou ism, po wine, Espaço Po C uz, ne wo ks
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Table o Con en s
In oduc ion ........................................................................................................... 8
Chap e 1 - Inno a ion and Wine Tou ism: A Li e a u e Re iew ...................... 10
1.1. Inno a ion: de ini ion, ela ed concep s and ypes o inno a ion ...... 10
1.2. Ne wo k and clus e s in ou ism ........................................................ 12
1.3. Wine ou ism ..................................................................................... 13
1.3.1. Wine ou ism consume ................................................................. 15
1.3.2. Wine ou ism egion and ac i i ies ................................................ 17
1.4. Inno a ion in wine ou ism ................................................................ 18
Chap e 2 - A b ie cha ac e iza ion o Tou ism and he Po Wine Indus y .... 22
2.1. Tou ism .............................................................................................. 22
2.2. Po wine ............................................................................................ 23
2.2.1. S a is ics and da a ........................................................................... 26
2.2.2. G an C uz Po o ............................................................................. 29
Chap e 3 - In e nship ......................................................................................... 31
3.1. Espaço Po o C uz ............................................................................. 31
3.2. Main asks pe o med du ing he in e nship ...................................... 32
3.3. Analysis o he c ea ion and impac o he inno a ion: me hodology33
Chap e 4: Main esul s ....................................................................................... 37
4.1. Limi a ions o he me hodology ........................................................ 37
4.2. Resul s ............................................................................................... 37
4.2.1. In e iews ....................................................................................... 37
4.2.2. Su eys ........................................................................................... 47
Conclusion .......................................................................................................... 58
Re e ences ........................................................................................................... 60
Annex .................................................................................................................. 64
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Annex 1. Tou ism S a is ics ............................................................................ 64
Annex 2. Po wine s a is ical da a .................................................................. 66
Annex 3. Topics o app oach a he In e iew ................................................ 67
Annex 4. Sc ip o he In e iew ..................................................................... 69
Annex 5. Su ey s uc u e .............................................................................. 71
Annex 6. Ques ionnai e .................................................................................. 74
Annex 7. Su eys Resul s ............................................................................... 78
Annex 8. T ansc ip ion o he In e iews ....................................................... 84
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Lis o Tables
Table 1: Wine p oduc ion (in housands o hec oli es) ..................................... 26
Table 2: Wine p oduc ion pe Po uguese egion ............................................... 27
Table 3: Wine p oduc ion in he Dou o Dema ca ed Region ............................. 27
Table 4: Po uguese wine expo s ....................................................................... 28
Table 5: Main ma ke s o po wine in 2013 ..................................................... 28
Table 6: P ices o po wine pe buye ................................................................ 29
Table 7: Po wine companies in 2010 ................................................................ 30
Table 8: Rep esen a ion o he uni e se and he sample conside ed .................. 36
Table 9: Summa y Map o he In e iews .......................................................... 42
Table 10: Pe cen ages o he impo ance a ibu ed o each EPC asse by he
popula ion ha isi ed he Cen e ................................................................................... 52
Table 11: Pe cen ages o he impo ance a ibu ed o each di e en ia ing ac o
o he EPC ....................................................................................................................... 53
Table 12: Wo ldwide e olu ion on wine p oduc ion .......................................... 66
Table 13: Topics, Ques ions and Re e ences ela ed wi h he In e iews .......... 67
Table 14: Su ey S uc u e ................................................................................. 71
Table 15: Quan i ica ion, Media and Mode o he age o he esponden s ......... 78
Table 16: Age and Na ionali y o he isi o s ha ha e ne e as e po wine be o e
........................................................................................................................................ 79
Table 17: Popula ion who conside s hemsel es knowledgeable on he his o y and
ypes o po wine ........................................................................................................... 80
Table 18: Age and na ionali y o he popula ion ha expe ienced po wine o he
i s ime a he EPC ........................................................................................................ 81
Lis o Figu es
Figu e 1: The wine ou ism sys em..................................................................... 15
Figu e 2: C i ical ea u es o he wine ou ism expe ience om he consume
pe spec i e ...................................................................................................................... 16
Figu e 3: The e olu ion o he po wine alue chain ......................................... 24
Figu e 4: The po wine ne wo k ........................................................................ 25
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Figu e 5: Na ionali ies o he EPC's isi o s since he opening in 2012 ............. 32
Figu e 6: Consump ion o po wine be o e he isi o he EPC ....................... 48
Figu e 7: Knowledge abou he his o y o po wine be o e he isi ................. 48
Figu e 8: Knowledge abou he a ious ypes o po wine be o e he isi ....... 49
Figu e 9: Visi o T adi ional Wine Cella s by he popula ion inqui ed ............. 50
Figu e 10: Con ex in which he popula ion i s as ed po wine ..................... 50
Figu e 11: F equency o isi s o he popula ion o he EPC .............................. 51
Figu e 12: Popula ion’s easons o isi he EPC ............................................... 52
Figu e 13: Classi ica ion o he EPC's Technology ............................................ 54
Figu e 14: Classi ica ion o sen ences ela ed o he impac o he EPC in hei
po wine expe ience ....................................................................................................... 55
Figu e 15: Numbe o o e nigh s pe egion o Po ugal since 2011 un il 2013 64
Figu e 16: Accommoda ion capaci y pe egion o Po ugal since 2011 un il 2013
........................................................................................................................................ 64
Figu e 17: T a ic E olu ion a he Sá Ca nei o Ai po .................................... 65
Figu e 18: Top 10 coun ies wi h he bigges numbe o o e nigh s in he No h
o Po ugal (2011-2013) .................................................................................................. 65
Figu e 19: Na ionali y o he esponden s ........................................................... 78
Figu e 20: Gende o he esponden s ................................................................. 78
Figu e 21: Mon hly Income o he esponden s .................................................. 79
Figu e 22: Visi o wine cella s by he Po uguese isi o s ................................ 80
Figu e 23: Visi o cella s by he o eign isi o s ............................................... 80
Figu e 24: Iden i ica ion o he o he places/con ex in which he popula ion ha
chose "O he s", i s ied po wine ............................................................................... 81
Figu e 25: Aspec s ha makes he EPC di e en om o he po wine ou ism
a ac ions. ....................................................................................................................... 82
Figu e 26: Ra ing o he Expe ience a he EPC by he popula ion inqui ed ...... 82
Figu e 27: Pe cen age o popula ion ha will e isi he EPC ........................... 83
Figu e 28: Pe cen age o popula ion ha will ecommend he EPC o amily and
iends ............................................................................................................................. 83
Figu e 29: Pe cen age o he popula ion ha will con inuing o consume po wine
........................................................................................................................................ 83
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In oduc ion
Inno a ion is consensually ecognized as a undamen al engine o economic
g ow h, changing ma ke compe i ion and he way esou ces a e alloca ed among
di e en sec o s (e.g., Cas ellacci, 2008).
Tou ism is a a he complex indus y due o he he e ogeneous in e es s o all
agen s in ol ed, di e en exis en esou ces, and he in e dependence ela ionship
be ween ac o s (B ás e al., 2010). In he speci ic case o wine ou ism, his ac i i y
con ibu es o he g ow h o u al a eas, gene a es signi ican e enues, new job
oppo uni ies, and allows wine ies o educa e consume s, inc ease hei b and ecogni ion
and build a longe ela ionship wi h cus ome s. Thus, wine ou ism, c ea ed in he 1990s,
has been unde s ood as an inno a i e s a egy o di e si y wine ies’ co e business,
s eng hening he compe i i eness and a ac i eness o he egion whe e his ype o
ac i i y is embedded (Mancino and P es i, 2012; Hall e al., 2000; B uwe , 2003). Wine
ou ism b ings bene i s o bo h ou ism and wine ies mos ly by implemen ing he sha e
o hei esou ces, s imula ing he g ow h o hei businesses (Ge z and B own, 2006).
Wi h he inc easingly as hy hm o globaliza ion, he wo ld changed apidly in o
a cons an u ge o upda e and quickly sa is y new needs. Especially in ou ism, al hough
na u al esou ces a e always, by hemsel es, a eason o isi a ce ain geog aphical a ea,
he expe ience ac o has been mo e and mo e impo an o ou is s. As such, he cus ome
s a s looking o new hings, new expe iences and mos impo an ly o a non-massi e
ou ism p oduc . This is he kind o mo i a ion ha is benea h he c ea ion o wine
ou ism. Beyond he c ea ion o wine ou ism, inno a ion is c ucial o keep imp o ing he
se ices ha suppo wine ou ism, aiming a de ining new and/o be e associa ed
expe iences o ou is s (Ge z and B own, 2006).
The ela ed li e a u e on inno a ion abou hese wo indus ies Tou ism and
Wine ies ( oge he o indi idually), emphasize he ele ance o ne wo ks: i is impo an
ha i ms unde s and he u ge o coope a e and build a sus ainable and in eg a ed wine
ou ism p oduc , capable o sa is ying he needs and expec a ions o cus ome s. I is no
enough o in es in one in as uc u e o ac i i y; i is c ucial o c ea e a package ha
p o ides ou is s a g ea expe ience. This ype o coope a ion occu s h ough ne wo ks o
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Figu e 1: The wine ou ism sys em
Sou ce: Hall e al., 2000, p.7
On he supply side, his app oach pu s in e idence he combina ion o he
esou ces a ailable in he egion ha a e impo an o his economic ac i i y, join ly wi h
all he businesses and ins i u ions ha coo dina e and manage hose esou ces, in o de o
c ea e an in eg a ed wine ou ism p oduc . F om wine ies, es i als, go e nmen en i ies,
egional cuisine, social and cul u al componen s and scene y, all o hese esou ces a e
impo an o build an in eg a ed and sus ainable wine ou ism p oduc wi h bo h indus ies
joining hei o ces (Hall e al., 2000).
1.3.1. Wine ou ism consume
Due o changes in consume ’s beha iou , mos ly associa ed wi h he ac ha he
consume desi es now o explo e new places, his o ies, landscapes and li e new
16
expe iences, wine is now concei ed as beyond a simple sou ce o be e age. Wine is
unde s ood as a luxu y good, and ou is s aim a disco e ing i s his o y and adi ions and
eel i s dis inc i e a mosphe es (Mancino and P es i, 2012). Seen om he consume ’s
pe spec i e, wine ou ism can be conside ed as a new ype o a el and leisu e beha iou .
In he li e a u e abou wine ou ism he e a e al eady some s udies abou he
mo i a ions o wine ou is s o isi pa icula des ina ions. “To as e and o buy wine” is
he p ima y mo i a ion ollowed by landscape-scene y, wine ies, au hen ici y, his o y,
lea ning abou wine, being en e ained, a eling in a u al se ing, elaxa ion and
hospi ali y (B uwe , 2003; B uwe and Lesschae e, 2012; Hall e al., 2000; Mancino and
P es i, 2012). Figu e 2 summa ises c i ical ea u es, impo an in a wine ou ism
expe ience om he consume pe spec i e:
Figu e 2: C i ical ea u es o he wine ou ism expe ience om he consume pe spec i e
(Sou ce: Ge z and B own, 2006, p. 156)
The h ee di e en dimensions ep esen ed in Figu e 2 co espond o he speci ic
cha ac e is ics o each egion. Mo eo e , i is clea ha bo h indus ies a e ex emely
impo an in he coo dina ion o a ou ism p oduc . The wine ou ism consume is looking
o wa d o enjoy om ac i i ies, esou ces and in as uc u e om bo h indus ies. Thus,
he o e has o be coo dina ed be ween all he agen s in ol ed.
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1.3.2. Wine ou ism egion and ac i i ies
Each egion has i s own cha ac e is ics and, consequen ly, o e di e en
expe iences. The e a e special e i o ies ha he li e a u e de ines as e oi egions,
1
which combines he physical, cul u al and na u al en i onmen as impo an aspec s o a
des ina ion a ac i eness (Ge z and B own, 2006). These egions ha e a special iden i y
ha mus be known, in o de o ensu e a sus ainable de elopmen , which espec s hei
cha ac e is ics. The wine indus y wo ks a a egional le el and so he b and iden i y o
he egion and wine y is an impo an ea u e ha allows a di e en ia ion be ween o he
wines in he ma ke . Thus, he b and iden i y is no only a ea u e om e oi egions bu
i is also an impo an de ail o wine ma ke ing and, so a , wine ies ha e been making
s ong e o s o inc ease b and’s ecogni ion (B uwe , 2003).
Wine ies a e looking o wa d o inc ease he bond be ween he b and and he
cus ome h ough he exis ence o a wine ou e, which allows ou is s o lea n mo e abou
he b and – his o y, e olu ion, emo ions, and expe ience – and, he e o e, c ea es loyal y
among hei clien s (B uwe , 2003). Wi h he collabo a ion o wine p oduce s wi h o he s
ac i i ies such as museums, wine as ing cen es and o he ou ism se ices, wine ou es
allow isi o s o mee he his o y o he wine as well as he coun y’s na u al and cul u al
he i age o he place (Co eia e al. 2004). The e o e, when wine ies add ou ism se ices
o complemen hei p oduc and inc ease hei ma ke sha e and sales, hey a e no only
c ea ing a “golden oppo uni y o b and bo h he wine and he coun y” bu hey a e also
ensu ing a “long- e m consume p e e ence” (V on is e al. 2010, p. 258). As Ge z
concludes:
“Wine egions can es ablish hemsel es as des ina ions h ough he ull in eg a ion
o di e en p oduc s combining main a ac ions: om wine and ood o
accommoda ion ( ega dless o ype), e en s and en e ainmen ac i i ies and many
o he egional se ices. “[…]” The use o he egion’s image and b and, he
op imiza ion o he wine’s cha ac e is ics, especially he quali y o he wine, he use
o gas onomic epu a ion and he enhancemen o unique local esou ces, can
imp o e he economic impac s o ou ism on he egion” (B ás e al., 2010, p. 1625)
Nowadays wine ou ism is seen as “an impo an niche ma ke wi h signi ican
g ow h po en ial” and he p o i s ha come om his economic ac i i y will no only
bene i he i ms di ec ly ela ed bu he en i e egional economy (Mancino and P es i,
1
Te oi egions a e egions specially cha ac e ized by he pa icula i ies o he soil, clima e,
his o y and local know-how which mos ly occu in Old Wine Coun ies (Touza d, 2010).
18
2012, p. 156). Ne e heless, i is necessa y ha all pa s wo k in a synch onized way, so
he des ina ion is sus ainably p epa ed o ecei e and amaze ou is s.
When app oaching he speci ic case o he Dou o Dema ca ed Region (DDR)
Rebelo and Caldas (2013, p. 35) iden i ies he “spillo e e ec s o he cul u al he i age
and ou ism on he wine indus y”:
“(a) di ec wine sales o ou is s; (b) publici y o he Dou o b and, which is al eady
wo ld ecognized, he po wine (c) eme gence o a new segmen o demanding
consume s, many o hem o eigne s, who associa e he wine wi h he landscape,
s eng hening he ole o he concep o e oi . (Rebelo and Caldas, 2013, p. 35)
1.4. Inno a ion in wine ou ism
The li e a u e on inno a ion in wine ou ism is a he sca ce, as only ecen ly
began he s udy o his ac i i y. Howe e , as said be o e, he c ea ion o he wine ou ism
p oduc is i sel an inno a ion by he wine ies, wi h he goal o inc ease hei sales and
b and ecogni ion. In his pa o he p esen epo , inno a ion in bo h wine and ou ism
indus ies will be analysed.
Looking a he wine indus y, he wo ld is di ided in o wo kinds o wine
coun ies: “New Wo ld Coun ies” (NWC) such as Aus alia, New Zealand, Chile,
A gen ina and Sou h A ica, and “Old Wo ld Coun ies” (OWC) such as F ance, I aly,
Spain and Po ugal. The i s ones a e known o “ os e inno a ion and compe i i eness
in he wine indus y”, s ongly bene i ing om he open use o inno a ions and concep s,
such as mode ni y, new echnologies and b ands (Rebelo and Muh , 2012, p. 111); The
NWC a e ollowed by he OWC as benchma king cases o inc ease hei compe i i eness
and inno a i e echniques, as he las g oup is c i icized o hei adi ional and
conse a i e me hods, limi ing he use o echnical inno a ions (Rebelo and Muh , 2012).
While NWC a gues ha his p o ec ion o e adi ional p oduc ion is he eason
o a wine c isis, on he o he hand he OWC claims ha ecen inno a ions migh in e e e
in he quali y o he p oduc in he consume ’s pe spec i e, which may end up a ec ing
he e oi image o he egion (Touza d, 2010).
Many au ho s, specially ocused on he s udy o inno a ion in e oi egions,
ha e wonde ed abou he dicho omy be ween adi ion and inno a ion. As e oi egions
a e dependen o hei adi ion and local cha ac e is ics, inno a ion can ha e a nega i e
impac i no used p ope ly unde supe io ins i u ional ules ha gua an ee he quali y
19
known in ha e oi egion. Inno a ion has allowed he p oduce s o do a s ong
segmen a ion due o he a ie y o b ands and ea u es, and also o imp o e he p oduc
pe o mance. Howe e , on he o he side, he e a e cases whe e inno a ion led o he
bank up cy o many i ms because i was no linked wi h he adi ional ea u es o he
egion. The wo s esul s o inno a ions in wine p oduc ion a e he loss o connec ion
be ween consume s and wine, and a loss o quali y (Inhan e al., 2013; Rebelo and Muh ,
2012).
Since he p oduce s o a egion ha e a ce i ica e o p o e hei o igin and quali y
o hei p oduc s, hey a e obliged o ollow speci ic ules in e ms o quali y con ol and
use o inno a ions. Hence, inno a ions made by wine companies in gene al a e mainly
inc emen al inno a ions, and much mo e o ien ed owa ds o ganiza ional and ma ke ing
dimensions han o p oduc o p ocess (Inhan e al., 2013). Wine ies a e in es ing in
ma ke ing ac i i ies, p oduc di e en ia ion and sea ch o new ma ke niches o sell
p emium wine - ac i i ies ha a e unde pinned by R&D ins i u ions and imp o ed by he
en ance o young en ep eneu s, who a e capable o play wi h di e en eali ies (wine,
echnology, wine p oduc ion and ma ke ing) (Qua e nai e Po ugal/UCP, 2007).
In he speci ic case o i ms o wine in he DDR, some s udies ha e shown ha
inno a ion is s ic ly egula ed in e e y le el and occu s mainly in an inc emen al and
sys emic way.
2
I is also p o ed ha wha e e inno a ions a e made in he indus y, i ms
a e a ec ed by he knowledge c ea ed h ough inno a ion and hey can also main ain he
adi ional aspec o he p oduc (Inhan e al., 2013).
In he dimension o ou ism, inno a ion is cons an wi h new ac i i ies, ways o
a elling and expe iences appea ing e e y day, due o he ex emely compe i i e na u e
ha cha ac e izes ou ism. In ac , ou ism is cons an ly changing and acing new
challenges, and he e a e wo ends ha ha e been mo e clea ly eme ging in his sec o
(S amboulis and Skayannis, 2003, p. 35):
“New o ms o ou ism, cha ac e ized by he endency o depa om mass
ou ism;
Di usion o in o ma ion and communica ion echnologies, wi h a pe asi e e ec
on he c ea ion, p oduc ion and consump ion o he ou is p oduc ”.
2
Sys emic way co esponds o p ocesses ha esul om in e ac ions wi h o he i ms, R&D
ins i u ions and go e nmen al en i ies (Inhan e al., 2013).
20
We may obse e ha wine ou ism ollows hese ends, as i is e iden , i s ly,
om he cha ac e is ics o wine ou is s ha in gene al a e looking o a peace ul place
and lea ning abou wine, and, secondly, wi h wine i ms ying o sell po wine h ough
new channels and ying o each di e en p emium segmen s h ough echnology and
communica ion s a egies.
The bene i s o clus e s and ne wo ks in wine egions a e la gely s udied in he
li e a u e, pa icula ly in e oi egions whe e he b and alls unde a physical e i o y,
and so, i ms can ake ad an ages om he p oximi y be ween hem. Wine ou ism
p o ides se e al oppo uni ies o de elop ne wo k combining hese wo di e en
economic sec o s: he wine sec o associa ed wi h ag icul u e and he wine p ocessing
indus y; and he ou ism sec o cha ac e ized by he exis ence o se ice p o ide s
(accommoda ion, anspo a ion, ood and be e age, cul u al and ec ea ional se ices
and acili ies) and public o ganiza ions (Mi chell and Sch eibe , 2007).
In ac , a subs an ial pa o he li e a u e co e s he need o coope a e be ween
bo h indus ies. Some au ho s call ou he a en ion o he ac ha some winemake s “do
no unde s and he impo ance o he c ea ion o syne gies and in eg a ion among all he
local ou ism ac o s” (Mancino and P es i, 2012, p. 162). In o de o de elop a
sus ainable wine ou ism s a egy winemake s and ou ism i ms ha e o coo dina e and
c ea e a pe ec ly sus ainable p oduc and, la e on, a synch onized p omo ion o he
des ina ion.
“The c ea ion o ou ism packages and expe iences a e only one o he s a egies
ha wine ou ism des ina ions can c ea e, wi h he collabo a ion o bo h indus ies,
and he e o e achie ing a longe s ay, epea isi s and inc easing indi idual spends
among hei ou is s”. (Mancino and P es i, 2012, p. 163)
The wine ou ism p oduc can, no only be p omo ed by a me s who decided o
open hei wine ies o ou is s who a e in e es ed o unde s and he p ocess o
winemaking, bu i can be p omo ed and de eloped wi hin a ne wo k concen a ing
impo an ea u es as “in e p e i e cen es, wine illages, wine ou es, signs, and wine
coun y ou s” (Ge z and B own, 2006, p. 148).
Howe e , esea che s, al hough sus aining he po en ial o wine ou ism, ha e
no iced he exis ence o p oblems in he de elopmen o his ou ism p oduc (Mancino
and P es i, 2012):
21
a) Lack o awa eness o ou ism in wine i ms and o a s ong s a egic business
commi men o ou ism ac i i ies;
b) Lack o communica ion and ma ke ing s a egies and also o esea ch on ends
and cus ome ’s pe cep ions;
c) Need o coope a ion be ween sec o s;
d) Lack o educa ion and aining o he new ou ism ope a o s
Based on hese p oblems, inno a ion is equi ed o ind solu ions and imp o e his
ecen p oduc ha s ill has a lo o be explo ed.
22
2. Chap e 2 - A b ie cha ac e iza ion o Tou ism and he Po Wine
Indus y
2.1. Tou ism
The impac o he globaliza ion, he appea ance o low cos companies, new ypes
o accommoda ion and new o ms o ou ism a e some examples o inno a ions ha ha e
con ibu ed o he inc ease o he ou ism sec o all o e he wo ld. La es da a, eleased
by he Wo ld T a el & Tou ism Council (WTTC), shows ha he ou ism sec o in
Po ugal con ibu ed in 2013 wi h 5,8% o he Po uguese g ow h domes ic p oduc
(GDP), a e y ep esen a i e numbe compa ed wi h he a e age o Eu ope (3,1%) and
o he Wo ld (2.9%).
Besides he economic g ow h o he en i e coun y, he posi i e e olu ion o he
ou ism ac i i y in each egion is also a ac . App oaching he demand side o he ou ism
ac i i y, he numbe o o e nigh s ha ou is s spend in Po ugal has inc eased along he
yea s. The egions o Alga e, Lisbon and Madei a a e hose wi h he bigges o e nigh
a e (see Figu e 15 in annex 1).
The same c escendo happens in he obse a ion o he supply side, wi h he
accommoda ion capaci y g owing e e y yea in mos Po uguese egions: Alga e,
Lisbon and he No h o Po ugal a e he egions wi h he la ges accommoda ion capaci y
(see Figu e 16 in annex 1).
Hence, he Po uguese go e nmen , awa e o he impac o he ou ism ac i i y,
c ea ed a S a egic Na ional Tou ism Plan (PENT) wi h s a egies o de elop 10 ou ism
p oduc s alloca ed o speci ic Po uguese egions. On he heme o his epo , he i s
p io i y egion associa ed wi h he p oduc o “Gas onomy and Wine Tou ism” is he
No h o Po ugal in which, acco ding o he same plan:
“I is e i ied he need o de elop wine and gas onomic ou es, deepen ac i i ies,
de elop expe iences, in pa icula , ela ed wi h he Po o and Dou o wines, and
inco po a e he exis en o e in p omo ion and ade pla o ms. This p oduc has all
he condi ions o g ow by i sel and o c ea e a speci ic a luence o he egion.”
(Own ansla ion, adap ed om RCM 24/2013, p. 2181).
O e he yea s he demand in his speci ic pa o he coun y has g own apidly,
in pa , due o he classi ica ion as a wo ld he i age si e o he His o ic Cen e o Po o in
1996 and o he Al o Dou o in 2001 (Rebelo and Caldas, 2013). As a ou ism esou ce,
23
he exis ence o he po wine ou e, c ea ed in 1995 “whose mission is o p omo e he
egion and cong ega e e o s be ween i s membe s o c ea e a cohe en ou ism p oduc
based upon wine and wine-p oducing ac i i ies” (Co eia and B i o, 2006, p. 9) has
o e ed ou is s a di e en expe ience based on he wine p oduc in which landscapes,
cul u e and adi ion a e also impo an endogenous esou ces.
The in lux o he No h o Po ugal has inc eased signi ican ly: acco ding o he
s a is ics (see Figu e 17 in annex 1), he numbe o passenge s a i ing a he Sá Ca nei o
Ai po has doubled om 2006 (3.402.805 passenge s) o 2013 (6.372.470 passenge s).
A signi ican pa o he o e nigh s in he No h o Po ugal a e due o Po uguese isi o s,
ollowed by he Spanish, F ench and B azilian. F om 2011 up o 2013, excep o Po ugal
and F ance, isi o s om he Top 10 coun ies o he No h o Po ugal a e inc easing,
meaning mo e nigh s spen pe pe son and/o a highe in lux o isi o s (see Figu e 18 in
annex 1).
2.2. Po wine
“Po wine” is p oduced in Po ugal, speci ically in he Dou o Ri e Valley
(DDR), which begins 100km eas o Po o and goes as a as he Spanish bo de . In 1756,
due o he inc easing demand o Po , he DDR was ecognized as one o he i s
dema ca ed egions in he wo ld and ha e implemen ed no ms o he p oduc , simila ly
o wha occu s in he mos amous adi ional wine egions in he wo ld. The DDR has a
o al o 250,000 hec a es, whe e only 18% is occupied wi h ines, and i is conside ed he
la ges and he mos he e ogeneous wine moun ain in he wo ld. Cha ac e ized by
“ alleys s ongly embedded in s eep high slopes along he i e Dou o and i s ibu a ies”,
mechaniza ion p ocesses a e e y ha d o implemen , demanding manual labou which
leads o high p oduc ion cos s (Rebelo and Caldas, 2013; Rebelo and Muh , 2012;
Sequei a and Ca alho, 2012).
The DDR is conside ed a e oi egion and has been awa ded as a cul u al
e ol ing landscape and a wo ld he i age si e by UNESCO.
The p oduc ion o po wine has su e ed se e al de elopmen s o e he yea s,
whe he in mechanisms in he p ocess, as new and imp o ed ways o p oduce wine has
been in en ed, o e en, and he mainly change, in he way he alue chain wo ks,
speci ically wi h he eme gence o new ac o s. Wine p oduc ion in he egion is known
24
o ha ing housands o ac o s in ol ed in he p ocess, such as a me s, wine
coope a i es, shipping houses o dis ibu o s. Figu e 3 shows he e olu ion o he Po
alue chain as new ac o s appea and as a consequence o he changes in hei own co e
ac i i ies (B i o, 2006).
Figu e 3: The e olu ion o he po wine alue chain
Sou ce: Own elabo a ion (based on B i o, 2006).
The comme cial sec o o po wine is cha ac e ized by he exis ence o s a egic
g oups. In his s udy o he po wine ne wo k, which is ep esen ed in Figu e 4, B i o
(2006) iden i ied he ac o s ha a e p esen and he ela ionship be ween hem and di ided
he ne wo k in o wo ne s: he p oduc ion ne (connec ed wi h he p oduc ion o Po ) and
he ade ne ( ela ed wi h he p omo ion and dis ibu ion). Besides he ou main ac o s
his ne wo k also in ol es se e al p i a e and public ins i u ions ha , di ec ly o
indi ec ly, ha e impac on his ne wo k.
31
3. Chap e 3 - In e nship
3.1. Espaço Po o C uz
Wi h a su p isingly a chi ec u e, he Espaço Po C uz is an in o ma i e, exhibi ion
and en e aining space, o e ing new senso ial expe iences a ound po wine, h ough
in e ac i e mul i ouch ables, sho educa ional ilms, wine shop, exhibi ions, as ing oom,
gas onomic ha monisa ions a he DeCas o Gaia es au an , ending up a he Te ace
Lounge 360° ° wi h he as ing o po wine cock ails, con empla ing he magni icen iew
o he his o ic ci y o Po o. (Summa y e iew o he Bes o Wine Tou ism 2013
applica ion).
This pa ag aph co esponds o he sho summa y o he Espaço Po o C uz (EPC) in he
applica ion o Bes o Wine Tou ism – G ea Wine Capi als, in he ca ego y o
“Inno a ion Expe ience in Wine Tou ism” in 2013. The EPC was c ea ed in 2012 as he
b and needed o be close o he big public and also be ep esen ed a one o he mos
impo an wine a ac ion spo s in Po ugal (Cais de Gaia). The G an C uz Po o Company
decided o do some hing di e en no only because he building was no designed o ha e
a adi ional cella and his speci ic wine p oduc was al eady oo much explo ed, bu also
because hey unde s ood ha he younge segmen should be a ac ed o po wine, as i
encompasses he u u e consume gene a ion. The impo ance o high echnology o he
young gene a ion mo i a ed he c ea ion o a mul imedia cen e in o de o call i s
a en ion o he p oduc o po wine. Mo e de ails abou he c ea ion and concep o his
p ojec a e p esen ed in Chap e 4, ocused on he analysis o he in e iews wi h he
adminis a ion o G an C uz Po o and, speci ically, o EPC.
S a is ics ga he ed om EPC show ha Po uguese isi o s co espond o almos
hal o o al EPC isi o s (42%). The F ench (15%) - he la ges po wine pu chase s -
and he Spanish (15%) appea a e he Po uguese (see Figu e 5).
32
Figu e 5: Na ionali ies o he EPC's isi o s since he opening in 2012
Sou ce: G an C uz Tu ismo, Lda (2012 – Ap il 2014)
As he li e a u e ela ed wi h po wine ac i i y s esses, a ac ions like wine
cella s, wine ou es, wine ies and all adi ional and o iginal aspec s o his p oduc , allow
ou is s o know and expe ience he wine. In he wine ou ism a ea and speci ically in he
po wine a ea, a mul imedia cen e is some hing comple ely new ha allows ou is s o
ha e a di e en expe ience by lea ning, as ing and li ing he po wine p oduc and i s
his o y in a mo e in e ac i e and inno a i e way.
In he abo e con ex , one o he main goal o his in e nship was o unde s and
how hese inno a ions we e p ojec ed and how hey a e expe ienced by ou is s.
3.2. Main asks pe o med du ing he in e nship
Du ing he in e nship he ollowing asks we e execu ed:
∙ E en s’ o ganiza ion: in ol ing he dimensions o ma ke ing and
communica ion (design o p omo ional and in o ma ion lye s, upda ing
o social ne wo ks, de elopmen o new se ices and e en s), and
logis ics;
∙ Con ac wi h supplie s and pa icipa ion in nego ia ion mee ings;
∙ De elopmen o a mapping o he Mul imedia Cen e: as he EPC does
no p o ide un ese ed guided ou s, i was impo an o ensu e ha
Po ugal
F ance
Spain
B azil
Uni ed Kingdom
Belgium
I aly
Ge man
O he s
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
NATIONALITIES OF THE VISITORS OF THE EPC
33
ou is s use p ope ly he echnology a ailable, which in ol ed he c ea ion
o signs and on sc een in o ma ion ( o he in e ac i e able);
∙ Managemen ac i i ies: shop s ock o ganiza ion, imp o emen o daily
ac i i ies’ pe o mance and e ec i eness;
∙ Guided isi s;
∙ Di ec in e ac ion wi h isi o s a he shop o in he o icial as ing oom;
∙ De elopmen o ideas o imp o e he clien ’s se ice.
3.3. Analysis o he c ea ion and impac o he inno a ion: me hodology
As al eady men ioned, he EPC wan s o de-mys i y he con en ional concep o
he po wine, h ough ma ke inno a ions, educa ing people o he be e age o his
speci ic wine and showing new ways o consume i . The di ec con ac wi h his i m
du ing he in e nship allowed he s udy o he impac o hese inno a ions, pa icula ly in
wha ega ds he imp o emen o p oduc s and he inc ease o he pe o mance o he
inno a i e i m. Hence, his epo aims no only a explaining he main ac i i ies
implemen ed du ing he in e nship bu also unde s anding how his inno a i e p ojec
was designed and how he isi o s pe cei e i .
A e he e iew o he li e a u e abou inno a ion and po wine and a b ie
sys ema iza ion o EPC, some conside a ions will be p esen ed ega ding he esea ch
p oposal ha was decided o be implemen ed du ing he in e nship. Wi h his p oposal
we aim a inc easing ou knowledge abou he inno a i e beha iou o EPC by es ing
and e ining some ideas ha a e al eady p esen . As Finn (2000) s a es, his ype o
app oach is also a way o imp o e knowledge. In o de o check and es he EPC’s
p oduc as an inno a ion in he wine ou ism ac i i y, we implemen ou analysis no only
in he i m esponsible o he idea bu also nea he isi o s o he EPC.
Since ou esea ch is ocused on ga he ing in o ma ion ou o a small numbe o
people, we will ollow a quali a i e me hod (Ande son, 2006, p. 3). The same au ho
iden i ies quali a i e me hods as mo e e ec i e o ob ain a be e desc ip ion as well as
“ ich, de ailed and alid da a ha con ibu es o in-dep h unde s anding o he con ex ”
(ibid.).
34
As o quan i a i e me hods, usually he numbe o esponde s a e bigge and he
esea ch ques ions a e mo e abou “How many” o “S eng h o associa ion” (Ande son,
2006, p. 2).
The combina ion o bo h me hods is becoming commonly used by esea che s, as
i allows o “maximise he s eng hs and minimise he weaknesses o each me hod” (Finn,
2000, p. 9). The p ocess o mul iple me hods is de ined by Finn (2000, p. 9) as a
me hodology “used o examine di e en pe spec i es on he same esea ch ques ion”, in
which la e “ indings o one in es iga ion can be checked agains he indings om he
o he ype” – a p ocess called “ iangula ion” (ibid.)
Fo his epo , we will s a wi h a quali a i e me hod based on in e iews,
implemen ed wi hin he i m G an C uz Po o, in o de o ge mo e in o ma ion abou he
inno a ion o he EPC’s p oduc . Then, a su ey will be conduc ed o he isi o s/clien s
o he EPC in o de o unde s and hei pe cep ions abou his new wine ou ism p oduc .
La e on, a iangula ion p ocedu e will be done o deba ing he goals o he EPC
p ojec ed by he adminis a ion and i s pe cep ion acco ding o he isi o s.
Once mo e, a quan i a i e app oach is he mos adequa e. As Sco and Godbey
(1990, p. 189) s a e: “quali a i e me hods p o ide aluable insigh in o he social and
con ex ual ci cums ances su ounding leisu e in ol emen ”, which allows a mo e
complex iew o e he p ojec . As “ he one associa ed wi h e hnog aphic esea ch whe e
he aim is o unde s and he pe spec i e o he in e iewee and he meaning ha he
in e iewee a aches o si ua ions” (Finn, 2000, p. 75) he me hod o in-dep h in e iew,
was applied o his s udy. Based on a guide sc ip con aining impo an opics, in which
ques ions and e e ences a e iden i ied (see Table 13 in annex 2), he in e iews ollow
an in en ional sampling: he choice o he wo in e iewe s ha a e he main ac o s in
his p ojec , The Di ec o o he EPC – D a. Ana Bolina, and he CEO o he Company
G an C uz Po o – Eng. Jo ge Dias.
As o he in e iews, he implemen ed p ocess was:
1) Elabo a ion o a guide, iden i ying in e es ing opics o app oach a he in e iew
based on he e iewed li e a u e (see Table 13 in annex 3);
2) Elabo a ion o he in e iews’ sc ip (see annex 4);
3) Implemen a ion o he in e iews - eco ded and la e ansc ibed (see annex 8);
4) Fi s eading and o ganiza ion o he in e iews;
35
5) Summa y o he in e iews acco ding o opics and sub opics ha we e de ined,
allowing compa isons and complemen a ion be ween answe s (see Table 14);
6) Analysis o he in e iews’ map and in e p e a ion o he esul s acco ding wi h
he li e a u e e iew.
We ha e also implemen ed su eys o he EPC’s clien s. The main goal o he
su eys was o unde s and how he public sees po wine and his new p oduc . Ques ions
we e s uc u ed based on p e iously iden i ied opics, he po en ial compa ison o answe s
and esul s ha we e impo an o include in his analysis (see Table 14 in annex 5). The
su ey is no only ela ed o he EPC, bu also wi h he wine ou ism p oduc .
The selec ion o he sample was semi-in en ional as one o he aims in his epo
was o ha e, no only he pe spec i e om he mo e equen clien s o he cen e, bu
also om hose ha a e i s ime isi o s. Wi hin each g oup he choice o each indi idual
was comple ely andom.
Wi h he excep ion o wo ques ions ha a e open – ele an because i was
impo an o unde s and he clien ’s ideas wi hou in e e ing – he su ey is cha ac e ized
by he exis ence o mul iple choice ques ions (Checklis s), as well as Like Scale
ques ions.
The su eys we e dis ibu ed in wo di e en o ma s du ing a pe iod be ween he
6 h and he 15 h o June:
- In e ne : h ough a Google o m o a mailing lis con aining con ac s o equen
isi o s, whe he s a iends, o people ela ed o he wine o ou ism indus y;
- Face- o- ace: o o he clien s ha isi ed he EPC – usually o he i s ime.
A o al o 80 su eys we e answe ed: 33 su eys we e dis ibu ed a he Cen e on
he 6 h and 10 h o June; and 47 su eys we e answe ed di ec ly h ough he in e ne
(Google o ms). Table 8 o e s a desc ip ion o he numbe s and he associa ed weigh in
he uni e se o possible esponde s. The majo i y o he clien s ha isi he Cen e come
h ough pa ne ships wi h o he ou ism a ac ions. As hey ha e a icke o ge a po
wine o ee, a he end o he day, i is possible o calcula e how many people ha e
isi ed he cen e. So he uni e se ha isi he cen e on he 6 h and 10 h o June ep esen
he amoun o icke s ha he i m ecei ed on hose days. As o he mailing lis , i is an
app oxima ion numbe gi en by he Mul imedia Cen e.
36
Table 8: Rep esen a ion o he uni e se and he sample conside ed
Uni e se
Sample
Visi o s a he Cen e
(6 h and 10 h o June3)
+/- 290
33 (11.3%)
Mailing Lis
(Google Fo ms)
+/- 100
47 (47%)
Fo he implemen a ion o he su ey, he ollowing s eps we e ollowed:
1) Elabo a ion o a su ey guide (see annex 6);
2) T ansla ion o Po uguese and English;
3) Sending o a mailing lis o he Mul imedia Cen e con aining equen isi o s
and also implemen ing he su eys nea he ou is s on he spo ;
4) Elabo a ion o a desc ip i e analysis o he da a.
In he nex chap e we p esen main esul s and also he limi a ions o he
me hodology.
3
Rega ding he su eys ha we e dis ibu ed ace o ace, only isi o s ha came o he EPC on
he 6 h and 10 h o June we e conside ed. See he speci ic easons in o his choice in Sec ion 4.1.
37
4. Chap e 4: Main esul s
4.1. Limi a ions o he me hodology
In o de o ha e a signi ican ep esen a ion o he isi o ’s pe cep ion conce ning
po wine and EPC, we aimed a ga he ing a la ge numbe o answe s. Howe e , he
implemen a ion o ace- o- ace su eys was only possible du ing he pe iod om 6 h up
o 10 h o June (see Table 8) due o he ollowing easons:
- These days, wi h less isi o s o he space, allowed o spend he needed ime wi h
he indi iduals o hem o answe he su ey;
- Du ing his pe iod no e en s we e scheduled. In June he space o e ed many
e en s ha demanded closing one o mo e loo s, es aining he access o a ull
expe ience o he building and, he e o e, no allowing o a comple e answe ing
o he su ey.
As o he su eys dis ibu ed online, al hough hey ep esen a la ge numbe han
he su eys answe ed ace- o- ace, hey s ill ep esen almos hal o he uni e se o
possible esponde s. The easons behind he non- esponse o he su eys a e possibly
ela ed o he ex ension o he su ey o he lack o a ac ion owa ds he heme and
pu pose o he su ey.
These limi a ions cons ain he conclusions we may d aw abou he impac o he
EPC’s, speci ically, on he younge people segmen . Ne e heless, a b ie case s udy
analysis was made wi h he esponde s below 35 yea s old compa ing wi h he es o he
answe s.
4.2. Resul s
4.2.1. In e iews
The in e iews, summa ized in Table 9, allowed a deepe unde s anding abou he
con ex in which he EPC was c ea ed. Al hough much o he in o ma ion was clea
h ough seconda y da a, he e we e some impo an de ails o know abou he c ea ion o
he mul imedia cen e.
The i s g oup o ques ions – “C ea ion o he Espaço Po C uz” - was abou he
c ea ion o he EPC. Acco ding o bo h in e iewe s he main aim o he EPC was o
c ea e “some hing o celeb a e e e y hing ela ed o po wine and he Po uguese cul u e
38
in a ligh e and unny way” (Eng. Jo ge Dias); and he Di ec o Ana Bolina added ha
“ he i s goal was o change he ela ionship be ween he public and he expe ience o
po wine”. The idea was bo n om he need o ge he b and “ close o he public” and
because he company did no ha e any ep esen a ion o he b and a Cais de Gaia, which
is one o he mos isi ed spo s in he ci y. In ac , Acco ding o B uwe (2003) his is a
s a egic way o p omo e he b and and inc ease he i m’s pe o mance.
Eng. Jo ge Dias s a es ha he mul imedia cen e is “mo e ocused on a younge
segmen ” as i encompasses he u u e consume s. He ecalls ha he po wine indus y
aces “ he isk o lose an en i e gene a ion o po wine consume s, i we do no a ac
he younges o po wine”. The Di ec o Ana Bolina e e s he need o a ac ing se e al
segmen s: “in he i s 3 yea s we wan ed o inc ease he le el o awa eness”. She also
iden i ies pa ne ships wi h boa s and ci y bus i ms, and wi h se e al agencies, as
acili a o s o his s a egy.
In wha ega ds he second opic - Di e en ia ion o o he po wine a ac ions -
bo h ac o s conside ha he dis inc na u e o he EPC’s p oduc compa ing wi h o he
po wine a ac ions is e y clea : he complexi y o he mul imedia cen e ha combines
po wine wi h o he be e ages, gas onomy, a and impo an pa s o he Po uguese
cul u e is a es imony o his dis inc ion. The adop ion o a new echnology in e ace is
men ioned as a way o connec wi h he segmen o younge clien s. A new p oduc
combined wi h echnology and communica ion (see opic 4) is a s a egy wi h a huge
impac on he wine ou ism p oduc . This ype o app oach ollows he ends on ou ism
iden i ied by S amboulis and Skayannis (2003).
In he hi d g oup o ques ions, we ask abou he na u e o he EPC as an
inno a ion. Bo h agen s highligh ed he same aspec s: “in e ac i e ables – whe e people
can ind ou abou ou ange o p oduc s and also which po wine is bes o you” (Eng.
Jo ge Dias); he combina ion o se e al a s o he Po uguese cul u e; he ideos in he
Dou o Room showing he his o y o po wine, and he Te ace Lounge 360° ° c ea ing
new ways o consume po wine – po wine cock ails and gin wi h po – and also
p omo ing special e en s. Acco ding o he OECD Oslo Manual, his new wine ou ism
p oduc can be conside ed a p oduc inno a ion in he a ea o wine ou ism, and also a
ma ke ing inno a ion as a new way o p omo e and sell po wine. Bo h ypes o
inno a ions gua an eed he EPC he “Bes o Inno a ion P ize” ob ained in 2013.
39
Abou he i m’s p oduc inno a ion Pink – po wine osé – he CEO a gued ha
“The pink po was speci ically designed o i ( he opening o he EPC)” because i is “a
p oduc o each younge people” and “a e y lexible p oduc ha is easy o mix wi h
o he be e ages o do cock ails o long d inks”. The Di ec o Ana Bolina sus ains his
iew a guing ha he Pink Po is “ e sa ile when i comes o momen s o consuming po
wine”.
The impo ance o new echnologies o he EPC was analysed in he ou h opic.
As a mul imedia cen e, echnology is a he co e o he EPC’s p oduc . I s inco po a ion
was mo i a ed by he connec ion ha he younge gene a ion has wi h new echnologies
which would “inc ease he in ol emen o he ou is s and he e o e imp o e hei
expe ience a he cen e” (Ana Bolina); and “ he will [o he G an C uz Adminis a ion]
o do some hing di e en ” (Jo ge Dias).
Topic 5 in ends o unde s and how he EPC is helping inc easing he alue o po
wine, as one o he aims o po wine p oduce s. When asked abou his, Ana Bolina
iden i ied he Te ace Lounge, po wine cock ails and he Gin wi h Po as s a egic
p oduc s o help “people gi e mo e c edi o po wine, c ea ing new ways o d ink i ”.
Eng. Jo ge Dias complemen ed his idea by ecalling he ole o he es au an in
a icula ing po wine wi h he Po uguese gas onomy: impo an way o each people on
how o enjoy po wine, c ea ing a connec ion be ween he clien and he p oduc .
The necessa y suppo s and unds o open he EPC, speci ically he c ucial
in ol emen o QREN, was co e ed on he six h opic: he CEO o G an C uz Po o
decla ed ha he p ojec was welcomed by all go e nmen al en i ies: “The Municipali y
o V. N. Gaia, unde s ood he p ojec e y well and always suppo ed us”. He also
men ioned he applica ion o he SI ino ação
4
unds as c ucial o he p ojec : “I was a
e y simple p ocess. Rapidly we saw ha ou p ojec i ed hese p og ams. “[…]” And
so wi h he help o a e y p o essional company, I do no hink i was di icul , o he
p og am, o accep us”. Despi e his, Eng. Jo ge Dias ecognizes some p oblems mainly
associa ed wi h he huge impac ha he c isis had on he i m’s pe o mance. Howe e ,
he CEO is e y con iden ha he people in cha ge o he p og am “a e conscious abou
ha and hey will ake ha in o conside a ion when e alua ion assessing he pe o mance
o he i m”.
4
Sis ema de Incen i os à Ino ação (Inno a ion Incen i e Sys em)
40
In he 7 h g oup o ques ions he opic o ne wo ks and pa ne ships was co e ed.
The EPC p ojec coun s on nume ous pa ne ships, as ou is ic complemen , o in
p omo ional o ins i u ional ma e s which, as Hall e al. (2000) a gues, by joining
esou ces, allows o c ea e an in eg a ed and sus ainable wine ou ism p oduc . The
Di ec o o he EPC e en men ioned he ac ha he boa s’ pa ne ship allowed he EPC
o “inc ease 40% o i s sells” (Ana Bolina).
Gi ing he cou se o he in e iew, a las – ex a – ques ion was made o he CEO
o he company conce ned wi h coope a ion and ne wo ks. When asked abou he
compe i ion be ween cella s and he EPC, Eng. Jo ge Dias was e y clea on his answe
e e ing ha “p obably yes (…) because we all compe e o he same ou is s, bu I
belie e ha we a e complemen o e s “[…]” and i we all wo k on ha [coope a ion],
his will ce ainly be a winne s a egy o all o us”.
Main conclusions abou he in e iews
The in e iews allowed he analysis o he new wine ou ism a ac ion om he
supply side. They we e a he impo an o unde s and he mo i a ion o G an C uz o
inno a ing in wine ou ism.
The c ea ion o he EPC was mo i a ed by he need o “be close o he public”
and mos impo an ly o imp o e he ela ionship be ween po wine and i s consume s.
I is clea he exis ence o an inno a ion p ocess, no only by he c ea ion o a new
wine a ac ion, and a new po wine – Pink Po - bu also due o he es ablishmen o a
new way o sell i . Using he ea ly app oach o he OCDE, we may hen conclude ha he
G an C uz Po o i m was esponsible o he eme gence o a new p oduc and a ma ke ing
inno a ion. These ha e no only con ibu ed o he imp o emen o he wine ou ism
p oduc , bu ha e also ied o assu e he u u e con inui y o i s selling by a ac ing he
nex gene a ion o buye s.
In o de o a ac he segmen o younge clien s, who, acco ding o Jo ge Dias,
does no ha e a connec ion wi h po wine as p e iews gene a ions had, he EPC was
designed o ollow ends simila o hose iden i ied by S amboulis and Skayannis (2003):
new p oduc o non-mass ou ism, combined wi h echnologies and communica ion
s a egies. Howe e , acco ding o i s own di ec o , he EPC is s ill p ac icing a mass
47
4.2.2. Su eys
As poin ed be o e, he su eys we e dis ibu ed in wo di e en ways o wo
di e en a ge s. We ga he ed 80 su eys a he end o he implemen a ion p ocess.
Compa ing he uni e se o esponde s in each pla o m ( ace- o- ace and in e ne ): a he
Cen e 11.3% o he o al isi o s du ing he 6 h and 10 h o June we e in e iewed; while
o he mailing lis , 47% o he o al uni e se o esponde s, answe ed he Google o m
( ecall Table 8).
In o de o es ablish a socio demog aphic p o ile o he su eyed isi o s, he i s
g oup o ques ions co e ed a iables such as age, gende , na ionali y, p o ession and
mon hly income. This sample is cha ac e ized by a majo i y o Po uguese isi o s
(66,3%) ollowed by he B i ish, Aus alians and B azilians (6.3% each) (see Figu e 19
in annex 7). Conce ning gende , 62,5% o he inqui ies we e emales (see Figu e 20 in
annex 7) and he indi iduals inqui ed we e be ween 19 and 63 yea s old. Wi h an age
a e age o 35,6 yea s old, mos esponde s o he su ey we e indi iduals wi h 25 yea s
old (See Table 15 in annex 7). A ound 72% o he popula ion ha e a mon hly income
below 1500€ (including hose ha ha e no income a all). The o he pe cen age ha e
incomes abo e 1500€, and 6.8% o he inqui ies ecei e mon hly incomes abo e 3500€
(See Figu e 21 in annex 7).
Wi h he second g oup o ques ions he aim was o know pe cep ions he isi o
had conce ning po wine be o e he isi o he EPC. This helps us o unde s and i he e
is a change in he isi o ’s pe cep ion ega ding po wine a e he isi o he EPC.
Va iables as he equency o consuming po wine, knowledge abou he his o y o his
p oduc , p e iews concep ions associa ed wi h i , when/how was po wine i s
expe ienced and i he e was a p e iews isi o he adi ional wine cella s, a e he ype
o ques ions ha a e in his g oup.
In e ms o he egula i y o consump ion, hal o he ques ioned popula ion a ely
d inks po wine (see Figu e 6), and jus 8% d inks po wine equen ly. 12% ne e as ed
po wine, mos o hem o eign isi o s. In he g oup o Po uguese isi o s ha ha e
ne e expe ienced po wine we ha e indi iduals be ween 22 and 27 yea s old (see Table
16 in annex 7). This sus ains he a gumen s o Eng. Jo ge Dias ha he younge gene a ion
is no so connec ed wi h po wine, and, he e o e, s a egies should be aken in o de o
inc ease he a ac i eness o his segmen .
48
Figu e 6: Consump ion o po wine be o e he isi o he EPC
When asked abou hei p e iews knowledge abou he his o y o po wine, as
Figu e 7 shows, only 22% o he popula ion conside ha ing some in o ma ion abou i ,
and 9% admi o know no hing a all. Mo e han hal o he popula ion also a i ms o
know “Ve y li le” o “Some hing” abou he his o y o Po . Simila conclusions a e
isible in Figu e 8, ela ed wi h he knowledge on po wine ypes. Focussing on he
popula ion who conside s hemsel es as knowing his his o y and also on he a ious
ypes o po wine, 80% a e Po uguese indi iduals, and he a e age o age goes a ound
40 (Table 17 in annex 7). In his las esul i is also clea he close connec ion o olde
gene a ions o he po wine p oduc compa ing wi h he younges .
Figu e 7: Knowledge abou he his o y o po wine be o e he isi
Ne e
12%
Ra ely
50%
Occasionally
30%
F equen
8%
CONSUMER OF PORT WINE (BEFORE THE VISIT)
No hing
9%
Ve y Li le
28%
Some hing
41%
Knowledgeable
22%
KNOWLEDGE ABOUT THE HISTORY OF PORT
WINE
49
Figu e 8: Knowledge abou he a ious ypes o po wine be o e he isi
We ga e he indi iduals he oppo uni y o answe eely abou hei concep ions
o po wine and he esponses we e no e y dis an om each o he . Fo he inqui ed
popula ion he po wine is e y ela ed wi h “Po uguese na ion”, “ adi ion “,
“ adema k”, “his o y”, also wi h “ba cos abelos”, “wine cella s”, “Dou o” and
“Po o”. Many people answe ed in e ms o cha ac e is ics like “swee ”, “s ong”, “as
ape i i o diges i e”, o “make desse s” o “ o special occasions”.
Due o he acqui ed knowledge on po wine du ing he in e nship, in his ques ion
i was clea ha no all people knows po wine and he e is e en w ong ideas abou i ,
esul ing some imes in he non-a ac ion o by/consume his be e age – e en among
Po uguese people.
I was also impo an o know i he isi o s ha e e e isi ed a wine cella , so we
could unde s and i he popula ion ecognized he di e ences be ween he cella p oduc
and he inno a i e in as uc u e associa ed wi h EPC. 65% o he esponden s ha e
al eady isi ed a wine cella as showed in Figu e 9. When compa ing he domes ic and
o eign isi o s, almos all he Po uguese EPC’s isi o s ha e expe ienced a wine cella
– 88% - while as o he o eign isi o s, only a ound 15% ha e isi ed his kind o wine
a ac ion (Figu e 22 and Figu e 23 in annex 7). These esul s a e no a su p ise as no
e e yone has easy access o hese wine a ac ions. These esul s show us ha he
di e ence be ween he wo o e s a e be e unde s ood by he Po uguese isi o s,
because hey ha e al eady ied bo h.
No hing
14%
Ve y Li le
16%
Some hing
49%
Knowledgeable
21%
KNOWLEDGE ABOUT THE VARIOUS TYPES OF
PORT WINE
50
Figu e 9: Visi o T adi ional Wine Cella s by he popula ion inqui ed
The las ques ion in his g oup was abou he i s expe ience o po wine. Figu e
10 shows ha o e 40% o he popula ion ha e as ed po wine o he i s ime while
hey we e socializing wi h iends and amily. O he op ions we e a ailable: 19% ha e
expe ienced po wine o he i s ime a Espaço Po o C uz; 16% while isi ing he wine
cella s, 13% men ioned o he places such as “a wo k”, “ba s”, o du ing a “ as ing wi h
winemake s” as seen in Figu e 24 (annex 7); 4% o he popula ion du ing a ip o Dou o
and 2% because o hei Family Business (2%). “Wine Fes i als” was also one o he
op ions, which was chosen by no one.
Figu e 10: Con ex in which he popula ion i s as ed po wine
Selec ing only he esponden s ha expe ienced po wine o he i s ime a he
EPC, we obse e ha only 17% o hem a e Po uguese and mos a e unde 30 yea s old
(see Table 18 in annex 7).
Yes
65%
No
35%
VISIT TO TRADITIONAL CELLARS
Espaço Po o C uz
19%
Wine Fes i als
0%
Visi s o Cella s
16%
Socializing wi h amily
and iends
46%
Visi o Dou o
4%
Family Business
2%
O he s
13%
WHERE DID YOU FIRST EXPERIENCED PORT WINE
51
In he hi d g oup he goal is o ocus on he EPC and e alua e he pe cep ions ha
isi o s ha e abou i .
Fi s ly, o unde s and he ela ionship be ween he isi o and he EPC, ques ions
abou he equency and easons o he isi we e made. The esul s ela ed wi h he
equency o he isi a e e y balanced, bu he i s wo op ions o “ne e ” ha e isi ed
he cen e, o “ a ely” isi s he cen e, ep esen s o e 60% o he popula ion. Only 15%
isi s he cen e equen ly (see Figu e 11), and mos a e Po uguese o indi iduals who
li e in Po ugal a he momen . I is possible o conclude ha he e a e s ill many
indi iduals coming o he EPC o he i s ime, and ha can be conside ed no mal since
he EPC is only 2 yea s old, and he e a e nume ous o eign ou is s who come o Po o
and isi he cen e o he i s ime and who p obably will no come back.
Figu e 11: F equency o isi s o he popula ion o he EPC
The nex ques ion was impo an o iden i y he main igge s ha led each pe son
o isi he mul imedia cen e. I is impo an o know wha he i m’s mos impo an
asse is in o de o inc ease i s po en ial and, he e o e, a ac e en mo e ou is s. Fo his
ques ion each indi idual was allowed o choose un il 3 op ions based on pe sonal and
s a ’s expe ience. In Figu e 12 i is possible o obse e ha he Te ace Lounge 360° is
he mos ele an igge , a ac ing he la ges numbe o isi o s (20%). I is closely
ollowed by: “ ecommenda ion om amily and iends” (17%), “ h ough he ou is
packs wi h boa s o bus” (16%) and “p e ious in e es in wines” (13%). The 16% o he
isi o s ha came wi h he ou is packs wi h boa s o bus can explain he 15% o he
esponden s ha , in he p e iews ques ion ( equency o he isi o he EPC), a i m o
ha e ne e isi ed he EPC (con i med when il e ing he da a in he excel shee
Ne e
30%
Ra ely
32%
Occasionally
23%
F equen
15%
FREQUENCY OF THE VISIT TO THE EPC
52
con aining he esul s o he su eys) I was also con i med by some o he esponden s
du ing he implemen a ion o he su ey, ha i i was no o he boa s o bus, p obably
hey ha e ne e isi ed he EPC a all – making clea he impo ance o ne wo ks be ween
companies ha ope a e in he same sec o o in he same egion.
Figu e 12: Popula ion’s easons o isi he EPC
As seen in Table 10, he Te ace Lounge 360° is no only he main igge o isi
he Cen e bu i is also he asse ha he isi o mos app ecia es a EPC. Rep esen ing
almos 30% o he choices, he Te ace Lounge 360° (including a pano amic iew and
ba se ice), is ollowed by he wine as ing (21%), clien se ice (19%), he ideos abou
he his o y o po wine (11%) and he in e ac i e ables (10%) as he mos impo an
asse s o he Mul imedia Cen e.
Table 10: Pe cen ages o he impo ance a ibu ed o each EPC asse by he popula ion ha isi ed he Cen e
The aspec s ha he popula ion enjoyed he mos a he EPC
Te ace Lounge 360° (Pano amic View)
25%
Wine Tas ings
21%
Clien Se ice
19%
Videos abou he his o y o po wine and Dou o Region
11%
In e ac i e Tables
10%
Res au an DeCas o Gaia
4%
Ba Se ice a he Te ace Lounge 360°
4%
A Exhibi ions
3%
A chi ec u e
2%
E en s
1%
0% 5% 10% 15% 20% 25%
P e ious in e es in wines
Cu iosi y abou he Te ace Lounge 360°
Recommenda ion om he Tou ism O ice
Hea d on he Media
A chi ec u e o he building
Recommenda ion om Family and F iends
Th ough he ou is packs wi h boa s o bus
Res au an DeCas o Gaia
Exhibi ions
E en s
O he
REASONS TO VISIT
53
The nex ques ion compa es he EPC o o he po wine a ac ions. As men ioned
be o e, his ques ion equi es he exclusion o he esponden s ha ha e ne e isi ed a
wine cella be o e. Hence, Table 11 shows he esul s o he esponden s ha ha e isi ed
a wine cella be o e, and which we e allowed o choose mo e han an op ion. To hese,
he mos impo an EPC asse s compa ing wi h o he po wine a ac ions a e he Te ace
Lounge 360° (23%), ollowed by he In e ac i e Tables (16%), he O icial Tas ing Room
(13%) and Guided Wine Tas ings (13%). The in e ac i e ables gain mo e impo ance as
his ype o echnology is no seen e y o en and can o e he clien a be e expe ience.
Table 11: Pe cen ages o he impo ance a ibu ed o each di e en ia ing ac o o he EPC
Impo ance o each asse o he di e en ia ion om o he po wine
a ac ions
Te ace Lounge 360°
23%
In e ac i e Tables
16%
O icial Tas ing Room
13%
Guided Wine Tas ings
13%
Clien Se ice
9%
A chi ec u e
7%
Res au an DeCas o Gaia
6%
Videos abou he his o y o po wine and Dou o Region
4%
Va ie y o po wines
4%
To ems
3%
A Exhibi ions
1%
E en s
1%
O he s
0%
In he su ey i was also asked he esponden s o a e hei expe ience a he EPC
(1 o 10). The classi ica ion 8 was he mos chosen - ep esen ing 35% o he sample -
ollowed by he classi ica ion 9 (20%) and 7 (16%) (Figu e 26). I is impo an o
emphasize ha almos 68% o he popula ion classi ied he EPC abo e 8. The 3% o
popula ion ha choose bellow 3, mus be conside ed impo an as well, as he company
ha e o ake hei opinion in o conside a ion o imp o e he se ice and inc ease i s own
expe ience alue.
I was impo an o unde s and he impac o he co e o he EPC’s p ojec -
echnology - in isi o ’s expe ience. Technological no el ies a e p esen o he ou is
h ough he isi , and allow him/he o inc ease i s knowledge abou po wine and
imp o e i s expe ience. In he ollowing ques ion, he esponden was asked o classi y
54
each sen ence acco ding o i s opinion. Figu e 13 allows aking some conclusions abou
he esponden s’ opinion:
- The in e ac i e ables a e no well posi ioned;
- The o ems a e easonably well posi ioned bu he isi o s do no ag ee when asked
abou he use ulness o he associa ed in o ma ion;
- A la ge pa o he esponden s ag ee ha i was possible o unde s and he his o y
o po wine and Dou o Region om he ideos, and o acqui e all he needed
in o ma ion h ough he in e ac i e ables;
- Mos also ag eed ha i is easie and mo e in e es ing o lea n he his o y h ough
he ideos.
Figu e 13: Classi ica ion o he EPC's Technology
Finally, he ou h g oup in ends o e alua e he impac o EPC in he isi o ’s
expe ience and ela ionship wi h po wine a e he isi o he Cen e. By he obse a ion
o he Figu e 14, he main conclusions a e:
- When compa ing wi h wine cella s, mos o he popula ion disag ees when i is
said ha he EPC is o ally unnecessa y o p omo e po wine, which is
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Was i possible o unde s and he his o y o he Po
Wine and Dou o Region om hese ideos?
I was easie and mo e in e es ing o lea n he
his o y o Po Wine h ough he ideos.
We e he To ems well posi ioned?
The To ems p o ided use ul in o ma ion abou he
Cen e.
We e he in e ac i e ables well posi ioned?
Th ough he in e ac i e ables, was i possible o
know he cha ac e is ics o each Po Wine, he…
The echnology is c ucial in making his an
in e es ing cen e.
Th ough he echnology, was i possible o eel mo e
in ol ed and a ac ed o his place?
PERFORMANCE OF THE EPC TECHNOLOGY
1: Comple ely Disag ee 2 3 4 5: Comple ely Ag ee
55
emphasized when he popula ion ag ees abou he EPC being an inno a i e cen e
o p omo e po wine in a di e en way;
- Mos esponden s ag ee wi h ha he ollowing: he as ings allowed hem o
unde s and be e he po wine; he EPC is a e y impo an complemen o he
adi ional wine Cella s; as i is so mode n and in e ac i e, he EPC made he
expe ience mo e in e es ing; and inally, i allowed o inc ease hei knowledge
on po wine.
Figu e 14: Classi ica ion o sen ences ela ed o he impac o he EPC in hei po wine expe ience
A he end o he su ey he e we e yes o no answe s, ela ed wi h he u u e
beha iou o he consume s ela ed o po wine and he mul imedia cen e. O e 88% o
he indi iduals ha answe ed he su ey a e e isi ing he EPC. A conside able numbe
o o eign isi o s a gue ha he only eason why hey a e no coming back o EPC is
because hey do no li e in he coun y (see Figu e 27 in annex 7). All o hem a e going
o ecommend he EPC o amily and iends (see Figu e 28 in annex 7). O e 93% a e
going o con inue o consume po wine. In his las g oup, abou 6% ha e ne e
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Inc eased my knowledge o Po Wine.
Is an inno a i e space ha shows Po Wine in a
di e en way.
Is so mode n and in e ac i e ha i has made his
expe ience o knowing he Po Wine e en mo e…
Does no need he adi ional aspec o he cella s o
be a ac i e and in e es ing.
Has changed he con en ional idea ha I had be o e
abou Po Wine.
Today I app ecia e he Po Wine mo e.
Shows new ways/ me hods in which you can enjoy a
Po .
Is a e y impo an complemen o he adi ional
Po Wine Cella s.
Compa ed o he cella s, he Espaço Po o C uz is an
unnecessa y space o p omo e Po Wine.
The as ings allowed me o unde s and be e he
Po Wine.
THE ESPAÇO PORTO CRUZ...
1: Comple ely Disag ee 2 3 4 5: Comple ely Ag ee Non Answe
56
expe ienced po wine be o e. Du ing he implemen a ion o he su ey i was possible o
unde s and ha he es o he esponden s, hose ha does no wish o con inue
consuming po wine, a e indi iduals ha do no app ecia e po wine (see Figu e 29 in
annex 7).
A ee space was added o he su ey so he esponden could commen o sugges
any imp o emen / se ice o epo any p oblem ha would help he EPC imp o ing. 27
people decided o w i e some hing and he main opics we e abou he EPC’s p ojec :
“di e en , inno a i e and ha shows well he his o y o he po wine, some hing ha i
is no showed o old a he wine cella s”, o “The Espaço Po o C uz s ands ou by he
di e ence in he wo ld o wine”. Technology and he clien se ice we e also opics e y
men ioned: “ e y good cus ome se ice”, o “ he s o ies in he mo ie hea e + he walls
we e excellen and p o ided me wi h a espec o he g owing, making + ans o ma ion
(o po wine)”.
Ad ices we e also le in hese su eys in e ms o echnology loca ion and
upg ading: “The in e ac i e able should be in a di e en place”, “as a mul imedia cen e,
I hink i should ha e o he ype o echnology o be e cap u e he a en ion o he
isi o s”.
In sum, he isi o s we e, in gene al, e y pleasan wi h his new way o
expe iencing and knowing po wine, al hough hey hink ha he EPC is s ill e y much
unexplo ed and s ill needs some co ec ions, conside ing he po en ial ha he building
and he p ojec ha e.
Wi h hese esul s i is possible o no ice wo big p oblems: he w ong ideas abou
po wine ha s ill exis s in consume ’s minds; and he lack o connec ion ha younge
people has wi h he p oduc .
Wi h only wo yea s he EPC is he place whe e some people i s expe ienced
po wine (mainly o eign people and younge Po uguese indi iduals) and coun s al eady
wi h loyal clien s who look o spend ime mainly a he Te ace Lounge 360°, enjoying
po wine. Al hough he echnology is he co e o he p ojec , he Te ace Lounge 360° is
he aspec mos admi able and a ac i e o mos o he EPC’s clien s. Anyway, he
echnology inno a i eness is no iced by mos o he isi o s: helps isi o s making i s
EPC jou ney mo e in e es ing (pa icula ly he ideos) al hough he e is s ill some
63
Sundbo, J., O ila-Sin es, F., & Sø ensen, F. (2007). The inno a i e beha iou o ou ism
i ms - Compa a i e s udies o Denma k and Spain. Resea ch Policy, 36, 88–106.
Taylo , P., McRae-Williams, P., & Lowe, J. (2007). The de e minan s o clus e ing
ac i i ies in he Aus alian wine and ou ism indus ies. Tou ism Economics, 13,
639-656.
Touza d, J. M. (2010). Inno a ion Sys ems and he Compe i ion be ween Regional
Vineya ds. ISDA 2010. Mon pellie , F ance.
V on is, D., Th assou, A., & Czinko a, M.R. (2011). Wine Ma ke ing: A amewo k o
consume -cen ed planning. B and Managemen , 18, 245-263.
64
Annex
Annex 1. Tou ism S a is ics
Figu e 15: Numbe o o e nigh s pe egion o Po ugal since 2011 un il 2013
Sou ce: Own elabo a ion (Da a om INE)
Figu e 16: Accommoda ion capaci y pe egion o Po ugal since 2011 un il 2013
Sou ce: Own elabo a ion (Da a om INE)
0
2 000 000
4 000 000
6 000 000
8 000 000
10 000 000
12 000 000
14 000 000
16 000 000
Alga e Lisbon Madei a No h Cen e Alen ejo Azo es
NUMBER OF OVERNIGHTS PER REGION OF PORTUGAL
(2011-2013)
2011 2012 2013
0
20 000
40 000
60 000
80 000
100 000
120 000
Alga e Lisbon No h Cen e Madei a Alen ejo Azo es
ACCOMMODATION CAPACITY PER REGION OF PORTUGAL
(2011-2013)
2011 2012 2013
65
Figu e 17: T a ic E olu ion a he Sá Ca nei o Ai po
Sou ce: ANA, Ae opo os de Po ugal, S.A.
Figu e 18: Top 10 coun ies wi h he bigges numbe o o e nigh s in he No h o Po ugal (2011-2013)
Sou ce: Own elabo a ion (Da a om INE)
0
1 000 000
2 000 000
3 000 000
4 000 000
5 000 000
6 000 000
7 000 000
2006 2007 2008 2009 2010 2011 2012 2013
Numbe o Passenge s
Yea
TRAFFIC EVOLUTION AT THE SÁ CARNEIRO AIRPORT
(2006-2013)
0
500 000
1 000 000
1 500 000
2 000 000
2 500 000
3 000 000
OVERNIGHTS IN THE NORTH OF PORTUGAL (2011-2013)
2011 2012 2013
66
Annex 2. Po wine s a is ical da a
Table 12: Wo ldwide e olu ion on wine p oduc ion
Coun y
Wine P oduc ion in 2011 (mhl)
2011 s 2007
1
F ance
49633
9%
2
I aly
41580
-10%
3
Spain
34300
-1%
4
USA
18740
-6%
5
A gen ina
15473
3%
6
China
13200
6%
7
Aus alia
11010
14%
8
Chile
10572
29%
9
Sou h A ica
9336
-1%
10
Russia
6353
-13%
11
Po ugal
5925
-2%
12
Romania
4708
-11%
13
B azil
3450
-1%
14
G eece
2587
-26%
15
Hunga y
2447
-24%
16
New Zealand
2350
59%
17
Bulga ia
1268
-29%
Sou ce: IVV, Fac os e Núme os nº6, July 2012
67
Annex 3. Topics o app oach a he In e iew
Table 13: Topics, Ques ions and Re e ences ela ed wi h he In e iews
Topic
Ques ions
Commen s o Re e ences
Ques ion 1 -
C ea ion o he
Espaço Po o
C uz
∙ Which is he main goal ela ed wi h he
c ea ion o his Cen e?
∙ How was iden i ied he need o ha e in Cais
de Gaia a di e en a ac ion like his one?
∙ Which is you a ge ?
To unde s and wha was behind he
c ea ion o his cen e, aspec s such
as goals, needs and a ge we e
asked. B uwe (2003) e e s he
necessi y o wine b ands o connec
wi h he consume s, and he
Qua e nai e Po ugal/UCP (2007)
alks abou he in es men in
p oduc di e en ia ion in he wine
business.
Ques ion 2 -
Di e en ia ion
o o he po
wine a ac ions
∙ Wha di e en ia es he EPC om o he wine
a ac ions loca ed in he Cais de Gaia o he
Dou o Region?
∙ Th ough he con ac wi h ou is s, many
e e s he adi ional aspec o he wine
cella s. How do you expec o o e come ha
idea and make he ou is s isi and accep
his mode n cen e?
A compa ison be ween wine
a ac ions is needed o ecognize
wha makes he EPC so di e en
and inno a i e.
Ques ion 3 –
Inno a ion in he
sec o
∙ How is he EPC an inno a ion? Why?
∙ Due o he adi ional and e i o ial aspec o
he po wine, was he e any es ic ions
conce ning he opening o he EPC?
∙ Abou you new p oduc – Pink – how does
i helps you o ge close o you clien ?
Compa e he inno a ion wi h he
concep s es ablished by OECD
Oslo Manual (2005).
Unde s and he challenges o c ea e
such an inno a i e p oduc in wine
ou ism, when Inhan, e al. (2013)
desc ibes his a ea as a e y
es ic ed in e ms o ules and
ce i ica es.
Ques ion 4 –
The Impo ance
o echnologies
in he EPC
∙ Wha we e he easons o b ing o he EPC
such echnologies like he in e ac i e ables,
o ems and so on?
The end on using echnology by
ou ism companies a e app oached
by S amboulis & Skayannis
(2003).
Ques ion 5 –
Inc easing he
∙ In one o you compe i o ’s p esen a ions, i
was said ha he cu en goal o all po wine
companies is o inc ease he alue o po
As obse ed in Table 6, he p ices
o he po wine a e inc easing in
he majo i y o he ma ke s. As
68
Value o po
wine
wine. How do you expec o achie e ha wi h
he EPC?
asked in he ques ion, one o he
compe i o ’s eminded ha his
was one o he po wine
p oduce ’s goals. This ques ion is
o unde s and i his i m is also
wo king acco ding o his idea.
Ques ion 6 –
Applica ion o
COMPETE
∙ Le us alk abou he applica ion o he unds
o QREN (COMPETE)
∙ How did you know abou his
p og am?
∙ Wha a gumen s did you use so he
p ojec was conside ed inno a i e
and en ep eneu ial?
∙ Was i an easy p ocess?
∙ How is he p ocess going?
This opic shows he impo ance o
he unded p og ams o inno a i e
p ojec s such as he EPC.
Ques ion 7 –
Pa ne ships and
ne wo k
∙ Wha a e you main pa ne ships?
∙ So a , how he pa ne ships ha e been
impo an o he g ow h o he EPC?
The impo ance o ne wo ks in he
c ea ion o a sus ainable wine
ou ism p oduc is app oached by
Hall e al. (2000).
EXTRA
∙ Be ween all he p oduce s o po wine,
pe sonally do you eel he e’s compe i ion
be ween he cella s and he EPC?
The impo ance o he b and
iden i y o he egion, and
consequen ly he coope a ion
be ween b ands is desc ibed as
impo an by B uwe (2003).
69
Annex 4. Sc ip o he In e iew
Ques ion 1 – C ea ion o he Espaço Po o C uz
a. Which is he main goal ela ed wi h he c ea ion o his Cen e?
b. How was iden i ied he need o ha e in Cais de Gaia a di e en a ac ion like his
one?
c. Which is you a ge ?
Ques ion 2 – Di e en ia ion o o he po wine a ac ions
a. Wha di e en ia es he EPC om o he wine a ac ions loca ed in he Cais de Gaia
o he Dou o Region?
b. Th ough he con ac wi h ou is s, many e e s he adi ional aspec o he wine
cella s. How do you expec o o e come ha idea and make he ou is s isi and
accep his mode n cen e?
Ques ion 3 – Inno a ion in he sec o
a. How is he EPC an inno a ion? Why?
b. Due o he adi ional and e i o ial aspec o he po wine, was he e any es ic ions
conce ning he opening o he EPC?
c. Abou you new p oduc – Pink – how does i helps you o ge close o you clien ?
Ques ion 4 – The Impo ance o echnologies in he EPC
∙ Wha we e he easons o b ing o he EPC such echnologies like he in e ac i e
ables, o ems and so on?
Ques ion 5 – Inc easing he Value o po wine
∙ In one o you compe i o ’s p esen a ions, i was said ha he cu en goal o all
po wine companies is o inc ease he alue o po wine. How do you expec o
achie e ha wi h he EPC?
Ques ion 6 – Applica ion o COMPETE
∙ Le us alk abou he applica ion o he unds o QREN (COMPETE)
70
o How did you know abou his p og am?
o Wha a gumen s did you use so he p ojec was conside ed inno a i e and
en ep eneu ial?
o Was i an easy p ocess?
o How is he p ocess going?
Ques ion 7 – Pa ne ships and ne wo k
a. Wha a e you main pa ne ships?
b. So a , how he pa ne ships ha e been impo an o he g ow h o he EPC?
71
Annex 5. Su ey s uc u e
Table 14: Su ey S uc u e
Topic
Va iables
Commen s and Goals
G oup 1 – Demog aphic In o ma ion
Visi o ’s P o ile
Age
Gende
Na ionali y
P o ession
Mon hly Income
This demog aphic analysis
allows he es ablishmen o he
p o ile o he EPC’s isi o s.
Du ing he analysis o he su eys
one o he ques ions o answe is:
“Does di e en p o iles means
di e en beha iou owa ds he
inno a i e p oduc o he EPC?”
G oup 2 – Po Wine Da a (Be o e he isi )
Consump ion o po
wine
Ne e ;
Ra ely;
Occasionally;
F equen ly.
Impo an da a o unde s and he
p e iews ela ionship wi h he
p oduc o po wine and ge
some conclusions ela ing:
- Tou is s p o ile and he
equency o d inking po
wine;
- Pas expe ience on
adi ional wine cella s and
pe cep ion o he
inno a ion in he p oduc
o he EPC;
- P e iews concep s o po
wine and change o
opinion a e he isi o he
EPC;
- P e iews consump ion o
po wine and changes o
consump ion a e he isi .
Knowledge abou he
His o y and a ious
ypes o po wine.
No hing;
Ve y li le;
Some hing;
Knowledgeable.
P e iews concep ions
on po wine.
(Open Ques ion)
Visi o adi ional
wine cella s
Yes;
No;
Beginning o he
expe ience on po
wine
Espaço Po o C uz;
Wine Fes i als;
Visi s o Cella s;
Socializing wi h amily and iends;
Visi o he Dou o Dema ca ed Region;
Family Business;
OTHER: Which?
G oup 3 – Espaço Po o C uz
F equency o he isi
Ne e ;
Ra ely;
Occasionally;
F equen ly.
Chap e 3 is ocussed on he
Cen e, o unde s and he
equency and he eason o he
isi s, o classi y isi o ’s
expe ience and o know wha he
ou is ound di e en in he
cen e when compa ed wi h o he
wine ou ism a ac ions. Also, as
he echnology is an impo an
asse o he Cen e, i was
impo an o see i he echnology
Reasons o isi (3
op ions a ailable)
P e ious in e es in wines;
Th ough he ou is packs wi h on boa s o bus;
Cu iosi y abou he Te ace Lounge 360° °
Recommenda ion om Family and F iends;
Recommenda ion om he Tou ism O ice;
Hea d on he Media;
72
A chi ec u e o he building;
A Exhibi ions;
Res au an DeCas oGaia;
E en s (Which?) ___________;
OTHER: Which? ___________
was accessible and
unde s andable o e e yone and
how a i is impo an o he
isi o ’s expe ience.
This chap e will also analyse he
impac o he pa ne ships in he
amoun o isi s ha he EPC has.
Impo an EPC’s
asse s o he isi o ’s
expe ience.
Wine Tas ings;
In e ac i e Tables;
Videos abou he his o y o po wine and Dou o
Region;
Te ace Lounge 360° °;
Ba Se ice a he Te ace Lounge 360° °;
Clien Se ice;
A chi ec u e;
A Exhibi ions;
Res au an DeCas oGaia;
E en s
OTHER: Which?
EPC’s Expe ience
Ra ing
[1-10]
Di e en aspec s o he
EPC compa ing wi h
o he wine a ac ions.
Guided Wine Tas ings;
In e ac i e Tables and To ems;
Videos abou he his o y o po wine and Dou o
Region;
Te ace Lounge 360° °;
Va ie y o po wines;
O icial Tas ing Room;
Clien Se ice;
A chi ec u e;
A Exhibi ions;
Res au an DeCas oGaia;
OTHER: Which?
Technologies:
(Like scale)
I was easy o unde s and how he ideos wo k (on
he 1s and 2nd loo );
Was i possible o unde s and he his o y o he
po wine and Dou o Region om hese ideos?;
I was easie and mo e in e es ing o lea n he
his o y o po wine h ough he ideos;
We e he To ems well posi ioned?;
The To ems p o ided use ul in o ma ion abou he
Cen e;
We e he in e ac i e ables well posi ioned?;
Th ough he in e ac i e ables, was i possible o
know he cha ac e is ics o each po wine, he
EPC and also o know which po wine is mo e
sui ed o me?;
The echnology is c ucial in making his an
in e es ing cen e;
Th ough he echnology, was i possible o eel
mo e in ol ed and a ac ed o his place?
79
Figu e 21: Mon hly Income o he esponden s
Table 16: Age and Na ionali y o he isi o s ha ha e ne e as e po wine be o e
Popula ion ha ha e ne e as ed po wine
Age
Na ionali y
%
23
Ge man
20%
24
62
Aus alian
10%
23
Aus ian
10%
63
B i ish
20%
54
19
F ench
10%
22
Po uguese
30%
27
22
15,1%
6,8%
38,4%
17,8%
1,4% 1,4%
8,2% 4,1% 6,8%
MONTHLY INCOME
80
Table 17: Popula ion who conside s hemsel es knowledgeable on he his o y and ypes o po wine
Age
Gende
Na ionali y
P o ession
24
Female
Po uguese
Ma ke ing
25
Female
Po uguese
Ma ke ing
26
Male
Po uguese
-
34
Female
Po uguese
Wine expe
36
Male
Po uguese
Che
38
Male
Po uguese
Ba ende
40
Female
Po uguese
Wo k a a museum
42
Female
Po uguese
-
44
Female
Po uguese
Teache
51
Female
B azilian
Designe /Teache
53
Male
Po uguese
Che
62
Male
B i ish
Wine Consul e
Media o Ages
39,58
% Po uguese
83,3%
Figu e 22: Visi o wine cella s by he Po uguese isi o s
Figu e 23: Visi o cella s by he o eign isi o s
No
12%
Yes
88%
VISIT TO CELLAR BY THE PORTUGUESE VISITORS
No
85%
Yes
15%
VISIT TO CELLAR BY THE FOREIGN VISITORS
81
Figu e 24: Iden i ica ion o he o he places/con ex in which he popula ion ha chose "O he s", i s ied po wine
Table 18: Age and na ionali y o he popula ion ha expe ienced po wine o he i s ime a he EPC
Age
Na ionali y
47
B azilian
50
51
57
54
B i ish
63
19
F ench
24
Ge man
22
Po uguese
23
24
27
39
39
26
Spanish
% Po uguese:
16,7%
Wo king in he
a ea…
Ba s
20%
Tas ings wi h
Winemake s
10%
OTHER PLACES IN WHICH THE VISITORS
EXPERIENCED PORT WINE FOR THE 1ST TIME
82
Figu e 25: Aspec s ha makes he EPC di e en om o he po wine ou ism a ac ions.
Figu e 26: Ra ing o he Expe ience a he EPC by he popula ion inqui ed
Te ace Lounge 360
In e ac i e Tables
O icial Tas ing Room
Guided Wine Tas ings
Clien Se ice
A chi ec u e
Res au an DeCas o Gaia
Videos abou he his o y o Po Wine and…
Va ie y o Po Wines
To ems
A Exhibi ions
E en s
O he s
0% 5% 10% 15% 20% 25%
ASPECTS THAT MAKES THE EPC DIFFERENT FROM OTHER
PORT WINE TOURISM ATTRACTIONS
0% 5% 10% 15% 20% 25% 30% 35% 40%
1
2
3
4
5
6
7
8
9
10
RATING OF THE EXPERIENCE AT THE EPC BY THE
POPULATION
83
Figu e 27: Pe cen age o popula ion ha will e isi he EPC
Figu e 28: Pe cen age o popula ion ha will ecommend he EPC o amily and iends
Figu e 29: Pe cen age o he popula ion ha will con inuing o consume po wine
No
13%
Yes
88%
POPULATION THAT WILL REVISIT THE EPC
Yes
100%
No
0%
RECOMMEND THE EPC TO OTHERS
No
8%
Yes
92%
CONTINUING ON CONSUMING PORT WINE
84
Annex 8. T ansc ip ion o he In e iews
T ansc ip o he In e iew o D a. Ana Bolina – Di ec o o he Espaço Po o C uz
Ques ion 1 – C ea ion o he Espaço Po o C uz
d. Which is he main goal ela ed wi h he c ea ion o his Cen e?
The Espaço Po o C uz eme ged om he need o he b and o be close o he
public. We ha e ou cella s and we also sell Po o C uz on supe ma ke s, bu wi h his
p ojec in he Cais de Gaia we a e close o he isi o s/ ou is s.
This way, we bough a building nex o he old C. da Sil a shop
6
, a building om
1881, o c ea e a new spo and build a new ela ionship wi h ou clien s. Howe e , i did
no make sense o open a adi ional cella because we al eady ha e a cella in he cen e
o he ci y. So we decided o c ea e a concep ha could combine con empo anei y, po
wine, expe ience, cul u e, gas onomy, coming ou wi h a mul imedia cen e, in which
he main concep was “Expe iencing po wine”. So he i s goal was o change he
ela ionship be ween he public and he expe ience o po wine, associa ed hen o a
mul imedia cen e, ying o inco po a e he mos ecen no el ies we had abou po wine
back in 2012.
e. How was iden i ied he need o ha e in Cais de Gaia a di e en a ac ion like
his one?
This idea came ou na u ally as he cella p oduc was al eady oo much explo ed
and as his building didn’ ha e he s uc u e o become one. And as a mul imedia cen e
did no exis ed un il now, i was de ini ely a di e en ia ion ac o .
We kep he o iginal s uc u e o he building, c ea ing an in e io s uc u e
ep esen ing he clo hes o he women in black – ou image b and.
. Which is you a ge ?
Ini ially, when he business s a ed, we wan ed o a ac e e yone, we wan ed o
be ecognized. So, in he i s 3 yea s, we wan ed o inc ease he le el o awa eness.
Nowadays we wo k in wo ways: a massi e s a egy linked wi h ou boa s and bus
pa ne ships and also wi h schools, which b ings us a big amoun o clien s; and hen we
6
C. da Sil a is one o he b ands ha was acqui ed by G an C uz Po o
85
ha e he es au an , he e ace and he esiden isi o s which allows o balance he
ypical seasonali y o he ou ism indus y.
Then we also ha e a business ou ism g oup om ou ism agencies. The hing
he e is ha we ha e a speci ic hou o he day, o a speci ic ype o public.
Ques ion 2 – Di e en ia ion o o he po wine a ac ions
c. Wha di e en ia es he EPC om o he wine a ac ions loca ed in he Cais de
Gaia o he Dou o Region?
I is e y complex o compa e wi h he ones in Dou o because Dou o has i s own
cha ac e is ics, i s own exp ession. Howe e a mul imedia cen e, as a as I know, un il
oday was no linked o a subjec /p oduc like po wine. To each ou clien s on how po
wine mus be consumed we say: “d ink po wine whene e you wan and no only on
Ch is mas, o es i e occasions”. Tha is he co e idea o his p ojec also ansla ed in he
a exhibi ions, o in he es au an , o he p og aming o he Te ace Lounge, o e en in
he way he eam s a beha es/se es de clien .
d. Th ough he con ac wi h ou is s, many e e s he adi ional aspec o he wine
cella s. How do you expec o o e come ha idea and make he ou is s isi and
accep his mode n cen e?
Fo me you ha e o hink exac ly he opposi e. You ha e o say o hem: “Cella s?
Cella s do exis , bu he u u e a e no cella s, we a e a mul imedia cen e. Imagine i you
a el o he u u e and someone shows you he pas h ough ideos and expe iences?”.
So he hing is no o show disappoin men because i is a mul imedia cen e, bu o show
ha i is a g ea and posi i e hing o be such an inno a i e cen e.
Ques ion 3 – Inno a ion in he sec o
d. How is he EPC an inno a ion? Why?
The u h is ha we won a Bes o Inno a ion p ize. Fo me, he inno a ion is in
he way we deal wi h a subjec : in he in e ac i e ables; in all he back o ice wo k ha
exis s in he MyPo oC uz p ojec , in which, h ough he 5 senses you ge he po wine
ha sui s people he bes ; he as ing oom; social ne wo ks and mailing lis , e c… And
also h ough he way we plan he ac i i ies: he po wine is e y associa ed wi h Fado,
86
bu was no connec ed wi h a exhibi ions. So in he Dou o oom a is s can expose
exhibi ions ela ed only wi h Dou o o wi h Po .
e. Due o he adi ional and e i o ial aspec o he po wine, was he e any
es ic ions conce ning he opening o he EPC?
No! Qui e he opposi e! We do ha e a lo o suppo o de elop di e en p ojec s
o p omo e po wine. Besides his p ojec was e y suppo ed by he QREN.
. Abou you new p oduc – Pink – how does i helps you o ge close o you
clien ?
The pink is one he op-selling Po s a ou shop. The pink allowed us o be mo e
e sa ile when i comes o momen s o consuming po wine. On pu pose, we ha e a he
e ace, cock ails mixing po wine pink/whi e wi h o he d inks o ing edien s, so people
may enjoy po wine in a di e en way.
Ques ion 4 – The Impo ance o echnologies in he EPC
∙ Wha we e he easons o b ing o he EPC such echnologies like he
in e ac i e ables, o ems and so on?
The eason o ha e echnologies a he EPC is o inc ease he in ol emen o he
ou is s and he e o e imp o e hei expe ience a he cen e. The ideos p esen ed a he
shop a e a complemen o he commen ed wine as ings ha a e done he e, gi ing mo e
in o ma ion abou he wines, he b and, he gas onomy, a s and ashion associa ed wi h
ou b and and wi h po wine.
Ques ion 5 – Inc easing he Value o po wine
∙ In one o you compe i o ’s p esen a ions, i was said ha he cu en goal o
all po wine companies is o inc ease he alue o po wine. How do you
expec o achie e ha wi h he EPC?
Yes, ha is he goal ha e e yone ha wo ks in he a ea has. He e a he e ace
we wan people o gi e mo e c edi o po wine, c ea ing new ways o d ink i eaching
isi o s o enjoy his be e age e en mo e. To help achie ing ha , a he Te ace Lounge
we ha e he Gin p ojec wi h po wine and cock ails o po wine ins ead o bee .
Ques ion 6 – Applica ion o COMPETE
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∙ Le us alk abou he applica ion o he unds o QREN (COMPETE)
o How did you know abou his p og am?
o Wha a gumen s did you use so he p ojec was conside ed inno a i e
and en ep eneu ial?
o Was i an easy p ocess?
o How is he p ocess going?
(The di ec o is no e y much awa e o he p ocess) I was a complica ed p ocess
o 3 yea s
Ques ion 7 – Pa ne ships and ne wo k
c. Wha a e you main pa ne ships?
Boa s and Agencies
d. So a , how he pa ne ships ha e been impo an o he g ow h o he EPC?
In he case o he boa ’s pa ne ships hey con ibu ed o he inc ease o 40% o
ou sells.
T ansc ip o he In e iew o Eng. Jo ge Dias – CEO o G an C uz Po o
Ques ion 1 – C ea ion o he Espaço Po o C uz
a. Which is he main goal ela ed wi h he c ea ion o his Cen e?
We did no ha e any spo a Cais he Gaia ha ep esen ed he b and. We could
opened ou cella s, in he cen e o he ci y, o he public, al hough i s loca ion is no he
bes ; o we could bough a building a he Cais de Gaia and ans o med i in a wine cella ,
which did no make sense o us ( his wine a ac ion is al eady oo much explo ed and
wi h e y s ong his o ical ac s, so i we decided o c ea e some hing new, i would sound
a li le ake); So we wan ed some hing comple ely new, a spo o celeb a e po wine, bu
mo e ocused on a younge segmen , and some hing o complemen he po wine
a ac ions al eady exis en .. We wan ed some hing o celeb a e e e y hing ela ed o po
wine and he Po uguese cul u e in a ligh e and unny way – mul imedia – wi hou losing
he in ellec ual ac s associa ed wi h i .
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b. How was iden i ies he need o ha e in Cais de Gaia a di e en a ac ion like
his one? How he idea appea ed?
(Did no answe )
c. Which is you a ge ?
We un he isk o lose an en i e gene a ion o po wine consume s, i we do no
a ac he younges o po wine. P obably my gene a ion had con ac wi h his be e age
h ough hei pa en s. Howe e his u u e gene a ion has no con ac a all. So we had o
y o ca ch hei a en ion, speci ically wi h simple d inks, less o mal and wi h a as e
ha could easily be a ac i e o hem.
Ques ion 2 – Di e en ia ion o he o he po wine a ac ions
a. Wha di e en ia es he EPC om o he wine a ac ions loca ed in he Cais de
Gaia o he Dou o Region?
Fi s , because ou o e is mo e complex, han jus he po . The EPC o e s a
a ie y o expe iences, pa icula ly ela ed o he Po uguese cul u e. And a ound Dou o
and po wine, he EPC has a lo o complex expe iences ha goes om e y well
segmen ed, sho and concise ideos abou Dou o and po wine, he e o e easie o pay
a en ion. I is no wo h i o ha e in a single ideo lo s o his o y because ou is s may
no ha e he pa ience o lis en o i – and as a as I know he po wine his o y is qui e
some hing.
Momen s ha a e also ansla ed in expe iences a he e ace o a he es au an
wi h ha monisa ions wi h po wine o wi h he Po uguese gas onomy.
b. Th ough he con ac wi h ou is s, many e e s he adi ional aspec o he wine
cella s. How do you expec o o e come ha idea and make he ou is s isi and
accep his mode n cen e?
(Did no answe )
Ques ion 3 – Inno a ion in he sec o
a. How is he EPC an inno a ion? Why?
I is an inno a ion in se e al aspec s. I shows po wine in a di e en way:
in e ac i e ables – whe e people can ind ou abou ou ange o p oduc s and also which
po wine is bes o you h ough you senso ial p e e ences; i shows di e en aspec s o