Descriptive analysis of wine tourism in Querétaro and Baja California, Mexico

Objective: To present the characteristics of wine tourism that takes place in the states of Querétaro and Baja California, Mexico. Design/methodology/approach: descriptive analysis through primary information sources where 228 questionnaires were applied to those who carried out wine tourism in the states of Querétaro and Baja California or who in the last three years had carried out this activity in Mexico. Results: the respondents reflect interest in the knowledge, production and culture of wine. In addition, they state that the wine routes in the study areas give them satisfaction in the price-quality ratio, wine tastings and gastronomy and that these are key to the development of viticulture in Mexico. Study limitations/implications: people feel that they do not have enough knowledge about wine tourism, limiting their participation when answering the questionnaire. However, this work is a first approximation to carry out a study that relates wine tourism and the competitiveness of the wine industry in Mexico, for which the answers are timely. Findings/conclusions: Mexican wine is considered to have the potential to compete with foreign wines in factors such as quality, flavor and price. In addition, there is a preference for the consumption of Mexican wines, especially red, rose and white. Therefore, the production of wine from states such as Chihuahua, Sonora, Coahuila and Durango, which have a large territorial extension, should be taken advantage of, and more commercial wine routes should be created that help promote this industry at the national level to improve society through greater supply, job creation and reduction of imports.Objective: To present the characteristics of wine tourism that takes place in the states of Querétaro and Baja California, Mexico.Design/methodology/approach: Descriptive analysis through primary sources of information where 228 questionnaires were applied to those who carried out wine tourism in the states of Querétaro and Baja California, or who in the last three years have carried out this activity in Mexico.Results: The survey respondents reflect interest in the knowledge, production and culture of wine. In addition, they state that the wine routes in the study areas give them satisfaction in the price-quality ratio, wine tastings and gastronomy and that these are key to the development of viticulture in Mexico.Limitations on study/implications: People feel that they do not have enough knowledge about wine tourism, which limited their participation when answering the questionnaire. However, this work is a firstapproximation to carry out a study that relates wine tourism and thecompetitiveness of the wine industry in Mexico, for which the answers are timely.Findings/conclusions: Mexican wine is considered to have the potential¿ to compete with foreign wines in factors such as quality, flavor and price. In addition, there is a preference for the consumption of Mexican wines, especially red, rose and white. Therefore, the wine production from states such as Chihuahua, Sonora, Coahuila and Durango, which have a large territorial extension, should be taken advantage of, and more commercial wine routes should be created to help promote this industry at the national level to improve society through greater offer, job creation and reduction of imports