Sustainability and development trajectories in wine tourism: an evolutionary framework

Context and purpose of the study This research aligns with the global vision of sustainability outlined in the UN Sustainable Development Goals (SDGs), which advocate for a holistic approach integrating economic, social, and environmental dimensions. Within this framework, wine tourism emerges as a sector increasingly shaped by sustainability, driven by shifting consumer preferences and evolving firms strategies. Focusing on sparkling wine houses in the Conegliano Valdobbiadene Prosecco DOCG region, the research applies an evolutionary framework to explore how Triple Bottom Line (TBL) sustainability drives wine tourism growth. By analyzing the integration of ad hoc regional policies, market adaptation, and innovative practices, the study underscores sustainability’s role in enhancing competitiveness and fostering regional development. Materials and methods The research draws on a longitudinal dataset of 150 wineries collected over five years, complemented by structured interviews with owners. It evaluates how wineries adapt to wine tourism demands by adopting sustainability-oriented strategies rooted in cultural heritage and TBL principles. Using Dosi’s (1982) approach of technological trajectories, the study highlights how cumulative knowledge and institutional frameworks, such as UNESCO recognition, have the potential for underpinning sustainable practices and firm’s performance. Results Sparkling wine houses that integrate sustainability into their operations attract more visitors by offering authentic experiences tied to cultural preservation and environmental stewardship. These practices lead to significant increases in visitor demand and improvements in market differentiation, enhancing economic and social resilience. The combined effect of UNESCO recognition and sustainability practices was significant, with long-run semi-elasticities ranging between 31.7% and 52% depending on the sustainability practices. Sustainability is positioned as a strategic advantage in wine tourism, while UNESCO recognition further strengthens visibility and differentiation, reinforcing the link between sustainability and long-term competitiveness (Sigala, 2019). Conclusions and perspectives The research results are in tune with the global vision envisaged by the SDGs trajectories, where sustainability is not just a compliance requirement but a transformative strategy for innovation and growth in wine tourism. By aligning economic, social, and environmental goals, wineries can create resilient business models that adapt to evolving demands. For policymakers, this study underscores the need for targeted incentives and policies to support small wineries in adopting sustainability practices, particularly in UNESCO-recognized regions. For the wine tourism industry, it highlights the strategic value of leveraging culture and heritage to attract eco-conscious visitors. Future research should explore the role of quantitative tools and digital innovations in scaling sustainable practices, as well as longitudinal studies to track the socio-economic impacts of sustainability in other wine regions. Keywords: wine tourism, sustainability, Conegliano Valdobbiadene Prosecco DOCG, UNESCO’s wine regions, SDGs’ models References Dosi, G. (1982). Technological paradigms and technological trajectories: a suggested interpretation of the determinants and directions of technical change. Research policy, 11(3), 147-162. Sigala, M. (2019). Developing and branding a wine destination through UNESCO World Heritage listing: the case of the Mount Lofty Ranges Agrarian Landscape. Wine Tourism Destination Management and Marketing: Theory and Cases, 113-134. United Nations. (2015). Transforming our world: The 2030 agenda for sustainable development. Retrieved from https://www.un.org/sustainabledevelopment/ UNESCO. (2019). Le Colline del Prosecco di Conegliano e Valdobbiadene. Retrieved from https://whc.unesco.org/en/list/1571/gallery