Analysis of the oenological heritage of the Montilla-Moriles Route: A tourist perspective

Abstract

The Montilla-Moriles Wine Route, situated in southern Spain, is an oenotourism destination that combines tradition, culture, and gastronomy. Authenticity is one of the key factors of this route, as visitors seek immersive experiences that connect them to the territory and its traditions. The growing interest in exploring this route has led to the economic and social revitalization of the participating municipalities, improving local infrastructure and strengthening community pride and cohesion. This study examines the oenological heritage and its perception among various types of tourists, aiming to diversify offerings and mitigate seasonality. Four profiles of wine tourists and their motivations have been identified: the wine lovers and the connoisseurs, who prioritize wine tasting, gastronomy, and wine history; wine enthusiasts, who value the landscape and its combination with other tourist activities; and beginners, who seek cultural and festive experiences. Tailoring the offerings to each segment helps consolidate sustainable tourism and strengthens local participation. In addition to its economic impact, the route plays a crucial role in preserving the region’s cultural and natural heritage, establishing itself as a key oenotourism destination that drives the economy and keeps its winemaking heritage alive.