Innovation models in the wine tourism industry: analysing the wineries of the Alicante Wine Route

Because of their relevance, wineries have started to develop new strategies in the application of innovative structures in their daily activity. The application of these features in wine tourism models allows for the optimisation of wineries value propositions and strengthen the structure of the activity through authentic experiences for users. Wine tourism is one of the most relevant tourism products in Spain today. This research analyses the different innovation models applied by the nineteen wineries that conform the Alicante Wine Route. Through a mixed model, the innovative approach of the wineries of the Alicante Wine Route is evaluated. The results achieved reflect a direct connection between the innovation capacity of the entities and the potential for development in the value chain, taking the results as a key to analyse growth possibilities. Analysing the areas where wineries achieve superior results, with the aim of increasing the growth rate of the wine industry.