Effects on tourism flows of an Apulian wine: the Primitivo of Manduria

In last years, wine-and-food tourism phenomenon in general and the wine tourism or enotourism in particular show an increasing importance. The enotourist travels to understand the culture of a destination, comes into contact with wine producer, visits the interested areas to the wine production (from grapery to the winery), tastes on the site and eventually buys some specialties. The wine therefore is certainly at heart to this touristic supply, but the experiential point of view becomes the true added value, what is useful to individualize the final service. Therefore, also the choice of the destination is influenced by some observations about the quality of the territory, by the gastronomy, refreshment, events and, last but not least, by the wine. In relation to the selected destinations, among the ten enotourist favourite Italian regions, the Apulia is sixth ahead of Tuscany, Piedmont, Trentino Alto-Adige and Campania. The presence of foreigners is interesting and increasing, the best part of foreign tourists come from United States, United Kingdom, Austria, Switzerland and France. It is also important to underline that the wine-and-food estimated cost for these tourists in 2019 was more than 220 million euros. The enotourism is an economic phenomenon, that enhances territories, different economic activities and above all consolidates the touristic competitiveness and winegrowing and producing of our country. On this point, the goal of this research is the analysis of one among the best wine growers who has made his experience with Primitivo di Manduria the link between natural resources and local products. The Primitivo di Manduria is a rich wine. It is known and highly regarded now across the world. It grows principally in calcareous and clayey soils near the sea. Later, the comparison with the other situations for example the French situation will reveal the margins of improvement about the sector of Apulian wine tourism.