IL FENOMENO DELL'ENOTURISMO NELLE TERRE DEL PRIMITIVO DI MANDURIA

In last years, wine-and-food tourism phenomenon in general and the wine tourism or enotourism in par- ticular show an increasing importance. The enotourist travels to understand the culture of a destination, come into contact with wine producer, visit the interested areas to the wine production (from grapery to the winery), taste on the site and eventually he buys some specialties. The wine therefore is certainly at heart to this touristic supply, but the experiential point of view becomes the true value added, what is useful to individualize the final service. Consequently, also the choice of the destination is influenced by some observations about the quality of the territory, to the gastronomy, refreshment, events and, no less im- portant, 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. It is inter- esting and on the increase the presence of foreigners, the best part of foreign tourists comes from United States, United Kingdom, Austria, Switzerland and France. It is also important the wine-and-food estimated cost of these tourists for 2019 more than 220 million euros. The enotourism is an economic phenomenon, that enhances territories, different economic activities and above all consolidating 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 grower who has made of his experience with Primitivo di Manduria, the link between natural resources and local products. The Prim- itivo 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.