Desarrollo de un producto innovador para el turismo enológico: la Ruta del vino en el estado de Querétaro

Abstract

This research will demonstrate the feasibility of integrating a wine route in the state of Queretaro, known as "La Ruta del vino de Querétaro", by exploiting the natural and cultural resources that generate value to the region under the cluster concept. Whereas the trend of diversification of markets make possible the formation of new niche markets, so that it becomes essential to develop products and tourism services, where intangible elements of a region, such as culture, traditions and landscape, generate value to the tourist. In Querétaro wine region between the towns of San Juan del Rio, Ezequiel Montes, and Tequisquiapan, currently the wine and its environment are listed as the source experience for tourists. In this sense, regional tourism related organizations, currently operating a product based on wine and food tours by region, called "La Ruta del Queso y el Vino." However, thanks to research related to the operation and trends in the wine routes around the world, we could identify opportunity areas in the development of wine tourism potential of the region, marketing supported by new information technologies, the operation , and a diversification of experiences related to wine tourism based on market segmentation. On this way, and applying the methodology Szmulewicz (which has ensured the success of wine tourism in other regions of the world under the concept of cluster) through the integration of supply and tourist services of the region arises the development of "La Ruta del vino de Queretaro" by suggesting that in addition to covering the areas of opportunity identified, generate knowledge and experience among the tourists and enjoy the wine culture, promoting comprehensive socio-economic development of the region . The social media networks will support the creation and promotion of this route.