The role of winescapes in wine tourism: validating the Wine Tourism Experience framework

This exploratory study investigates how winescapes – comprising both tangible components (e.g. vineyard landscapes, architecture) and intangible elements (e.g. cultural narratives, rituals, meanings) – enhance wine tourism experiences, with a focus on Alta Alella, one of Spain's smallest wineries. Using Batat’s (2022) Wine Tourism Experience (WTE) Framework as a conceptual lens, a mixed-methods approach was employed, combining 86 visitor surveys with participant observation across 38 guided tours.Findings demonstrate that the interplay between tangible and intangible heritage generates immersive, consumer-centred experiences that strengthen emotional and cognitive bonds between visitors and the destination. Landscape appreciation emerged as a distinct hedonic driver, highlighting the importance of aesthetic, sensory, and social dimensions alongside functional considerations in shaping visitor satisfaction. The study also differentiates between conspicuous and idiosyncratic forms of wine tourism, offering nuanced insights into tourist motivations.This research shows how small-scale wineries can strategically integrate sustainability, cultural heritage, and innovative programming to co-create educational, social, and memorable experiences. Recognizing visitor profiles supports the design of multisensory, immersive experiences while preserving wine-related cultural heritage. Overall, this study validates and extends the WTE framework.