Internal resources and the decision to engage in wine tourism: a supply-side analysis of Spanish wineries

Purpose This study adopts a supply-side perspective to examine the associations between firm-level characteristics, territorial factors and the decision to engage in wine tourism. Design/methodology/approach Using a multisource data set from 688 Spanish wineries, the authors use an instrumental-variable probit model to account for the potential endogeneity of productivity. Findings The results reveal that internal resources – specifically firm age and size – are significantly associated with tourism engagement in a nonlinear way. Conversely, while winery density and urban proximity show no statistically significant relationship, the presence of a diversified local service ecosystem is positively associated with tourism engagement. Notably, the negative association between operational productivity and tourism engagement suggests a strategic trade-off between industrial volume and value-added experiential business models. Originality/value These findings suggest that for the observed sample, the transition toward wine tourism is a firm-led strategic choice rooted in organizational maturity and asset structure rather than a response to spatial externalities. This highlights the central role of the individual winery as a strategic actor within the hospitality supply chain.