Exploring risks: What are the indirect
outcomes of winemaking
to tourism in Tuscany?
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Why has this question been chosen?
Given the strong link
between agriculture and
tourism in Tuscany, it is
likely that measures
aimed at supporting
agriculture, and in
particular at keeping the
vineyards in the
landscape, will
(in)directly support the
touristic sector as well..
Which methods have been applied?
Online survey based on
choice experiment
making use of contigent
value methodology.
Why have these methods been selected?
We decided an online tool
for similar reasons (see
AHP step 3b). The choice
experiment was chosen
because of past
experiences and literature
review and little market
data.
What results have been obtained?
The great diversity of the
Tuscan hills landscapes is one
of the most important attributes
in the composition of its
aesthetical (and therefore)
touristic value; this diversity is
based on the presence of
different attributes, including
the presence of vineyards.
The Tuscan wine-and-food
products, the scenery, the
lifestyle of the region, and,
ultimately, the "welfare" and
Tuscan culture as a whole, are
factors that contribute to the
touristic offer, but also are an
intrinsic heritage of agricultural
sector, rooted in the Tuscan
agricultural tradition.
Reflections on this step
Policies aimed at supporting
the adaptation of agriculture,
and more specifically
viticulture, to climate change,
are likely to have positive
repercussions on the touristic
sector as well.
