Ecossistema de Enoturismo: proposta de modelo de coopetição entre as partes interessadas
DOI:
https://doi.org/10.57883/thij6(2)2016.30308Palabras clave:
Enoturismo, Ecosistema, Análisis de las partes interesadas, CoopeticiónResumen
El vino como producto cultural se ha convertido en el principal tema de desarrollo turístico en la mayoría de los territorios vitivinícolas, en el mundo y particularmente en Portugal. El Enoturismo es un ecosistema en crecimiento, compuesto por los siguientes subsistemas: Territorio, Turismo y Cultura del Vino, que implica algo más que visitar bodegas y comprar vino, emergiendo vinculado al patrimonio, la identidad y la memoria de una determinada área geográfica, que debe seguir los principios del desarrollo sostenible. Para ello, es decisivo generar dinámicas de creación de valor, desde la dimensión endógena de las regiones, ancladas en estrategias de coopetición. En este contexto, el presente trabajo propone un modelo agregativo del ecosistema - Modelo de Coopetición Enoturística - donde se identifican los principales actores, mostrando la necesidad de su integración sinérgica interorganizacional, a través de estrategias de coopetición, reforzadas por las Políticas del sector. Para el desarrollo de este estudio exploratorio se utilizó metodología cualitativa, específicamente el Stakeholder Analysis de Kammi Schmeer. La aplicación del modelo pretende apoyar a los gestores y decisores en la identificación de las principales partes interesadas, en la percepción de sus intereses y en una interacción más eficaz a la hora de aplicar las políticas del sector. Se argumenta que todas las partes interesadas deben construir una visión y una misión comunes para: fomentar una actitud y un comportamiento centrados en el territorio, el patrimonio cultural y la creación de una identidad singular; reconocer el enoturismo como un vehículo importante para el desarrollo regional sostenible; explorar la multifuncionalidad del paisaje rural; y crear experiencias enoturísticas innovadoras.
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