The certification of Malaga and Ronda wine route, within the model of certified wine routes in Spain, has given a new boost to wine tourism in Malaga. The study focuses on La Axarquía, located on the Eastern Costa del Sol in Southern Spain, which has been a reference point in the wine business since ancient times and has its own identity. This research aims at elaborating a diagnosis of the territory related to the possibilities offered by the area, from the perspective of the heritage resources and services provided by the winemakers outlining two efficient enotourism itineraries that enhance the value of the territory’s resources. The methodology used starts with the study of the territory in order to profile the existing resources, a task that was complemented by the analysis of the documentary sources required in order to understand the peculiarities of the territory. From there, a process of interviews was carried out between April and November 2019 with 100% of the winemakers and around 70% of the territory’s agents. The results of the research are specified in a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis, which has allowed evaluating the possibilities of the enotourist development in La Axarquía, which is complemented with a proposal of two possible itineraries that will promote such development of the rural territory. The conclusions convey the possibilities of the territory of a tourist segment which puts its resources to good use and moves forward the deseasonalization and destructuring of tourism in Malaga, especially on the Eastern Costa del Sol, according to criteria of efficiency and profitability with wine as a reference, although it could be applied to other gastronomic and cultural resources linked to the tourist sector in other geographical areas.

This manuscript investigates the use of social media, specifically Twitter, during the forest fires in Artenara and Valleseco, Canary Islands, Spain, during summer 2019. The used methodology was big-data analysis through the Union Metrics and Twlets tools, as well as content analysis of posts related to the fires written by seven relevant accounts on the days when the fires were active, which was between 17 August and 26 September, when 9636.40 hectares were burned. The accounts selected for analysis were the following: Ángel Víctor Torres, autonomous president; Canary Islands Government; Civil Protection of Las Palmas; Military Emergency Unit of the Spanish Army; Delegation of the Spanish Government in the Canary Islands; Citizen’s Service of the Canary Islands Government; and the information account of the Security and Emergency area of the Canary Islands Government. The study concludes that the Canary Islands authorities did not use social media as a preventive element, but almost exclusively as a live-information channel. Future recommendations are presented for the management of social media during natural disasters.

Sustainability is to promote economic growth that generates equitable wealth for all without harming the environment, becoming one of the objectives that serve as a starting point for many place branding strategies. Cultural heritage, environmental sustainability, and the valorization of the territory are nowadays unavoidable elements to sustain brands. This research analyzes the transmission of place branding values through experiential events, as a formula for business improvement according to the principles of sustainable development. The research is focused on the case of wine in British Columbia (Canada). The methodology applied was based on a theoretical framework as a starting point for the study. From there, on the one hand, an analysis of the contents of the events carried out by the winegrowers of British Columbia during the harvest months in 2019 and 2020 has been carried out. On the other hand, interviews were conducted with relevant professionals and academics in the sector in order to determine the extent to which they meet the needs of promotion of the site, taking into account the impact on the sustainability of the territory. The results show the link between the events and the territory brand, which is a means to generate growth through wine tourism promoted by the wineries, thus revaluing the winegrowing landscape and, in general, the traditions of the place, among others. There is also a need to look for strategies that seek collaboration between the public and private sectors to improve the creation of integrated events that transmit the branding values of the place. Events are a tool to generate territory branding and can, if well-conceived, contribute to the sustainable development goals (SDGs). In the case study, the results show that the vast majority of events organized by BC wineries aim to promote place branding within the framework of sustainability. A methodology that could be applicable to other territories and countries.

The aim of this article is to analyze the social media effects on enotourism. Two territories of similar extension and with historical coincidences in their development have been selected: the Okanagan Valley, Canada, and the region of Somontano, Spain. Methodologically, an analysis of the content on Twitter has been performed, collecting 1377 tweets. The conclusion is that wineries create sentimental and experiential links with the users, avoiding commercial communications. Specifically, Okanagan wineries establish a relevant conversation network on Twitter based on the high percentage of responses, which is 31.3%, but this is not so in the case of Somontano, which is 12.8%. The tourist attractions most used to create a bond are the wine landscape and the gastronomy in the case of both territories. The tourism sustainability variable remains a minor matter in the emission of messages on Twitter.

The design of enotourist routes represents an opportunity for the sustainable development of rural territories. This qualitative study was structured in three parts to reach a cohesion model representing the academic literature, visitors, and winemakers. This research focused on the region of La Axarquía in Málaga (Spain) because of its wine and tourist tradition. In relation to the methodology, this study used content analysis techniques for the analysis of both the relevant literature and the questionnaires completed by all the winemakers of the territory, 60 tourists who visited the wineries, and the 10 most representative agents linked to the tourist development of this region. The findings provided a model with the elements to be taken into account in the creation of a wine route or itinerary in any destination of the world. The application of this model will contribute to the creation of new tourist policies that can move towards efficient progress of the region.

Territory brands are vehicles for transmitting the attributes that identify a geographical setting, they facilitate market positioning and can contribute to generating an opinion that determines the promotion strategies of a place. The investment decisions of both private companies and institutional bodies will be strengthened if residents and tourists’ perception is known, seeking to reconcile the interests of visitors and citizens with the aim of collaborating in the creation of the city’s tourism planning under the principles of sustainability, open innovation and co-creation of value. The methodology used for this research focuses on an empirical study, for which a sample of 780 individuals was designed so that the Malaga brand was subjected to analysis with criteria of innovative opportunity, applying constructs that were measured with existing and proven scales. The results allow us to identify that the Malaga brand is being built and managed on the basis of the cultural projection of the city and its image attributes. The ratings of tourists and residents will serve as a basis for improving the management of Malaga as a tourist destination by the institutions involved, taking into account the interest of open innovation. The conclusions of the research can be extrapolated to other geographical environments with similar levels of tourism development.