A Tourism Plan for the Wine Cluster of Binissalem

Abstract

[eng] Can a wine cluster be transformed into a tourism cluster? To answer this question, this report focuses on the wine cluster of Binissalem and its features in order to develop an adequate tourism plan to reach this transformation. Therefore, an enotourism plan called “Mallorca Wine Experience” is exposed below in order to change the Mallorcan tourism situation, based on Sun & Sand tourism, in the long-term through three approaches (Business, Cultural, and Economic/Regional), each one composed by different outputs and activities and their own monitoring indicators. Accordingly, as business approach, it intends to improve the current tourist situation of the wine cluster of Binissalem; as cultural approach, it will provide a permanent place where the Mallorcan wine culture will be divulged in a strategic location; finally, as economic/regional approach, it will enhance the Balearic economy through the promotion of production and employment. The data collection methodology has been based on four pillars: the analysis of previous research and different sources about wine tourism and wine clusters, the participant observation technique, the secondary quantitative data collection from Official records, and the design of two questionnaire types (primary data). The results obtained from this Technical Report are expected to be used in a practical and useful way in order to diversify the tourism possibilities that Mallorca offers, providing a seasonally and sustainable adjusted complement to the Sun & Sand tourism in the long-term.