Développement de l'œnotourisme durable en Wallonie : comparaison des attitudes et perceptions des producteurs et des consommateurs.

Abstract

This research focuses on the development of sustainable wine tourism in Wallonia, examining the perceptions and expectations of producers and consumers to provide concrete and relevant recommendations to wine producers. The study combines a review of the scientific literature, qualitative interviews with Walloon wine producers and a quantitative survey conducted among consumers. The results reveal that Wallonia has a rapidly developing wine tourism sector, underpinned by a growing interest in sustainable practices and viticulture. Consumers show a strong preference for environmentally friendly initiatives, including organic and biodynamic wine production, as well as immersive experiences such as vineyard accommodation. Despite this, qualitative interviews indicate that only a limited number of wineries currently offer accommodation, offering significant opportunities for development in this area. Consumers are clearly interested in immersive and gastronomic experiences, such as wine and food pairing workshops. Producers are diversifying their offerings, but face challenges such as financial constraints and time limitations. These findings highlight significant untapped potential in Wallonia's wine tourism sector, particularly in the areas of accommodation and innovative activities. To enhance the region's attractiveness, this research recommends creating a formal wine route to increase visibility and collaboration among vineyards. It is also essential to promote wines from sustainable practices, foster local partnerships, and develop immersive gastronomic experiences to meet consumer demand. Diversifying accommodations, from traditional guesthouses to innovative options like Tiny Houses and treehouses, is key to further enriching the wine tourism experience. With diverse profiles of both producers and consumers, Wallonia's wine tourism sector holds considerable promise. Aligning sustainable practices with consumer expectations will be key to positioning the region as a leading sustainable wine tourism destination.