ABSTRACT

This study provides an in-depth exploration of the recent integrative strategies in wine tourism within the Alsace region, France focusing on the unification efforts between the Haut and Bas-Rhin departments since 2016 and the resultant economic impacts. Historically, Alsace’s viticulture was viewed through the lens of its ancient wine route, often perceived as a uniform entity encompassing mountains, foothills, and plain vineyards. This homogenized perception has been challenged by the gradual development of a unified tourism and wine-tourism policy, despite a previously fragmented approach due to the complexity of stakeholders involved, including local government officials, tourism economy professionals, association leaders, visitation sites, and vineyard networks. The purpose of this research was to evaluate the effectiveness of these new policy implementations, particularly the impact of the “Vignoble et découvertes” label awarded to the Wine Route in 2019. Employing a mixed methodology, the study combined quantitative data analysis of tourism revenue and visitor numbers with qualitative interviews with various stakeholders. This approach allowed for a comprehensive understanding of the policy's influence on economic development within the region. Results indicated a marked improvement in economic cohesion and an increase in both domestic and international tourism since the inception of the joint tourism policy and the labeling initiative. Notably, the study identified remaining challenges, such as disparities in development and the integration of diverse stakeholder interests. Conclusively, this research highlights the importance of collaborative efforts in regional tourism and proposes recommendations for further enhancing the economic and cultural value of the Alsace wine route. It underscores the necessity for continued engagement among various stakeholders to overcome remaining barriers and optimize the full potential of Alsace’s wine tourism sector.

Keywords: Alsace Wine Tourism, Economic Impact, Tourism Policy, Stakeholder Integration, Viticulture, Regional Development