Enoturismo e fruizione dei beni culturali e ambientali: il caso della strada dei vini del Piave

The present analysis relates to the phenomenon of the oenogastronomic tourism along the Road of the Piave Wines. This route has its origin at the beginnings of the Sixties of the last century, but it has been institutionalized at regional level for just one year. By performing a recognition of the historical-artistic and environmental assets the study attempts an evaluation of the zone's tourist value. Although their value is relevant, cultural assets appear to be markedly fragmented within the territory and scarcely accessible for visitors. On the contrary, environmental assets are limited to some oases which are intermingled with wide scattered industrialization areas. In fact, this kind of industrialization has heavily affected this district in the last two decades and it has consequently determined a significant degradation of the landscape and of the environment. Utilizing direct interviews we have focused on the profiles of both, the customers of this oenogastronomic district and the wine route operators, i.e. wineries and restaurants. Both of them show similar personal and socio-cultural data, even if the tourist is foreign. If supply and demand seem to converge, the oenotouristic experience, currently in expansion, is not able to promote a full enjoyment of the cultural and environmental assets which still remains a separated universe. Among the main weaknesses we can mention: the age of both tourists and operators, the lack of generational turn over for both of them, the limited oenotourist's purchasing power, the lack of a leading product which can be associated to the Road name in people's imagination. Among the main strengthnesses are: the still family based structure of the enterprises, product competitiveness thanks to the good quality/price ratio, the easily accessible zone, and a reputation whose range, although limited, finds in word of mouth its best way of spreading. It is a "minor" oenoturism which in some ways outlines the schemes of the Sixties, but is characterized by a high fidelity level towards both the product and its producer.