Strengthening Regional Identities and Culture through Wine Industry Cross Border Collaboration

Strengthening regional identitiesand culture through wine industry

cross border collaborationFrancesco Conto

Department of Economics, University of Foggia, Foggia, Italy

Demetris VrontisDepartment of Marketing, University of Nicosia, Nicosia, Cyprus

Mariantonietta FioreDepartment of Economics, University of Foggia, Foggia, Italy, and

Alkis ThrassouDepartment of Marketing, University of Nicosia, Nicosia, Cyprus

Abstract

Purpose – The purpose of this paper is to explore the potentialities of cross border projects to developand promote wine culture, and consequently tourism and hospitality; paying particular attention tothe process and actions supporting the development and refinement of cultural attributes, traditionalvalues and regional identity.Design/methodology/approach – Methodologically, it is a deductive reasoning exploratory research,based on the findings of an extensive undergoing project across ten countries, spanning from Italy toEastern Europe, and theoretically founded on an extensive literature review.Findings – The findings identify the spectrum and nature of opportunities and constraints of crossborder collaborations in developing the wine industry and reaping of its wider economic and culturalbenefits. Further to the scholarly value of the findings, the paper identifies and presents the descriptivemanagerial/industrial implications, along with prescriptively explicit directions toward practicalimplementation.Research limitations/implications – The research is exploratory and therefore, by nature, in needof further empirical validation.Practical implications – The research constructs a viable framework for an integrative approachinvolving the improved definition of regional cultural image and identity, proper strategicindustry-region and cross-border collaborations, and socio-economic development.Social implications – To promote cross border countries and cultural territorial values and identity.Originality/value – The research’s value lies in its multi-perspective outlook which keeps the winebusiness at its focus, but investigates its development outside the strict confines of its own industryto present potentialities through strategic collaborations with the tourist industry and otherregions/countries in integrative synergistic approach and with strong cultural elements.

Keywords Development, Culture, Tourism, Wine, Consumer

Paper type Research paper

Introduction[1]Agro-food processing is characterized by a variety of different and idiosyncratic traits,collectively composing the individual – and frequently unique – regional food and winecultures. Customers’ cultural needs are often hidden and are deeply connected with thehuman aspect of production (Conto and Lopez, 2008) and with environmental,historical and cultural assets (Marks, 2011; Melo et al., 2011). In this context, consumersfrequently extend their regional/national fidelity to region-based brands (Orth et al.,2012; Conto et al., 2011). In fact, food has not only the function of satisfying primary

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Received 13 February 2014Revised 4 June 201422 July 2014Accepted 29 July 2014

British Food JournalVol. 116 No. 11, 2014pp. 1788-1807r Emerald Group Publishing Limited0007-070XDOI 10.1108/BFJ-02-2014-0075

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needs, but it is also a reflection of other, higher grade and complex notions such asnational and cultural identity (Bonnekessen, 2010). A new hedonistic lifestyle that doesnot support the globalization of food led to an increase in consumption, in the last fewyears, of traditional and local foods. The consumers’ need to immerse themselves intoa different context hence meets the need to nurture and feed themselves: a self-proofof their own conscience and worth through a period, more or less long, that createschange (Pine and Gilmore, 2000).

Nowadays there is a distributive process that deviates from the physical relocationof industrial goods to the final consumer via traditional channels and to the attractionof the customer where the experience can be created and lived. A new alternativestructure to the mere physical movement of the goods in the store, which is close to thebuyer (physical logistic flow), calls consumers to the places of production (Kinder andSlavova, 2009). It is thus possible to relocate the history-steeped productive processand the peculiarities linked to the region of origin (informative flow), allowingconsumers to experience new and different cultures. The firms can set up, with minorinvestments (Benkler, 2007), a permanent bilateral communication with customergroups (which may become “clans”) sharing the same urgent need for sensory andcultural experience across countries and traditional food.

Wine, in particular, has a close connection with the traditional and cultural values.In recent years, the number of food and wine quality certifications has increasedsignificantly. The same pattern is evident regarding the demand for quality and terroirfood products and tourist destinations linked to food and wine (Santini et al., 2011).Regions and localities can therefore be revitalized using cultural values and an identityderived from the long tradition and authenticity of the wine culture. Furthermore, theEU commission (2001), through the Community Initiative Programmes (Equal, Interreg,Leaderþ ), relies on cooperation as a means to develop international paths (Santini andRabino, 2012), to learn about different cultures, to re-launch local products (Muller, 1997)and to promote neighbouring countries and their cultural elements, history, traditions,beliefs and values (O’Dowd, 2001).

This research poses a single significant question: “if and how a cross-bordercooperation project can contribute toward the promotion, stimulation and reinforcementof the traditionss, customs, national and cultural identity, history and lifestyle connectedwith the wine culture, thus also playing a key role in enhancing tourist attraction”?The aim of the research therefore, is to investigate the role of a collaborative project inpromoting an integrated rural development, a wine culture and the national identityof Eastern European countries; and its facilitation through the construction of aninternational corridor of wine events.

To this end this research studies and analyzes, in the methodological context of acase study (Yin, 2009), an undergoing cross-border project between Southern Italyand Eastern Europe[2] in order to draw new perspectives on traditional wine that canrevitalize touristic systems. Following a brief background research on the link betweenculture and food and wine, the paper focusses on the role of wine events; subsequentlypresenting insights on the opportunities stemming from transnational cooperation.The aforementioned cross-border cooperation (CBC) project, implemented by the localaction groups (LAGs) in the Apulia region, Southern Italy, is then presented. The LAGsare the mainstay of the implementation of the LEADER approach[3], aiming at thedevelopment of local strategies and supporting stakeholder networking.

Through this project a model is developed for an international path/corridor oftransnational wine events, between the Apulia region and Eastern European countries.

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Wine industrycross bordercollaboration

In this context, wine events could benefit the network and stakeholders involvedin such projects, promote different cultures and strengthen traditions and values. Thefindings depict the nature of opportunities and constraints of cross border collaborationsin developing the wine industry and the harvesting of its wider economic and culturalbenefits.

Finally, the research identifies the implications for the stakeholders of cross borderprojects, prescribing in parallel the factors of a successful collaboration. The properimplementation of cross border projects, which takes into consideration all theidentified implications, will maximize the probability of meeting the collaboration goals,with significant positive impact on the rural economic, cultural and social developmentof the regions involved. Further to the scholarly value of the findings, the paperultimately also identifies and presents the descriptive managerial/industrial implications,along with prescriptively explicit directions toward practical implementation.

Linking culture, food and wine – an international outlookResearchers showed that food products and traditions are a function of theexploration into various cultural aspects, including subsistence/economic issues andethnic/national identities (Bonnekessen, 2010). Currently, there is renewed enthusiasmfor food products that are perceived to be traditional and local (Sims, 2009; Cavicchiet al., 2007), as part of a wider desire for authentic experiences (Bessiere, 1998). Localfoods are conceived as “authentic” products that symbolize the place and culture of thedestination and connect consumers to the region and its perceived culture, heritage andidentity (Sims, 2009; Wang, 1999). The latter, especially, is determined by a numberof factors including religion, history, ethnic diversity, innovations, traditions andvalues that have a significant impact on gastronomic characteristics (Conto et al., 2013).For example, wine represents a fusion of components, textures and flavors, all linkedto cultural identity (Harrington, 2006). In fact, wine can be studied from a varietyof perspectives which encompass environmental influences, the economics ofcultivation, marketing, politics and cultural perceptions of places, products andpeople (Dickenson and Salt, 1982). Hence, in wine production, the human factor may besignificant in differentiating the final product from different viticultural regions(Gonz�alez-Centeno et al., 2013).

Poncini (2007) investigated texts on websites of wineries in Australia andNew Zealand and highlighted the attention of web sites to the aspects of local cultureand natural elements, traditions, wine-making processes and local history. Thisattention is crucial for preserving the local wine culture and tradition (Sheridan et al.,2009) and vice versa. Consumers, in purchasing a specific food or wine product,express also a preference for the region of origin. This is practically considered asa quality cue of the whole product (Santini and Cavicchi, 2011), with eachviticultural region having its own oenological tradition, heritage culture and history(Gonz�alez-Centeno et al., 2013).

In the Canary Islands, wine tourism appears to be a natural activity, emerging froma traditional product (wine) that has been part of the local culture for centuries (Alonso,2009). Wine and its tourism not only affects the development of the local economy, butalso reinforces the awareness of the area’s unique geographical and culturalcharacteristics (Kowalczyk, 2003), strengthening its authenticity. Some scholars(Van Ittersum et al., 2003) demonstrated that regional products are more successfulwhen their relevant characteristics fit with the consumer’s image of the region or area.Others (Cavicchi et al., 2007) confirmed that origin and tradition are crucial elements of

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perceived quality by consumers. Bruwer et al. (2002) developed the “Wine-related lifestyle”scale, including region of origin and its history as dimensions of quality. Increasingly,regions develop networks of Wine Routes linked to the land and to specific areas; bearingthe dual role of boosting regional wine consumer exposure, while also strengthening localeconomies (Cambourne et al., 2000; Marques, 2001; Tassiopoulos et al., 2004).

Even more than wine firms of the “New World” countries (Australia, New Zealand,South Africa, Argentina, the USA and Chile), their counterparts of the “Old World”have a very close connection with territory, traditional values, culture, history andprocesses (Vrontis and Thrassou, 2011; Rossi et al., 2012). Campania (a Southern Italyregion) wine firms, for example, are strongly linked with the region and its traditions,and this reflects on competitive strategy decision-making processes and correspondingpractices (Vrontis et al., 2011a; Rossi et al., 2012). Another typical example is the case ofCommandaria, a type of sweet wine from Cyprus that was passed down by traditionand known to have been produced for three thousand years (Constantinou, 2004;Vrontis and Thrassou, 2014). In fact, the history of Cyprus and that of wine have beeninextricably connected throughout time (Vrontis and Thrassou, 2011; Vrontis et al.,2011b). This is also supported by the archaeological findings of ancient wine jars and“wineglasses”, as well as by the pips from grapes of the vine species Vitis vinifera,found in Cyprus and dating back to the Neolithic age (Vrontis and Paliwoda, 2008).Another example is Brunello wine: a typical product with high reputation and deeptraditions leading to the development of the Montalcino rural area. As it happens inother areas of Tuscany, Italy (e.g. Chianti) – one of the places where wine has a longtradition and history – there is a bundle of wine-related activities (Santini and Cavicchi,2011), rich in traditional value that strongly and deeply characterize the region.

Concluding, there is no doubt that the country-of-origin image and all its mentalassociations influence consumers’ perceptions of a product, and thus have an impact onthe purchase decision (Vrontis et al., 2006). The various regional cultural characteristicstherefore, as described above, are ultimately the critical factors that shape the moreinternational country-of-origin image of foods; with wine being, perhaps, the mosttypical representative of this phenomenon. In both the scholarly and managerialcontexts, the challenge lies in the definition of the link between regional identity andwine image, and its exploitation for the benefit of the wine industry itself and the widerlocal economy and culture in general.

The role of wine eventsFood tourism can be classified into different types, according to the interest touristshave in food as a travel motivation and according to the number of tourists served(Sidali et al., 2011). Wine, food, territory, art and culture generate a virtuous circlefor promoting new perspectives on traditional foods and on tourism preferences.The imagery of wine country as a rural paradise has been conveyed to wine consumers,in which leisure, cuisine, scenery and outdoor activities are bountiful (Woodside andMartin, 2008). Houghton (2001) demonstrated the importance of wine festivals forattracting new market segments to wine regions and wineries. In the last decade, foodand wine events have had a rapid growth: fairs, festival, events and meetings areorganized more and more for buyers, professionals, tourists and consumers. In Europeand over the world the number of events organised by local communities, industriesand associations grows every year. In the EU framework, many projects are based oncooperation and are related to wine events/fairs/seminars contributing to buildingnew relations and connections among “rural” areas, natural resources and food and wine

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producers; thus influencing local development and strengthening traditional values. “OldWorld” food and wine events also often take part on occasion of religious festivities(Frochot, 2000), showing the deep linkage with local culture, traditions and values.

Events in the New World tend to be festivals, which are more explicitly proactive,integrative and inclusive of consumers and linked to a particular winery (Charters,2012). The New World wine regions have only developed over the last 30-50 years,with the resulting “pioneer spirit” influencing their co-operative and dynamic approachto wine tourism (Charters, 2012; Alonso and Northcote, 2009). A good example isAustralia that developed a continental wine tourism strategy (King, 1998) based on aco-operative approach across Australian countries. “Wine Australia” is a governmentagency responsible for providing strategic support to the wine industry across allareas, and offers a range of services/insights to help the wine industry make informedbusiness decisions, protect the reputation of Australian wine and its authenticity,remove market access barriers and grow demand for Australian wine globally.The 2012 inaugural celebration featured almost 100 events, tastings, parties and winelove-fests across Australia. This approach is designed to offer all areas/regions a variedsuite of opportunities and allow investments in the activities that best fits their brands,and market strategies: communication, information hub, education and crucialpartnership. The above resulted in an increase of visitor numbers to wine regionsand associated venues, and in an improvement of the tourist systems. Finally,in “New World” countries’ events planning, there is a greater sense of cooperationrather than the “us and them” separation between the wine industry and observers(Charters, 2012).

ProWein Internationale Fachmesse Weine und Spirituosen in Germany corroboratesthis idea: in 2010, it reached exhibitors from 51 countries and visitor attendance of36.417. Comparing the two attitudes, the “New World” appears more ready to experimentwith wine tourism; in contrast to the more reactive approach adopted by the “OldWorld”, which has produced wine for more than two millennia. The “Old World” appearsless eager to find new markets, and food and wine festivals are related to a systemof private and public actors that receive benefits from the occurrence of festivals(Hede, 2008). The goals shared by both the “New” and the “Old” worlds throughthese events are to strengthen national and cultural identity, to build wine (consumermental) associations, and of course, commercial promotion (Vrontis et al., 2011b;Rossi et al., 2012).

Opportunities through transnational cooperation projectsCooperation initiatives have yielded a wide range of practical improvements in theeconomic, social, political and cultural spheres, thanks to a LEADER (based onthe “bottom up”) approach (Conto et al., 2012a, b). Cooperation contributed to thecreation or safeguarding of about 115,200 jobs and 5,800 new businesses; while 2,000networks led to around 63,000 signed cooperation agreements, and 18,000 km of roads,railways and pathways being built or upgraded during the period of 2000-2006.The most important result, however, was the building of trust and a shared culturalidentity between people across borders (EU, 2011). In this framework, a crossborder project fits well within EU’s main objective to economically and culturallyintegrate marginal areas, which account for 185 million EU citizens (about 37 percentof the population).

The crucial value of partnership and cooperation for territorial developmentwas demonstrated through the analysis of the Moravian Wine Trails project in a Czech

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Republic region and of the Croatian case of Kutjevo wine-makers (Foret and Klus�acek,2011; Cengic, 2007). Survey data highlighted that successful and balanced localdevelopment depends on close and effective partnership, cooperation and communicationof different stakeholders from private, public and non-profit sector (Foret and Klus�acek,2011). Based on the Foret and Klus�acek (2011) categorization, this research presents aclassification of the types of cooperation (see Figure 1), thereby filling the gap identifiedby the above-mentioned authors, regarding the need to deepen the trans-boundarycooperation.

Toward this aim, we have added two elements to the Foret and Klus�acek (2011)categorization: the LAGs, bearing the role of coordinating and integrating flows ofactivities and actors in order to diversify and improve the local, cultural, touristicsystems; and the European Cooperative Society (ECS), having the role of ensuring thesharing of the joint activities of the project by all international stakeholders. The ECS(SCE, for Latin Societas Cooperativa Europaea) aims at reducing existing cross-borderobstacles and to assist firms to operate across European borders, thus enhancingtheir competitiveness. The SCE fills the gap regarding the transnational activities ofcooperatives.

In this context, an international path/corridor of wine events could benefit thenetwork and stakeholders involved in such projects, promote different culturesand strengthen traditions and values. Charters and Ali-Knightb (2002) proposeda three-dimensional analysis model for the wine events (Figure 2). The dimensionsconsidered are: purpose; relationship to other activity; and tourism motivation. Thewine event’s visitor can be graded from low to high involvement (“integration”) withthe wine experience, and also “consumes” the area of production, from several points ofview of tourism, recreation and culture; and contributes unconsciously to therevitalization of rural areas and the strengthening of the diversification and betteruse of the individual regions and their traditions. As seen in this Figure 2, withinthe process of wine tourism, the lowest level of integration is merely to taste, while the

Legend

European Cooperative Society (ECS)

Local Action Group (LAG)

Transnational networking

Public sector(partnership and cooperationbetween different publicsubjects – e.g. inter-municipalcooperation)

Non-profit sector(partnership and cooperation betweendifferent non-profit subjects - forexample cooperation of NGOsfocused on environmental protectionor social care)

Private sector(partnership and cooperationbetween different privatesubjects for example focused ondevelopment of tourism)

Public – Non-profitPartnership

Public - PrivatePartnership

Private –Non-profit

Partnership

Multi-lateral P.

Source: This research’s elaboration on the categorisation by Foret and Klusáček (2011)

Figure 1.The transnational

partnership andcooperation model forcross border countries

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highest includes a comprehensive cultural experience and learning. Wine tourism andwine culture thus contributes to rural development and to the fortification of thecultural and national identities of the regions (Sheridan et al., 2009). Wine eventscorridor can play a pivotal role in regional economic development (Hall et al., 2000) andin promoting touristic concepts, notions and systems.

The “Adriatic Sea – Black Sea” cross-border projectThis section presents and analyzes, in the form of a case study (Yin, 2009), theproject “Transnational Network of Rural Solidarity of Local Sustainable Tourism,Multi-functionality, and Environmental and Cultural Tours: Cross-Border for RuralIdentities Development (Adriatic Sea – Black Sea).” The project was approved in 2012and incorporated eight countries, with available total resources amounting toh1,000,000 and planned duration of six years (until 2018). The project, implemented bythe LAGs of the Apulia region of South Italy, aims at including areas of Eastern Europeand in particular: Slovakia, Croatia, Serbia, Kosovo, Moldova, Romania, Albania,Macedonia and Bulgaria. It intends to pursue rural development and promote culturalidentity in the areas of focus by means of agricultural multi-functionality. The analysisof the project data marked similarities between the involved territories; which are richin resources, culture and identity, but poor in their promotion. For this purpose, aprimary objective of the project was the creation of an integrated network that linksdifferent economic and social sectors to improve the utilisation of these areas’resources, to improve their quality of life, to diversify economic activities related to therural world and to emphasize traditional and local foods and natural resources.

Highly integrated

Learning

Cultural Experience

Eating andDrinking

Buying

Tasting (only)Wineries are importantalong with other attractions

Winery visits form asmall part of the mixof attractions

High

HighLow/Less

Focusing entirely onthe winery experience

integrated

PURPOSE

RELATIONSHIP TOOTHER TOURISMACTIVITY

TOURIST MOTIVATION

High interest(Wine lovers)

Interested(Wine interested)

Limited interest(Wine novices)

No interest(Hangers on)

Source: Charters and Ali-Kinghtb model (2002)

Figure 2.The wine tourist – athree dimensional

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The “multifunctional model of the territory” is based on social, cultural, landscapeand economic aspects, and aims to create a horizontal system that brings economicbenefits across territories and their stakeholders. Table I, provides evidence relating to,and summarizes the phases and corresponding activities in order to facilitatethe interpretation and analysis of data. As shown, all phases and related activitiesof the project aim at strengthening traditional values and national and culturalidentities.

According also to the above theoretical research findings, this research herebyconsiders that wine culture and wine tourism have a profound connection with traditionalvalues, culture and identity; deeply rooted in the rural landscapes of the wineregions (Mitchell et al., 2012). Today, historical and contemporary cultural systems areseen within the rural landscapes of viticulture and winemaking (Figure 3). In factBonnemaison’s approach focusses on the “cultural ensemble” i.e. the products of humanactivity, and tourism; and never on an ensemble dedicated solely to tourism. It rather doesso on other human activities for the product that it sells and the landscape that shapesand is shaped by these activities (Mitchell et al., 2012).

Our hypothesis of a “wine events corridor”(a name borrowed evocatively from thePan-Europe Corridor VII[4]) within the above-presented cross-border projects, and soamong countries and stakeholders involved, can be a tool and a unique opportunityfor the enhancement of the rural economy and national identity of Eastern Europe,by means of wine culture. Cooperation will potentially broaden territorial limits to aEuropean dimension and will integrate territorial resources through a transnationalnetwork of activities and stakeholders. The development of wine routes throughoutEurope provides the perfect link between wine, cultural identity and the tourist system(Bruwer et al., 2002). This development model fits perfectly within the sustainabledevelopment principles of integrated rural development; where agriculture is notonly associated with the production of agricultural output, but is also open tonot-agricultural products (often externalities or public goods), to strengthen thetraditional and authentic values of the territory. This multifunctional approach isrelated to the production of “new” social services, thus creating new economicopportunities and enhancing rural economy. These outputs are critical challenges forthe countries under study. The development and promotion of wine events in the projectareas, the diffusion of local traditions and food, and the provision of social services, cantherefore be decisive of their future at an economic, cultural and human level.

First stage empirical researchInitially this research developed a context analysis of the potentialities and needsrelated to the multifunctional integration process among the countries aiming atenhancing the competitiveness of their rural areas.

In particular, this research aims to specifically analyze each territory of thecountry-partners involved via a shared model. Through this it shall reviewthe individual sectors of the tertiary services to the rural population (tourism,landscape protection, promotion of traditional culture), and prescribe the developmentof appropriate practices that will distinguish territorial identities. Secondarily, it aimsto boost the methodological and organizational potential, already locally present inthe different sectors, with innovative practices implemented at the European andnon-European levels. It is anticipated that these activities will provide a mapping ofenvironmental, landscape and folk-cultural resources in order to draw a complete mapof the attractiveness potential of these territories.

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Table I.Phases and activitiesof the project

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Table I.

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A crucial point is the establishment of a “Consulting and Services Center forMultifunctional Territorial Integration” (MTI). The involvement of major stakeholdersat all levels (local, regional, national) will be secured through specific agreements,working groups and permanent tables. The Consulting and Services Center isproviding a Central Control Room and appropriate branches in the rural areas involvedin the European project. Coordination activities further ensure that all necessaryspecialized services are provided by the project; and that these are appropriate and ableto enhance the competitiveness of rural areas.

The services center is additionally establishing a unique, integrated brand for theidentification of the network. This area brand contributes to the integration of ruralareas involved in the project in terms of development and marketing. In order toacquire knowledge and pursue common/collective objectives in terms of value andcompetitive advantage, the center will further undertake a liaison activity with thefollowing European networks, through adherence to the respective platforms: theEnterprise Europe Network, the European Partnership for Innovation, Productivity andsustainability in agriculture, thematic clusters, the European Technology Platform,EIT-KIC, EURES, SOLVIT, Direct Europe, the European Business and InnovationCentre, and all other relevant institutions at the macro-regional level.

The development and promotion of the territorial multifunctional network is the coreof the entire project, where the development of wine routes across cross-border countriescan provide the perfect link between wine, cultural identity and the touristic system.

The main activities are, as follows:

. The development of a multilanguage web portal on multi-functionality, whichestablishes a network of pilot centers of excellence, providing services to therural population and guidelines of the model and the area brand. Withinthe web portal, firms can participate in a territorial social Network, through the

Source: Mitchell et al. (2012)

Rural(landscape)

Wine(cultural ensemble)

Wine tourism(sub-ensemble)

Tourism(cultural ensemble)

Leisure(landscape)

Rural(landscape)

Wine(cultural ensemble)

Wine tourism(sub-ensemble)

Tourism(cultural ensemble)

Leisure(landscape)

TOURISM LENS(traditional)

WINE LENS(alternative)

Figure 3.Historical andcontemporary culturalsystems seen withinthe rural landscapesof viticultureand winemaking

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implementation of a local wireless broadband alliance. Participation also allowsa presence in a collective guide to tourist accommodation in the projects areas.

. Implementation of the multilingual Calendar of Rural Feasts, which constitutesa common calendar of cultural and folk events identified in several rural areasinvolved in the project. This is crucial in identifying and defining commonthemes of wine events.

. Implementation of a geographic information system for the promotion andmanagement of the environmental and landscape resources associated with localheritage and touristic development.

Ultimately, the goal is to create an integrated image of the countries involved in theproject through the network of territorial multi-functionality (logo, slogan, institutionalmaterials, etc.), as well as to provide for specific public relations campaigns to be heldwith institutional stakeholders of the territories involved and with other Europeannetworks. The final step will be the implementation of a transnational stock exchangeof rural multi-functionality that will promote different cultures and strengthen traditionsand values. Finally the creation of the network of territorial multi-functionality stimulatessynergy between the operators and the actors involved in the process, binding them intoa territorial multifunctional system. The network obtains greater resonance by meansof a specific activity of creating transnational partnerships for business cooperation,technology transfer, research and innovation. This is achieved through the profiling ofcompanies within a database and the portal; the collection of contacts and the constructionof appropriate databases; and the organisation of “Brockerage and Matching” events. Themilestones include the development of the:

. territorial manual of multi-functionality;

. manual for the preservation and accessibility of environmental, gastronomic andcultural heritage; and

. registry of cultural heritage, networks and local traditions.

Much work remains to be done, but the first empirical results already present how across border cooperation project can preserve, promote and reinforce the traditionalvalues, the national and cultural identities, and the history and lifestyle associated withwine culture, thus playing a key role in tourist attraction.

Findings – generating product, industry and regional valueWine, as a message carrier and as a symbolic representation of lifestyles, cultures,social and economic status, is a potential significant source of competitive advantageand differentiation at a regional level. The data related to the cross border project(above) have been analysed in terms of phases, activities and results, in order toinvestigate the probability, degree and nature of success of further such cross borderprojects toward promoting wine culture and associated touristic systems. The analysisincorporated theoretical and empirical findings to identify these implications andprescribe action (below). The emerged findings of this pioneering research set thefoundation for helping the various stakeholders in the sector to contribute towardbuilding strong brands and defend against the fierce competition from foreign brands.

Mitchell et al. (2000) suggest that the wine and food industries can help provideimportant insights into who the wine or food tourist is and how marketers – restaurantand cafe owners, hotel operators, food producers and managers – can effectively target

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and develop their corresponding markets. Even if, for many people, food has theprimary and vital function of satisfying their biological and pleasure needs, local foodand – in a special way – wine can play an important role in the tourism experience,because they appeal to the visitors’ desire for authenticity of their holiday experience(Sims, 2009). At the regional level, the dynamic of building up heritage rests on theactualization, adaptation and re-interpretation of elements of the past, thus combiningconservatism/tradition and innovation to harvest the best of both, through activitiessuch as the wine events corridor. The correct implementation of cross-border projectsmay thus achieve collaboration projects with significant positive impacts on ruraldevelopment and society.

Regional development can be seen as a process of territorial and heritageconstruction (Bessiere, 1998), where the national identity is determined by a number offactors that have a significant impact on gastronomic characteristics. For example,wine represents a fusion of unique and identifiable products, traditions and etiquette(Harrington, 2006). The strengthening relationships between wineries and localcommunities through cultural events can build nostalgia for local wine production andcan so strengthen traditional values. This, in turn, appears to be vital for preservingthe local wine culture and tradition by making winery ownership and workwell-regarded by the local community (Sheridan et al., 2009). In the last few years,traditional and local foods have come back into fashion. The diversification ofmass-tourism by means of a traditional product, with great emphasis on culture,experience and education provide the ingredients for successfully developing a nichemarket (Alonso, 2009) and learning about different cultures. The findings demonstratethat wine tourism is starting to play an important role for wineries, facilitating therelationship between the wine product and culture, the existing touristic system andthe strengthening of regional tradition, culture and identity.

Overall, cooperation can be an important strategic lever to cope with the forcesof an incessantly changing, increasingly competitive, largely globalized agro-foodbusiness environment, characterised by the rapid spread of new technologies and deepstructural transformations. Developing long-term relationships and cooperatingacross countries/regions, abiding to specific sector strategies aimed at achievingcommon/collective objectives in terms of value and competitive advantage, appears tobe less of a choice and more of a necessity for the agro-food sector and for the ruraleconomy of Eastern Europe Countries.

This is especially true for the wine industry, whose companies are notablyquality-focussed and differentiation-focussed and implementing meticulous strategicmarketing positioning tactics. This need is enhanced consequent to their connectionwith their respective regions, both economically and culturally, and the large numberand spectrum of actors and stakeholders involved in the local agro-food industries.These are further accentuated due to the shifting consumer behaviors that transcendsimple/tangible demands of nutritional needs to satisfy higher-order needs thatassociate products, such as food and wine, with lifestyle choices, cultural connotationsand underlying personal motivators (Thrassou and Vrontis, 2009). These needs aremanifested into demand for increasingly differentiated products, higher quality, safety,information, greater value, availability and most importantly a “soft” attachment toregional cultures and anthropomorphic notions.

On the more functional side of wine commercialization, competition for shelf spaceis increasing annually, as is the number of wine estates, which also try to sell morewine through the cellar-door in order to lower costs and increase revenue. For Eastern

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European countries, new forms of self-organization and international cooperationoffer crucial competitiveness drivers to be implemented by practitioners, stakeholdersand actors. Transnational cooperation projects present an element of novelty and canboost the process of value creation and collective competitive advantage for the localwine production and tourism systems in these countries. These, offer in parallelconstructive cultural and economic implications for regions, both as economic andas social entities. Proper design and implementation is capable of generating a systemoutput that can institutionalize – through cooperation among countries – the wineproduct and generate a positive regional reputation and social utility.

The findings expand our knowledge basis on the subject and are also in line withpast researches’ findings. Specifically, and further to the above theoretical research,heritage and ethnic identities were found to depend on local food products andtraditions (Wang, 1999; Sims, 2009; Bonnekessen, 2010). Wine events corridorstherefore, can act as a conduit to and facilitator of cultural identity (Harrington, 2006;Gonz�alez-Centeno et al., 2013), especially as wine businesses themselves are stronglylinked with the region and its traditions (Rossi et al., 2012; Vrontis et al., 2011a; Vrontisand Thrassou, 2014). The corridor could be an integral part of the wine countries’imagery of a rural paradise (Woodside and Martin, 2008), attracting in parallel newmarket segments to wine regions and wineries (Houghton, 2001). Partnership andcooperation surface as critical factors of success in territorial/regional development andcultural identity enhancement, which corroborating the idea of several authors (Cengic,2007; Foret and Klus�acek, 2011; EU, 2011).

As this is an exploratory work, further research is in fact very much an “open field”calling for focus on industry level, individual-producer level, regional management,consumer focus and any of many different perspectives. Regarding the specific focusof this paper, further research could analyse the limits set by possible lack of trust andscarce collaboration among different countries, stakeholders and cultures.Furthermore, it was chronologically impossible for this research to analyse andevaluate the complete and longer-term results of the implementation of this project, as itis still ongoing. This is the task of subsequent research that is called upon to refine thevarious actors through empirical data. Another area calling for further investigationregards the linkages between local farms’ strategies intra- and inter-regionally. Finally,some further study is called for to focus on the design and best practices of a wine eventscorridor and the sharing and realisation of innovative ideas.

Conclusions and managerial implicationsFurther to the scholarly value of the above findings, a number of explicit descriptiveand prescriptive implications are identified regarding practical implementation. Theserelate to three distinct groups of stakeholders: wine industry players, tourism industryplayers and central and local governments and authorities.

As far as the wine industry players are concerned, it was found that extremecompetitiveness at all levels does not favor individual struggles for survival. There isstrength in numbers and joining forces with other producers and sellers at a regionallevel is a key to success. This collaboration starts from functional stages of the valuechain, such as grape production, promotion and logistics. Cooperation at this levelprovides the well-tested advantages of economies of scale, knowledge sharing, etc.However, the concept needs to expand to the more intangible aspects of the wineindustry, and specifically those that relate to consumer perceptions, mental associationsand choices. Use of local varieties, serving alongside local food, inclusion in tourist

1801


activities, excursions and (ideally) attracting wine-specific visitors provides acomprehensive cultural experience that not only achieves direct sales, but, moreimportantly, it builds associations and images in consumers’ minds that persist in thelonger term. This secures continuous consumption and a “pull” marketing strategy, withconsumers seeking the local brands when they return to their country.

The above necessitate the close collaboration with the tourist industry and itsrepresentatives, which have an equal (if not greater) stake in the concept. This researchhas found that contemporary consumers rely heavily on perceptions build through avariety of different images, messages, experiences and information. The satisfactionof their need for “authenticity”, “tradition” and associated lifestyles shall only resultin regional wine brand preference if these brands are seen and “felt” to be part of thislifestyle. Orthodox promotion cannot accomplish this, but a tourism industry that isbent on achieving it can secure a successful and mutually beneficial symbioticrelationship between the wine and tourism industries. In the same context, this widerstrategic approach will also need to include local authorities, who are the ultimatebeneficiaries in the economic, social, cultural and individual levels.

Finally, and because managerial prescriptions are always easy to state albeitdifficult to achieve, we need to practically delineate the very concept of “collaboration”.It is not just a matter of wine and tourism associations meeting with the localgovernments and agreeing that they “should all cooperate, and that a “wine theme” is agood idea”. Collaboration, to be practically successful, economically so and with tangiblecultural results implies: a carefully designed strategic plan, preferably following theinvolvement of consultants who can define and refine it appropriately; true long-termcommitment to this plan by all stakeholders, without shifts of positions and change ofhearts every step of the way; communication of the plan and its individual componentsto all concerned, from the industry leaders to the local shop owner (this should be acollective effort and at all levels); securement of the necessary funds to supportthis venture, potentially through local government, central government, EU and otherfunds aiming to support the individual industries involved, rural areas, regions,entrepreneurship, innovation, etc. constant monitoring and evaluation of the plan toensure proper implementation and proactive attitude; and finally stretch collaborationsacross regions and across borders where this is feasible. This last point brings us back tothe origins of this paper and the positive indications that this CBC is both feasible andwith significant practical gains.

Overall, managers, industry leaders and politicians, need to understand that a“birds eye” perspective on the problems and potentialities of all, allows their betterunderstanding, as well as a clearer view of the options, means and resources availableto take necessary actions. In the case of wine for example, treating it as a singleproduct/brand that needs to be conventionally and mundanely produced and sold, limitsby itself what can be achieved. On the other hand, look at it (present it) not as a mereproduct, but as a symbol, a “ticket to a lifestyle”, a component of a larger culturalconcept; then combine powers across industries and regions to build and sustain thisimage internationally, and one is selling an idea, an image, a way of life whose value andultimately success extends much further than the tangible physical pleasure it provides.

Notes

1. The paper refers to the cross border projects making use of the database of the IntegratedProjects of Food Chain (IPFs) “Nord Wine” and “Sud Wine”, measure 124 of the RuralDevelopment Programmeof Apulia Region.

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2. Italy – 9 LAGs from Puglia, Centro Studio Tradizioni Popolari Terra di Capitanata Italia,University of Foggia, SUD Association, Agro-alimentary Districts of Quality “Metapontino”,H.E.A.R.T. Academy; Bulgaria – 13 LAGs, Export Support Association (ESA), Universityof National and World Economy of Sofia, Italian Chamber of Commerce, Sestante Ltd.,Agrarian University of Plovdiv; Romania – 5 LAGs; Serbia – two Regional Agencies forEconomic Develoipment, LDA; Albania – AULEDA, TEULEDA, LDA; Kosovo – QuendraSocial educative Don Bosco, LAG; Moldavia – Agricultural State University of Moldavia,LDA; Macedonia – LDA.

3. LEADER stands for “Liaison Entre les Actions de Development Rural”, the Englishtranslation meaning “Links between actions of rural development.” The LEADERrepresents a method of mobilizing and delivering rural development in local communitiesusing an innovative bottom-up approach.

4. Corridor VIII consists of a multimodal system, starting from the director of Puglia along theEast-West; which includes ports, airports, dry ports, roads and railways, with a total lengthof 1,270 km of railway lines and 960 km of roads.

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Vrontis, D., Thrassou, A. and Vignali, C. (2006), “The country-of-origin effect on the purchaseintention of apparel: opportunities and threats for small firms”, International Journal ofEntrepreneurship and Small Business, Vol. 3 Nos 3/4, pp. 459-476.

Wang, N. (1999), “Rethinking authenticity in tourism experience”, Annals of Tourism Research,Vol. 26 No. 2, pp. 349-370.

Woodside, G. and Martin, D. (2008), Tourism Management: Analysis, Behavior, and Strategy,BABI, Oxford.

Yin, R.K. (2009), Study research: Design and Methods, 4th ed., Sage Publications, ThousandOaks, CA.

Further reading

Vrontis, D. and Papasolomou, I. (2007), “Brand and product building: the case of the Cyprus wineindustry”, Journal of Product and Brand Management, Vol. 16 No. 3, pp. 159-167.

About the authors

Francesco Conto is a Full Professor at the Department of Economics, University of Foggia (Italy).Currently he teaches “Internationalization and competitiveness in the agro-food system” and“Economics for the local development and management of EU Funds”. Since 1977 he has heldvarious scientific and professional positions inside and outside the Academia and he has beenresponsible for many scientific projects research at national and international level. He is authorof over 170 publications. He has held several teaching positions and as a researcher at international,highly qualified, universities and research institutions. He is coordinator of the PhD course in“Health Food Innovation and Management”, coordinator of the PhD course in “Economics andEnvironmental Law, Land and Landscape”. He is coordinator of the PhD School in “Environmentand Landscape Cultures” at the University of Foggia. He is an ordinary member of several researchSocieties in the Agricultural Economics field (EAAE, IAE, Ce.S.E.T., etc.). He has been invited andhas lectured at about 100 scientific and academic conferences, seminars, workshops.

Demetris Vrontis is a Professor of Marketing, Dean and Director at the University of Nicosiain Cyprus (EU). Professor Vrontis is the Editor-in-Chief of the EuroMed Journal of Business

(EMJB) and the President of the EuroMed Research Business Institute (EMRBI). His primeresearch interests are in strategic marketing planning, branding and marketing communications;areas in which he has widely published in over 100 refereed journals and 18 books and gavenumerous presentations in conferences around the globe. Professor Vrontis is a Fellow Memberand certified Chartered Marketer of the Chartered Institute of Marketing and a Chartered

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Business and Chartered Marketing Consultant certified by the Chartered Association of BusinessAdministrators. Professor Vrontis also serves as a consultant and member of Board of Directorsto a number of international companies.

Dr Mariantonietta Fiore has just gained a Postdoctoral position in Checking and analysis ofobjectives of the integrated Projects of Food Chain in the wine sector. She has gained a BA inEconomics at the University of Bari; a MA in Economics and Finance at the University of NaplesFederico II; a PhD in Economics and Technologies for the Sustainable Development at theUniversity of Foggia. She has attended the Methods Summer Program at the LSE in London.She was Research Fellow in Market research and reorganization of new business processes.She won several research scholarships (University of Foggia, Province of Foggia, etc.) and wasresearch head in local Agencies and private companies for development projects. In 2011-2012,she held the position of Junior Expert of Ministry of Environment, Land and Sea. She took part inmany international conferences. She was member of the Program Committee of the 73rdInternational Atlantic Economic Conference. Currently is member of the research team“Star AgroEnergy” (71FP) and is a member of some research Societies. She is author of severalpublications.

Dr Alkis Thrassou is a Professor at the School of Business, University of Nicosia in Cyprus(EU). Dr Thrassou holds a PhD in Strategic Marketing Management from the University of Leeds(UK) and is also a Fellow Chartered Marketer (CIM, UK), a Chartered Builder (CIOB, UK) and aResearch Fellow of the EuroMed Research Business Institute (EMRBI). In the 1990s he worked asa business and project manager for a consulting firm in Cyprus, leading teams of professionalsthrough many projects of varying size and nature. He subsequently joined the MarketingDepartment of the University of Nicosia, involving himself in various scholarly activities,lecturing on marketing-related subjects at all levels, and undertaking extensive research in thefields of strategic marketing, services and consumer behaviour. His work has been published indozens of refereed journals and books, and he retains strong ties with the industry, acting alsoas a consultant. Dr Alkis Thrassou is the corresponding author and can be contacted at:[email protected]

To purchase reprints of this article please e-mail: [email protected] visit our web site for further details: www.emeraldinsight.com/reprints

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Strengthening Regional Identities and Culture through Wine Industry Cross Border Collaboration

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