Adriana Backx Noronha Viana, Luísa Cagica Carvalho* and Inna Sousa Paiva Pages 1 - 15 ( 15 )
Wine tourism is one of the tourism components adopted as part of Portugal’s strategy due to its tradition as a wine producer. Such strategy has gotten great prominence in recent years and aims to promote regional development in an economic, social, cultural and environmental perspective. The aim of this study is to understand the entrepreneur profile in this sector. The study uses a qualitative, case study methodology with data analysis and triangulation. In this study, a literature review of scientific studies was carried out on the scientific knowledge in the area of study from a critical perspective and an interview was performed where qualitative data were collected. The entrepreneurs have showed the following characteristics: initiative, innovation capability, optimism, creativity, creative energy, tenacity, self-confidence, capability for long term involvement with the project, and learning capacity. The study shows that most entrepreneurs state that they have established partnerships with other companies, particularly with restaurants, catering businesses, hotel units, tourism companies and companies that organize tours. This is one of the factors of economic importance recognized by the study of  which enables increased visibility for the company and widens the value proposition among wine tourism.
entrepreneur, interview, Portugal, profile, wine tourism.
Business Administration, School of Economics, Administration and Accounting, University of São Paulo, São Paulo, Institute Polytechnic of Setúbal and CEFAGE University of Évora, Evora, Department of Accounting, Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit (BRU-IUL), Lisbon