First semester - Year 1 - Universitat Rovira i Virgili (Tarragona, Spain)

Adaptation to tourism (3 ECTS)

• Understanding tourism: definitions and concepts
• Dimensions, determinants, and typologies of tourism activity
• Tourism demand and consumer behaviour
• Tourism supply and value chain
• Tourism policy and planning
• The changing nature of global tourism
• Major challenges for tourism destinations
• Destination evolution, complexity, and adaptation

Adaptation to Economics and Marketing (3 ECTS)

• A Marketing Life: the pervasive role of marketing in contemporary life, its influence and impact
• Design and Pitch a New Brand
• The Marketing Process in Action: development of a marketing plan

Adaptation to geography (3 ECTS)

• Introduction to the Geographical Study of Viticulture, Wine Production and Wine Tourism
• Climate, Grapes and Wine
• The Spatial Impacts of climate change on viticulture around the world
• Sustainable development in wine-growing rural regions: wine tourism as a diversification strategy.
• Practical seminars on Cartography
• Field trip to Terra Alta

Adaptation to oenology (3 ECTS)

• Grape maturity, composition and maturity controls
• Botrytis cinerea: influence on wine composition and quality. Grey rot. Oenological consequences and detection methods in the cellar
• Wine Fermentations: alcoholic and malolactic fermentations and wine microbiology. Yeats diversity.
• Sulfites in winemaking
• White, red and rosé winemaking
• Introduction to wine tasting

Adaptation to practical winemaking (3 ECTS)

• Practical sessions: 25 hours harvest & winemaking in the winery of the Faculty Oenology at URV.
• Common operations in all vinifications.
• White, rose and red wine fermentation.
• Stabilization and bottling.

Compulsory courses (24 ECTS)

CONTENTS

Wine tourism sustainable planning and development (6 ECTS)

• Introductory module
• Sustainability challenges in Tourism destinations’ planning and development 
• Trends in sustainable wine tourism development.
• The sustainable tourism development of wine regions: key factors, conditions and issues
• Wine tourism destination governance models: Experiences in public/private partnerships  
• Managing experience and quality in wine tourism planning: Concepts, models and best practices. 

Wine tourism marketing (6 ECTS)

• Fundamentals of Tourism marketing: basic concepts of tourism marketing, tourism market segmentation, tourist consumer behaviour and tourist experience
• Communication Elements in Tourism Marketing: communication tools and techniques, digital and offline communication, and creative content and storytelling
• Tourism Destination Marketing: importance of tour pperators, destination image management and tourism marketing plans for destinations.
• International Wine Marketing: international wine markets, export and distribution strategies, international promotion and communication, global trends in wine consumption, and the role of quality certifications in wine marketing.
• Wine Marketing and Wine Tourism in the Winery: development and management, branding and positioning, promotion and communication of the winery, events and experiences, and direct marketing strategies

• Case Study Learning: real case studies and field trips

Wine heritage I: history and territories (3 ECTS)

• Historical roots of wine production
• The landscapes of wine: geography of vineyards around the world
• Introduction to Ancient, Old and New wine worlds
• Introduction to EU's Appellation of Origin System
• Spanish wine appellations: coastal Mediterranean climate, continental and Athlantic influence
• Wine and health

Wine tourism heritage experience design and interpretation tools (3 ECTS)

• Experience design and Immersion
• Enchantment and Storytelling
• Community and co-creation
• Interpretation tools: guiding, exhibitions, interpretive panels, VR, AR, XR, gaming

Sparkling wine production (6 ECTS)

• Introduction to tasting. Sparkling wines tasting. Singular aspects, CO₂ as a sensory vector
• History and classification of sparkling wines
• Legalities. Statistics
• Viticulture for sparkling wines
• Microbiology of the process
• Bottle fermented methods: traditional method, transfer and single fermentation method
• Historical regions: Champagne and Prosecco.
• Tank fermented sparkling wines: Asti Spumanti, Proseco, Lambrusco