Winescape perception and big data analysis: An assessment through socialmedia photographs in the Chianti Classico region

Quantifying and mapping the relevant landscape attributes of winescape is difficult due to both the complex identity characterization of the placesand the multidimensionality of the pursued perceptive experience on the emotional level. Although the quality of the rural landscape is recognized asan essential element of winescape, in the literature there are no methodological and applicative studies on the identification of the most significantcharacteristics of a wine region that are fundamental attributes in the preferences of visitors. The aim of the work is to propose a methodology to linkthe environmental and cultural landscape characteristics of the territory with the concept of winescape to improve the image of wine tourism adoptinga systematic approach for territorial branding starting from the analysis of the visitors’preferences. The analysis is conducted through thegeographical information data shared on the social media Flickr. Different methods of analysis are applied in an integrated way to: a) analyze the demand for winescape in its different dimensions; b) identify the territorial variables that are part of the winescape supply; c) build a spatial relationship model between winescape demand and supply to quantify the territorial suitability and provide useful information forrural development strategies.