The tale of two Italian regions: wine tourism in Marche and Tuscany

Tourism of taste, as it has been defined by Hall et. al. (2003), has found a wide consensus among scholars. Food and wine tourism seems to be profitable and capable to offer business opportunities for small companies and a significant population of local associations, that include 120 wine routes and 546 wine cities and other enogastronomic organizations, is proactively involved in promoting wine and food tourism in Italy. This studi performs an exploratory analysis on two Italian regions, Tuscany and Marche, which produce finest wines, but have a different positioning in Italian wine industry. The research design is based on a wider extensive research carried out between 2009 and 2010 at international level. By using a survey procedure 380 valid questionnaires have been collected and some preliminary results are depicted.