Motivation and interests of tourists are determining the development of
new products and destinations, which meet the new demands of travelers. In this
paper, we present a study on wine tourism, in particular the denomination of origin
of Jerez-Xérès-Sherry in the Jerez area, where the bodegas (wineries) on the wine
route receive around 500,000 visitors annually. We also present the field study
results of a survey conducted in the wineries about tourists’ motivation and
perception concerning their experiences at the winery. The visitors were segmented
according to the countries with the longest tradition of visiting the area, that is
tourists from Spain, Germany, the Netherlands, the United Kingdom, the United
States, and from other countries. The main results of this research show the high
grade of satisfaction of tourists regarding the winery visited, and also the
interrelationship between wine, local cuisine, and the growing interest of travelers
for everything related to wine culture.