The Sustainability of the Territory and Tourism Diversification: A Comparative Analysis of the Profile of the Traditional and the Oenologic Tourist Through the Future Route of Wine in Malaga^*

Abstract: Tourism diversification is a necessity for traditionally mature destinations within the sun and beach model. The choice in our research of the wine routes has allowed us to know the demographic profile of the Oenotourist in the case of Malaga (Spain). The main contribution lies in the comparison that has been made with tourists visiting Malaga for other motivations/reasons. The applied methodology has been a survey, whose sample reached 610 individuals (406 and 204 tourists). The results show/give interesting differences between the Oenotourists and the rest of the visitors. Observing the common points and differences contributes to a line of research, which can be applied to other destinations, facilitating decision-making and strategic approaches, which seek new formulas for economic growth, through a well-structured tourism sector, respect for the environment and sustainability.

Key words: sustainability; tourism and wine routes; tourist profiles; Malaga destination; survey research

         JEL codes: B5, F63, Q56, R58, Z32