Sustainability and wine tourism in emerging wine-producing regions: a multidimensional analysis of wineries in the Vales da Uva Goethe, SC

Authors

DOI:

https://doi.org/10.5007/2175-8077.2026.e102183

Keywords:

Wine tourism, Sustainability indicators, Sustainable tourism, Viticulture, Geographical Indication

Abstract

Objective: To analyze environmental, economic, and social sustainability practices in wineries with an Indication of Provenance and their potential to foster sustainable wine tourism in the Vales da Uva Goethe (Urussanga, SC), relating sustainability indicators to territorial competitiveness in emerging regions.

Methodology/approach: A descriptive, quantitative study conducted with four wineries belonging to the ProGoethe Association. Data were collected through a structured instrument adapted from the Corporate Sustainability Grid, applied to managers. Sustainability was quantitatively measured using a Likert scale across the environmental, economic, and social dimensions of the analyzed organizations.

Originality/relevance: The study integrates three-dimensional sustainability, wine tourism, and Geographical Indication in an emerging wine-producing  region in southern Brazil. Unlike consolidated European contexts, it examines how small wineries use sustainability as a competitive strategy, highlighting gaps between discourse and practice. It stands out for applying  the Corporate Sustainability Grid in a territory still underexplored in the literature.

Main results: The findings  indicate that managers demonstrate a low perception of the effectiveness of sustainability indicators in fostering wine tourism, as the adopted practices do not generate concrete improvement actions in sustainability  dimensions in the medium and long term.

Theoretical contributions: The study expands the theoretical body  of knowledge regarding the interconnection between viticulture, wine tourism, and sustainability.

Contributions to management: The data and information on the sector’s reality, geographic location, and activities  developed, among others, may serve as parameters for understanding, analyzing, and implementing public and private initiatives related to the addressed themes.

Author Biographies

Volmar Madeira, Universidade do Extremo Sul Catarinense

Bachelor's degree in Business Administration from the University of Southern Santa Catarina (1995) and Electrical Engineering from the Federal University of Rio Grande do Sul (1990). Holds a postgraduate degree in Economic and Production Engineering and Business Management. Master's degree in Environmental Sciences, with a focus on Society, Environment, and Development. Currently serves as the Coordinator of the Management and Business Programs and is a Professor of courses such as Business Plans, Human Resource Planning, Organizational Culture and Climate, Endomarketing, Climate Management, Entrepreneurship, Service Management, Retail and Service Management, Competitiveness and Organizational Strategies, Strategic Planning, Operations Research, and Financial Mathematics at the University of Southern Santa Catarina. Actively participates in Extension Projects focused on the management of micro and small enterprises, human development, business and corporate training, entrepreneurship, and employability. Has extensive experience in the field of Administration, with a focus on innovation, entrepreneurship, competitiveness, business incubation, and logistics.

Jairo José Zocche, Universidade do Extremo Sul Catarinense

Graduated in Biological Sciences from the University of the Extreme South of Santa Catarina (UNESC/1984), with a Master's degree in Ecology from the PPG-ECO at the Federal University of Rio Grande do Sul (UFRGS/1989), a Ph.D. in Sciences from the PPG-BOTANY at UFRGS (2002), and a Post-Doctorate in Conservation Biology of Cinclodes pabsti Sick, 1969 (Furnariidae) from the Zoology Department of the São Paulo State University Júlio de Mesquita Filho (UNESP/2011). Currently, he is a Full Professor at the University of the Extreme South of Santa Catarina, a Professor in the Graduate Program in Environmental Sciences at UNESC, and the Coordinator of the Laboratory of Landscape Ecology and Vertebrates at UNESC. He is also a senior bird bander accredited by the SNA/CEMAVE. He conducts research in Landscape Ecology and Vertebrates (with an emphasis on herpetology, ornithology, and mastozoology), Ecology and management of altered ecosystems (focusing on heavy metals in soil, plants, and animals in coal mining areas), Territorial Management, and Landscape Archaeology.

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Published

2026-09-15

How to Cite

Madeira, V., & Zocche, J. J. (2026). Sustainability and wine tourism in emerging wine-producing regions: a multidimensional analysis of wineries in the Vales da Uva Goethe, SC. Revista De Ciências Da Administração, 28(68), 1–25. https://doi.org/10.5007/2175-8077.2026.e102183

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Vol. 28 No. 68 (2026): Revista de Ciências da Administração

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