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.

References

Almeida, D., Massuça, J., Fialho, A., & Dionísio, A. (2023). Sustainable wine tourism as a diversification strategy: A different approach in a rural cooperative. The CASE Journal, 19(2), 204–231. https://doi.org/10.1108/TCJ-02-2022-0039

Arcari, S. G. (2021). Origem e trajetória da uva Goethe. In E. Della Bruna (Org.), Manual de produção da uva Goethe (pp. 15–17). Epagri. https://publicacoes.epagri.sc.gov.br/SP/article/view/1192

Arruda, P. R. L. (2021). Indicação geográfica como promotora do desenvolvimento territorial sustentável: os casos da região dos Vales da Uva Goethe e banana da região de Corupá [Trabalho de conclusão de curso, PROFNIT]. Repositório PROFNIT. https://profnit.org.br/wp-content/uploads/2022/07/PAULO-ROBERTO-LISBOA-ARRUDA_TCC.pdf

Bramwell, B., & Lane, B. (2011). Critical research on the governance of tourism and sustainability. Journal of Sustainable Tourism, 19(4–5), 411–421. https://doi.org/10.1080/09669582.2011.580586

Brasil. Ministério da Agricultura, Pecuária e Abastecimento. (2019). Guia das indicações geográficas: conceitos. Ministério da Economia. https://www.gov.br/agricultura/pt-br/assuntos/sustentabilidade/indicacao-geografica/arquivos-publicacoes-ig/guia-das-igs-conceitos/view

Carrà, G., Mariani, M., Radić, I., & Peri, I. (2016). Participatory strategy analysis: The case of wine tourism business. Agriculture and Agricultural Science Procedia, 8, 706–712. https://doi.org/10.1016/j.aaspro.2016.02.050

Cittadin, A., & Rosa, F. S. (2022). Práticas de sustentabilidade adotadas pelas vitivinícolas dos Vales da Uva Goethe em Santa Catarina. Revista de Administração, Contabilidade e Sustentabilidade, 12(1). https://doi.org/10.18696/reunir.v12i1.1058

Data Sebrae. (2023). Indicações Geográficas brasileiras – IG Vales da Uva Goethe. https://datasebrae.com.br/ig-vales-da-uva-goethe/

Della Bruna, E., Arcari, S. G., & Petry, H. B. (2016). A videira Goethe e seus clones nos Vales da Uva Goethe. Revista Agropecuária Catarinense, 29(2). https://doi.org/10.52945/rac.v29i2.68

Dinya, L. (2023). Sustainable wine tourism in a non-sustainable world. Ecocycles, 9(2), 78–87. https://doi.org/10.19040/ecocycles.v9i2.299

Felisberto, Z., Cittadin, A., & Pandini, T. O. (2017). A gestão de custos nas vinícolas integrantes da indicação de procedência 'Vales da Uva Goethe'. Ediunesc. https://doi.org/10.18616/pidi04

Hojman, D. E., & Hunter-Jones, P. (2012). Wine tourism: Chilean wine regions and routes. Journal of Business Research, 65(1). https://doi.org/10.1016/j.jbusres.2011.07.009

Instituto Brasileiro de Geografia e Estatística. (2024). Urussanga. https://cidades.ibge.gov.br/brasil/sc/urussanga/panorama

Ladwig, N. I., Sorato, A., Conto, D. de, & Cittadin, A. P. (2021). A delimitação político-administrativa dos bairros do município de Urussanga, Santa Catarina, Brasil. Tecnologia e Ambiente, 27, 19–33. https://doi.org/10.18616/ta.v27i0.6767

Leston, B. da R. (2020). Sustentabilidade ambiental e econômica em hotéis de Caxias do Sul – RS [Dissertação de mestrado, Universidade de Caxias do Sul]. Repositório UCS. https://repositorio.ucs.br/server/api/core/bitstreams/3d05fd7a-4f2c-4daa-ab21-aeb6f156b40d/content

Madeira, V. (2023). Vinícolas dos Vales da Uva Goethe no município de Urussanga, SC: sustentabilidade como oportunidade de negócio no enoturismo [Trabalho de conclusão de curso, Universidade do Extremo Sul Catarinense]. Repositório Unesc. https://repositorio.unesc.net/bitstream/1/11705/1/Volmar%20Madeira.pdf

Maciel, S. M., Malgarim, M. B., Jacobs, S. A., Martins, H. C. G. B., Jacobs, B., Alves, G. B., & Kirinus, M. B. M. (2023). Cobertura do solo e o impacto de suas cores em uvas Tannat. Research, Society and Development, 12(1), e3512139136. https://doi.org/10.33448/rsd-v12i1.39136

Mattia, A. A., & Scortegagna, L. (2018). Sustentabilidade e território turístico do Vale dos Vinhedos (RS/Brasil). Revista Turydes: Turismo y Desarrollo, 11(25). https://revistaturydes.com/index.php/turydes/article/view/1415

Mecca, M. S., Oliveira, F. M., Witt, A. C. V., & Velho, F. D. (2023). Sustentabilidade e ESG (environmental, social and governance): Estudo das operações turísticas de uma pousada na Serra Gaúcha. Turismo: Visão e Ação, 25(3), 425–444. https://doi.org/10.14210/rtva.v25n3.p425-444

Medeiros, M. L., Vieira, A. C. P., & Silva, H. V. S. (2022). Turismo & pandemia: o repensar do turismo nos Vales da Uva Goethe (SC). Diálogo com a Economia Criativa, 7(19). https://doi.org/10.22398/2525-2828.71946-64

Mihalic, T. (2016). Sustainable-responsible tourism discourse – Towards 'responsustable' tourism. Journal of Cleaner Production, 111, 461–470. https://doi.org/10.1016/j.jclepro.2014.12.062

Nave, A. C. P., & Paço, A. A. (2017). Wine tourism and sustainability – a case study. Sustainability, 9(1), 113. https://doi.org/10.3390/su9010113

Nogueira, D. R. C. (2022). Turismo e Agenda 2030: sistema de indicadores alinhados aos objetivos de desenvolvimento sustentável para avaliar o turismo local [Dissertação de mestrado, Universidade Federal do Amazonas]. https://tede.ufam.edu.br/bitstream/tede/8679/8/Disserta%c3%a7%c3%a3o_DeborahNogueira_PPGCASA.pdf

Organização Mundial do Turismo. (1998). Guide for local authorities on developing sustainable tourism. World Tourism Organization. https://digitallibrary.un.org/record/1492762

Organização das Nações Unidas Brasil. (2015). 8 – Trabalho decente e crescimento econômico. Objetivos de Desenvolvimento Sustentável. https://brasil.un.org/pt-br/sdgs/8

Portal do Turismo de Urussanga. (2022). Urussanga. https://turismo.urussanga.sc.gov.br/pagina-296-2/

Portal Embrapa. (2021). Indicações Geográficas de Vinhos do Brasil - IP Vales da Uva Goethe. https://www.embrapa.br/uva-e-vinho/indicacoes-geograficas-de-vinhos-do-brasil/ig-registrada/ip-vales-da-uva-goethe

Rauta, J., Fagundes, J. R., & Sehnem, S. (2014). Gestão ambiental a partir da produção biodinâmica: uma alternativa à sustentabilidade em uma vinícola catarinense. Revista de Gestão Ambiental e Sustentabilidade, 3(3), 135–154. https://doi.org/10.5585/geas.v3i3.156

Réus, V. M., Zilli, J. C., & Vieira, A. C. P. (2016). Sustentabilidade na produção artesanal de vinho nos Vales da Uva Goethe – Santa Catarina. Revista NECAT, 5(10). http://incubadora.periodicos.ufsc.br/index.php/necat/article/view/4473

Schuck, M. R., Moreira, F. M., Voltolini, M. P. G., Grando, M. S., & Silva, A. L. (2010). Identificação molecular da uva Goethe de Urussanga – SC por marcadores microssatélites. Revista Brasileira de Fruticultura, 32(3), 825–831. https://doi.org/10.1590/S0100-29452010005000093

Sebrae – Serviço Brasileiro de Apoio às Micro e Pequenas Empresas. (2016). Indicações geográficas brasileiras: vinho (2. ed.). Sebrae; INPI. https://www.gov.br/inpi/pt-br/backup/arquivos/catalogo_IG_vinho.pdf

Silva Júnior, S. D., & Costa, F. J. (2014). Mensuração e escalas de verificação: uma análise comparativa das escalas de Likert e Phrase Completion. In Anais do XVII SEMEAD – Seminários em Administração. FEA-USP. https://revistapmkt.com.br/wp-content/uploads/2022/01/1_Mensuracao-e-Escalas-de-Verificacao-uma-Analise-Comparativa-das-Escalas-de-Likert-e-Phrase-Completion-1.pdf

Sônego, M., Back, A. J., Della Bruna, E., & Arcari, S. G. (2022). Alteração no regime de chuvas durante o ciclo de produção da uva nos Vales da Uva Goethe. FRUSUL – Simpósio de Fruticultura da Região Sul, 3(1). https://portaleventos.uffs.edu.br/index.php/FRUSUL/article/view/16290

Trigo, A., & Silva, P. (2022). Sustainable development directions for wine tourism in Douro Wine Region, Portugal. Sustainability, 14(3), 3949. https://doi.org/10.3390/su14073949

Velloso, C. Q. (2008). Indicação geográfica e desenvolvimento territorial sustentável: a atuação dos atores sociais nas dinâmicas de desenvolvimento territorial a partir da ligação do produto ao território – um estudo de caso em Urussanga, SC [Dissertação de mestrado, Universidade Federal de Santa Catarina]. Repositório Institucional UFSC. https://necat.paginas.ufsc.br/files/2011/10/Carolina-Quiumento-Velloso.pdf

Vieira, A. C., Garcia, J. R., & Bruch, K. L. (2015). Análise exploratória dos potenciais efeitos das mudanças climáticas nos Vales da Uva Goethe. Ambiente & Sociedade, 18(3). https://doi.org/10.1590/1809-4422ASOC885V1832015

Wurz, D. A., Allebrandt, R., Novak, R., Marcon Filho, J. L., Paviani, G., Cidral, T. A., & Brighenti, A. F. (2018). Diagnóstico do enoturismo nos Vales da Uva Goethe – Santa Catarina. Revista Científica Rural, 20(2). https://doi.org/10.30945/rcr-v20i2.294

Yin, R. K. (2015). Estudo de caso: planejamento e métodos (5. ed.). Bookman.

Zanatta, V. P., Feltrin, R. J., & Almeida, H. J. F. (2021). Indicações geográficas da uva Goethe trouxe benefícios para a região? Um olhar das empresas quase 10 anos após o reconhecimento do produto como IG. Revista Estudo & Debate, 28(2). https://doi.org/10.22410/issn.1983-036X.v28i2a2021.2696

Downloads

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

Issue

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

Section

Articles

License

Copyright (c) 2026 Volmar Madeira, Jairo José Zocche

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

The author must ensure:

  • that there is complete consensus among all co-authors to approve the final version of the paper and its submission for publication.
  • that their work is original, and if the work and/or words of others have been used, these have been duly acknowledged.

Plagiarism in all its forms constitutes unethical publishing behavior and is unacceptable. RCA reserves the right to use software or any other methods of plagiarism detection.

All submissions received for evaluation in the RCA journal are screened for plagiarism and self-plagiarism. Plagiarism identified in manuscripts during the evaluation process will result in the submission being archived. In the event of plagiarism being identified in a manuscript published in the journal, the Editor-in-Chief will conduct a preliminary investigation and, if necessary, retract it.

Authors grant RCA exclusive rights of first publication, with the work simultaneously licensed under the Creative Commons (CC BY) 4.0 International License.

Authors are authorized to enter into separate, additional contractual arrangements for the non-exclusive distribution of the version of the work published in this journal (e.g., publishing in an institutional repository, on a personal website, publishing a translation, or as a chapter in a book), with an acknowledgement of its authorship and initial publication in this journal.

This license grants any user the right to:

Share – copy, download, print, or redistribute the material in any medium or format.

Adapt – remix, transform, and build upon the material for any purpose, even commercially.

According to the following terms:

Attribution – You must give appropriate credit (cite and reference), provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.

No additional restrictions – You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.

Similar Articles

1 2 3 4 5 6 7 8 9 10 > >> 

You may also start an advanced similarity search for this article.