Wine tourism: the case of Marchesi di Barolo by Duilio Cortassa

1st World Congress on Wine Tourism and the Law In the meaning of the code, tourism businesses are those carrying out economic activities, organised for the production, marketing, intermediation and management of products, services, including bathing establishments, infrastructures and establishments, including those serving food and beverage services, which are part of local tourism systems, competing in the formation of the tourism offer. Accommodation facilities are divided amongst (a) hotels or similar establishments; b) nonhotel accommodations; (c) outdoor accommodation; (d) accommodation facilities of mere support. In the context of this survey, a clear division between hotels or similar establishments, on the one side, and non-hotel accommodations, on the other side is material. While the first group (Art. 12 of the code) includes (a) hotels; (b) motels; (c) hotel-villages; d) tourist hotel residences; (e) multi-building hotel; (f) period hotel residences; g) bed and breakfasts organised in entrepreneurial form; (h) health residences - beauty farms; i) any other tourist accommodation whose features may be linked to the previous categories; the second one includes (a) room rental facilities; (b) family-run accommodation facilities - bed and breakfast; c) holiday homes; d) furnished accommodation units for tourist use; (e) accommodation facilities – residences; (f) youth hostels; g) accommodation facilities in restaurants; (h) agro-tourism accommodation; (i) rural residences accommodation; (l) guesthouses for tourists; (m) study centres; (n) non-hotel historical residences; (o) hiking huts; (p) mountain huts; (q) any other tourist accommodation whose features may be linked to the previous categories. Whilst mainly non-hotel accommodations are obviously material in the rural world, we shall see below that luxury hôtellerie is by no means unknown in the wine world. Accommodation in the context of agritourist activities are premises in rural buildings managed by farmers within the meaning of the Act No 96 of 20 February 2006, which will be examined in greater detail at the following chapter 5. Different cases, although with some points of contact, are on one side room rental facilities, i.e., rooms located in several furnished flats in the same building, where accommodation and possibly complementary services are offered, and on the other, the “country house”, i.e., an accommodation facility in a rural residence or in a manor house or rural building to be used for sports-recreational activities consisting of rooms with a possible kitchenette, however, where a restaurant shall be open to the public. Finally, a “bed and breakfast” is a family-run accommodation facility managed by private individuals in a non-business form, providing accommodation and breakfast in parts of the same building unit provided they are functionally connected and have shared family spaces. Such a model is clearly not applicable to the agricultural enterprise. Before going into detail on wine tourism, let us recall that Art. 22 of the tourism code provides for national circuits of excellence to support the tourism offer and the Italian system. In order to overcome the fragmentation of the promotion and structuring of the offer in order to promote virtuous circuits, capable of linking the whole of Italy and strategically contributing to the creation of a thematic offer capable of satisfying the multiple needs of domestic and international tourists, national circuits of excellence are created to support Italy's offer and tourist image, corresponding to homogeneous tourist contexts or

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