Motivating Factors in Choosing a Wine Tourism Destination and Its Impact on Territorial Marketing Policies

Assessing the level of tourist satisfaction is essential to understand which policies to adopt by the territory to attract and retain tourists. Thus, the present investigation has as its main objective to identify which factors are considered important by wine tourists and which characterise a certain territory and which may lead to satisfaction and, consequently, to the loyalty of this type of tourist. The study was based on the theory of push and pull motivations, but specifically pull motivations. The methodology was based on the application of a survey to a sample of 185 tourists/visitors who visited the Municipality of S. João da Pesqueira—Douro Region, Portugal. The results show that the factors that most contribute to the satisfaction of the wine tourist are the Reputation of the Region and the Offer of Wine Tourism Activities. Satisfaction, in turn, is a variable that influences loyalty, which can be demonstrated in different ways, that is, through repeating the destination or recommending it.