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This research aims to explore the influence of the wine tourism development on the sustainable competitive advantage of Spanish wineries as well as the role of employee well-being and organizational commitment on this main relationship.

This research formulates a theoretical model and then examines it through structural equation modeling. The analysis is based on data collected from 196 wineries in Spain, compiled during the period from September 2022 to January 2023.

The results of this study show a positive and significant effect between the wine tourism development and the sustainable competitive advantage of wineries in Spain as well as the mediating role of employee well-being and organizational commitment in this main connection.

Based on the study’s findings, winery managers are advised to develop wine tourism strategies that include guided tours emphasizing sustainability, curated food and wine experiences, cultural activities and specialized employee training programs to improve service quality, strengthen organizational commitment, and eventually achieve a sustainable competitive advantage.

The distinctiveness of this research stems from various key aspects: first, it enhances insight into the benefits linked to the wine tourism research field; second, this is the inaugural study to explore wine tourism development as a driving force for sustainable competitive advantage within Spanish wineries and; third, prior studies have not concurrently examined the functions of employee well-being and organizational commitment in mediating the connection between wine tourism development and the wineries’ sustainable competitive advantage.