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The purpose of this paper is to apply PROMETHEE II, a multicriteria decision-making method, to evaluate wineries, aiming to support the tourist’s decision regarding an online recommendation system on which wineries to prioritise visiting.

This study was divided into four phases: literature review, which aimed to identify a list of criteria related to the quality of services offered by wineries in specialised literature; validation of the categories and criteria with specialists in the field of wine tourism using a questionnaire with questions based on the stage of the research; multicriteria evaluation of wineries using PROMETHEE II method which was adjusted to the model through a pre-test with ten specialist professionals from different states (Rio Grande do Sul, Santa Catarina, Paraná, São Paulo and Pernambuco); and validation of the model with one decision-maker representing each winery in Rio Grande do Sul, Brazil, and a decision-making expert who is familiar with all the wineries.

These findings reveal various scenarios based on different criteria that wine tourists may consider, with emphasis on the terroir of the region, extensive tasting, picnics in the vineyards and improvement in the development of wine tourism with a night harvest. The core of wine tourism services is based on 12 dimensions: waiting for the service, ease of purchase, opening hours, price, winery landscape, variety of products, local cuisine, quality of tasted products, access to the winery, tourist facilities, sustainable products and hygiene installation.

This research contributes to the literature by demonstrating the applicability of multicriteria tools to solve wine tourism services based on the tourist perspective of the service. Still, this paper proposes that it be applied to other case studies.

This paper aims to propose a multicriteria model for the evaluation of tourist service quality in Brazilian wineries from a tourism perspective.

The model is comprising two phases: structure of the problem and application of the method. First, the selection of wineries in a given region, the identification of decision-makers that will perform the evaluation according to a set of 19 criteria based on the Tourqual protocol and the construction of the evaluation matrix in the next phase. Then, the analytic hierarchy process (AHP) method is applied and a rank of wineries is provided.

The model is applied to evaluate the seven most important wineries in South Brazil and the results provided by the AHP method, considering the categories of Tourqual protocol, are consistent with the opinion of specialists in wine tourism.

The model needs to be applied to other case studies to evaluate the consistency of the results and their acceptability by the tourism sector.

The model has the potential to be applied as a formal tool for evaluation of wineries, support decision-making processes in different wine tourism management structures: private wine and tourism organizations; public managers of tourism activity and managers of governance structures.

This paper presents a novel AHP-based model for evaluation of service quality in the winery’s tourism domain, an empirical application of the model for evaluation of wineries in one of the most important regions that produce grapes and wine in South America.

The significance of event tourism in destination development underscores the importance of assessing the quality of events and their sustainability for competitiveness. This study investigates tourists’ perceptions of service quality and sustainability at the “Biggest São João in the World” event in 2023. Employing a quantitative approach, we conducted field research using questionnaires based on the Tourqual model, integrating sustainability indicators to address environmental impacts associated with such events. Data collection took place between June and July 2023, with a non-probabilistic convenience sample of 709 visitors. Descriptive statistics were applied to the 2022 survey data (397 respondents), on the 2023 data (709 respondents). Results reveal that the event’s diverse activities received the highest average rating at 4.03, while the use of sustainable transport during the event garnered the lowest rating at 1.93. This emphasizes the need for event organizers to implement continuous improvement plans, focusing particularly on areas with critical evaluations to enhance visitor satisfaction. This study’s originality and innovative approach contribute valuable insights for event managers and researchers and promote both local development and environmental awareness.

Our research aims to understand how coopetition can create barriers to tourism by focussing on the collective interests that seek to preserve the identity of a geographical indication (GI). We conducted a qualitative longitudinal study that analyses a Brazilian wine industry, specifically the Vale dos Vinhedos (a GI region in Southern Brazil), because it provides examples of leveraging coopetition to develop the area. The study was conducted over 10 years (2012–2022), collecting primary data from representatives of the Brazilian wine industry in 36 semi-structured interviews. Interviewees emphasised how the Vale dos Vinhedos vocation is founded on natural beauty and tranquillity, aiming to preserve aspects that value wine culture. The study found that wineries and formal institution agents established a coopetition strategy to stop uncontrolled expansion in real-estate development, blocking the entry of new ventures such as hotels and timeshares that could distort the region's character. Consequently, coopetition does not merely hinder the progression of tourism to real estate ventures; instead, it functions as an informal, and occasionally a formal, regulatory mechanism. While initially perceived as a drawback, upon examining the social, cultural, and economic advantages, this phenomenon emerges as a market control strategy that enhances the region.

This concluding chapter examines the footprint of coopetition within the tourism domain, drawing upon existing literature to present a comprehensive overview of its evolution to date. To achieve this, the authors conducted a literature review of 94 articles published on coopetition in tourism and hospitality, sourced from esteemed databases such as Scopus and Web of Science. Each article was meticulously categorised based on its thematic focus, geographical scope and the sample of respondents employed to elucidate the dynamics of coopetition. The findings underscore the concerted efforts of researchers to delineate the contours of coopetition within the tourism and hospitality sectors. Through diverse lenses and methodologies, these studies collectively contribute to the burgeoning discourse surrounding coopetition, illuminating its multifaceted implications and applications in different contexts. This chapter presents a systematic analysis that serves as a testament to the growing momentum behind the coopetition paradigm in tourism. It shows how researchers on coopetition are paving the road towards the coopetition paradigm in tourism and hospitality.