Terroir 2016 banner
IVES 9 IVES Conference Series 9 The role of terroir in tourism led amenity migration: contrasting effects in Tuscany and the Okanagan valley of British Columbia

The role of terroir in tourism led amenity migration: contrasting effects in Tuscany and the Okanagan valley of British Columbia


Definitions of terroir elude consistent agreement. As defined geographical space the common denominators of its conceptualization include natural and cultural elements of life, work, and lifestyle that have become idealized, even fetishized worldwide. It seems the ideal terroir for wine production is also an idealized lifestyle location. A very high quality of life is associated with the landscape of the wine terroir, hence, visiting a winery, running a winery and living in the vicinity of a winery has become valued among amenity seeking tourists often followed by amenity migrants.

This broad scale investigation uses the theoretical framework of evolutionary economic geography to examine the process and effects of tourism led amenity migration in Tuscany, Italy and the Okanagan Valley of British Columbia, Canada. Tuscany and the Okanagan are examples of old and new worlds of wine production where wine tourism and amenity migration have taken on common qualities with often differing results. Evolutionary histories of the wine and tourism industries in Tuscany and the Okanagan are laid out alongside the process of lifestyle or amenity migration that have emerged. Key motivators that facilitate tourism led, wine based migrations are theorized to illustrate temporal and spatial patterns of tourism and migration. The amenities of the wine terroir integrate natural, cultural and lifestyle characteristics associated with the rural countryside in general. The process of change from wine led tourism to migration appears imbedded in a class attachment to the romanticized social construction of wine production. However, the effects of wine based amenity migrations are deeply localized and appear driven by local innovations and innovators, the transition and specialization of local institutions and the presence or absence of windows of opportunity created by cultural and economic transformations.


Publication date: June 23, 2020

Issue: Terroir 2016

Type: Article


Donna Senese (1), Filippo Randelli (2), John S. Hull (3)

(1) University of British Columbia, 252-Arts 1147 Research Road, Kelowna British Columbia Canada V1V 1V7
(2) Universita` degli Studi Firenze, Dipartimento di Scienze per l’Economia e l’Impresa, 950127 Firenze, Italia
(3) Thompson Rivers University, Faculty of Adventure, Culinary Arts and Tourism, 900 McGill Road, Kamloops, British Columbia Canada V2COC8

Contact the author


terroir, amenity migration, wine tourism, Tuscany, Okanagan


IVES Conference Series | Terroir 2016


Related articles…

Un Système d’Informations à Références Spatiales sur le Vignoble. Un outil performant d’aide aux recherches sur la caractérisation des terroirs viticoles

The “Terroirs d’Anjou” project led by the Agronomy sector of the Vine and Wine Research Unit of the INRA center in Angers aims to characterize the viticultural terroirs in a study area which includes 29 municipalities in the Maine et Loire and cuts across the Anjou, Coteaux du layon and Coteaux de l’Aubance appellation areas.

Use of ultrasounds to accelerate aging on lees of red wines

Aging on lees (AOL) is a powerful technique to protect varietal aroma and color. Simultaneously, helps to soften tannins and increase and improve wine body and structure. AOL is complementary to barrel aging modulating the wood impact and protecting wine from oxidative conditions.

Non-linear unmixing as an innovative tool to detect vine diseases in UAVs, airborned and satellite images: preliminary results

Vine diseases have a strong impact on vineyards sustainability, which in turns leads to strong economic consequences. Among those diseases, Flavescence dorée spreads quickly and is incurable, which led in France to the setup of a mandatory pest control implying the systematic use of pesticides and the prospection and uprooting of every infected plants. Remote sensing could be a very powerful tool to optimize prospection as it allows to produce quickly accurate maps over large areas. Recent studies have shown that high spatial resolution (10cm/pixel) multispectral images acquired from UAVs allow to map Flavescence dorée in vineyards using leaves discolorations [e.g. Albetis et al., Remote Sensing, 2017].

The history of the first demarkated wine region of the world – the Tokaj wine region

The optimal climatic conditions of the region were proved in 1867, when a leaf-print of Vitis tokaiensis was found in a stone from miocen age (13 million years ago).

Wine lees: characterization and valorization by kombucha fermentation

Winemaking generates various types of residues (vine shoots, stalks, pomace, wine lees and filtration cakes) which can have a notable environmental and economic impact. Wine by-products are rich in bioactive compounds and therefore their valorization can be beneficial on different levels.