Does Portugal have competitive advantage in wine tourism? An application of Michael Porter's diamond model to the case of wine tourism in Portugal

Abstract

This report aims to verify whether Portugal has national competitive advantage in wine tourism, according to Porter’s Diamond Model. From applying the framework’s four determinants of competitiveness to the Portuguese wine and tourism industries, it can be concluded that the country has the potential to being internationally successful in wine tourism. Moreover, in order to achieve and sustain competitiveness, Portuguese wine tourism businesses should leverage the national wine and tourism’s key attributes of quality, variety and price competitiveness.