Study of the consumption of local wines in the municipality of Villa de Leyva and its relationship with tourist activity: Estudio del consumo de vinos locales en el municipio de Villa de Leyva y su relación con la actividad turística

Abstract

The vineyards of Ain Karim and Umaña Dajud in the municipality of Villa de Leyva are representatives of a current market and with prospects for expansion for winemaking in Colombia whose origin is late and Little progress. The purpose of the present study is to carry out a diagnosis of the Ain Karim and Umaña Dajud vineyards based on preferences in restaurants and wine tourism activities. This research is descriptive in nature because it measures information on the variables that are the subjects of analysis obtained from interviews with vineyard managers, surveys of tourist restaurants and observation from check list. Tourism, more than an alternative consumption of the harvest of these vineyards, has become its main market compared to the supply of imported wines, this due to its tasting proposal on the tours offered, which allows its recognition and purchase. Faced with this success, low consumption in turn coexists in local tourist restaurants, hindering its proper consolidation and requiring the development of commercial strategies.