Serra, Elisabete MagalhãesVieira, José M. CarvalhoSpawton, Tony2010-07Serra , E M , Vieira , J M C & Spawton , T 2010 , ' Determinants of portuguese wine & enotourism consumer behaviour ' , Default journal .1646-3730This study tries to understand what needs to be done to improve value perceptions and wine usage (1) Change the Portuguese wine and enotourism industry profile to adjust to huge competitive marketplace because it is still production-based; more sales than marketing oriented and the market data are less important then production and sales ones; (2) Enhance strongly the relationship between the wine and enotourism company and final consumers by “management synergies”; high “innovativeness to market” ;“marketing research” and by an effective brand strategy. In this line, this paper provides an overview about strategic factors that determine the Portuguese wine and enotourism decision making process. The results of this research enable the essential features of a consumer profile of purchase and consumption to be obtained with respect to: (1) the structure of attributes - intrinsic and extrinsic - that Portuguese still wine consumers best recognise and value in determining its quality, (2) the motivational structures that encourage and guide them in their decision making process when purchasing and consuming wine and enotourism services, (3) the anticipated effect of interaction between different situations of consumption with different price bands.application/pdfengopenAccessTURISMOENOLOGIAENOTURISMOTURISMOS DE NICHOPORTUGALCOMPORTAMENTO DOS CONSUMIDORESVINHOSESTUDOS DE CASOMARKETINGCONSUMER BEHAVIOURPORTUGALTOURISMOENOLOGYNICHE TOURISMWINESCASE STUDIESMARKETINGOENOTOURISMarticle