<abstract xmlns="http://www.w3.org/1999/xhtml">
<p>This article explores the intersection between Frank Gehry’s iconic Hotel Marqués de Riscal (MdR) and the Marques de Riscal winery, investigating their causal relationship with the surge in wine tourism. Using Google Trends data and empirical research, it establishes the influential role of the MdR Hotel in driving positive impacts on the winery and the local economy. Findings highlight: (1) the hotel’s symbolic signaling elevates the winery’s reputation globally, (2) repositioning efforts lead to increased economic returns and profitability, and (3) the transformational MdR Hotel attracts visitors, generating new economic activity and job opportunities in the Rioja region. Insights into the transformative effects of the iconic MdR Hotel on the winery and the local economy are provided.</p>
</abstract>

This article explores the intersection between Frank Gehry’s iconic Hotel Marqués de Riscal (MdR) and the Marques de Riscal winery, investigating their causal relationship with the surge in wine tourism. Using Google Trends data and empirical research, it establishes the influential role of the MdR Hotel in driving positive impacts on the winery and the local economy. Findings highlight: (1) the hotel’s symbolic signaling elevates the winery’s reputation globally, (2) repositioning efforts lead to increased economic returns and profitability, and (3) the transformational MdR Hotel attracts visitors, generating new economic activity and job opportunities in the Rioja region. Insights into the transformative effects of the iconic MdR Hotel on the winery and the local economy are provided.

Iconic Architecture as a Catalyst for Wine Tourism: A Case Study of Marques De Riscal

Msc. Economics & Finance. School of Economics and Business

European Countryside

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

This article explores the intersection between Frank Gehry’s iconic Hotel Marqués de Riscal (MdR) and the Marques de Riscal winery, investigating their causal...

Iconic Architecture as a Catalyst for Wine Tourism: A Case Study of Marques De Riscal

Published Online: Apr 02, 2024

Page range: 168 - 182

Received: Jul 20, 2023

Accepted: Nov 17, 2023

DOI: https://doi.org/10.2478/euco-2024-0010

Keywords
Wine Tourism, Iconic Architecture, Symbolic Repositioning, Rural Development, Economic Impact

© 2024 Beatriz Plaza et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Iconic Architecture as a Catalyst for Wine Tourism: A Case Study of Marques De Riscal

Published Online: Apr 02, 2024

Page range: 168 - 182

Received: Jul 20, 2023

Accepted: Nov 17, 2023

DOI: https://doi.org/10.2478/euco-2024-0010

KeywordsWine Tourism, Iconic Architecture, Symbolic Repositioning, Rural Development, Economic Impact

© 2024 Beatriz Plaza et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
Wine Tourism, Iconic Architecture, Symbolic Repositioning, Rural Development, Economic Impact