The Role of Landscape in the Representation of Portuguese Wine Producing Regions

This chapter analyzes the landscape role in the promotion of wine and tourism of the five most emblematic Portuguese winegrowing regions. The use of landscape in promotional images strengthens the regional identity, becoming a value-added component for wine marketing and tourism destination. Both have great significance in enhancing the growth of winegrowing regions. The global economy and mechanization of viticulture operations tend to simplify and specialize land-use vine parcels, particularly in areas of sustainable large wine production, according to European Union rules. This research implemented an innovative and integrative approach that represents and focuses on the promotional features of producers, tourism, and their official bodies. Selected images were sorted into landscape, trademark, and tourism categories, and evaluated via Cohen’s textual model, followed by a multiple correspondence factorial analysis. The results showed a hierarchy of categories and variables consistent with their expression in promotional features.