Organizational capacities and tourism resilience in post-COVID-19 pandemic times. The case of wine tourism companies in the state of Guanajuato, Mexico.

The impact on the different economic sectors such as tourism and especially wine tourism requires strategies that allow it to face current market conditions and thus resume, continue or expand its economic activity. This research aims to observe one of the factors of tourism resilience, such as the organizational capacity of wine tourism companies, which allows them to ensure their economic activity effectively in their market. The purpose of this communication is to present a research protocol that aims to generate useful information on the situation of wine tourism companies in the state of Guanajuato, Mexico, so that those who make decisions about the future in this area can generate strategies to meet the needs of an increasingly growing and competitive market. With the results of this study, it is sought to contribute to the solution of the problems derived from the negative impacts of the pandemic, in the face of economic activities in Mexico, specifically those of cultural tourism and wine tourism. The World Tourism Organization defines wine tourism as a subtype of gastronomic tourism, referring to tourism motivated by the visit of vineyards and wineries, as well as tasting, consuming and/or buying wine, commonly this is done in the place where it is produced. the wine or in its vicinity. Wine tourism is a very important economic activity for Mexico and with an upward trend due to the consumption of Mexican wines, the opening of new wine tourism companies and the increasing acceptance of related experiences. What is exhibited in this communication is a qualitative research and the method to use will be the case study. The data collection technique will be the structured interview and non-participant observation. The data analysis will be through the Atlas.ti software.