456 WINE LAW manage, guide and administrate their activities and collect the profits generated by them. Rural tourism has been defined as the tourist-recreational activity complementary to traditional agricultural activities, mainly developed in rural enterprises, communities and villages, and, as mentioned, managed by the local people who respect the environment and culture. It offers the opportunity to share, live and learn about the customs, activities (productive and cultural) and experiences of the rural environment, while, at the same time, promoting respect and appreciation for the natural and cultural heritage4. Within the vision of the Ethics Code of the World Tourism Organization (UNWTO), “tourism – as an essential activity for the countries and communities of destination – will give particular attention to the specific problems of coastal areas and island territories, as well as fragile rural and mountain areas, where tourism frequently represents one of the few chances of development in front to the decline of the traditionally economical activities”5. Mass tourism is evolving towards new forms: the new tourism and the socalled “postourism”. According to this approach, the request for mass tourism of sun and beach will suffer a noticeably big transformation, given the tendencies favouring changes in consumption and consumer behaviour and spending, mostly related to environmental and climatic aspects6. Contemporary tourism is focused on seeking various elements of wellbeing. II. ENOTOURISM Enotourism is a subtype of gastronomic tourism, which refers to tourism whose motivation is to visit vineyards and wineries, wine tasting sessions, 4 Scalise, J. A., Herramientas técnicas y conceptos claves para el desarrollo del turismo rural, 1st edition, PROSAP, Buenos Aires, 2012. 5 This Argentinian touristic, travel and hospitality institutions listed below, joined UNWTO’s Code of Ethics in Bariloche on 4 December 2014: CAT, AETAV, AOCA, AHT; AHRCC; FEHGRA; FAEVYT; FEDECATUR; CADEA; Cámara Argentina de Centros de Ski y Turismo de Montaña; Cámara Argentina de Tiempo Compartido; Cámara de Hostels; Cámara de Turismo Médico; Destino Argentina, y la Asociación de Centros de Idiomas. The Code emphasises in Corporate Social Responsibility of the providers, the benefit of the people’s development, caring for the natural environment, the integration of the local people in economic and social destinations’ design, providing tourists objective and truthful information, and guaranteeing the fundamental rights of the workers, among others. Complete Code is available in: www.unwto.org/ethics. 6 Fidel, G., Turismo del vino, la experiencia argentina. Universidad Nacional de Cuyo, Mendoza, 2016.
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