O DESENVOLVIMENTO DA VITIVINICULTURA E AS POSSIBILIDADES DE IMPLANTAÇÃO DE ROTEIROS ENOTURÍSTICOS NA REGIÃO DE SÃO JOAQUIM (SC, BRASIL)

Based on the analysis of the origins and development of viticulture in the region of São Joaquim (SC), this paper proposes wine tourism routes for an area of the Serra de Santa Catarina already recognized for their experience to the segment of tourism in rural areas, based on their climatic and scenic resources. In order to achieve those goals are focused on the introduction and development of production of fine wines, as well as tourism in the region. Although the investigation has focused on the central cities of Bom Retiro, São Joaquim, Urubici and Urupema, where are the wines with wine companies launched in the market since 2004, the coverage area of research also includes the cities of Bom Jardim da Serra and Lages, because of its significance for the development of activities linked to tourism. As a fundamental theoretical basis is used the category of socio-spatial formation allied to the idea of geographical combinations, the analysis of the geographical area, considering how they are combined, over time, the physical, biological and human. The interest in wine in altitude, its origins, evolution and current situation in Santa Catarina, stems from the understanding that this reality presents itself as a new potential to be exploited by tourism, in view of the natural landscape features of the producing areas, the new parameters of articulation of resources and strategies of competitiveness that has affected the global market and domestic wines. Thus, grape growing and wine production in the region of São Joaquim provides an alternative to the growth of regional tourism, from the definition and deployment scripts for the practice of wine tourism