By Carolina Alfonso : Universidad Complutense de Madrid – Facultad de Ciencias Economicas y Empresariales – Departamiento de Investigación e Comercialización de Mercados / [email protected] A FIELD WORK APPLIED TO PORTO, RIOJA AND BORDEAUX This research aims to explore wine tourism consumer profile and propose a conceptual framework that enables to understand the consumer’s motivations as a predictor of the intention to opt for a wine tourism program. More specifically, the objective is to present a research model proposal about wine tourism consumers’ behavior, taking into account their motivations and return intention At the end, the aim is to provide insights about ‘who’ are potential wine tourism segments of consumer and what are their motivations. The focus of this study is the wine tourism consumer’s profiling and behavior, based on socio-demographic variables and psychographic variables. The objective is to understand the relevance of those variables to explain wine tourism consumer’s behavior and also to propose motivations as determinants of return intention. In order to assess to wine tourism consumers’ profile and motivation, the motivational approach developed by ALEBAKI et al. (2015) was adapted and used in this study applied to Porto, Rioja and Bordeaux wine regions. Results have shown that Porto, Rioja and Bordeaux consumers have similar sociodemographic profile. Their main motivations to visit these wine regions are educational experiences, the existence of core wine activities and the desire for escape and socialization. When we have analyzed the motivations that mostly influence visitors to return to the wine region, educational experiences and product involvement are the ones that significantly contribute to consumer’s loyalty. These findings pose a great emphasis on the need to understand deeper wine tourism consumer motivations. At the end, there are four distinct segments of these consumers: the “wine curious”, the “wine interest” and “the wine lovers”. The theoretical framework proposed might help to support organizations to better understand the wine tourism consumer behavior. It also enables managers and marketers to target and develop better market strategies for these segments.