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The aim of this study is to define the contexts in which wineries work. The paper presents a comparative analysis between two wine districts of Piedmont (Italy), located in the provinces of Cuneo (Langhe), and Asti (Monferrato). Even if these two wine districts differ in terms of territory, history, and traditional wine production, both are attractive in terms of industrial tourism (wine and food sector). Each district has its own “wine routes”: in the province of Cuneo there is the “Strada del Barolo e gran...