To Sustain is to Understand Context, Culture, and Community

Shirley Yeung 27/7/2020

Based on the UN World Tourism Organization (UNWTO), sustainable development (SD) is defined as “Tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities”. During the sharing of Vlada Davidovic, Asia Development Manager (exl. China) at Campo Marzio Industry (HK) in Hong Kong (July, 2020), he highlighted that sustainable craftmenship in vineyard with caring and relationship building has to be integrated into supply chain management for disruption under COVID19. It is time to explore the new elements for sustainable development (SD) on top of economic, social and environmental impacts, for example, the role of media in future of SD. 

“Movie production is a message that we can educate the community that sustainable development goal #12 responsible production and consumption is important. Through on-going UNSDG#4 transferable skills, the community will be educated about the hardwork of farmers in vineyard, the expertise in integrating the knowledge of the nature, weather, soil and product for a sustainable industry development in Italy.” (Davidovic, 2020)

In 2015, Pitacco & Franco mentioned that vineyards received scarce attention in relation to the continuous monitoring of carbon fluxes and the assessment of their overall budget, as a common believe is that agricultural crops cannot be net carbon sinks. Indeed, many technical inputs, massive periodical harvests, and the repeated disturbances of upper soil layers, all contribute to a substantial loss both of the old and newly-synthesized organic matter.

Moreover, Santeramo et al. (2016) analysed the synergic relations between the domestic tourism in Italy and wine industry exploring data onflows of domestic tourism among the Italian regions and key indicators for the wine industry. They mentioned that the region of origin of tourists is a determining factor in the choice of destination; we also highlight the role of customer loyalty. (p.71) Beccaria& Rolando (2016) also mentioned that the alcohol socialisation process and the emphasis on wine as a cultural product seem to be the most relevant protective factors, contributing to the lower alcohol consumption and counteracting the widespread risk of alcohol consumption patterns.

The findings of scholars (2015 and 2016) and the sharing of Davidovic (2020) make the community aware that sustainable tourism possibly needs to link up with more than a destination with culture, heritage, product / service, but also the understanding of the dynamics of the nature in product development with a socialization process among man, the nature, product.


  • Beccaria, Franca & Rolando, Sara (2016). The more you know, the better you drink: The new drinking culture in Italian wine production areas. Drugs Educ Prev Pol, 2016; 23(4): 293–301
  • Santeramo, Fabio Gaetamo, Seccia, Antonio and Nardone, Gianluca (2016). The synergies of the Italian wine and tourism sectors. Wine Economics and Policy, Volume 6, Issue 1, June. Pages 71-74.


Pitacco, Andrea & Meggio, Franco (2015). Carbon budget of the vineyard – A new feature of sustainability. BIO Web of Conferences; January 2015, Vol. 5 Issue: Number 1.