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620 Venezuela
References
Iso-Ahola,S.E.�1990)`Motivationforleisure',inE.L.
Jackson and T.L. Burton �eds), Understanding Leisure
and Recreation:Mapping the Past, Chartering the Future,
State College, PA: Venture Publishing, 247±9.
Further reading
Kahle, L.R. �1983) Social Values and Social Change:
Adaptation to Life in America, New York: Praeger.
Venezuela
JUERGEN GNOTH, NEW ZEALAND
Located in the north of South America, Venezuela
features a wide geocultural and biodiversity landscape.
The political system, legal base optimisation,
cultural consolidation, space ordinance, image
consolidation, area organisation and investment
promotions support planning and development
of tourism in this country. In 1995, 596,670 tourists
spent $1.2 billion in Venezuela.
vertical integration
RAFAEL RODRIGUEZ, VENEZUELA
Vertical integration in tourism takes place when an
organisation at one level of the chain of distribution
unites with another one in a different sector. This
integration can be forward in the direction of the
chain, or backward against the direction of the
chain. A typical example of vertical integration is
when hotel, airline and tour companies merge.
Similar to horizontal integration, organisations
can achieve significant economies of scale by
expanding vertically.
video
INMACULADA BENITO, SPAIN
FRANCISCO SASTRE, SPAIN
Tourism videos are used as entertainment to
enhance touristic experience, as an educational
device in order to reduce negative impacts, and as
information about a specific product or destination
to attract tourists. In the latter case, research
has shown that such promotional material often
merely projects the imagery of the video producer's
culture rather than that of the destination.
vineyard
MONICA HANEFORS, SWEDEN
Places where grapevines are planted and cultivated
for growing wine grapes are called vineyards. They
often have a winery on site where the winemaking
process takes place. Grape harvesting starts in
September in the Northern Hemisphere and in
April in the Southern Hemisphere. In major wineproducing
countries, such as the United States,
France, Italy, Spain, Germany, Portugal, Australia,
Chile, South Africa and Argentina, vineyards are
also major tourism attractions where tourists can
see grapes harvested and made into wine. At the
end of the tour, they can sample wines made from a
variety of grapes and from different years known as
vintages. Some operations also have attached
restaurants where tourists can dine and order their
popular labels and/or store where bottles are
available for purchase. Vineyard and winery tours
are gaining popularity worldwide.
virtual reality
PETER D'SOUZA, USA
By engaging a world model generated by current
virtual reality technology, an ideal virtual reality
would create an environment which encompasses
all or most of the user's senses and abilities.
This medium can create an illusion of some
artificial world, or of being present in a remote
location of the physical destination. Virtual
reality can produce a powerful sense of conviction
that such a world actually exists as imagined. The
user, immersed in this artificial world, is able to
navigate within it and manipulate it by means of
computer-assisted devices. This provides realism of
simulations, electronic representation with
which people interact, artificiality, sensory immersion
in a virtual environment, telepresence �to be