IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v12y2020i17p6705-d400923.html
   My bibliography  Save this article

Effects of Social Media on Enotourism. Two Cases Study: Okanagan Valley (Canada) and Somontano (Spain)

Author

Listed:
  • F. J. Cristófol

    (ESIC, Business & Marketing School, Market Research and Quantitative Methods Department, 28223 Pozuelo de Alarcón (Madrid), Spain)

  • Gorka Zamarreño Aramendia

    (Department of Theory and Economic History, University Malaga, 29013 Malaga, Spain)

  • Jordi de-San-Eugenio-Vela

    (Communication Department, University of Vic, 08500 Vic, Spain)

Abstract

The aim of this article is to analyze the social media effects on enotourism. Two territories of similar extension and with historical coincidences in their development have been selected: the Okanagan Valley, Canada, and the region of Somontano, Spain. Methodologically, an analysis of the content on Twitter has been performed, collecting 1377 tweets. The conclusion is that wineries create sentimental and experiential links with the users, avoiding commercial communications. Specifically, Okanagan wineries establish a relevant conversation network on Twitter based on the high percentage of responses, which is 31.3%, but this is not so in the case of Somontano, which is 12.8%. The tourist attractions most used to create a bond are the wine landscape and the gastronomy in the case of both territories. The tourism sustainability variable remains a minor matter in the emission of messages on Twitter.

Suggested Citation

  • F. J. Cristófol & Gorka Zamarreño Aramendia & Jordi de-San-Eugenio-Vela, 2020. "Effects of Social Media on Enotourism. Two Cases Study: Okanagan Valley (Canada) and Somontano (Spain)," Sustainability, MDPI, vol. 12(17), pages 1-19, August.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:17:p:6705-:d:400923
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/12/17/6705/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/12/17/6705/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Linda Bramble & Carman Cullen & Joseph Kushner & Gary Pickering, 2007. "The Development and Economic Impact of the Wine Industry in Ontario, Canada," Palgrave Macmillan Books, in: Gwyn Campbell & Nathalie Guibert (ed.), Wine, Society, and Globalization, chapter 0, pages 63-86, Palgrave Macmillan.
    2. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    3. Liu, Yeyi & Hultman, Magnus & Eisingerich, Andreas B. & Wei, Xingjie, 2020. "How does brand loyalty interact with tourism destination? Exploring the effect of brand loyalty on place attachment," Annals of Tourism Research, Elsevier, vol. 81(C).
    4. Molinillo, Sebastian & Liébana-Cabanillas, Francisco & Anaya-Sánchez, Rafael & Buhalis, Dimitrios, 2018. "DMO online platforms: Image and intention to visit," Tourism Management, Elsevier, vol. 65(C), pages 116-130.
    5. Evan Cleave & Godwin Arku & Richard Sadler & Emmanuel Kyeremeh, 2017. "Place Marketing, Place Branding, and Social Media: Perspectives of Municipal Practitioners," Growth and Change, Wiley Blackwell, vol. 48(4), pages 1012-1033, December.
    6. Mangold, W. Glynn & Faulds, David J., 2009. "Social media: The new hybrid element of the promotion mix," Business Horizons, Elsevier, vol. 52(4), pages 357-365, July.
    7. Lu, Weilin & Stepchenkova, Svetlana, 2012. "Ecotourism experiences reported online: Classification of satisfaction attributes," Tourism Management, Elsevier, vol. 33(3), pages 702-712.
    8. Bruwer, Johan & Lesschaeve, Isabelle & Campbell, Benjamin L., 2012. "Consumption dynamics and demographics of Canadian wine consumers: Retailing insights from the tasting room channel," Journal of Retailing and Consumer Services, Elsevier, vol. 19(1), pages 45-58.
    9. Byrd, Erick T. & Canziani, Bonnie & (Jerrie) Hsieh, Yu-Chin & Debbage, Keith & Sonmez, Sevil, 2016. "Wine tourism: Motivating visitors through core and supplementary services," Tourism Management, Elsevier, vol. 52(C), pages 19-29.
    10. Llodrà-Riera, Isabel & Martínez-Ruiz, María Pilar & Jiménez-Zarco, Ana Isabel & Izquierdo-Yusta, Alicia, 2015. "A multidimensional analysis of the information sources construct and its relevance for destination image formation," Tourism Management, Elsevier, vol. 48(C), pages 319-328.
    11. Xiang, Zheng & Gretzel, Ulrike, 2010. "Role of social media in online travel information search," Tourism Management, Elsevier, vol. 31(2), pages 179-188.
    12. Fernandes, Teresa & Cruz, Mariana, 2016. "Dimensions and outcomes of experience quality in tourism: The case of Port wine cellars," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 371-379.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Elena Cruz-Ruiz & Gorka Zamarreño-Aramendia & Elena Ruiz-Romero de la Cruz, 2020. "Key Elements for the Design of a Wine Route. The Case of La Axarquía in Málaga (Spain)," Sustainability, MDPI, vol. 12(21), pages 1-19, November.
    2. Gorka Zamarreño-Aramendia & Elena Cruz-Ruiz & Elena Ruiz-Romero de la Cruz, 2021. "Sustainable Economy and Development of the Rural Territory: Proposal of Wine Tourism Itineraries in La Axarquía of Malaga (Spain)," Economies, MDPI, vol. 9(1), pages 1-21, March.
    3. Zoltán Kovács & György Vida & Ábel Elekes & Tamás Kovalcsik, 2021. "Combining Social Media and Mobile Positioning Data in the Analysis of Tourist Flows: A Case Study from Szeged, Hungary," Sustainability, MDPI, vol. 13(5), pages 1-15, March.
    4. Coralie Haller & Daria Plotkina & Tan Vo-Thanh, 2021. "Social Media Use of Small Wineries in Alsace: Resources and Motivations Analysis," Sustainability, MDPI, vol. 13(15), pages 1-14, July.
    5. F.J. Cristófol & Elena Cruz-Ruiz & Gorka Zamarreño-Aramendia, 2021. "Transmission of Place Branding Values through Experiential Events: Wine BC Case Study," Sustainability, MDPI, vol. 13(6), pages 1-21, March.
    6. Alvaro Dias & Bruno Sousa & Vasco Santos & Paulo Ramos & Arlindo Madeira, 2023. "Wine Tourism and Sustainability Awareness: A Consumer Behavior Perspective," Sustainability, MDPI, vol. 15(6), pages 1-12, March.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Mohammad Tipu Sultan & Farzana Sharmin & Alina Badulescu & Darie Gavrilut & Ke Xue, 2021. "Social Media-Based Content towards Image Formation: A New Approach to the Selection of Sustainable Destinations," Sustainability, MDPI, vol. 13(8), pages 1-22, April.
    2. Mahan, Joseph E. & Seo, Won Jae & Jordan, Jeremy S. & Funk, Daniel, 2015. "Exploring the impact of social networking sites on running involvement, running behavior, and social life satisfaction," Sport Management Review, Elsevier, vol. 18(2), pages 182-192.
    3. Benjamin Appiah Osei & Ama Nyenkua Abenyin, 2016. "Applying the Engell–Kollat–Blackwell model in understanding international tourists’ use of social media for travel decision to Ghana," Information Technology & Tourism, Springer, vol. 16(3), pages 265-284, September.
    4. Mylona Ifigeneia & Amanatidis Dimitrios & Stavrianea Aikaterini & Kamenidou Irene (Eirini) & Mamalis Spyridon, 2021. "Promoting Tourists’ Destinations in Greece with Social Media: The Case of Kimolos Island," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(1), pages 347-361.
    5. Bosio, Birgit & Haselwanter, Stefanie & Ceipek, Michael, 2018. "The Utilization of Social Media Marketing in Destination Management Organizations," 6th International OFEL Conference on Governance, Management and Entrepreneurship. New Business Models and Institutional Entrepreneurs: Leading Disruptive Change (Dubrovnik, 2018), in: 6th International OFEL Conference on Governance, Management and Entrepreneurship. New Business Models and Institutional Entrepreneurs: Leading Disrupt, pages 249-268, Governance Research and Development Centre (CIRU), Zagreb.
    6. Sergey P. Kazakov & Marina D. Predvoditeleva, 2015. "How Travelers Use Online and Social Media Channels to Make Hotel Choice Decisions. A Comparative Study of Russian Federation and American Tourists’ Online Consumer Behavior," HSE Working papers WP BRP 44/MAN/2015, National Research University Higher School of Economics.
    7. Olowofeso, Edamisan & Ale, Olatide Aarinola, 2021. "Effect of Social Media Tools on Service Delivery of Hospitality Businesses in Akure, Nigeria," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 5(10), pages 25-31, October.
    8. Pooja Malhotra & Balwinder Singh, 2016. "Presence of banking in social media: Indian evidence," International Journal of Business Forecasting and Marketing Intelligence, Inderscience Enterprises Ltd, vol. 2(2), pages 117-127.
    9. F.J. Cristófol & Elena Cruz-Ruiz & Gorka Zamarreño-Aramendia, 2021. "Transmission of Place Branding Values through Experiential Events: Wine BC Case Study," Sustainability, MDPI, vol. 13(6), pages 1-21, March.
    10. Hing Kai Chan & Ewelina Lacka & Rachel W.Y. Yee & Ming K. Lim, 2017. "The role of social media data in operations and production management," International Journal of Production Research, Taylor & Francis Journals, vol. 55(17), pages 5027-5036, September.
    11. Shuhua Yin & Chengzhou Fu & Guangquan Dai, 2023. "Exploring the Festival Attendees’ Experiences on Social Media: A Study on the Guangzhou International Light Festival," SAGE Open, , vol. 13(1), pages 21582440221, January.
    12. Pejman Ebrahimi & Datis Khajeheian & Maria Fekete-Farkas, 2021. "A SEM-NCA Approach towards Social Networks Marketing: Evaluating Consumers’ Sustainable Purchase Behavior with the Moderating Role of Eco-Friendly Attitude," IJERPH, MDPI, vol. 18(24), pages 1-21, December.
    13. Chen, Peng-Ting & Kuo, Shu-Chen, 2017. "Innovation resistance and strategic implications of enterprise social media websites in Taiwan through knowledge sharing perspective," Technological Forecasting and Social Change, Elsevier, vol. 118(C), pages 55-69.
    14. Reema Aswani & Arpan Kumar Kar & P. Vigneswara Ilavarasan, 2018. "Detection of Spammers in Twitter marketing: A Hybrid Approach Using Social Media Analytics and Bio Inspired Computing," Information Systems Frontiers, Springer, vol. 20(3), pages 515-530, June.
    15. Sakshi, & Tandon, Urvashi & Ertz, Myriam & Bansal, Harbhajan, 2020. "Social vacation: Proposition of a model to understand tourists’ usage of social media for travel planning," Technology in Society, Elsevier, vol. 63(C).
    16. O'Brien, Frances A. & Meadows, Maureen & Griffiths, Sam, 2017. "Serialisation and the use of Twitter: Keeping the conversation alive in public policy scenario projects," Technological Forecasting and Social Change, Elsevier, vol. 124(C), pages 26-40.
    17. Jamal El-Den & Pratap Adikhari & Pratap Adikhari, 2017. "Social media in the service of social entrepreneurship: Identifying factors for better services," Journal of Advances in Humanities and Social Sciences, Dr. Yi-Hsing Hsieh, vol. 3(2), pages 105-114.
    18. Monica Patrut, 2015. "Candidates In The Presidential Elections In Romania (2014): The Use Of Social Media In Political Marketing," Studies and Scientific Researches. Economics Edition, "Vasile Alecsandri" University of Bacau, Faculty of Economic Sciences, issue 21.
    19. Antoniadis, Konstantinos & Grougiou, Vasiliki & Zafiropoulos, Kostas & Vrana, Vasiliki & Theocharidis, Anastasios Ioannis, 2018. "The use of Facebook and Twitter by DMOs in Europe," MPRA Paper 98936, University Library of Munich, Germany.
    20. Torres, Juan Pablo & Barrera, Jose Ignacio & Kunc, Martin & Charters, Steve, 2021. "The dynamics of wine tourism adoption in Chile," Journal of Business Research, Elsevier, vol. 127(C), pages 474-485.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:12:y:2020:i:17:p:6705-:d:400923. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.