IDEAS home Printed from https://ideas.repec.org/a/vrs/ejothr/v14y2024i2p179-189n1001.html
   My bibliography  Save this article

Digital Marketing in Wine Tourism – Trás-Os-Montes and Dão Case Study

Author

Listed:
  • Fontes Filipa

    (Researcher at Instituto Politécnico de Bragança, Bragança, Portugal)

  • Esteves Elsa

    (Researcher at the Centre for Research, Development and Innovation in Tourism (CITUR). Instituto Politécnico de Bragança, Bragança, Portugal)

  • Morais Elisabete Paulo

    (Researcher at the Applied Management Research Unit (UNIAG). Instituto Politécnico de Bragança, Bragança, Portugal)

Abstract

Having quality wine is important for a wine company; however, it is necessary to have a communication strategy and be aware that digital marketing activities are constantly evolving and that companies need to adapt to stay close to their audience. Increasingly, the wine sector sees digital marketing as a valuable and convenient tool for promoting companies and as a way to reach consumers. The Regional Wine Commissions (RWC) are entities whose mission is to promote and publicise the wine products of their region. The aim of this paper is to analyse the performance, on a digital level (Facebook, Instagram and website), and the use of SEO (Search Engine Optimisation) techniques of two RWCs, that of the Trás-os-Montes Region and the Dão Region, both located in Portugal. It is also intended to identify how they promote regional producers and the wine tourism offers on their websites.

Suggested Citation

  • Fontes Filipa & Esteves Elsa & Morais Elisabete Paulo, 2024. "Digital Marketing in Wine Tourism – Trás-Os-Montes and Dão Case Study," European Journal of Tourism, Hospitality and Recreation, Sciendo, vol. 14(2), pages 179-189.
    • Handle: RePEc:vrs:ejothr:v:14:y:2024:i:2:p:179-189:n:1001
    DOI: 10.2478/ejthr-2024-0013
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/ejthr-2024-0013
    Download Restriction: no
    File URL: https://libkey.io/10.2478/ejthr-2024-0013?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Obermayer, Nora & Kővári, Edit & Leinonen, Jaana & Bak, Gerda & Valeri, Marco, 2022. "How social media practices shape family business performance: The wine industry case study," European Management Journal, Elsevier, vol. 40(3), pages 360-371.
    2. Joana A. Quintela & Helena Albuquerque & Isabel Freitas, 2023. "Port Wine and Wine Tourism: The Touristic Dimension of Douro’s Landscape," Sustainability, MDPI, vol. 15(15), pages 1-23, July.
    3. Vo Thanh, Tan & Kirova, Valentina, 2018. "Wine tourism experience: A netnography study," Journal of Business Research, Elsevier, vol. 83(C), pages 30-37.
    4. Dellarocas, Chrysanthos, 2003. "The Digitization of Word-of-mouth: Promise and Challenges of Online Feedback Mechanisms," Working papers 4296-03, Massachusetts Institute of Technology (MIT), Sloan School of Management.
    5. Chrysanthos Dellarocas, 2003. "The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms," Management Science, INFORMS, vol. 49(10), pages 1407-1424, October.
    6. Malik Garima & Singh Dharmendra, 2023. "Twitter sentiment analysis: An estimation of the trends in tourism after the outbreak of the Covid-19 pandemic," European Journal of Tourism, Hospitality and Recreation, Sciendo, vol. 13(1), pages 40-48, December.
    7. Marta Maria Montella, 2017. "Wine Tourism and Sustainability: A Review," Sustainability, MDPI, vol. 9(1), pages 1-11, January.
    Full references (including those not matched with items on IDEAS)

    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. Fang, Mingyue & Nie, Huihua & Shen, Xinyi, 2023. "Can enterprise digitization improve ESG performance?," Economic Modelling, Elsevier, vol. 118(C).
    2. Hui, Xiang & Klein, Tobias & Stahl, Konrad, 2022. "Learning from Online Ratings," CEPR Discussion Papers 17006, C.E.P.R. Discussion Papers.
    3. Edgardo Arturo Ayala Gaytán, 2009. "Social network externalities and price dispersion in online markets," Ensayos Revista de Economia, Universidad Autonoma de Nuevo Leon, Facultad de Economia, vol. 0(2), pages 1-28, November.
    4. Liuan Wang & Lu (Lucy) Yan & Tongxin Zhou & Xitong Guo & Gregory R. Heim, 2020. "Understanding Physicians’ Online-Offline Behavior Dynamics: An Empirical Study," Information Systems Research, INFORMS, vol. 31(2), pages 537-555, June.
    5. Tobias Gesche, 2022. "Reference‐price shifts and customer antagonism: Evidence from reviews for online auctions," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 31(3), pages 558-578, August.
    6. Kenju Kamei & Louis Putterman, 2018. "Reputation Transmission Without Benefit To The Reporter: A Behavioral Underpinning Of Markets In Experimental Focus," Economic Inquiry, Western Economic Association International, vol. 56(1), pages 158-172, January.
    7. Heyes, Anthony & Kapur, Sandeep, 2012. "Angry customers, e-word-of-mouth and incentives for quality provision," Journal of Economic Behavior & Organization, Elsevier, vol. 84(3), pages 813-828.
    8. Nuria Huete-Alcocer & Miguel Ángel Valero-Tévar, 2021. "Impact of Information Sources on Promoting Tourism in a Rural Region: The Case of the Roman Villa of Noheda," Sustainability, MDPI, vol. 13(14), pages 1-23, July.
    9. Khim-Yong Goh & Cheng-Suang Heng & Zhijie Lin, 2013. "Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content," Information Systems Research, INFORMS, vol. 24(1), pages 88-107, March.
    10. Peres, Renana & Muller, Eitan & Mahajan, Vijay, 2010. "Innovation diffusion and new product growth models: A critical review and research directions," International Journal of Research in Marketing, Elsevier, vol. 27(2), pages 91-106.
    11. Rockenbach, Bettina & Sadrieh, Abdolkarim, 2012. "Sharing information," Journal of Economic Behavior & Organization, Elsevier, vol. 81(2), pages 689-698.
    12. W. Bentley MacLeod, 2006. "Reputations, Relationships and the Enforcement of Incomplete Contracts," CESifo Working Paper Series 1730, CESifo.
    13. Li, Yin & Arora, Sanjay & Youtie, Jan & Shapira, Philip, 2018. "Using web mining to explore Triple Helix influences on growth in small and mid-size firms," Technovation, Elsevier, vol. 76, pages 3-14.
    14. Gökçe Esenduran & James A. Hill & In Joon Noh, 2020. "Understanding the Choice of Online Resale Channel for Used Electronics," Production and Operations Management, Production and Operations Management Society, vol. 29(5), pages 1188-1211, May.
    15. Levent V. Orman, 2016. "Information markets over trust networks," Electronic Commerce Research, Springer, vol. 16(4), pages 529-551, December.
    16. Lingfang (Ivy) Li & Steven Tadelis & Xiaolan Zhou, 2020. "Buying reputation as a signal of quality: Evidence from an online marketplace," RAND Journal of Economics, RAND Corporation, vol. 51(4), pages 965-988, December.
    17. Rojas-de-Gracia, María-Mercedes & Casado-Molina, Ana-María & Alarcón-Urbistondo, Pilar, 2021. "Relationship between reputational aspects of companies and their share price in the online environment," Technology in Society, Elsevier, vol. 64(C).
    18. Mingfeng Lin & Nagpurnanand R. Prabhala & Siva Viswanathan, 2013. "Judging Borrowers by the Company They Keep: Friendship Networks and Information Asymmetry in Online Peer-to-Peer Lending," Management Science, INFORMS, vol. 59(1), pages 17-35, August.
    19. Esther Calderon-Monge & Domingo Ribeiro-Soriano, 2024. "The role of digitalization in business and management: a systematic literature review," Review of Managerial Science, Springer, vol. 18(2), pages 449-491, February.
    20. Sebastian Martin & Birgit Grüb, 0. "Intensive WOM-behavior in the healthcare sector – the case of an Austrian hospital’s Facebook site," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 0, pages 1-22.

    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:vrs:ejothr:v:14:y:2024:i:2:p:179-189:n:1001. 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: Peter Golla (email available below). General contact details of provider: https://www.sciendo.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.