Title

Website and social media usage: Implications for the further development of wine tourism, hospitality, and the wine sector

Document Type

Journal Article

Publisher

Routledge

Faculty

Faculty of Business and Law

School

School of Business

RAS ID

17039

Comments

This is an Accepted Manuscript of an article published by Taylor & Francis in Tourism Planning and Development on 8 January 2013 as: Duarte Alonso, A. , Bressen, A., O'Shea, M., & Krajsic, V. (2013). Website and social media usage: Implications for the further development of wine tourism, hospitality, and the wine sector. Tourism Planning and Development, 10(3), 229-248. Available online here

Abstract

This study examines winery entrepreneurs' usage of websites and social media. Italian, Spanish and "New World" wineries, the majority (84%) of them currently involved in wine tourism, were selected. The findings demonstrate that wineries are not fully exploiting the potential benefits of a website, and much less so that of social media. More importantly, facing increasing competition from other wine regions and tourist destinations, wineries may be foregoing opportunities to strengthen their region's destination image. Implications of the findings for wineries' promotional, marketing, and other business development strategies designed to draw and "convert" visitors to their brand are discussed.

DOI

10.1080/21568316.2012.747989

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