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
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
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