Digital Marketing in Wine Tourism – Trás-Os-Montes and Dão Case Study
Filipa Fontes
Researcher at Instituto Politécnico de BragançaBragança, Portugal
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, Elsa Esteves
Researcher at the Centre for Research, Development and Innovation in Tourism (CITUR). Instituto Politécnico de BragançaBragança, Portugal
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und Elisabete Paulo Morais
Researcher at the Applied Management Research Unit (UNIAG). Instituto Politécnico de BragançaBragança, Portugal
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31. Dez. 2024
Über diesen Artikel
Online veröffentlicht: 31. Dez. 2024
Seitenbereich: 179 - 189
Eingereicht: 22. Jan. 2024
Akzeptiert: 05. Apr. 2024
DOI: https://doi.org/10.2478/ejthr-2024-0013
Schlüsselwörter
© 2024 Filipa Fontes et al., published by Sciendo
This work is licensed under the Creative Commons Attribution 4.0 International License.
Instagram Page Analysis
| Entity | Followers | Posts | Average Monthly Posts | Average Likes per Post | Average Comments per Post |
|---|---|---|---|---|---|
| Wine Commission of the Trás-os-Montes Region | 698 | - | - | - | - |
| Wine Commission of the Dão Region | 32.000 | 131 | 22 | 679 | 386 |
Keywords From the Regional Wine Commission of Dão Website
| Keyword | volume | estimated monthly visits | SEO difficulty |
|---|---|---|---|
| Dao | |||
| Vinhos Dão | 34 | ||
| Dão | |||
| Vinhos do Dão | 286 | 35 | |
| Vinhos do Dao | 238 | 35 | |
| Solar do Vinho do Dão | 320 | 134 | 41 |
| Dão Vinhos | 210 | 85 | 33 |
| Região Demarcada do Dão | 170 | 85 | 38 |
| Cvr Dão | 210 | 83 | |
| Vinhos Dao | 76 | 33 |
Aspects to Improve SEO
| Wine Commission of Trás-os-Montes Region | Wine Commission of Dão Region |
| The 1st link does not allow jumping to the main content. | The 1st link does not allow jumping to the main content. |
| Four links whose content is empty (e.g. <a href="#" class=";no-lightbox"> </a>). | One form without a submit button. |
| One colour combination whose contrast ratio is less than the minimum contrast allowed by WCAG (e.g. <div id="copyright" class="clr" role="contentinfo"> 2022 © CVRTM, all rights reserved. Powered by iNTODesign. </div>). | Six colour combinations whose contrast ratio is lower than the minimum contrast ratio allowed by WCAG (e. g. <h4 class="ma-font-02">Grandes Escolhas Awards | 2022 </h4>). |
| Nine HTML errors related to the use of the style element. | Four html errors, related to the use of the <p> element and the lack of the mandatory "a" attribute of the href element. |
| Five images with null alt (e.g. <img decoding="async" width="150" height="150"src=" |
One case where redundant event handlers are not used, where you must ensure that JavaScript events are activated not only via the mouse but also via the keyboard (<a id="cph1_footer_0_ enviar_2" class="button" data-validationgroup ="validaForm2" data-idform="2" data-guid="626ec1ba-917d-495d-8dd7-875bf391f8e0" onclick="return MaModulosJs.maforms. enviarForm(this);"></a>). |
Facebook Page Analysis
| Entity | Likes | Followers | Average Monthly Posts | Average likes per Post | Average Comments per Post | Average Shares per Post |
|---|---|---|---|---|---|---|
| Wine Commission of the Trás-os-Montes Region | 13.000 | 14.000 | 8 | 32 | 1 | 7 |
| Wine Commission of the Dão Region | 9.700 | 11.000 | 22 | 20 | 0,29 | 2 |
Online Digital Marketing Tools
| Website | Includes corporate website; online store; online platform aggregating services or products; Internet application for services. |
| Email Marketing | Based on email technology. An extremely effective means of reaching the target audience, even a specific user. Helps to establish personal communication with real and potential users |
| Social Media (Facebook, Twitter; Linke-dIn; Instagram and others) | The main goal of marketing in social media is to build the so-called communication funnel to help find and attract users by directing people (users) from social media communities to company websites, blogs or e-shops. Social networks create the opportunity to advertise businesses and also to offer customer assistance. This, in turn, would lead to a significant increase in consumer satisfaction and create preconditions for building loyalty. |
| Blogs | An electronic platform that provides a field for discussing various issues and finding relevant information |
| Search Engine Optimisation (SEO) | Website optimisation process, using various techniques and tools, to make it easier for these sites to be discovered and ranked higher in search engines. |
| Big Data Marketing | Provides tools for collecting, processing, analysing and interpreting data sets for various marketing purposes - segmentation, planning, feedback, user habits and forecasting. |
| Internet Advertising | Various paid forms of controlled impact made through the Internet to offer products or services in the interest of a specific, explicit source. There are various formats of Internet advertising: Banners; VIP links; rich media; streaming advertising; pop-ups; online games, contests, polls; online seminars; intermediate pages; landing pages; floating ads; wallpaper ads; trick banner; RSS, site sponsorship; paid search; promotional articles; Google AdWords paid ad slots; batch ads; and more. |
| Visual Marketing | Includes activities that marketed products/services through visual communication tools. |
| Mobile Marketing | Mobile application services providing various aspects of the daily life of the users—from meeting daily needs to entertaining and useful activities. It is possible to create virtualisation by scanning visual images and adding information to them, in order to offer detailed information to users in an interactive way, relying solely on their permission. |
SEO Indicators
| Indicator | Description |
|---|---|
| Load time | Time required to load the content of a page, where the ideal speed should be less than 2.5 seconds (NEILPA-TEL, n.d.). |
| Interactivity | Time it takes for pages to respond to a user's click or button press. An ideal speed should be less than 100 milliseconds (NEILPATEL, n.d.). |
| Backlinks | These refer to links on a website that point to another website. Search engines, such as Google, see this indicator as revealing that the page's content has quality and recognition from other sites ( |
| Organic Keywords | They are keywords used in SEO to attract free traffic, where the free factor makes them a cost-effective online marketing tool ( |
| Organic Monthly Traffic | The estimated total monthly traffic a domain receives considering organic keywords (NEILPATEL, n.d.). |
| On-Page SEO Score | Process of optimising the pages of a website to improve rankings and user experience. On-page SEO elements include title tags, internal links, HTML code, URL optimisation, content and images. It is a score of 0-100, which represents a combination of the ratio of errors found with the number of checks performed by the audit tools ( |
| Domain Authority | Search engine ranking score (from 0 to 100). This relevance has a direct impact on its ranking by search engines and can be described through four dimensions: Prestige of a site and its authors; quality of the information presented; information and centrality of the site; competitive situation around a subject (NEILPATEL, n.d.). |
SEO Indicators Analysis
| Indicator | Wine Commission of the Trás-os-Montes Region | Wine Commission of the Dão Region |
|---|---|---|
| Monthly Organic Traffic | 95 | 3.268 |
| Organic Keywords | 100 | 641 |
| Domain Authority | 21 | 38 |
| Backlinks | 556 | 6.277 |
| Load Time | 0,95 seconds | 1,57 seconds |
| Interactivity | 121,5 milliseconds | 2 milliseconds |
| Visual Stability | 0 seconds | 0 seconds |
| On-Page SEO Score | 61 | 65 |
Keywords From the Regional Wine Commission of Trás-os-Montes Website
| Keyword | volume | estimated monthly visits | SEO difficulty |
|---|---|---|---|
| Vinhos Tras os Montes | 140 | 38 | |
| Cvr | 590 | 40 | |
| Moraes Sarmento | 41 | ||
| A Trás | 3 | ||
| Cv r | 590 | 2 | |
| Heritage Wines | 170 | 1 | 42 |
| Vinho dos Mortos | 480 | 1 | 44 |
| Vitivinicola | 260 | 1 | |
| Inovar Valpaços | 140 | 1 | 33 |
| Tras os Montes | 0 | 45 |