Accesso libero

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

,  e   
31 dic 2024
INFORMAZIONI SU QUESTO ARTICOLO

Cita
Scarica la copertina

Alebaki, M., Psimouli, M., Kladou, S., & Anastasiadis, F. (2022). Digital winescape and online wine tourism: Comparative insights from Crete and Santorini. Sustainability, 14 (14), 1–16. https://doi.org/10.3390/su14148396 Alebaki M. Psimouli M. Kladou S. Anastasiadis F. ( 2022 ). Digital winescape and online wine tourism: Comparative insights from Crete and Santorini . Sustainability , 14 ( 14 ), 1 16 . https://doi.org/10.3390/su14148396 Search in Google Scholar

Ankalkoti, P. (2017). Survey on search engine optimization tools & techniques. Imperial Journal of Interdisciplinary Research, 3(5), 40–43. https://www.researchgate.net/publication/318659361_Survey_on_Search_Engine_Optimization_Tools_ Techniques Ankalkoti P. ( 2017 ). Survey on search engine optimization tools & techniques . Imperial Journal of Interdisciplinary Research , 3 ( 5 ), 40 43 . https://www.researchgate.net/publication/318659361_Survey_on_Search_Engine_Optimization_Tools_Techniques Search in Google Scholar

Aramendia, G. Z., Ruiz, E. C., & Nieto, C. H. (2021). La digitalización de la experiencia enoturística: Una revisión de la literatura y aplicaciones práctica [Digitalization of the wine tourism experience: A literature review and practical applications]. Doxa Comunicacion, 2021(33), 257–283. https://doi.org/10.31921/doxacom.n33a930 Aramendia G. Z. Ruiz E. C. Nieto C. H. ( 2021 ). La digitalización de la experiencia enoturística: Una revisión de la literatura y aplicaciones práctica [Digitalization of the wine tourism experience: A literature review and practical applications] . Doxa Comunicacion , 2021 ( 33 ), 257 283 . https://doi.org/10.31921/doxacom.n33a930 Search in Google Scholar

Baghirov, F., Zhang, Y., & Hashim, N. H. (2019). Facebook fan page management for global airlines. Tourism Review, 74(3), 532–546. https://doi.org/10.1108/TR-03–2018-0045/FULL/XML Baghirov F. Zhang Y. Hashim N. H. ( 2019 ). Facebook fan page management for global airlines . Tourism Review , 74 ( 3 ), 532 546 . https://doi.org/10.1108/TR-03–2018-0045/FULL/XML Search in Google Scholar

Brockbank, J. (2020). O que são backlinks, como funcionam e por que são importantes para seu site [What backlinks are, how they work and why they’re important for your site]. Semrush. https://pt.semrush.com/blog/o-que-sao-backlinks/ Brockbank J. ( 2020 ). O que são backlinks, como funcionam e por que são importantes para seu site [What backlinks are, how they work and why they’re important for your site] . Semrush . https://pt.semrush.com/blog/o-que-sao-backlinks/ Search in Google Scholar

Canovi, M., & Pucciarelli, F. (2019). Social media marketing in wine tourism: Winery owners’ perceptions. Journal of Travel and Tourism Marketing, 36(6), 653–664. https://doi.org/10.1080/1054840 8.2019.1624241 Canovi M. Pucciarelli F. ( 2019 ). Social media marketing in wine tourism: Winery owners’ perceptions . Journal of Travel and Tourism Marketing , 36 ( 6 ), 653 664 . https://doi.org/10.1080/10548408.2019.1624241 Search in Google Scholar

Casagrande, E. (2022). SEO On-Page: Um guia completo e prático [On-Page SEO: A complete and practical guide]. Semrush. https://pt.semrush. com/blog/seo-on-page/?kw=&cmp=BR_POR_ SRCH_DSA_Blog_Core_BU_PT&label=dsa_ pagefeed&Network=g&Device=c&utm_ content=485541499897&kwid=dsa-897840244969&cmpid=9874598594&agpid=102029997244&BU=Core&extid=&adpos=&gclid=Cj wKCAjw5P2aBhAlEiwAAdY7d Casagrande E. ( 2022 ). SEO On-Page: Um guia completo e prático [On-Page SEO: A complete and practical guide] . Semrush . https://pt.semrush. com/blog/seo-on-page/?kw=&cmp=BR_POR_ SRCH_DSA_Blog_Core_BU_PT&label=dsa_ pagefeed&Network=g&Device=c&utm_ content=485541499897&kwid=dsa-897840244969&cmpid=9874598594&agpid=102029997244&BU=Core&extid=&adpos=&gclid=Cj wKCAjw5P2aBhAlEiwAAdY7d Search in Google Scholar

Charters, S., & Ali-Knight, J. (2002). Who is the wine tourist?. Tourism Management, 23(3), 311–319. https://doi.org/10.1016/S0261–5177(01)00079–6 Charters S. Ali-Knight J. ( 2002 ). Who is the wine tourist? . Tourism Management , 23 ( 3 ), 311 319 . https://doi.org/10.1016/S0261–5177(01)00079–6 Search in Google Scholar

Cho, M.-H., & Sung, H. H. (2012). Travel destination websites: Cross-cultural effects on perceived information value and performance evaluation. Journal of Travel and Tourism Marketing, 29(3), 221–241. https://doi.org/10.1080/10548408.201 2.666169 Cho M.-H. Sung H. H. ( 2012 ). Travel destination websites: Cross-cultural effects on perceived information value and performance evaluation . Journal of Travel and Tourism Marketing , 29 ( 3 ), 221 241 . https://doi.org/10.1080/10548408.2012.666169 Search in Google Scholar

CVRDÃO. (2023). Comissão Vitivinícola da Região do Dão [Wine Commission of the Dão Region]. https://www.cvrdao.pt/ CVRDÃO . ( 2023 ). Comissão Vitivinícola da Região do Dão [Wine Commission of the Dão Region] . https://www.cvrdao.pt/ Search in Google Scholar

CVRTM. (2023). Comissão Vitivinícola da Região de Trás-os-Montes [Wine Commission of the Trás-os-Montes Region]. https://cvrtm.pt/ CVRTM . ( 2023 ). Comissão Vitivinícola da Região de Trás-os-Montes [Wine Commission of the Trás-os-Montes Region] . https://cvrtm.pt/ Search in Google Scholar

Dellarocas, C. (2003). The digitization of word of mouth: Promise and challenges of online feedback mechanisms. Management Science, 49(10), 1407–1424. https://doi.org/10.1287/mnsc.49.10.1407.17308 Dellarocas C. ( 2003 ). The digitization of word of mouth: Promise and challenges of online feedback mechanisms . Management Science , 49 ( 10 ), 1407 1424 . https://doi.org/10.1287/mnsc.49.10.1407.17308 Search in Google Scholar

Duque, A. S., & Martins, M. L. C. (2023). Eventos e promoção do destino: Uma análise às redes sociais das comissões vitivinícolas, em Portugal, em tempo de pandemia [Events and tourism destination promotion: An analysis to social networks of the Portuguese wine commissions, in pandemic times]. Journal of Tourism and Development, 43(2023), 165–180. https://doi.org/10.34624/rtd.v43i0.33010 Duque A. S. Martins M. L. C. ( 2023 ). Eventos e promoção do destino: Uma análise às redes sociais das comissões vitivinícolas, em Portugal, em tempo de pandemia [Events and tourism destination promotion: An analysis to social networks of the Portuguese wine commissions, in pandemic times] . Journal of Tourism and Development , 43 ( 2023 ), 165 180 . https://doi.org/10.34624/rtd.v43i0.33010 Search in Google Scholar

Garima, M., & Dharmendra, S. (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, 13(1), 40–48. https://doi.org/10.2478/EJTHR-2023–0004 Garima M. Dharmendra S. ( 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 , 13 ( 1 ), 40 48 . https://doi.org/10.2478/EJTHR-2023–0004 Search in Google Scholar

Getz, D. (2000). Explore wine tourism: Management, development and destinations. Cognizant Communication. Getz D. ( 2000 ). Explore wine tourism: Management, development and destinations . Cognizant Communication . Search in Google Scholar

Getz, D., & Brown, G. (2006). Critical success factors for wine tourism regions: A demand analysis. Tourism Management, 27(1), 146–158. https://doi.org/10.1016/j.tourman.2004.08.002 Getz D. Brown G. ( 2006 ). Critical success factors for wine tourism regions: A demand analysis . Tourism Management , 27 ( 1 ), 146 158 . https://doi.org/10.1016/j.tourman.2004.08.002 Search in Google Scholar

Infovini. (n.d.). Comissões vitivinícolas regionais [Regional wine commissions]. http://www.infovini. com/classic/pagina.php?codPagina=75 Infovini . (n.d.). Comissões vitivinícolas regionais [Regional wine commissions] . http://www.infovini.com/classic/pagina.php?codPagina=75 Search in Google Scholar

Ingrassia, M., Bellia, C., Giurdanella, C., Columba, P., & Chironi, S. (2022). Digital influencers, food and tourism—A new model of open innovation for businesses in the Ho.Re.Ca. Sector. Journal of Open Innovation: Technology, Market, and Complexity, 8(1), 1–29. https://doi.org/10.3390/joitmc8010050 Ingrassia M. Bellia C. Giurdanella C. Columba P. Chironi S. ( 2022 ). Digital influencers, food and tourism—A new model of open innovation for businesses in the Ho.Re.Ca. Sector . Journal of Open Innovation: Technology, Market, and Complexity , 8 ( 1 ), 1 29 . https://doi.org/10.3390/joitmc8010050 Search in Google Scholar

IVV. (2023). Instituto da vinha e do vinho [Vine and wine institute].https://www.ivv.gov.pt/np4/212.html IVV . ( 2023 ). Instituto da vinha e do vinho [Vine and wine institute] . https://www.ivv.gov.pt/np4/212.html Search in Google Scholar

Khan, M. N. A., & Mahmood, A. (2018). A distinctive approach to obtain higher page rank through search engine optimization. Sādhanā -Academy Proceedings in Engineering Sciences, 43(3), 1–12. https://doi.org/10.1007/s12046–018-0812–3 Khan M. N. A. Mahmood A. ( 2018 ). A distinctive approach to obtain higher page rank through search engine optimization . Sādhanā -Academy Proceedings in Engineering Sciences , 43 ( 3 ), 1 12 . https://doi.org/10.1007/s12046–018-0812–3 Search in Google Scholar

Kromidha, E., & Robson, P. J. (2021). The role of digital presence and investment network signals on the internationalisation of small firms. International Small Business Journal: Researching Entrepreneurship, 39(2), 109–129. https://doi.org/10.1177/0266242620958898 Kromidha E. Robson P. J. ( 2021 ). The role of digital presence and investment network signals on the internationalisation of small firms . International Small Business Journal: Researching Entrepreneurship , 39 ( 2 ), 109 129 . https://doi.org/10.1177/0266242620958898 Search in Google Scholar

Montella, M. M. (2017). Wine tourism and sustainability: A review. Sustainability, 9(1), 1–11. https://doi.org/10.3390/su9010113 Montella M. M. ( 2017 ). Wine tourism and sustainability: A review . Sustainability , 9 ( 1 ), 1 11 . https://doi.org/10.3390/su9010113 Search in Google Scholar

Morais, E. P., Mendonca, V., & Cunha, C. R. (2023, June 20–23). SEO Websites evaluation of the hotels in Terras de Trás-os-Montes using Ubersuggest [Conference Paper]. Iberian Conference on Information Systems and Technologies, University of Aveiro, Aveiro, Portugal. https://doi.org/10.23919/CISTI58278.2023.10211285 Morais E. P. Mendonca V. Cunha C. R. ( 2023 , June 20–23 ). SEO Websites evaluation of the hotels in Terras de Trás-os-Montes using Ubersuggest [Conference Paper]. Iberian Conference on Information Systems and Technologies, University of Aveiro , Aveiro, Portugal . https://doi.org/10.23919/CISTI58278.2023.10211285 Search in Google Scholar

NEILPATEL. (n.d.). Como aumentar a autoridade de domínio: Verificando e melhorando esta métrica chave do site [How to increase domain authority: Checking and improving this key site metric]. https://neilpatel.com/blog/increase-domain-authority/ NEILPATEL . (n.d.). Como aumentar a autoridade de domínio: Verificando e melhorando esta métrica chave do site [How to increase domain authority: Checking and improving this key site metric] . https://neilpatel.com/blog/increase-domain-authority/ Search in Google Scholar

NEILPATEL. (n.d.). KPIs para SEO: 16 indicadores para uma estratégia de sucesso [KPIs for SEO: 16 indicators for a successful strategy]. https://neil-patel.com/br/blog/kpis-para-seo/ NEILPATEL . (n.d.). KPIs para SEO: 16 indicadores para uma estratégia de sucesso [KPIs for SEO: 16 indicators for a successful strategy]. https://neil-patel.com/br/blog/kpis-para-seo/ Search in Google Scholar

Obermayer, N., Kővári, E., Leinonen, J., Bak, G., & Valeri, M. (2022). How social media practices shape family business performance: The wine industry case study. European Management Journal, 40(3), 360–371. https://doi.org/10.1016/j.emj.2021.08.003 Obermayer N. Kővári E. Leinonen J. Bak G. Valeri M. ( 2022 ). How social media practices shape family business performance: The wine industry case study . European Management Journal , 40 ( 3 ), 360 371 . https://doi.org/10.1016/j.emj.2021.08.003 Search in Google Scholar

Ofiwe, M. (2021). Palavras-chave orgânicas: SEO para iniciantes [Organic keywords: SEO for beginners]. Semrush. https://www.semrush.com/blog/organic-keywords/#header2 Ofiwe M. ( 2021 ). Palavras-chave orgânicas: SEO para iniciantes [Organic keywords: SEO for beginners] . Semrush . https://www.semrush.com/blog/organic-keywords/#header2 Search in Google Scholar

Quintela, J. A., Albuquerque, H., & Freitas, I. (2023). Port wine and wine tourism: The touristic dimension of Douro’s landscape. Sustainability, 15(15), 1–23. https://doi.org/10.3390/su151511718 Quintela J. A. Albuquerque H. Freitas I. ( 2023 ). Port wine and wine tourism: The touristic dimension of Douro’s landscape . Sustainability , 15 ( 15 ), 1 23 . https://doi.org/10.3390/su151511718 Search in Google Scholar

Rachão, S. A. S., Breda, Z., Fernandes, C., & Joukes, V. (2020). Food-and-wine experiences towards co-creation in tourism. Tourism Review, 76(5), 1050–1066. https://www.researchgate.net/publication/339413606_Food-and-wine_experien-ces_towards_co-creation_in_tourism Rachão S. A. S. Breda Z. Fernandes C. Joukes V. ( 2020 ). Food-and-wine experiences towards co-creation in tourism . Tourism Review , 76 ( 5 ), 1050 1066 . https://www.researchgate.net/publication/339413606_Food-and-wine_experien-ces_towards_co-creation_in_tourism Search in Google Scholar

Remeňová, K., Skorková, Z., & Jankelová, N. (2019). Wine tourism as an increasingly valuable revenue stream of a winery’s business model. Ekonomika Poljoprivrede, 66(1), 23–34. https://doi.org/10.5937/ekopolj1901023r Remeňová K. Skorková Z. Jankelová N. ( 2019 ). Wine tourism as an increasingly valuable revenue stream of a winery’s business model . Ekonomika Poljoprivrede , 66 ( 1 ), 23 34 . https://doi.org/10.5937/ekopolj1901023r Search in Google Scholar

Rodrigues, B., & Morais, E. P. (2023). A presença digital nas redes sociais dos estabelecimentos hoteleiros da cidade de Braga [The digital presence on social networks of Braga city hotels]. Revista Ibérica de Sistemas e Tecnologias de In-formação, 2023(60), 281–293. http://hdl.handle.net/10198/28783 Rodrigues B. Morais E. P. ( 2023 ). A presença digital nas redes sociais dos estabelecimentos hoteleiros da cidade de Braga [The digital presence on social networks of Braga city hotels] . Revista Ibérica de Sistemas e Tecnologias de In-formação , 2023 ( 60 ), 281 293 . http://hdl.handle.net/10198/28783 Search in Google Scholar

Santos, V. R., Ramos, P., Almeida, N., & Santos-Pavón, E. (2019). Wine and wine tourism experience: A theoretical and conceptual review. Worldwide Hospitality and Tourism Themes, 11(6), 718–730. https://doi.org/10.1108/WHATT-09–2019-0053 Santos V. R. Ramos P. Almeida N. Santos-Pavón E. ( 2019 ). Wine and wine tourism experience: A theoretical and conceptual review . Worldwide Hospitality and Tourism Themes , 11 ( 6 ), 718 730 . https://doi.org/10.1108/WHATT-09–2019-0053 Search in Google Scholar

Setiawan, A., Harahap, Z., Syamsuar, D., & Kunang, Y. N. (2020). The optimization of website visibility and traffic by implementing Search Engine Optimization (SEO) in Palembang Polytechnic of Tourism. Communication and Information Technology, 14 (1), 31–44. https://www.researchgate. net/publication/343235216_The_Optimization_ of_Website_Visibility_and_Traffic_by_Implementing_Search_Engine_Optimization_SEO_in_Pa-lembang_Polytechnic_of_Tourism Setiawan A. Harahap Z. Syamsuar D. Kunang Y. N. ( 2020 ). The optimization of website visibility and traffic by implementing Search Engine Optimization (SEO) in Palembang Polytechnic of Tourism . Communication and Information Technology , 14 ( 1 ), 31 44 . https://www.researchgate.net/publication/343235216_The_Optimization_of_Website_Visibility_and_Traffic_by_Implementing_Search_Engine_Optimization_SEO_in_Pa-lembang_Polytechnic_of_Tourism Search in Google Scholar

Sokolova, N., & Titova, O. (2019, April 14–15). Digital marketing as a type: Concept, tools and effects [Conference Paper]. 1st International Scientific Conference, Yekaterinburg, Russia. https://doi.org/https://doi.org/10.2991/mtde-19.2019.101 Sokolova N. Titova O. ( 2019 , April 14–15 ). Digital marketing as a type: Concept, tools and effects [Conference Paper]. 1st International Scientific Conference , Yekaterinburg, Russia . https://doi.org/https://doi.org/10.2991/mtde-19.2019.101 Search in Google Scholar

Ullah, A., Nawi, N. M., Sutoyo, E., Shazad, A., Khan, S. N., & Aamir, M. (2018). Search Engine Optimization algorithms for page ranking: Comparative study. International Journal of Integrated Engineering, 10(6), 19–25. https://doi.org/10.30880/ijie.2018.10.06.003 Ullah A. Nawi N. M. Sutoyo E. Shazad A. Khan S. N. Aamir M. ( 2018 ). Search Engine Optimization algorithms for page ranking: Comparative study . International Journal of Integrated Engineering , 10 ( 6 ), 19 25 . https://doi.org/10.30880/ijie.2018.10.06.003 Search in Google Scholar

Velázquez, O. C., Higuera, K. R., & Galván León, J. A. (2019). Efecto de la mercadotecnia digital en la elección de Mipymes vinícolas en el Valle de Guadalupe, México [The influence of digital marketing on the choice of msmes wineries in the Valle de Guadalupe, Mexico]. 3C Empresa: Investigación y pensamiento crítico, 8(3), 150–177. https://dialnet.unirioja.es/servlet/articulo?codigo=7051786 Velázquez O. C. Higuera K. R. Galván León J. A. ( 2019 ). Efecto de la mercadotecnia digital en la elección de Mipymes vinícolas en el Valle de Guadalupe, México [The influence of digital marketing on the choice of msmes wineries in the Valle de Guadalupe, Mexico] . 3C Empresa: Investigación y pensamiento crítico , 8 ( 3 ), 150 177 . https://dialnet.unirioja.es/servlet/articulo?codigo=7051786 Search in Google Scholar

Veleva, S. S., & Tsvetanova, A. I. (2019, November 21–22). Characteristics of the digital marketing advantages and disadvantages [Conference Paper]. International Scientific Conference, St. Petersburg, Russia. https://doi.org/10.1088/1757–899X/940/1/012065 Veleva S. S. Tsvetanova A. I. ( 2019 , November 21–22 ). Characteristics of the digital marketing advantages and disadvantages [Conference Paper]. International Scientific Conference , St. Petersburg, Russia . https://doi.org/10.1088/1757–899X/940/1/012065 Search in Google Scholar

Vo Thanh, T., & Kirova, V. (2018). Wine tourism experience: A netnography study. Journal of Business Research, 83(2016), 30–37. https://doi.org/10.1016/j.jbusres.2017.10.008 Vo Thanh T. Kirova V. ( 2018 ). Wine tourism experience: A netnography study . Journal of Business Research , 83 ( 2016 ), 30 37 . https://doi.org/10.1016/j.jbusres.2017.10.008 Search in Google Scholar

Vukovic, D. B., Maiti, M., Vujko, A., & Shams, R. (2020). Residents’ perceptions of wine tourism on the rural destinations development. British Food Journal, 122(8), 2739–2753. https://doi.org/10.1108/BFJ-04–2019-0291 Vukovic D. B. Maiti M. Vujko A. Shams R. ( 2020 ). Residents’ perceptions of wine tourism on the rural destinations development . British Food Journal , 122 ( 8 ), 2739 2753 . https://doi.org/10.1108/BFJ-04–2019-0291 Search in Google Scholar

Yuan, J., Morrison, A. M., Cai, L. A., & Linton, S. (2008). A model of wine tourist behaviour: A festival approach. International Journal of Tourism Research, 10(3), 207–219. https://doi.org/10.1002/jtr.651 Yuan J. Morrison A. M. Cai L. A. Linton S. ( 2008 ). A model of wine tourist behaviour: A festival approach . International Journal of Tourism Research , 10 ( 3 ), 207 219 . https://doi.org/10.1002/jtr.651 Search in Google Scholar