Digital marketing and wine tourism: quality of websites of wineries at Serra Gaúcha
Marketing tools based on digital resources have been characterized as basic strategies for publicizing and promoting tourist companies, which includes wineries that work with tourism. The present research aims to analyze the quality of winery websites in Bento Gonçalves (Serra Gaúcha, Brasil), throu...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2024 |
| País: | Brasil |
| Institución: | Universidade do Vale do Itajaí (UNIVALI) |
| Repositorio: | Turismo : Visão e Ação (Online) |
| Idioma: | portugués |
| OAI Identifier: | oai:ojs.periodicos.univali.br:article/19975 |
| Acceso en línea: | https://periodicos.univali.br/index.php/rtva/article/view/19975 |
| Access Level: | acceso abierto |
| Palabra clave: | Wine tourism Digital marketing Winery Evaluation matrix Website Turismo del vino Marketing digital Bodega Matriz de evaluación Sitios web Enoturismo Vinícola Matriz de avaliação |
| Sumario: | Marketing tools based on digital resources have been characterized as basic strategies for publicizing and promoting tourist companies, which includes wineries that work with tourism. The present research aims to analyze the quality of winery websites in Bento Gonçalves (Serra Gaúcha, Brasil), through the application of the AWE-V (Analysis of Wine Tourism Websites – Wineries). The study is quantitative, exploratory and descriptive, with a sample of 37 wineries. The main results show that the technical aspects of websites receive greater attention, while categories such as “services” and “winery”, involving the possibility of purchasing products and experiences, in addition to relevant information about the company, are elements that still deserve greater attention by some wineries. Analyzing the score of each winery, 4 websites achieved 50 or more points (with the AWE-V having a maximum score of 72 points). It is concluded that the majority of winerie’s websites analyzed has the basic precepts to be considered a quality website, however, it is worth highlighting that attributes related to wine tourism experience and the resources that the wine offers could be better explored on the website. |
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