Effects of Social Media on Enotourism. Two Cases Study: Okanagan Valley (Canada) and Somontano (Spain)

Cristòfol, F. Javier; Zamarreño-Aramendia, Gorka; Vela, Jordi de San Eugenio

doi:10.3390/su12176705

Cited by 16 publications

(20 citation statements)

References 88 publications

(91 reference statements)

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“…As noted in the article [12], the notion that the goal of a wine tourist is simply to drink wine has been challenged by a number of studies that demonstrate that visitors are usually interested in a wider range of wine-related experiences. The strategy for promoting wine tourism should be based on this approach.…”

Section: Discussionmentioning

confidence: 99%

“…The coordinator of the territorial cluster "Don Valley" is the Department of the consumer market in the Rostov region, the specialized organization is the Don State Technical University. Social networks and tourist information centers can play an important role in the popularization of wine tourism, respectively, the Don wine industry [12,33].…”

Section: Discussionmentioning

confidence: 99%

“…The research methodology was based on the use of content analysis and the method of comparative analysis in the study of wine tourism experience development in various countries, presented in the works [7][8][9][10][11][12][13][14][15][16][17]. The presentation of the objects in wine industry of the Rostov region was carried out using the principle of historicism, which allowed us to define the following steps: 1) the origin of this object, 2) periods of its development, 3) the current state; 4) prospects for further development.…”

Section: Methodsmentioning

confidence: 99%

“…Wine tourism, according to many researchers [7][8][9][10][11][12][13][14][15][16][17], appeared relatively recently -in the second half of the last century. The first wine route was opened in Burgundy in 1934.…”

Section: Development Of Wine Tourism World Practicementioning

confidence: 99%

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Perspectives of wine tourism development in Rostov region

2021

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Wine tourism is an economically promising type of sustainable tourism for the region. Currently, the state has created favourable conditions for the wine-growing regions of the Russian Federation (one of them is the Rostov region) including financial support for the development of viticulture and winemaking. The article describes the forms of state support, explicates the status of the Rostov region among other wine territories since the latter, due to its natural and climatic features, has prospects for creating unique varieties of wine products with access to the level of world recognition. People’s awareness about wine tourism in the region and their intentions of future participation in visiting the Don vineyards and wineries was studied. Methods of content analysis, expert interviews with managers of wineries, and a mass survey of the population in this region, including more than 400 questionnaires were used in the study. The results show that there are three main factors for the successful development of wine tourism in the Rostov region: 1) a unique product of wine tourism in its taste; 2) the organization of wine production in the relationship between government and business, which opens up prospects for creating the necessary infrastructure for the development of enotourism; 3) potential wine tourists. Despite the low awareness of the surveyed residents of the region about the peculiarities of Don wines and wine tourism programs, 62% of respondents showed interest in participating in the tours. Some recommendations are given for organizing tourist routes that include an introduction to the cultural identity of the Don region in their program.

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Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

Section: Methodsmentioning

confidence: 99%

Section: Development Of Wine Tourism World Practicementioning

confidence: 99%

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Perspectives of wine tourism development in Rostov region

2021

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“…Social media data can support product development and destination management in tourism in many different ways [8,17]. In local and low-traffic areas, social media provides a platform for direct communication between the host and the tourist [18]. Information gathered from social media and tourism applications, can help track the movements and the consumption of tourists.…”

Section: The Use Of Social Media and Mobile Positioning Data In Tourism Research: A Literature Reviewmentioning

confidence: 99%

Combining Social Media and Mobile Positioning Data in the Analysis of Tourist Flows: A Case Study from Szeged, Hungary

Kovács

Vida

Elekes³

et al. 2021

Sustainability

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Despite the growing importance of mobile tracking technology in urban planning and traffic forecasting, its utilization in the understanding of the basic laws governing tourist flows remains limited. Knowledge regarding the motivations and spatial behavior of tourists has great potential in sustainable tourism studies. In this paper, we combine social media (Twitter) and mobile positioning data (MPD) in the analysis of international tourism flows in Szeged, a secondary urban center in Hungary. First, the content of geotagged and non-geotagged Twitter messages referring to Szeged in a six-month period of 2018 was analyzed. In this way specific events attracting foreign tourists were identified. Then, using MPD data of foreign SIM cards, visitor peaks in the investigated period were defined. With the joint application of the social media and mobile positioning analytical tools, we were able to identify those attractions (festivals, sport and cultural events, etc.) that generated significant tourism arrivals in the city. Furthermore, using the mixed-method approach we were also able to analyze the movements of foreign visitors during one large-scale tourism event and evaluate its hinterland. Overall, this study supports the idea that social media data should be combined with other real-time data sources, such as MPD, in order to gain a more precise understanding of the behavior of tourists. The proposed analytical tool can contribute to methodological and conceptual development in the field, and information gained by its application can positively influence not only tourism management and planning but also tourism marketing and placemaking.

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Social media influencer marketing and economic performance in the Spanish wine industry: unravelling the role of corporate social legitimacy

Martínez-Falcó,

Sánchez-García,

Marco-Lajara

et al. 2024

BFJ

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PurposeThis research focuses firstly on the impact of Social Media Influencer Marketing (SMIM) on the Economic Performance (EP) of Spanish wineries, and secondly on the mediating effect of Corporate Social Legitimacy (CSL) on this main relationship (SMIM-EP). Age, size and Protected Designation of Origin (PDO) membership are used to increase the precision of the cause-effect relationships examined.Design/methodology/approachThe study proposes a conceptual model based on previous studies, which is tested using structural equations (PLS-SEM) with data collected from 196 Spanish wineries between September 2022 and January 2023.FindingsThe results reveal a positive and significant relationship between the development of SMIM and the EP of Spanish wineries, as well as the partial mediation of CSL in the SMIM-EP relationship.Originality/valueThe uniqueness of this study can be attributed to several factors. First, it enhances the understanding and knowledge of the benefits associated with SMIM development in the winemaking context. Second, no previous research has conducted an empirical study on the development of SMIM as a catalyst for EP in the context of Spanish wineries. Third, to the authors' knowledge, no previous study has examined the mediating role of CSL in the SMIM-EP relationship, thus representing an opportunity to advance scientific knowledge related to SMIM.

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Effects of Social Media on Enotourism. Two Cases Study: Okanagan Valley (Canada) and Somontano (Spain)

Cited by 16 publications

References 88 publications

Perspectives of wine tourism development in Rostov region

Perspectives of wine tourism development in Rostov region

Combining Social Media and Mobile Positioning Data in the Analysis of Tourist Flows: A Case Study from Szeged, Hungary

Social media influencer marketing and economic performance in the Spanish wine industry: unravelling the role of corporate social legitimacy

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