The Importance of Customer Relationship Management and Social Media in the Greek Wine Tourism Industry

Belias, Dimitrios; Velissariou, Efstathios; Kyriakou, Dimitrios; Vasiliadis, Labros; Mantas, Christos; Sdrolias, Labros; Aspridis, Georgios; Kakkos, Nikolaos

doi:10.1007/978-3-319-67603-6_19

Cited by 12 publications

(7 citation statements)

References 14 publications

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“…However, a major shift by some wine stakeholders' is to develop their own event portfolio at their individual winery to increase wine sales as an estimated at 40% of Victorian wine sales are generated at cellar door (Wine Victoria, 2020). This is significant as previously studies indicated wineries only par-take in collaborative events and festivals in wine regions (Belias et al, 2017;Yuan et al, 2005). Today, wine stakeholders' view attracting visitors to their winery is very important in generating greater wine sales but acknowledge there still are definitive flow-on effects for financial and social impacts year-round for the host community.…”

Section: Discussionmentioning

confidence: 94%

“…One of the main concerns that wine regions are presented with remaining financially viable in the long-term (Andersson et al, 2019). Wine tourism is essential to increase winery visitation, wine sales, repeat visitation and wine purchasing customers (Belias et al, 2017;Croce & Perri, 2017;Hall & Macionis, 1998). Regional and winery events are a vital component of this wine tourism development.…”

Section: Introductionmentioning

confidence: 99%

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Developing a Wine Event Portfolio by Wine Stakeholders at Individual Wineries in Victoria, Australia

Strickland

2022

REDR

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This exploratory study identifies the economic benefits for wine regions, but specifically where wine stakeholders invest in their own event portfolio creating fun and social occasions. There is little empirical research about the utility of an event portfolio in regional areas and even less in relation to their application to Victorian wine events making the study innovative in nature. It is the first attempt to represent the viewpoint of wine stakeholders. A qualitative geographical bounded case study approach was applied to explore the rational and benefits of developing a wine event portfolio in two Victorian wine regions from a wine stakeholders' perspective. The findings suggest that while destination marketing organizations were familiar with the term 'event portfolio' the concept was quite new for event organizers at individual wineries. Nonetheless, they were planning for multiple events across the year and aimed to capture a range of benefits by holding more than one annual event. These benefits for wine stakeholders' representing individual wineries are an increase in wine sales, diverse demographics of winery visitors and repeat visitation throughout the calendar year. This is despite the increase in financial risk and time commitments by wine stakeholders' hosting wine events at their winery. The paper concludes by suggesting the future research should focus on other viewpoints and replicating this study in other wine regions highlighting the importance and greater benefits of investing in regional development focusing on wine event tourism.

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Section: Discussionmentioning

confidence: 94%

Section: Introductionmentioning

confidence: 99%

Developing a Wine Event Portfolio by Wine Stakeholders at Individual Wineries in Victoria, Australia

Strickland

2022

REDR

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“…Academic literature has analyzed the various impacts of the communication and marketing elements of wine tourism. One of its focuses is the use of social networks [10,40]; some examples of case studies are that of Belias et al [41] for Crete, Carvalho et al [42] for the Portuguese region of Bairrada, or Canovi and Pucciarelli [43] for the Italian case of the Langhe region.…”

Section: State Of the Artmentioning

confidence: 99%

Managing Digital Presence in Wineries Practicing Heroic Agriculture: The Cases of Ribeira Sacra and Lanzarote (Spain)

2023

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Wine tourism has become an exciting avenue of development for rural wine-producing regions. The channels through which these millenary traditions are transmitted are diverse, and the wineries that practice heroic viticulture can sustainably influence the economic recovery process, especially after the COVID-19 crisis. This paper analyzes the possibilities offered by social media to promote rural territory and wine production in a sustainable way through wine tourism. For this purpose, we have used the case study of the wineries of the Ribeira Sacra appellation of origin and the Canary Islands context in the Lanzarote AO. The methodology used has counted, on the one hand, the existence of web pages of the geographical demarcations mentioned. On the other hand, a study of these wineries’ presence on the three main social networking sites, Facebook, Twitter and Instagram, has been carried out. The main focus has been on a content analysis of the social network Instagram, taking into account the terroir’s emotional values and tourist attractions. The results show that their presence on the Internet could be higher, as only 55% of the wineries of these appellations of origin have a website. In the case of Instagram, the percentages decrease in Ribeira Sacra and increase in Lanzarote. Finally, it has been possible to trace a model of rural development supported by sustainable tourism, wherein emotional values and transmitted attractions stand out, alongside elements related to the landscape and nature and the wine landscape, tradition and gastronomy.

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“…Notably, a study on the impact of social media practices on wine sales in US wineries showed that 87 percent of the wineries reported a perceived increase in sales due to social media [30]. Regarding wine and tourism partnership, a previous study about the relevance of social media on the wine tourism in Greece suggested that customer relationship management could be improved using these channels of communication [31]. Other studies pointed out the fundamental role that social media may have the promotion and valuation of brands with consumers; for example, social media can be important in assessing customer satisfaction [32,33] by quickly and closely verifying the relationship between brand and consumer, with greater involvement between both [34,35], and by capturing consumer experiences or guiding potential buyers, or by understanding the quality of service through, as an example, negative or positive comments related to a certain product.…”

Section: Introductionmentioning

confidence: 99%

Use Social Media Knowledge for Exploring the Portuguese Wine Industry: Following Talks and Perceptions?

Pérez-Rodríguez

Baptista

Igrejas

et al. 2022

Scientific Programming

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This work presents an exploratory study that retrieves, processes, and analyses Twitter data to gain insights about the relevance and perceptions of the wine industry in the Douro Portuguese region (including Porto and Douro wines), as well as other regions in the country. The main techniques and algorithms used in our work belong to the families of natural language processing and machine learning, and the practical relevance of the proposed methodology has been proven in the analysis of 1.2 million unique messages from more than 764,000 distinct users retrieved from the Twitter platform. Derived results from this study are valuable to provide insights that can be further used in the context of Business Informatics to promote better and more efficient marketing campaigns, for example, centering the topic on the most interested people or communicating with the most appropriate words.

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The Importance of Customer Relationship Management and Social Media in the Greek Wine Tourism Industry

Cited by 12 publications

References 14 publications

Developing a Wine Event Portfolio by Wine Stakeholders at Individual Wineries in Victoria, Australia

Developing a Wine Event Portfolio by Wine Stakeholders at Individual Wineries in Victoria, Australia

Managing Digital Presence in Wineries Practicing Heroic Agriculture: The Cases of Ribeira Sacra and Lanzarote (Spain)

Use Social Media Knowledge for Exploring the Portuguese Wine Industry: Following Talks and Perceptions?

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