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Emarketing for wine tourism
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Resumo(s)
This research aims to identify the main features in Wine Tourism
operators' websites and to present a suggestion on how these operators
could maximize the Internet tool. Ultimately, this research intends to
assess the use of eMarketing for Wine Tourism. The sampled websites
belong to six important wine producers in Portugal. Through the content
analysis of the websites, we sought to determine the popularity and
visibility of these, as well as their performance in categories such as
Basic Information, Visual Information, Societal Information, Virtual
Information, Trustworthy Information, Website Navigation, Customer
Relations and Sales. Also, an email was sent by a Mystery Customer,
similar to the widely used technique in Retail, in order to assess the
quality of service for online customer, namely time and quality of reply.
The results show that companies have not yet realized the full potential
of eMarketing. Some suggestions are presented to maximize that tool in
order to gain a competitive advantage.
Descrição
Palavras-chave
eMarketing wine tourism Portugal