Publication
Digital marketing in wine tourism – Trás-os-Montes and Dão case study
| datacite.subject.fos | Ciências Sociais | |
| dc.contributor.author | Fontes, Filipa | |
| dc.contributor.author | Esteves, Elsa Tavares | |
| dc.contributor.author | Morais, Elisabete Paulo | |
| dc.date.accessioned | 2025-03-10T15:58:40Z | |
| dc.date.available | 2025-03-10T15:58:40Z | |
| dc.date.issued | 2024 | |
| dc.description.abstract | Having quality wine is important for a wine company; however, it is necessary to have a communication strategy and be aware that digital marketing activities are constantly evolving and that companies need to adapt to stay close to their audience. The wine sector increasingly sees digital marketing as a valuable and convenient tool for promoting companies and as a facilitator to reach consumers. The Regional Wine Commissions (RWCs) are entities whose mission is to promote and publicise the wine products of their region. The aim of this paper is to analyse the performance of two RWCs, both located in Portugal – the Trás-os-Montes region and the Dão region – on a digital level (Facebook, Instagram and website) and their use of search engine optimisation (SEO) techniques. The intention is also to identify how they promote regional producers and the wine tourism offer on their websites. | eng |
| dc.description.version | info:eu-repo/semantics/publishedVersion | pt_PT |
| dc.identifier.citation | Fontes, F.; Esteves, E.; Morais, E.P. (2024) Digital Marketing in Wine Tourism – Trás-Os-Montes and Dão Case Study. European Journal of Tourism, Hospitality and Recreation. Sciendo, 14:2, p. 179-189. | |
| dc.identifier.doi | 10.2478/ejthr-2024-0013 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10198/34349 | |
| dc.language.iso | eng | pt_PT |
| dc.peerreviewed | yes | pt_PT |
| dc.publisher | Sciendo | |
| dc.relation | Centre for Tourism Research, Development and Innovation | |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | pt_PT |
| dc.subject | Wine tourism | |
| dc.subject | Digital marketing | |
| dc.subject | SEO | |
| dc.subject | Social Networks | |
| dc.title | Digital marketing in wine tourism – Trás-os-Montes and Dão case study | pt_PT |
| dc.type | journal article | |
| dspace.entity.type | Publication | |
| oaire.awardTitle | Centre for Tourism Research, Development and Innovation | |
| oaire.awardURI | info:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F04470%2F2020/PT | |
| oaire.citation.endPage | 189 | |
| oaire.citation.issue | 14 | pt_PT |
| oaire.citation.startPage | 179 | |
| oaire.citation.title | European Journal of Tourism Hospitality and Recreation | |
| oaire.citation.volume | 2 | pt_PT |
| oaire.fundingStream | 6817 - DCRRNI ID | |
| person.familyName | Esteves | |
| person.familyName | Morais | |
| person.givenName | Elsa Tavares | |
| person.givenName | Elisabete Paulo | |
| person.identifier.ciencia-id | 3614-29F4-BC16 | |
| person.identifier.ciencia-id | 541E-1263-2337 | |
| person.identifier.orcid | 0000-0002-8463-9842 | |
| person.identifier.orcid | 0000-0002-1923-2341 | |
| person.identifier.rid | W-1757-2017 | |
| person.identifier.scopus-author-id | 27568052000 | |
| project.funder.identifier | http://doi.org/10.13039/501100001871 | |
| project.funder.name | Fundação para a Ciência e a Tecnologia | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | article | pt_PT |
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