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Advisor(s)
Abstract(s)
O setor vinícola, cada vez mais, reconhece o papel do
marketing digital como uma ferramenta valiosa e apropriada para
atingir os consumidores. Produzir um bom vinho é uma parte
importante do trabalho, no entanto é necessário dar-lhe a
apresentação que merece, comunicando com precisão e tendo
presente que as atividades de marketing digital estão em constante
evolução e as empresas têm que se adaptar. Neste sentido, o
objetivo da presente investigação passa por analisar a atuação a
nível digital e a utilização de técnicas de SEO (Search Engine
Optimization) de uma empresa que pratica enoturismo. Para tal,
foram recolhidos dados em diversos canais digitais da empresa
Quinta do Sobreiró de Cima, como Facebook, Instagram e Web
site.
The wine industry increasingly recognises the role of digital marketing as a valuable and appropriate tool to reach consumers. Producing a good wine is an important part of the job, however it is necessary to give it the presentation it deserves, communicating accurately and keeping in mind that digital marketing activities are constantly evolving, and companies have to adapt. In this sense, the objective of this research is to analyse the digital communication and the use of SEO (Search Engine Optimization) techniques of a company that practices wine tourism. To this end, data were collected in several digital channels of the company Quinta do Sobreiró de Cima, such as Facebook, Instagram and website.
The wine industry increasingly recognises the role of digital marketing as a valuable and appropriate tool to reach consumers. Producing a good wine is an important part of the job, however it is necessary to give it the presentation it deserves, communicating accurately and keeping in mind that digital marketing activities are constantly evolving, and companies have to adapt. In this sense, the objective of this research is to analyse the digital communication and the use of SEO (Search Engine Optimization) techniques of a company that practices wine tourism. To this end, data were collected in several digital channels of the company Quinta do Sobreiró de Cima, such as Facebook, Instagram and website.
Description
Keywords
Enoturismo Marketing digital Otimização para os motores de busca SEO
Citation
Fontes, Filipa Alexandra Peixeiro; Correia, Ricardo, Mendonça, Vítor (2023). Marketing digital no enoturismo: o caso da Quinta do Sobreiró de Cima. In 18th Iberian Conference on Information Systems and Technologies, CISTI 2023. Aveiro: IEEE. p. 1-7. ISBN 978-989-33-4792-8
Publisher
IEEE