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Publication
A utilização das redes sociais para a promoção do Enoturismo: Comissões Vitivinícolas de Portugal
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Advisor(s)
Abstract(s)
O aumento exponencial da utilização das redes sociais e outras ferramentas de comunicação digital, transformou substancialmente a comunicação das organizações, alterando a forma como as empresas e os destinos turísticos promovem os seus produtos e serviços. Por todo o território português, está presente a oferta enoturística, abrangendo 14 regiões vitivinícolas. Em cada região vitivinícola, existe uma Comissão Vitivinícola Regional (CVR) ou outra entidade certificadora que auxilia na promoção e divulgação dos produtos vitivinícolas das várias regiões. Estas entidades, desempenham um papel crucial na gestão e divulgação das experiências enoturísticas, colaborando para a dinamização dos territórios. Assim, o objetivo da presente investigação passa por analisar a utilização das redes sociais, Facebook e Instagram pelas Comissões Vitivinícolas Regionais e outras entidades certificadoras na promoção do Enoturismo. Neste sentido, recorreu-se a uma abordagem de metodologia qualitativa, através de uma análise descritiva à presença das entidades no Facebook e Instagram durante o período de 1 de janeiro a 30 de setembro de 2023. Os resultados obtidos demonstraram que todas as entidades têm presença nas redes sociais Facebook e Instagram. Na grande maioria utilizam o formato de foto nas suas publicações em ambas as redes sociais. Quanto à tipologia de eventos mais promovidos, em ambas as redes sociais, são os eventos comerciais e institucionais, seguindo-se os eventos de carácter técnico e científico.
The exponential growth in the use of social networks and other digital communication tools has transformed organizational communication and the way in which businesses and tourist destinations promote their products and services. Wine tourism is available throughout Portugal, covering 14 wine regions. Each wine region has a regional wine commission or other certifying body that helps to promote and publicize the wine products of the different regions. These entities play a crucial role in the management and dissemination of wine tourism experiences, contributing to the revitalization of the territories. The aim of this research is to analyze the use of the social networks Facebook and Instagram by the Regional Wine Commissions and other certifying bodies to promote wine tourism. To this end, a qualitative approach was used, through a descriptive analysis of the presence of the entities on Facebook and Instagram during the period from 1 January to 30 September 2023. The results showed that all the organizations have a presence on the Facebook and Instagram social networks. The vast majority use the photo format in their publications on both social networks. The type of events most promoted on both social networks are commercial and institutional events, followed by technical and scientific events.
The exponential growth in the use of social networks and other digital communication tools has transformed organizational communication and the way in which businesses and tourist destinations promote their products and services. Wine tourism is available throughout Portugal, covering 14 wine regions. Each wine region has a regional wine commission or other certifying body that helps to promote and publicize the wine products of the different regions. These entities play a crucial role in the management and dissemination of wine tourism experiences, contributing to the revitalization of the territories. The aim of this research is to analyze the use of the social networks Facebook and Instagram by the Regional Wine Commissions and other certifying bodies to promote wine tourism. To this end, a qualitative approach was used, through a descriptive analysis of the presence of the entities on Facebook and Instagram during the period from 1 January to 30 September 2023. The results showed that all the organizations have a presence on the Facebook and Instagram social networks. The vast majority use the photo format in their publications on both social networks. The type of events most promoted on both social networks are commercial and institutional events, followed by technical and scientific events.
Description
Keywords
Enoturismo Comissões Vitivinícolas Regionais Marketing digital Redes sociais
Pedagogical Context
Citation
Esteves, E., Morais, E.P., & Fontes, F. (2024). A utilização das redes sociais para a promoção do Enoturismo. In 19Th Iberian Conference on Information Systems and Technologies (CISTI) - Iberian Proceedings of CISTI 2024. Salamanca: Universidade de Salamanca. p. 1196-1201. ISBN 978-989-36481-1-7
Publisher
Information and Technology Management Association (ITMA)