Use of a winery’s website for wine tourism development: Rioja region

Abstract

Purpose The purpose of this paper is to define and analyse not only the main categories of online marketing strategies used by Rioja wine producers but also how wineries use their websites to provide information about wine tourism. Design/methodology/approach The content of websites corresponding to the Rioja designation of origin (Spain) is analysed, and the types of websites are determined according to significant differences in their content. Findings The websites used by Rioja wineries can be improved. The elements developed the best are those related to contact information and interactive communication, although interactive communication can also be enhanced through properly managed social networks. The study concludes that the websites can be further improved by including more information about the wines of the wineries, by improving their e-commerce platforms and interactivity and by including more information about other companies at the wine tourism destination. Two distinct types of websites were observed, differentiated by greater or lesser orientation towards the development of the region as a wine tourism destination. Research limitations/implications This study should be conducted for other designations of origin, both national and international, thereby allowing a comparison of not only the elements that are present on websites but also their orientation. Practical implications An outline is provided regarding the information that a winery's website must have to generate interest in a region as a wine tourism destination. The indicators that must be developed for a region to be tourism oriented are shown. Social implications The study highlights the importance of including wine tourism information on websites to improve social cohesion among wine tourism players and to contribute to both a stronger wine tourism identity and improved economic outcomes. Originality/value The proposed scheme is a diagnostic tool that allows determining the areas of improvement of one of the main sources of information used by tourists when selecting a destination. This tool can be applied by any winery regardless of its location.