The Role of Websites in Promoting Wine Tourism: An Evaluation of Romanian Wineries

Abstract

While aspiring to become internationally valued producers of high-quality wines, certain Romanian wineries recently turned towards wine tourism. Given the increasing role of smart devices and online-based information in holiday selection and planning, the main objective of the paper is to evaluate the online presence, informational content and effectiveness of Romanian wineries’ websites for the promotion of wine tourism. This evaluation comprised 53 features tested in previous research and organized into four categories: main website characteristics, wine tourism, marketing, and education. Based on content analysis conducted on 154 websites of wineries identified in all Romanian regions, scores were computed and, subsequently, wineries were classified, mapped, and evaluated. The findings show that certain basic features are overall available, while exclusive features that could positively influence tourist preferences and experiences are insufficient in terms of design, education, and marketing characteristics. Less than 50% of the analysed websites inform about wine tasting activities, less than 35% specify visiting hours, and less than 20% mention tourist amenities. The websites that indicate other local wineries, allied industries or tourist attractions represent exceptions. This study underlines the importance of leveraging digital tools within the marketing strategy of wineries and the need to enhance networking among regional stakeholders as prerequisite for sustainable development.