Social media marketing in wine tourism: winery owners’ perceptions |
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Authors: | Magali Canovi Francesca Pucciarelli |
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Institution: | 1. Department of Entrepreneurship, ESCP Europe, Turin, Italy;2. Department of Marketing, ESCP Europe, Turin, Italy |
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Abstract: | This paper examines winery owners’ attitudes and perceptions regarding the use of social media in marketing and promoting wine tourism online. Empirical evidence is provided by a sample of 20 winery owners in the North Italian region of Langhe, who have engaged to a greater or lesser extent in social media. The findings show that while the majority of winery owners recognise the social, economic and emotional benefits of social media, they are far from exploiting its full potential, partially due to barriers such as their agricultural mentality and the time-consuming nature of social media. |
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Keywords: | Social media social networking sites social media perceived benefits social media adoption barriers providers’ perceptions wine tourism wine marketing wineries tourism marketing Italy |
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