Vasco Santos, Paulo Ramos, Bruno Sousa and Marco Valeri
Wine tourism has stood out as a very recognized and valid tourism and marketing segment, growing worldwide and urging the complex needed advances on wine tourism practices…
Abstract
Purpose
Wine tourism has stood out as a very recognized and valid tourism and marketing segment, growing worldwide and urging the complex needed advances on wine tourism practices performance. This paper aims to develop a new framework strictly applied to the global wine tourism system, taking into account emerging and future constructs and dimensions that precede and consequence it.
Design/methodology/approach
The systematic mapping study (SMS) was adopted as the selected research methodological approach, both to analyze and to structure a broad research field concerning methods, designs and research, focuses on the papers published in reliable academic databases such as Emerald, ProQuest, Sage, Science Direct, Scopus, Wiley, Web of Science, Taylor and Francis and Wiley were properly selected and analyzed.
Findings
The following four dimensions were found to comprise the global framework of the wine tourism system: (1) support features (governance, public policies and economic investment; supply development; physical and capacity conditions; requirements of health safety; opinion makers and leaders: managers/stakeholders/players/marketers and benchmarking and value chain); (2) innovation ecosystem (profile of the new generations of wine tourists; virtual and augmented reality: digital and hybrid wine events; smart wine tourism companies; digital channels and platforms: blogs, websites, applications; wine tourism creative activities for all [from kids to seniors] and sustainable and ecologic wine tourism practices); (3) wine tourism experience dimensions (storytelling; involvement; winescape; attachment; emotions and sensory) and (4) behavioural intentions (satisfaction; loyalty; and WoM).
Research limitations/implications
The framework still needs to be empirically applied in wine tourism settings to enrich tourists’ robustness in cross-cultural wine tourism experiences, covering a wider spread of abroad wine tourism destinations and products.
Practical implications
This framework is a useful tool and becomes vital to their continued success, as a key reference of wine tourism management and marketing. As a wine tourist's visitation frequency plays a role in his/her travel motives, product and service quality of tour packages must be improved and monitored.
Originality/value
This is the first research study to demonstrate the combined use of the main domains forming the wine tourism system within a global perspective, covering of the most critical aspects.
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Luzia Arantes de Amorim, Bruno Barbosa Sousa, Álvaro Lopes Dias and Vasco Ribeiro Santos
Digital communication and social media have an increasing importance in society and in tourism boosting. This study aims to analyse the role of digital marketing in the…
Abstract
Purpose
Digital communication and social media have an increasing importance in society and in tourism boosting. This study aims to analyse the role of digital marketing in the destination image and visitor loyalty of historic sites.
Design/methodology/approach
Using a mixed-method approach combining survey data from 318 respondents and three in-depth interviews. Using structural equations modelling results reveals experience, satisfaction, image and loyalty are concepts to be considered by the destinations' digital marketing promotion, as well as the increasing use of digital marketing by tourists, in the sense that tourists are increasing the habit of checking the opinion of others before scheduling their trip and gives them more importance, and a growing importance is given by tourists to the web/social networks of places they intend to visit.
Findings
This study contributes to the theory on tourism digital marketing which can be transposed to organizations management in order to encourage discussion on the processes of capture, retention and loyalty of target audiences.
Research limitations/implications
To enhance the importance of digital marketing in the process of the tourist development of the city, it is fundamental to define a clear strategy for attracting and responding to the greatest demand from cultural tourists who are increasingly interested in actively participating in learning experiences.
Practical implications
The results show that digital communication and social media have an increasing importance in society and in tourism boosting and economy recovery.
Social implications
The paper presents digital marketing as a possible factor in tourism development and social inclusion, advancing practical measures aimed at social justice through a fairer distribution of tourism revenues and the defence of historic centre residents' way (i.e. Barcelos’), and quality of life.
Originality/value
The authors suggest the development of a strategic digital marketing plan applied to the development and promotion of tourism in the city of Barcelos (Portugal), to complement the research presented here, thus contributing with a more practical perspective of the subject under study.
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Arlindo Neves Madeira, Rosa Isabel Rodrigues, Teresa Palrão and Vasco Ribeiro Santos
Web Summit is an annual technological event which takes place annually in November and has great worldwide impact. The event fits into the MICE (meetings, incentives, conventions…
Abstract
Purpose
Web Summit is an annual technological event which takes place annually in November and has great worldwide impact. The event fits into the MICE (meetings, incentives, conventions and exhibitions) typology and has mega-event proportions, not only due to the number of participants but also in relation to its media coverage. The aim of this study is to analyse the participation of Web Summit participants in leisure activities outside the event, namely regarding entertainment and culture and heritage. It was also intended to know their perception of the city's brand image, according to the participants' age and the number of days they stay in the city.
Design/methodology/approach
This investigation is anchored in a quantitative methodology. Data were collected during the four days of the event from a convenience sample of 410 participants. For this purpose, a 15-item questionnaire was used, specifically designed to meet the study's objectives, assessing three dimensions: entertainment, culture and heritage and brand image.
Findings
Entertainment and culture and heritage positively influence tourists' perception of brand image. It was also possible to ascertain that the age of the tourists and their interest in culture and heritage are correlated. Finally, it was found that tourists' perception of entertainment varies depending on the number of days they stay in Lisbon.
Research limitations/implications
The main limitation of the study is related to the fact that a convenience sample was used in a single destination, which does not allow generalization to other contexts. Therefore, it would be interesting to apply the study in other geographical and cultural contexts, particularly in Rio de Janeiro, where the event will also take place next year (2023).This research contributes to extending the reflection on the role that events play in the brand image of a tourist destination. This study also highlights the importance of understanding consumer behaviour in MICE typology events.
Practical implications
The MICE sector plays an important role in the tourism industry as it constitutes a driving force of the global economy. Thus, it is considered that this research draws attention to the importance of the regions invested in this sector (e.g. expansion of facilities, ease of access to the site). Thus, in practical terms, the findings allow the authorities and the different stakeholders to better understand the impact of the event on the city's image and, at the same time, adapt the services according to the attendees' preferences.
Social implications
Considering the results, the study may have an impact on the organization of tours and events related to local culture and heritage, particularly in old quarters, where there is a greater lack of resources and the standard of living of the inhabitants is more precarious.
Originality/value
This research contributes to extending the reflection on the role that mega-events play in the brand image of a tourist destination. This study also highlights the importance of understanding the behaviour of consumers of different ages in events of the MICE typology, in leisure activities outside the event.
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Vasco Ribeiro Santos, Paulo Ramos, Nuno Almeida and Enrique Santos-Pavón
This paper aims to provide a theoretical and conceptual analysis of wine and wine tourism experiences evidencing the current state of the art and providing some directions for…
Abstract
Purpose
This paper aims to provide a theoretical and conceptual analysis of wine and wine tourism experiences evidencing the current state of the art and providing some directions for future research.
Design/methodology/approach
The paper provides an in-depth literature review and content analysis of prior work.
Findings
The experience focussed on wine andwine tourismrequires further exploration. The boundaries of the wine andwine tourism experience were identified, togetherwith highlights and strategic agenda for future actions.
Originality/value
Based on some key prior literature on the topic of wine and tourism experience, future research directions and approaches were proposed.
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Vasco Ribeiro Santos, Paulo Ramos and Nuno Almeida
This paper aims to measure the role of involvement, destination emotions and place attachment in the behavioural intentions of wine tourists when visiting Porto wine cellars.
Abstract
Purpose
This paper aims to measure the role of involvement, destination emotions and place attachment in the behavioural intentions of wine tourists when visiting Porto wine cellars.
Design/methodology/approach
An interceptive survey was conducted with wine tourists during their visits to four Porto wine cellars. A convenience sample of 918 international visitors was obtained. A structural equation model using partial least squares analysis was used to test the hypothesis and the validity of the constructs and model.
Findings
The structural model results indicated that wine tourists’ personal involvement and their wine involvement have a significant and direct influence on destination emotions and place attachment in Porto wine cellars during the visits, which determines their future behavioural intentions.
Research limitations/implications
The generalizability of the results may be limited owing to the sample and the data collection method and the short time frame of the data gathering.
Practical implications
There is a growing potential for researchers and managers to achieve benefits from the proposed model that will support the efforts for wine tourism theory and practice, such as brand positioning strategies and formulation of sharper marketing strategies.
Originality/value
This is the first study to demonstrate the combined use of personal and wine involvement on destination emotions along with place attachment in a wine tourist behaviour context. This approach extends the scope into a wine tourism context because the combination of these three constructs has never been held in the area of wine tourism destinations.
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Vasco Santos, Paulo Ramos, Bruno Sousa, Nuno Almeida and Marco Valeri
This paper aims to present a content analysis of two major constructs among tourism settings, namely involvement and emotions, strictly related to tourist behaviour, due to the…
Abstract
Purpose
This paper aims to present a content analysis of two major constructs among tourism settings, namely involvement and emotions, strictly related to tourist behaviour, due to the fact that there are still some critical gaps in the knowledge about tourists' emotions and involvement.
Design/methodology/approach
An in-depth content analysis of involvement and emotions was adopted as the methodological approach. This methodology addressed an amalgam of different definitions, frameworks, mixed theoretical and practical applications and approaches, results, comparisons as well as a blend of a set of scales of involvement and emotions by confrontating of authors.
Findings
The major findings state that emotions and involvement demonstrate greater progress and scientific development to the level of tourism, marketing and consumer behaviour, representing an important issue for the integrated tourism experiences.
Originality/value
This study presents a critical reflection on the importance of emotions and involvement in specific contexts of leisure and tourism.
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Paulo Ramos, Vasco Ribeiro Santos and Nuno Almeida
This paper aims to define the boundaries of wine tourism to identify the main challenges, trends and opportunities of wine tourism in Portugal, providing some critical…
Abstract
Purpose
This paper aims to define the boundaries of wine tourism to identify the main challenges, trends and opportunities of wine tourism in Portugal, providing some critical recommendations for those operating in this sector.
Design/methodology/approach
The paper draws on a literature review and content analysis of prior and ongoing work.
Findings
The main challenges, trends and opportunities for the wine tourism industry in Portugal are identified, as well as suggestions and practical recommendations/contributions for managers, stakeholders, players and marketers. The paper concludes with some key points that could form the basis of a strategic agenda for future action.
Originality/value
Based on the reviewed literature, some benchmarks for the wine tourism industry in Portugal were developed.
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Bruno Sousa, Laurentina Vareiro, Ana Rita Marques, Vasco Ribeiro Santos and Marco Valeri
Ana João Peixoto, Vasco Ribeiro Santos and Bruno Barbosa Sousa