探索葡萄酒旅游的营销策略:对鲁西永和恩波尔达葡萄酒产区的比较研究

IF 2.3 Q1 AGRONOMY
Raquel Camprubi, Olga Goncalves
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引用次数: 0

摘要

目的本研究通过考察葡萄酒旅游背景下酒庄采取的营销战略,填补了文献空白。本研究旨在确定营销战略方向,并强调其在葡萄酒旅游中的重要性。本研究采用比较案例研究法,重点关注两个葡萄酒产区:露喜龙(法国)和恩波尔达(西班牙)。研究分析了 99 个活跃的酒庄网站,以确定营销方向。研究结果该研究揭示了这两个地区的酒庄所采取的四种不同的葡萄酒旅游战略导向。研究强调了外部联系、不同程度的竞争力、网站表现和地理差异的重要性。研究结果表明,具有明确多元化战略的酒庄受益于更高水平的竞争力。原创性/价值这项研究通过识别葡萄酒旅游中的不同营销战略、强调其重要性并对关键领域进行全面分析,为学术文献做出了贡献,从而为现有文献增添了原创性见解。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Exploring marketing strategies in wine tourism: a comparative study of Roussillon and Empordà wine regions

Purpose

This study addresses a gap in the literature by examining the marketing strategies adopted by wineries in the context of wine tourism. This study aims to identify marketing strategic orientations and highlight their significance in the context of wine tourism.

Design/methodology/approach

The research uses a comparative case study approach, focusing on two wine regions, Roussillon (France) and Empordà (Spain). It involves the analysis of 99 active winery websites to identify marketing orientations. Descriptive statistics, cluster analysis and ANOVA tests were used to achieve this.

Findings

The study reveals four distinct wine tourism strategic orientations adopted by wineries in these regions. It emphasizes the importance of external ties, varying levels of competitiveness, website performance and geographical differences as key findings. The results show that wineries with a clear diversification strategy benefit from a higher level of competitiveness.

Originality/value

This research contributes to the academic literature by identifying different marketing strategies within wine tourism, highlighting their importance and providing a comprehensive analysis of key areas, thus adding original insights to the existing body of literature.

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来源期刊
CiteScore
4.90
自引率
11.10%
发文量
23
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