Detalhes bibliográficos
| Resumo: | Having quality wine is important for a wine company; however, it is necessary to have a communication strategy and be aware that digital marketing activities are constantly evolving and that companies need to adapt to stay close to their audience. The wine sector increasingly sees digital marketing as a valuable and convenient tool for promoting companies and as a facilitator to reach consumers. The Regional Wine Commissions (RWCs) are entities whose mission is to promote and publicise the wine products of their region. The aim of this paper is to analyse the performance of two RWCs, both located in Portugal – the Trás-os-Montes region and the Dão region – on a digital level (Facebook, Instagram and website) and their use of search engine optimisation (SEO) techniques. The intention is also to identify how they promote regional producers and the wine tourism offer on their websites. |
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| Autores principais: | Fontes, Filipa |
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| Outros Autores: | Esteves, Elsa Tavares; Morais, Elisabete Paulo |
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| Assunto: | Wine tourism Digital marketing SEO Social Networks |
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| Ano: | 2024 |
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| País: | Portugal |
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| Tipo de documento: | artigo |
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| Tipo de acesso: | acesso aberto |
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| Instituição associada: | Instituto Politécnico de Bragança |
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| Idioma: | inglês |
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| Origem: | Biblioteca Digital do IPB |
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