An exploratory analysis of wineries websites functionality: the case of the DOQ Priorat Route Wineries

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Wine tourism has emerged as a branch of special interest tourism in recent years. There are numerous wine regions where tourism is used as a strategic tool to promote rural areas and increase competitiveness. Likewise, the Internet has become an extremely useful marketing tool to promote and disseminate tourism products. The aim of this paper is to analyze the usability of DOQ Priorat Route wineries websites. The paper examines the presence of wineries members of the route on the Internet and the quality of their websites, taking various elements into consideration: information relating to the company, information relating to the website usability and information relating to the wine tourism products and activities developed. Findings reveal the restricted presence of this wineries on Internet, the low tourism usability of their websites as a marketing tool, and the lack of real commitment to the Priorat Wine Route and to wine tourism ​
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