The work aims at examining the online communication started by wine tourists on Web, in order to i) identify topics and subjects around which wine tourists mainly discuss and to ii) profile them, through a netnographic approach. The originality of the paper can be identified in the application of the research methods still less used in the touristic marketing studies, although through them it is possible to express interesting research hypothesis. Managerial involvements can be found in the possibility of using the results emerged from the analysis of the user generated contents (UGCs) so as to be able to (re)direct the communicational strategies, developing, at the same time, a targeted and personalized tourist offer.

WHAT WINE TOURISTS WANT? A NETNOGRAPHIC ANSWER

Iaia L.
2014-01-01

Abstract

The work aims at examining the online communication started by wine tourists on Web, in order to i) identify topics and subjects around which wine tourists mainly discuss and to ii) profile them, through a netnographic approach. The originality of the paper can be identified in the application of the research methods still less used in the touristic marketing studies, although through them it is possible to express interesting research hypothesis. Managerial involvements can be found in the possibility of using the results emerged from the analysis of the user generated contents (UGCs) so as to be able to (re)direct the communicational strategies, developing, at the same time, a targeted and personalized tourist offer.
2014
The Future of Entrepreneurship
Kristiansand
Norway
The Future of Entrepreneurship
EuroMed Press
1100
1109
9789963711277
https://www.researchgate.net/publication/284188405_What_Wine_Tourists_Want_A_netnographic_answer
online wine tourism communication; wine tourist netnography; Web 2.0; wine
Maizza A.; Cavallo F.; Iaia L.
File in questo prodotto:
File Dimensione Formato  
WHAT WINE TOURISTS WANT? A NETNOGRAPHIC ANSWER.pdf

Accesso riservato

Dimensione 616.32 kB
Formato Adobe PDF
616.32 kB Adobe PDF   Visualizza/Apri   Richiedi una copia

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/2318/1892458
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
  • ???jsp.display-item.citation.isi??? 0
social impact