WHAT WINE TOURISTS WANT? A NETNOGRAPHIC ANSWER

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.