Autori
Scorrano, PaolaCavallo, Federica LetiziaFait, MonicaIaia, LeaTitolo
Wine web 2.0: digital communication and tourist netnography. Opportunities for new entrepreneurship Periodico
SinergieAnno:
2015 - Volume:
33 - Fascicolo:
97 - Pagina iniziale:
83 - Pagina finale:
103Purpose of the paper: The paper aims to examine online communication of wine
tourism destinations and their users in order to identify strategic approaches potentially suitable for the development of:
1. new web communication formats;
2. innovative entrepreneurial formulae that meet the expectations of increasingly demanding and expert customers.
Methodology: These aims are pursued by means of various methods:
- official wine tourism destination websites were investigated with the use of the text
mining technique;
- wine tourists’ online discussions were analysed with the use of text mining and the
results were netnographically investigated.
Findings: The analysis enables the search for information, which aims to: a) identify
the most frequently used keyword and thematic messages by official wine tourism
destination websites; b) profile wine tourists who speak of wine tourism destinations under study.
Research limitation: The two main limitations of the study are: (i) the analysis has been conducted only on the wine destination websites, which are less interactive than social networks; and (ii) the netnographic approach used is of the observational kind and thus doesn’t provide any interaction with wine tourists themselves.
Research and managerial implications: In managerial terms, the results of the
analysis of user-generated content can be used to (re)direct communicational strategies
and develop a more innovative and personalised tourist offer.
Originality/value of paper: The originality of the research lies in the application
of research methods that enable interesting research hypotheses, although they are still
infrequently used in tourism marketing studies.
SICI: 0393-5108(2015)33:97<83:WW2DCA>2.0.ZU;2-A
Testo completo:
https://doi.org/10.7433/s97.2015.06Esportazione dati in Refworks (solo per utenti abilitati)
Record salvabile in Zotero
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