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Advisor(s)
Abstract(s)
Apesar da existência de uma extensa literatura publicada, acerca dos
social media em geral, pouco se sabe sobre sua utilização e eficácia na indústria
do vinho e enoturismo. O estudo visa examinar o modo como a indústria em
Portugal está a utilizar este tipo de ferramentas da web 2.0. Este focou-se em
analisar a presença das empresas vitivinícolas nos vár ios tipos de social media
existentes, assim como as suas práticas e perceções relativamente ao uso do
Facebook no marketing. Para esse fim, foi conduzido um inquérito por
questionário entre as empresas produtoras de vinho aderentes das rotas do
vinho portuguesas, complementado com a realização de duas entrevistas a
profissionais do setor. Foi determinado que 80% das empresas vitivinícolas
portuguesas estudadas comunicam com os seus clientes usando os social media,
das quais 96% utilizam o Facebook. Porém, e a título de exemplo, só 30% destas
utilizam o serviço de anúncios pagos. Em relação ao enoturismo, descobriu -se
que a maioria (75%) das empresas do universo das que utilizam os
instrumentos de social media, o fazem com o intuito de promover este ramo do
negócio.
Despite the existence of extensive published literature about social media, little is known today about its role, use and efficiency in the wine and wine tourism industries. Thus, this study examines the way the industry is using this type of web 2.0 tools. It focuses on analyzing the presence of wine companies in the various existing types of social media, as well as its practices and perception regarding the use of Facebook marketing. In order to achieve that, we conducted a questionnaire survey among producers that take part of official Portugal wine routes, complemented by information obtained in two interviews with wine indu stry professionals. It was determined that 80 % of the studied Portuguese wine companies communicate with their customers using social media, of which 96 % use Facebook. However, for example, only 30 % of those use paid advertisement services. On the other hand, when it comes to wine tourism, it was found that the majority (75 %) of studied companies using social media tools do so with the intent of p romoting this branch of business.
Despite the existence of extensive published literature about social media, little is known today about its role, use and efficiency in the wine and wine tourism industries. Thus, this study examines the way the industry is using this type of web 2.0 tools. It focuses on analyzing the presence of wine companies in the various existing types of social media, as well as its practices and perception regarding the use of Facebook marketing. In order to achieve that, we conducted a questionnaire survey among producers that take part of official Portugal wine routes, complemented by information obtained in two interviews with wine indu stry professionals. It was determined that 80 % of the studied Portuguese wine companies communicate with their customers using social media, of which 96 % use Facebook. However, for example, only 30 % of those use paid advertisement services. On the other hand, when it comes to wine tourism, it was found that the majority (75 %) of studied companies using social media tools do so with the intent of p romoting this branch of business.
Description
Keywords
Vinho Social media Facebook Enoturismo Wine Wine tourism