Purpose

The purpose of this paper is to define and analyse not only the main categories of online marketing strategies used by Rioja wine producers but also how wineries use their websites to provide information about wine tourism.

Design/methodology/approach

The content of websites corresponding to the Rioja designation of origin (Spain) is analysed, and the types of websites are determined according to significant differences in their content.

Findings

The websites used by Rioja wineries can be improved. The elements developed the best are those related to contact information and interactive communication, although interactive communication can also be enhanced through properly managed social networks. The study concludes that the websites can be further improved by including more information about the wines of the wineries, by improving their e-commerce platforms and interactivity and by including more information about other companies at the wine tourism destination. Two distinct types of websites were observed, differentiated by greater or lesser orientation towards the development of the region as a wine tourism destination.

Research limitations/implications

This study should be conducted for other designations of origin, both national and international, thereby allowing a comparison of not only the elements that are present on websites but also their orientation.

Practical implications

An outline is provided regarding the information that a winery's website must have to generate interest in a region as a wine tourism destination. The indicators that must be developed for a region to be tourism oriented are shown.

Social implications

The study highlights the importance of including wine tourism information on websites to improve social cohesion among wine tourism players and to contribute to both a stronger wine tourism identity and improved economic outcomes.

Originality/value

The proposed scheme is a diagnostic tool that allows determining the areas of improvement of one of the main sources of information used by tourists when selecting a destination. This tool can be applied by any winery regardless of its location.

中文翻译：

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使用酿酒厂网站开发葡萄酒旅游：里奥哈地区

目的

本文的目的不仅是定义和分析里奥哈葡萄酒生产商使用的主要在线营销策略类别，还包括酒厂如何使用其网站提供有关葡萄酒旅游的信息。

设计/方法/方法

分析了与里奥哈原产地名称（西班牙）对应的网站的内容，并根据其内容的显着差异确定网站类型。

发现

里奥哈酒厂使用的网站可以改进。开发得最好的元素是那些与联系信息和交互通信相关的元素，尽管交互通信也可以通过适当管理的社交网络来增强。该研究得出的结论是，可以通过包含更多有关酒庄葡萄酒的信息、改进其电子商务平台和互动性以及包含更多有关葡萄酒旅游目的地其他公司的信息来进一步改进网站。观察到两种不同类型的网站，不同之处在于或多或少地将该地区发展为葡萄酒旅游目的地。

研究限制/影响

这项研究应该针对其他国家和国际原产地名称进行，从而不仅可以比较网站上出现的元素，还可以比较它们的方向。

实际影响

提供了关于酿酒厂网站必须具有的信息的概要，以引起对该地区作为葡萄酒旅游目的地的兴趣。显示了一个地区必须制定的以旅游业为导向的指标。

社会影响

该研究强调了在网站上包含葡萄酒旅游信息的重要性，以提高葡萄酒旅游参与者之间的社会凝聚力，并有助于加强葡萄酒旅游身份和改善经济成果。

原创性/价值

提议的方案是一种诊断工具，可以确定游客在选择目的地时使用的主要信息来源之一的改进领域。任何酒厂都可以应用此工具，无论其位于何处。