Regresar

The emergent nature of wine tourism in Ecuador and the role of the Social medium Facebook in optimising its positioning

Abstract:

Wine tourism is an emergent activity that has experienced major development in recent years. In this sense, those regions whose identities and key characteristics include a strong reputation as wine producers and therefore enjoy a solid position at the forefront in the minds of consumers that appreciate this drink, see wine tourism as a means of attracting visitors, further consolidating their reputation and promoting local wineries. This study is centred in Ecuador, where this form of tourism is growing in popularity. Specifically, it considers two of the country's most representative wineries in which wine tourism plays a major role, thanks to the introduction of guided tours and wine tasting sessions designed to offer visitors positive experiences of a lasting nature. These wineries are 'Dos Hemisferios' and the 'Chaupi Estancia Winery'. Our research identifies the positioning of these wineries in the social medium Facebook as a communication channel for connecting with the target markets, given that it is the winery's principal resource for obtaining information, interaction and prescriptive action. The conclusions reveal the interest in optimising the opportunities social media offer for creating, boosting, improving and strengthening the position of wine tourism in Ecuador.