Effects of Social Media on Enotourism. Two Cases Study: Okanagan Valley (Canada) and Somontano (Spain)

F. J. Cristófol, Gorka Zamarreño Aramendia and Jordi de-San-Eugenio-Vela
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F. J. Cristófol: ESIC, Business & Marketing School, Market Research and Quantitative Methods Department, 28223 Pozuelo de Alarcón (Madrid), Spain
Gorka Zamarreño Aramendia: Department of Theory and Economic History, University Malaga, 29013 Malaga, Spain
Jordi de-San-Eugenio-Vela: Communication Department, University of Vic, 08500 Vic, Spain

Sustainability, 2020, vol. 12, issue 17, 1-19

Abstract: The aim of this article is to analyze the social media effects on enotourism. Two territories of similar extension and with historical coincidences in their development have been selected: the Okanagan Valley, Canada, and the region of Somontano, Spain. Methodologically, an analysis of the content on Twitter has been performed, collecting 1377 tweets. The conclusion is that wineries create sentimental and experiential links with the users, avoiding commercial communications. Specifically, Okanagan wineries establish a relevant conversation network on Twitter based on the high percentage of responses, which is 31.3%, but this is not so in the case of Somontano, which is 12.8%. The tourist attractions most used to create a bond are the wine landscape and the gastronomy in the case of both territories. The tourism sustainability variable remains a minor matter in the emission of messages on Twitter.

Keywords: social network analysis; sustainable tourism; web 2.0; enotourism; Twitter; Somontano wines; Okanagan Valley wines; wines of British Columbia (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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