Digital Winescape and Online Wine Tourism: Comparative Insights from Crete and Santorini

Maria Alebaki, Maria Psimouli, Stella Kladou and Foivos Anastasiadis
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Maria Alebaki: Agricultural Economic Research Institute, ELGO-DIMITRA, 11528 Athens, Greece
Maria Psimouli: Department of Management & International Business, Center of Excellence in Food, Tourism and Leisure, Deree—The American College of Greece, 15342 Athens, Greece
Stella Kladou: Department of Business Administration & Tourism, Hellenic Mediterranean University, 71410 Herakleion, Greece
Foivos Anastasiadis: Department of Agribusiness and Supply Chain Management, Agricultural University of Athens, 11855 Athens, Greece

Sustainability, 2022, vol. 14, issue 14, 1-16

Abstract: In the pursuit of sustainability and competitiveness, digital aspects of the tourism experience become increasingly more significant and wine tourism is no exception to this. Still, studies building on established concepts and sustainable practices in the corporate environment often prioritize physical attributes. One such example refers to winescape frameworks, which are yet to explicitly incorporate the digital experience, despite the growing importance of the digital servicescape. This study contributes to this area by commenting on available data on winery websites and adopting the winescape concept to analyze social media activity during the first year of the COVID-19 pandemic. The population of the study includes 53 wineries, located in two well-known Greek wine tourism destinations, namely Crete and Santorini. The results identify the most common winescape components that wineries emphasize, revealing similarities and differences across the two destinations. Implications highlight the winescape dimensions that (should) matter the most when considering digital experiences, and provide insights for wine tourism scholars and businesses alike towards a more sustainable wine supply chain.

Keywords: wine tourism; wineries; digital marketing; COVID-19; Facebook; communication strategies; wine supply chain; Greece (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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