Understanding the Importance of Digital Marketing Techniques for Wine Travelers: The Case of Northern Greece Wineries

Maria Salamoura (), Lefteris Chatzigeorgiadis and Anna Kyriakaki
Additional contact information
Maria Salamoura: University of the Aegean
Lefteris Chatzigeorgiadis: University of the Aegean
Anna Kyriakaki: University of the Aegean

A chapter in Strategic Innovative Marketing and Tourism, 2025, pp 379-387 from Springer

Abstract: Abstract During the last decades, the wine industry has involved many regions competing with each other to gain market share and build their brand. In this sense, innovative marketing strategies have been used to improve their competitive advantage. The objective of this paper is to investigate the effect of digital marketing strategies in the wine industry, in the case of visitors at Northern Greece Wineries. The research also aims to explore wine tourists’ preferences and attitudes toward the digital presence of wineries, regarding wine tourism activities. For this purpose, a quantitative survey was conducted, using a structured questionnaire, distributed to a convenient sample of 193 visitors from twelve wineries in six regions of northern Greece, during their visits. Visitors were asked about attractive content on websites and social media, preferred types of online advertising, and desired features in wine tourism applications. In addition, specific online actions before their visit, such as booking methods, were investigated. The demographic profile and the type of visitors, the main reason for visiting the area, as well as future visit intentions, were also examined. The results showed that most wine tourists found the information they needed in the wineries’ digital media, and the wineries’ digital presence influenced several of them in their decision to visit the specific winery. Regarding social media, about one out of three visitors follow the winery’s page or account, with Instagram being the most popular, and wine events and relevant information being the most attractive content categories. Furthermore, social media followers showed more intention to revisit the winery in the future.

Keywords: Wine Tourism; Digital Marketing Techniques; Northern Greece Wineries (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-81962-9_42

Ordering information: This item can be ordered from
http://www.springer.com/9783031819629

DOI: 10.1007/978-3-031-81962-9_42

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().