E-Storytelling and Wine Tourism Branding: Insights from the “Wine Roads of Northern Greece”

Christina Bonarou (), Paris Tsartas () and Efthymia Sarantakou ()
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Christina Bonarou: Panteion University
Paris Tsartas: Harokopio University of Athens
Efthymia Sarantakou: Hellenic Open University

Chapter Chapter 7 in Wine Tourism Destination Management and Marketing, 2019, pp 77-98 from Springer

Abstract: Abstract In the era of Internet, mobile technologies and social networks, the wine tourism sector has much to gain from increased information exposure. Especially for wine enterprises, creating a point of diversity through a unique and attractive story about their company, products, events, activities and destination plays a key role in building a credible brand and increasing profit, along with improving the image and brand identity of the whole wine region. The aim of this chapter is to contribute to the theoretical understanding of wine tourism online discourse by analysing the elements of storytelling on contemporary wine industry websites in Greece. A qualitative content analysis of the websites of all wineries participating in the “Wine Roads of Northern Greece” has focused on verbal and visual representations and has identified good practices for effective wine tourism narratives, such as emotion-triggering stories about the winemaker and his/her family tradition, stories connected to other successful stories (e.g. of mythology, history) and narratives promoting the uniqueness of the wine region’s terroir.

Keywords: E-storytelling; Stories; Wine; Wine roads; Greece; Branding; Image; Identity; Destination (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1007/978-3-030-00437-8_7

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