Events and tourism destination promotion: An analysis to social networks of the Portuguese wine commissions, in pandemic times
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | https://doi.org/10.34624/rtd.v43i0.33010 |
Resumo: | The increasing success and use of social networks lead companies to use them as a tool of dissemination and promotion. Portugal is an important tourist destination and one distinctive element of its offer is "Gastronomy and Wines", with the country comprising 14 wine-growing regions with different characteristics. The objective of this study is to analyze the publications and activities developed by the 14 Regional Certification Commissions (RCC) regarding event planning and tourist promotion of the region, during the COVID-19 pandemic, based on the information provided on the social networks Facebook and Instagram. A content analysis of all publications made between March 2020 and December 2021 on the aforementioned social networks, was carried out. Data has shown that all the 14 RCC analyzed have an online presence on social networks. However, it is possible to distinguish verydifferent levels of content development. Regarding the events promoted by the RCC, the commercial and institutional ones (e.g., wine tastings) were the most common, followed by the technical and scientific ones (e.g., webinars and workshops). As far as tourism promotion is concerned, the publications are very diverse and include suggestions for visiting the region, the existing heritage, the producers and members of the wine routes and their wine tourism spaces. Implications for wine tourism agents are discussed. |
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Events and tourism destination promotion: An analysis to social networks of the Portuguese wine commissions, in pandemic timesEventos e promoção do destino: Uma análise às redes sociais das comissões vitivinícolas, em Portugal, em tempo de pandemiaThe increasing success and use of social networks lead companies to use them as a tool of dissemination and promotion. Portugal is an important tourist destination and one distinctive element of its offer is "Gastronomy and Wines", with the country comprising 14 wine-growing regions with different characteristics. The objective of this study is to analyze the publications and activities developed by the 14 Regional Certification Commissions (RCC) regarding event planning and tourist promotion of the region, during the COVID-19 pandemic, based on the information provided on the social networks Facebook and Instagram. A content analysis of all publications made between March 2020 and December 2021 on the aforementioned social networks, was carried out. Data has shown that all the 14 RCC analyzed have an online presence on social networks. However, it is possible to distinguish verydifferent levels of content development. Regarding the events promoted by the RCC, the commercial and institutional ones (e.g., wine tastings) were the most common, followed by the technical and scientific ones (e.g., webinars and workshops). As far as tourism promotion is concerned, the publications are very diverse and include suggestions for visiting the region, the existing heritage, the producers and members of the wine routes and their wine tourism spaces. Implications for wine tourism agents are discussed.O crescente sucesso e utilização das redes sociais levam a que as empresas as utilizem como um instrumento de divulgação e promoção. Portugal é um importante destino turístico e um elemento distintivo da sua oferta é a "Gastronomia e Vinhos", abrangendo o país 14 regiões vitivinícolas com características diferentes. O objetivo deste estudo é analisar as publicações e atividades desenvolvidas pelas 14 Comissões Vitivinícolas Regionais (CVR), no que concerne ao planeamento de eventos e à promoção turística da região durante o período da pandemia COVID-19, com base na informação disponibilizada nas redes sociais Facebook e Instagram. Foi realizada uma análise de conteúdo de todas as publicaçõesfeitas nas referidas redes sociais, entre março de 2020 e dezembro de 2021. É possível constatar que as 14 CVR analisadas têm presença online nas redes sociais. Contudo, é possível distinguir níveis muito diferentes de desenvolvimento de conteúdo. Quanto aos eventos promovidos pelas CVR, destacam-se os comerciais e institucionais (ex. provas de vinhos), seguidos dos técnicos e cientícos (ex. webinars e workshops). Relativamente à promoção turística, as publicações são muito diversas e contemplam sugestões de visita à região, ao património existente, aos produtores e aderentes das rotas de vinhos e aos seus espaços de enoturismo. Implicações do estudo para agentes de enoturismo são discutidas.Departamento de Economia, Gestão, Engenharia Industrial e Turismo da Universidade de Aveiro2023-07-27info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttps://doi.org/10.34624/rtd.v43i0.33010https://doi.org/10.34624/rtd.v43i0.33010Journal of Tourism & Development; Vol 43 (2023); 165-180Revista Turismo & Desenvolvimento; vol. 43 (2023); 165-1802182-14531645-9261reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPporhttps://proa.ua.pt/index.php/rtd/article/view/33010https://proa.ua.pt/index.php/rtd/article/view/33010/22669Direitos de Autor (c) 2023 Revista Turismo & Desenvolvimentoinfo:eu-repo/semantics/openAccessDuque, Ana SofiaMartins, Maria de Lurdes Correia2023-08-03T11:33:21Zoai:proa.ua.pt:article/33010Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T20:26:11.769438Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Events and tourism destination promotion: An analysis to social networks of the Portuguese wine commissions, in pandemic times Eventos e promoção do destino: Uma análise às redes sociais das comissões vitivinícolas, em Portugal, em tempo de pandemia |
title |
Events and tourism destination promotion: An analysis to social networks of the Portuguese wine commissions, in pandemic times |
spellingShingle |
Events and tourism destination promotion: An analysis to social networks of the Portuguese wine commissions, in pandemic times Duque, Ana Sofia |
title_short |
Events and tourism destination promotion: An analysis to social networks of the Portuguese wine commissions, in pandemic times |
title_full |
Events and tourism destination promotion: An analysis to social networks of the Portuguese wine commissions, in pandemic times |
title_fullStr |
Events and tourism destination promotion: An analysis to social networks of the Portuguese wine commissions, in pandemic times |
title_full_unstemmed |
Events and tourism destination promotion: An analysis to social networks of the Portuguese wine commissions, in pandemic times |
title_sort |
Events and tourism destination promotion: An analysis to social networks of the Portuguese wine commissions, in pandemic times |
author |
Duque, Ana Sofia |
author_facet |
Duque, Ana Sofia Martins, Maria de Lurdes Correia |
author_role |
author |
author2 |
Martins, Maria de Lurdes Correia |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Duque, Ana Sofia Martins, Maria de Lurdes Correia |
description |
The increasing success and use of social networks lead companies to use them as a tool of dissemination and promotion. Portugal is an important tourist destination and one distinctive element of its offer is "Gastronomy and Wines", with the country comprising 14 wine-growing regions with different characteristics. The objective of this study is to analyze the publications and activities developed by the 14 Regional Certification Commissions (RCC) regarding event planning and tourist promotion of the region, during the COVID-19 pandemic, based on the information provided on the social networks Facebook and Instagram. A content analysis of all publications made between March 2020 and December 2021 on the aforementioned social networks, was carried out. Data has shown that all the 14 RCC analyzed have an online presence on social networks. However, it is possible to distinguish verydifferent levels of content development. Regarding the events promoted by the RCC, the commercial and institutional ones (e.g., wine tastings) were the most common, followed by the technical and scientific ones (e.g., webinars and workshops). As far as tourism promotion is concerned, the publications are very diverse and include suggestions for visiting the region, the existing heritage, the producers and members of the wine routes and their wine tourism spaces. Implications for wine tourism agents are discussed. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-07-27 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://doi.org/10.34624/rtd.v43i0.33010 https://doi.org/10.34624/rtd.v43i0.33010 |
url |
https://doi.org/10.34624/rtd.v43i0.33010 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://proa.ua.pt/index.php/rtd/article/view/33010 https://proa.ua.pt/index.php/rtd/article/view/33010/22669 |
dc.rights.driver.fl_str_mv |
Direitos de Autor (c) 2023 Revista Turismo & Desenvolvimento info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos de Autor (c) 2023 Revista Turismo & Desenvolvimento |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Departamento de Economia, Gestão, Engenharia Industrial e Turismo da Universidade de Aveiro |
publisher.none.fl_str_mv |
Departamento de Economia, Gestão, Engenharia Industrial e Turismo da Universidade de Aveiro |
dc.source.none.fl_str_mv |
Journal of Tourism & Development; Vol 43 (2023); 165-180 Revista Turismo & Desenvolvimento; vol. 43 (2023); 165-180 2182-1453 1645-9261 reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
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RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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