Wineries' Involvement in Promoting Tourism Online: The Case of Texas

Leslie Rasch; Ulrike Gretzel

doi:10.25145/j.pasos.2008.06.024

Autores/as

Leslie Rasch
Ulrike Gretzel

DOI:

https://doi.org/10.25145/j.pasos.2008.06.024

Palabras clave:

enoturismo, marketing online, páginas web, región del vino, colaboración, alianzas estratégicas

Resumen

El turismo del vino se ha convertido en un importante conductor de negocio para muchas bodegas a lo largo de distintas regiones en el mundo, en cambio en las distintas regiones vitivinícolas de Tejas esta empezando a emerger. Este estudio ha sido conducido para investigar y analizar cómo funcio- na la eficacia de las bodegas de la región de Tejas, sobre sus propias instalaciones, así como en el con- texto regional donde operan. Un análisis específico se llevo acabo sobre las prácticas de colaboración en el marketing turístico del vino en las páginas webs de las mismas. Los resultados indican que las bode- gas proporcionan información básica al visitante pero carecen de oportunidades estratégicas sobre el mercado del turismo del vino en sus áreas de operación.

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Biografía del autor/a

Leslie Rasch

Leslie Rasch is an undergraduate student in the Department of Recreation, Park & Tourism Sciences at Texas A&M University and a research assistant at the Laboratory for Intelligent Systems in tourism. Her interests lie in cultural and wine tourism.

Ulrike Gretzel

Dr. Ulrike Gretzel is an assistant professor in the Department of Recreation, Park & Tourism Sciences at Texas A&M University and Director of the Laboratory for Intelligent Systems in Tourism. Her research focuses on the representation of tourism experiences through emerging technologies.

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