Promoting Wine Tourism through Digital Communication: Insights from Spanish Protected Designations of Origin

Ikrame SELKANI; ANAS  ABOULAICHE

doi:10.25145/j.pasos.2026.24.049

Authors

Ikrame SELKANI Cesine Santander https://orcid.org/0000-0002-1618-011X
ANAS ABOULAICHE Cadi Ayyad University - Morocco

DOI:

https://doi.org/10.25145/j.pasos.2026.24.049

Keywords:

place marketing, cultural heritage, cultural tourism, museum of ceramics, Aman Museum, Safi, Marrakech, urban attractiveness, heritage conservation, territorial development

Abstract

Spain has 97 Protected Designations of Origin (PDOs) for wine production, many of which are adopting wine tourism to boost rural development. This article analyses the role of digital communication in promoting wine tourism, focusing on how PDOs use websites and social media to improve visibility and engagement. Based on a mixed-methods approach and structural equation modelling (SEM), the study explores the relationship between digital engagement and the presence of wine tourism services. Results show that PDOs offering wine routes or participating in wine cities tend to have more dynamic and effective digital communication strategies. The findings highlight the value of online platforms for connecting local heritage, territory and tourism. The article contributes new empirical evidence on the impact of digital tools in enhancing the positioning of wine-producing areas and fostering more sustainable and competitive rural tourism models. The insights are relevant for researchers, tourism boards and policy-makers interested in innovation in wine regions.

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Editor & editorial board: profiles
Academic society: PASOS. Revista de Turismo y Patrimonio Cultural
Publisher: Instituto Universitario de Investigación Social y Turismo. Universidad de La Laguna (España) - Instituto Universitario da Maia ISMAI (Portugal)

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