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

Esteban Galán Cubillo; Pedro Seva Larrosa; Lindsey Drylie Carey

doi:10.25145/j.pasos.2026.24.053

Authors

Esteban Galán Cubillo Universitat de Valencia https://orcid.org/0000-0001-8718-0937
Pedro Seva-Larrosa Universitat d'Alacant https://orcid.org/0000-0003-0729-4454
Lindsey Drylie-Carey Glasgow Caledonian University https://orcid.org/0000-0003-1652-3685

DOI:

https://doi.org/10.25145/j.pasos.2026.24.053

Keywords:

Wine tourism, Digital communication, Social media, Protected Designations of Origin, Structural equation modelling, Rural development, Sustainable tourism, Wine regions

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)

Author Biographies

Pedro Seva-Larrosa, Universitat d'Alacant

Pedro Seva-Larrosa is a tenured lecturer of Management at the University of Alicante (Spain). His research focuses on Strategic Management, Business Location, and Regional Science. He is particularly interested in the agglomeration of companies, especially in the food and beverage industry, although his work also extends to other economic activities. He has co-authored several book chapters and published articles in leading journals such as Business Ethics, Papers in Regional Science, International Journal of Emerging Markets, Journal of Regional Research, and Competitiveness Review, among others. He is currently a member of the DECI-GLOBAL research group and participates in the European project The Next Tourism Generation Alliance.

Lindsey Drylie-Carey, Glasgow Caledonian University

Lindsey Drylie-CArey is Reader in Marketing at Glasgow Caledonian University and has a PhD in the area of ethical consumption and consumer psychology. She specialises in sustainability principally within the areas of marketing, branding and communication. She is currently the Principle Investigator (PI) for an Erasmus + funded Strategic Partnership investigating sustainability for fashion businesses and engendering employability skills in this area. She has published academic articles, contributed to and edited books and presented conference papers on fashion, luxury and branding. She is also a consumer expert advisor for the national press.

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