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

Autores

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

Palavras-chave:

marketing territorial, património cultural, turismo cultural, museu de cerâmica, Museu Aman, Safi; Marraquexe, atratividade urbana, conservação do património, desenvolvimento territorial

Resumo

Espanha possui 97 Denominações de Origem Protegidas (DOP) ligadas à produção vitivinícola, muitas das quais têm recorrido ao enoturismo como via de desenvolvimento rural. Este artigo analisa o papel da comunicação digital na promoção do enoturismo, centrando-se no modo como as DOP utilizam sítios web e redes sociais para melhorar a sua visibilidade e o envolvimento com os visitantes. Com base numa abordagem de métodos mistos e na modelação por equações estruturais (SEM), o estudo explora a relação entre o envolvimento digital e a presença de serviços enoturísticos. Os resultados demonstram que as DOP integradas em rotas do vinho ou em cidades do vinho apresentam estratégias de comunicação digital mais dinâmicas e eficazes. A análise sublinha o potencial das plataformas digitais para fortalecer o vínculo entre o património local, o território e o turismo, contribuindo com evidências empíricas relevantes sobre o impacto das ferramentas digitais no posicionamento das regiões produtoras de vinho e na promoção de modelos de turismo rural mais sustentáveis e competitivos. As conclusões são pertinentes para investigadores, entidades de gestão turística e decisores políticos com interesse na inovação em regiões vitivinícolas.

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