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

Autores

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

Palavras-chave:

Enoturismo, Comunicação digital, Redes sociais, Denominações de Origem Protegidas, Modelação por equações estruturais, Desenvolvimento rural, Turismo sustentável, Regiões vitivinícolas

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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Biografia do Autor

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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