Effects of Social Media on Enotourism. Two Cases Study: Okanagan Valley (Canada) and Somontano (Spain)
1
ESIC, Business & Marketing School, Market Research and Quantitative Methods Department, 28223 Pozuelo de Alarcón (Madrid), Spain
2
Department of Theory and Economic History, University Malaga, 29013 Malaga, Spain
3
Communication Department, University of Vic, 08500 Vic, Spain
*
Author to whom correspondence should be addressed.
Sustainability 2020, 12(17), 6705; https://doi.org/10.3390/su12176705
Received: 30 July 2020 / Revised: 15 August 2020 / Accepted: 17 August 2020 / Published: 19 August 2020
(This article belongs to the Special Issue Web 2.0 in Tourism and Hospitality Industries)
The aim of this article is to analyze the social media effects on enotourism. Two territories of similar extension and with historical coincidences in their development have been selected: the Okanagan Valley, Canada, and the region of Somontano, Spain. Methodologically, an analysis of the content on Twitter has been performed, collecting 1377 tweets. The conclusion is that wineries create sentimental and experiential links with the users, avoiding commercial communications. Specifically, Okanagan wineries establish a relevant conversation network on Twitter based on the high percentage of responses, which is 31.3%, but this is not so in the case of Somontano, which is 12.8%. The tourist attractions most used to create a bond are the wine landscape and the gastronomy in the case of both territories. The tourism sustainability variable remains a minor matter in the emission of messages on Twitter.
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Keywords:
social network analysis; sustainable tourism; web 2.0; enotourism; Twitter; Somontano wines; Okanagan Valley wines; wines of British Columbia
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MDPI and ACS Style
Cristófol, F.J.; Aramendia, G.Z.; de-San-Eugenio-Vela, J. Effects of Social Media on Enotourism. Two Cases Study: Okanagan Valley (Canada) and Somontano (Spain). Sustainability 2020, 12, 6705. https://doi.org/10.3390/su12176705
AMA Style
Cristófol FJ, Aramendia GZ, de-San-Eugenio-Vela J. Effects of Social Media on Enotourism. Two Cases Study: Okanagan Valley (Canada) and Somontano (Spain). Sustainability. 2020; 12(17):6705. https://doi.org/10.3390/su12176705
Chicago/Turabian StyleCristófol, F. J., Gorka Z. Aramendia, and Jordi de-San-Eugenio-Vela. 2020. "Effects of Social Media on Enotourism. Two Cases Study: Okanagan Valley (Canada) and Somontano (Spain)" Sustainability 12, no. 17: 6705. https://doi.org/10.3390/su12176705
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