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Article

Study of Wine Producers’ Marketing Communication in Extreme Territories–Application of the AGIL Scheme to Wineries’ Website Features

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Department of Agricultural Food and Forest Sciences, Università degli Studi di Palermo, Viale delle Scienze, Ed. 4, 90138 Palermo, Italy
2
Department of Economics, Business and Statistics, Università degli Studi di Palermo, Viale delle Scienze, Ed. 13, 90138 Palermo, Italy
*
Author to whom correspondence should be addressed.
Agronomy 2020, 10(5), 721; https://doi.org/10.3390/agronomy10050721
Received: 14 April 2020 / Revised: 8 May 2020 / Accepted: 14 May 2020 / Published: 18 May 2020
This study measures the communication ability of wineries in two extreme territories of Southern Italy, Mount Etna and the island of Pantelleria. The evaluation of four dimensions of web communication was carried out by the AGIL Scheme (i.e., adaptation, goal-attainment, integration, latent pattern maintenance). The study provides a generalizable model to be applied in other similar studies. Additionally, focus groups of experts were carried out. The method proved to be suitable to measure the communication effectiveness of wineries through websites. Extreme territories may add value to the wine, regardless of the brand. The heroic wines may become the symbol of these territories, helping environmentally safeguard and contrast territory abandonment by rural communities. The findings highlight that effective communication of heroic viticulture may be used to reposition these wines and increase their competitive advantage in foreign markets. The study generates new ideas for reflection on new types of web communication. View Full-Text
Keywords: sustainable wine tourism; territorial marketing; wine marketing challenge; wine farm marketing; focus group; multidimensional analysis sustainable wine tourism; territorial marketing; wine marketing challenge; wine farm marketing; focus group; multidimensional analysis
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MDPI and ACS Style

Chironi, S.; Altamore, L.; Columba, P.; Bacarella, S.; Ingrassia, M. Study of Wine Producers’ Marketing Communication in Extreme Territories–Application of the AGIL Scheme to Wineries’ Website Features. Agronomy 2020, 10, 721. https://doi.org/10.3390/agronomy10050721

AMA Style

Chironi S, Altamore L, Columba P, Bacarella S, Ingrassia M. Study of Wine Producers’ Marketing Communication in Extreme Territories–Application of the AGIL Scheme to Wineries’ Website Features. Agronomy. 2020; 10(5):721. https://doi.org/10.3390/agronomy10050721

Chicago/Turabian Style

Chironi, Stefania, Luca Altamore, Pietro Columba, Simona Bacarella, and Marzia Ingrassia. 2020. "Study of Wine Producers’ Marketing Communication in Extreme Territories–Application of the AGIL Scheme to Wineries’ Website Features" Agronomy 10, no. 5: 721. https://doi.org/10.3390/agronomy10050721

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