Title: Analysing the online wine tourism strategies of American and Italian wineries

Authors: Roblyn Simeon; Lutfus Sayeed; Alberto Onetti; Marco Talaia

Addresses: Departments of International Business and Information Systems, San Francisco State University, 1600 Holloway Avenue, San Francisco, CA 94132, USA ' Departments of International Business and Information Systems, San Francisco State University, 1600 Holloway Avenue, San Francisco, CA 94132, USA ' Department of Economics, University of Insubria, Via Monte Generoso 71, Varese 21100, Italy ' Department of Economics, University of Insubria, Via Monte Generoso 71, Varese 21100, Italy

Abstract: As competition intensifies in the global wine market, online wine tourism has become a crucial marketing dimension for wineries and wine regions around the world. This paper presents and extends the proven attracting, informing, positioning and delivering framework for examining the strategic orientation of winery websites. Two nations that are at the forefront of the competition between old world and new world wines are the USA and Italy. Qualitative and quantitative analyses showed that American wineries were generally better at projecting a wide-range virtual branding characteristics. Italian wineries were better at the attracting dimension, and they focused mainly on local characteristics.

Keywords: AIPD; California and Italian wineries; online wine tourism; virtual branding; wine marketing strategies.

DOI: 10.1504/IJMED.2017.10005831

International Journal of Management and Enterprise Development, 2017 Vol.16 No.4, pp.365 - 384

Received: 04 Nov 2016
Accepted: 06 Feb 2017

Published online: 21 Jun 2017 *

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