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Percorrer por autor "Shlykova, Elena"

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  • Social media content engagement in wine tourism: insights from Instagram
    Publication . Shlykova, Elena; Guerreiro, Manuela; Ramos, Célia M. Q.
    This study examines the use of Instagram as a tool for promoting wine tourism. The goal is to identify the types of visual content that drive maximum user engagement, to provide recommendations for wineries seeking to establish and expand their online presence. While wine tourism is a growing market, small wineries have been slow to adopt social media, leaving them at a disadvantage when it comes to promoting their businesses. This study aims to address this problem by identifying the most effective types of visual content for wineries to use on Instagram. The study uses Bruwer and Lesschaeve's (2012) winescape framework to analyze the destination image projected by wineries on Instagram. Modifications were made to the original framework to adapt it for pictorial image analysis. Data was collected from 5 wineries' Instagram accounts, with a total of 1216 images analyzed. The study identifies seven dimensions and twenty clusters of visual content that drive maximum user engagement on Instagram for wineries in the wine tourism industry. These include images related to the wine estate, winery promotional material, and winery architecture and outside settings such as swimming pools. The study also found that the most posted images by wineries are photos of wine and food, while they have a low engagement. This study provides valuable insights into the use of Instagram as a marketing tool for wineries in the wine tourism industry. By identifying the types of visual content that resonates with users and drives engagement, wineries can improve their online presence, attract new customers, and cultivate loyalty among existing ones. The findings contribute to the growing body of research on social media marketing in the tourism industry and offer practical recommendations for wineries seeking to establish and expand their online presence.
    2023-06-22Dissertação de mestrado Acesso aberto Ver mais