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The presence of Algarve wine producers on facebook between pre-covid-19 and covid-19 periods

Publication . Almeida, Carlos Miguel Ribeiro de; Afonso, Carlos M.; Serra, Manuel Dionísio

Social media may be used to build virtual communities around brands, allowing consumers to learn more about them and interact with the material they provide. In this sense, it serves as a helpful communication medium for obtaining and disseminating information about wine as a social commodity, affecting wine consumers' purchasing decisions. The number of Algarve wine producers has increased in recent years, indicating the sector's progress. Wine is one of the most popular internet products, and social media sites like Facebook are ideal for promoting it. With that, the objective of this study is to analyze the evolution of the usage of Algarve wine producers on their Facebook pages between February 2019 and the end of January 2022, corresponding to a pre-Covid-19 period and the Covid-19 period. To do this, the model developed by by Huertas, Setó-Pàmies and Míguez-González (2015) was used, where the variables of “Contents”, “Interactivity”, “Visibility” are considered, with an additional variable for “Profitability”, referenced by Rodríguez-Fernández, Sánchez-Amboage and Martínez-Fernández (2017b). The analysis was made through a series of performance indicators collected using the online data collection tool Fanpage Karma. Results have shown a greater effort from some of these pages to produce content more often, specially at the beginning of the Covid-19 pandemic period, while some are still struggling to explore this medium, but overall there is room to be more active and productive in social media networks since these pages frequency of publication is low. The Ad-Values and Page Performance Indexes for most pages have a decreasing tendency throughout the analyzed periods, with few pages showing increasing results for these indicators. In need to adjust their communication strategies, the most active pages grew a lot in numbers of fans, reactions, and other interactions, producing quality content that engaged consumers. The less explored pages show smaller evolution, concluding that there is still potential in Facebook as a platform for the Algarve wine sector.

2022-06-17Master thesis

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Promoting sustainability through regional food and wine pairing

Publication . Serra, Manuel; Antonio, Nuno; Henriques, Cláudia Helena; Afonso, Carlos M.

Sustainable development has been growingly recognized as important in the scope of tourism and hospitality industry practices. Gastronomic tourism associated with regional food-and wine pairing helps the emerging of higher quality services and contributes to the sustainability of tourist destinations. This study presents a pairing model based on three Real-Time Delphi (RTD) questionnaires to allow experts to select and pair regional wines with regional foods. In the first questionnaire, the experts were asked to choose, by category, the most representative regional dishes from the Algarve region (Portugal). In the second questionnaire, for each dish, experts voted on the best regional wines for the dish. In the third questionnaire, experts made quantitative and qualitative analyses for each of the three most voted wines for each dish. The resulting pairing model of regional food and wines will be communicated to tourism professionals and the general public. By promoting the consumption of these pairings, we promote an efficient, socially fair, and ecologically sustainable local economy. At the same time, we stimulate the circular economy in tourism.

2021-12-13Journal article

Open Access