Marketing del enoturismo en la Web 2.0 | Enological-tourism Marketing by Web 2.0
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Abstract
Resumen
El uso de Internet irrumpe en un momento importante del desarrollo del enoturismo en varias zonas de la geografía española y, es fundamental conocer y dominar la utilización de los elementos de este nuevo medio para impactar y comunicar de un modo eficaz los planes estratégicos de gestión del enoturismo hacia los diferentes públicos. Para conocer cuáles son los factores clave en el desarrollo de contenidos Web hacia estos clientes, este artículo de investigación utiliza un cuestionario comparativo-descriptivo sobre la gestión de las principales páginas Web del enoturismo en dos conocidas Denominaciones de Origen españolas: la D.O.C. La Rioja y la D.O. Ribera del Duero. De esta forma, se podrán analizar y reflexionar las diferentes técnicas de comunicación que aplican cada una de estas Denominaciones de Origen para conseguir más turistas y por tanto, beneficios económicos. Se pretende conocer qué tipo de contenidos son más atractivos e impactan mejor sobre el público objetivo, así como averiguar qué Denominación de Origen tiene mejor Imagen Corporativa.
Abstract
The use of the internet bursts in a key moment for the enological tourism development in several regions of Spain and, it is essential to get to know and control the use of this new channel’s elements to communicate in an efficient way the strategical plans of enological tourism management towards different audiences. This research uses a comparative questionnaire about the management between the main enological-tourism websites of two important Origen Denomination: D.O.C. La Rioja and D.O. Ribera del Duero. Like that, we´ll be able to analyze and reflect about different communication strategies which use every wine region to obtain more tourists and economic benefits. It´s important to know what type of information is more attractive and shock publics better and find out what Origen Denomination has the best corporate image.
Palabras clave:
Enoturismo; Marketing; Web 2.0; D.O. Ribera del Duero; D.O.C. La Rioja; Comunicación.
Keywords:
Enological-tourism; Marketing; Web 2.0; D.O. Ribera del Duero; D.O.C. La Rioja; Communication.
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