El enoturismo en internet. Evaluación de los sitios web de las bodegas de tres rutas del vino de Extremadura (España) y de Alentejo y Região Centro (Portugal)

Celso Manuel dos Reis Lopes; Juan Ignacio Rengifo Gallego

doi:10.14198/INTURI.21870

Autores/as

Celso Manuel dos Reis Lopes Universidad de Extremadura, Portugal https://orcid.org/0000-0002-1175-759X
Juan Ignacio Rengifo Gallego Universidad de Extremadura, España https://orcid.org/0000-0001-7892-3268

DOI:

https://doi.org/10.14198/INTURI.21870

Palabras clave:

Enoturismo, Internet, rutas del vino, España, Portugal

Resumen

El enoturismo, en España y Portugal, viene ganando espacio entre las formas de turismo más tradicionales. Al mismo tiempo, la adopción de herramientas tecnológicas por parte del sector turístico es un proceso continuo y significativo que se refleja en una creciente presencia online de los consumidores que planifican sus viajes, siendo los sitios web cruciales para las empresas, ya que funcionan como puente de enlace directo entre los turistas, organizaciones y turistas. Con el fin de comprender cómo las bodegas pertenecientes a las tres rutas del vino de Extremadura (España), Alentejo y Região Centro (Portugal) utilizan Internet para potenciar su actividad y promocionar el enoturismo, en este artículo presentamos los resultados obtenidos a partir de la aplicación de una matriz de evaluación desarrollada con este fin. Del análisis de 100 sitios web, se verificó que la mayoría de las bodegas tienen sitios web muy estáticos, que ofrecen la mínima cantidad de información, demostrando que la mayoría de las bodegas no entiende el potencial real de Internet como herramienta de marketing para incrementar su actividad enoturística, sus servicios y su presencia en el mercado.

Financiación

NECE-UBI, Reserach Centre for Business Sciences, Research Centre and this work are funded by FCT –Fundação para a Ciência e a Tecnologia, IP, project UIDB/ 04630/2020

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