Resumen de Wine & Olive Oil food heritage synergies within the tourism experience: Analyzing corporate websites
Josefina Salvado, Bebiana Monteiro
Portugal is amongst the largest producers of wine and olive oil in the world. This paper aims to understand how wine tourism (Enotourism in future references) farms in the Douro region are able to enhance synergies through traditional Portuguese products (e.g., Wine and Olive Oil) transforming both into creative Tourism Experiences that are often featured in tourism estates websites. Using a mixed methods methodology this study analyses 290 websites, in order to understand the emphasis given to internet information, promotion, users’ relation, transaction, interactivity, multimedia and design and social media areas. One limitation of this study is its circumscription to a specific wine region, the Douro. Another constraint is that it focus on only one perspective (supply). Future research should include a wider range of wine and olive oil territories, permitting a more systematic knowledge about the websites’ quality and efficiency, as well as exploring (supply & demand) creative experiences optics. A website analyse model is proposed aiming to evaluate the development level of wine & olive oil tourism.
