THE PERCEPTION OF REGIONAL WINE COMMISSIONS ON THE USE OF DIGITAL COMMUNICATION CHANNELS
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Abstract
The wine sector, like other sectors, is increasingly recognizing the role of digital marketing as a valuable and appropriate tool for reaching consumers, benefiting from greater exposure and promotion. Combining the wine sector with tourism, wine tourism stands out as one of the most important tourism products for developing tourism in Portugal. In each wine-growing region, there is a Regional Wine Commission (CVR) or other certifying body that promotes and publicizes the wine products of the various regions. Therefore, the main objective of this research is to analyze the perception of CVRs regarding the use of digital marketing. We opted for a qualitative methodology with semi-structured interviews with CVR representatives. It was found that they attach importance to promoting wine tourism in their regions and implementing actions in the digital environment.
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Fundação para a Ciência e a Tecnologia
Grant numbers This work was supported by national funds through FCT -Fundação para a Ciência e Tecnologia, I.P. under the project UNIAG UID/04752/2025 (DOI 10.54499/UID/04752/2025)
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