Wineries' Involvement in Promoting Tourism Online: The Case of Texas

Abstract

Wine tourism has become an important driver of business for wineries in many regions around the world, while Texas wine regions are only starting to emerge as important tourism destina- tions. A study was conducted to investigate how effectively Texas wineries market tourism to their own establishments as well as in a regional context. A specific focus was placed on indications of collabora- tive wine tourism marketing practices on winery websites. The results indicate that wineries provide basic visitor information but are missing out on strategic opportunities to market wine tourism to their areas.

Keywords

• wine tourism
• online marketing
• website
• wine region
• collaboration
• wineries