Eno-Olivotourism in Douro (Portugal)

Abstract

Wine and olive oil are fundamental elements of the Douro region’s food and cultural heritage, reflecting ancestral production and consumption practices. The integration of olive oil into wine tourism experiences - Eno-Olivotourism - represents an innovative strategy that contributes to heritage valorisation, enhances tourism competitiveness, and strengthens communication narratives, fostering the development of distinctive content for digital marketing and social media. This study aims to measure the maturity level of the information available on the websites of Douro wine estates engaged in wine tourism. To achieve this, a mixed-methods approach was adopted, leading to the development of a Website Evaluation Model inspired by the eMICA methodology (Extended Model of Internet Commerce Adoption). The digital content of 35 wine estates was analysed, evaluating the following dimensions: Organizational, Informational, Promotional, Relational, Transactional, Interactivity, Multimedia and Design, and Social Media. The results highlight the need to improve the quality of the information provided, as well as to enhance digital interaction strategies with visitors to offer more engaging experiences aligned with the expectations of the target audience.

Keywords

• Wine & olive oil food heritage
• Eno-olivotourism
• Website evaluation
• Douro