From Wine to the Web: how winery websites contribute to the positioning of a wine tourism destination

Authors

Keywords:

strategic positioning, tourist destinations, wine tourism, websites, digital marketing

Abstract

Digitalization has expanded the role of online channels in the communication and positioning of tourism destinations, particularly in specialized tourism contexts such as wine tourism. In this scenario, winery websites have become strategic instruments for communicating attributes, experiences, and values associated with the destination. Despite advances in the literature on destination positioning and digital marketing, empirical studies examining the alignment between local organizations’ digital communication and the destination’s collective positioning remain limited. Therefore, this study aims to analyze the websites of wineries in the Vale dos Vinhedos, identifying their contribution to positioning the destination as a wine tourism reference. Methodologically, the research adopts an exploratory and descriptive design with a qualitative approach, applying content analysis to the websites of eight selected wineries, based on a usability-oriented checklist. The findings indicate that winery websites contribute positively to destination positioning by communicating attributes related to tradition, quality, and wine experiences. However, weaknesses were identified regarding external integration, message consistency, and international accessibility, which constrain the potential of these websites as integrated positioning tools. This study contributes to the destination marketing literature by highlighting the role of winery websites in shaping the positioning of wine tourism destinations and offers managerial implications by recommending more coordinated and coherent digital strategies among local stakeholders.

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Author Biographies

Luiz Carlos da Silva Flores, Universidade do Vale do Itajaí (Univali)

PhD em Marketing do Turismo (UALg-Portugal). Doutor em Engenharia de Produção (UFSC). Professor-pesquisador do Programa de Pós-graduação em Turismo e Hotelaria e do Curso de Administração, da Universidade do Vale do Itajaí (UNIVALI). Balneário Camboriú, Santa Cstaroma, Brasil.

 

Guilherme Oliveira de Mattos da Silva Flores, Universidade do Vale do Itajaí (Univali)

Doutorando em Turismo e Hotelaria pela Universidade do Vale do Itajaí (Univali), bolsista CAPES. Mestre em Gestão de Políticas Públicas pela Universidade do Vale do Itajaí e Graduado em Comunicação Social - Habilitação em Jornalismo (UNIVALI). Itajaí, Santa Catarina, Brasil.

Giancarlo Philippi Zacchi, Universidade Federal de Santa Catarina (UFSC)

Pós-doutor pela Universidade do Vale do Itajaí, Doutor em Design pela Universidade Federal de Santa Catarina (UFSC). Professor Pesquisador do Programa de Pós-Graduação Stricto Sensu em Engenharia de Transportes e Gestão Territorial da Universidade Federal de Santa Catarina (UFSC). Florianópolis, Santa Catarina, Brasil.

Eduardo Luiz Moura Sobânia, Universidade do Vale do Itajaí (Univali)

Mestre em Turismo e Hotelaria, Programa de Pós-graduação em Turismo e Hotelaria (Univali), Pós-graduação em Gestão Ambiental (FUCAP), Bacharel em Administração pela Universidade do Planalto Catarinense (UNIPLAC), Bacharel em Turismo (ASSESC) e Técnico em Guia de Turismo Regional - SC (SENAC). São Joaquim, Santa Catarina, Brasil.

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Published

2026-05-06

How to Cite

Flores, L. C. da S., Flores, G. O. de M. da S., Zacchi, G. P., & Sobânia, E. L. M. (2026). From Wine to the Web: how winery websites contribute to the positioning of a wine tourism destination. Revista Hospitalidade, 23(2026), 1280. Retrieved from https://www.revhosp.org/hospitalidade/article/view/1280

Issue

Revista Hospitalidade v. 23 - 2026

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Articles

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Copyright (c) 2026 Luiz Carlos da Silva Flores, Guilherme Oliveira de Mattos da Silva Flores, Giancarlo Philippi Zacchi, Eduardo Luiz Moura Sobânia

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