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Evaluation of Wine Tourism Regions’ Websites: Brazilian and international cases

Abstract

Currently digital technologies such as social networks and websites are one of the main marketing communication strategies used by companies and wine tourism destinations. Aspects such as the content, design and accessibility of a website can contribute to the decision-making process of the visitor to choose a destination. In this sense, the general objective of the research is to evaluate the quality of websites in wine tourism regions through Brazilian and international cases. The research is applied, exploratory and descriptive, of a mixed nature, involving three phases: bibliographic research; elaboration and validation of the AWE-D Matrix: Website Analysis of Wine Tourism Destinations; application and analysis of results. Design, findability, and usability categories had the best scores in the matrix. Elements that allow greater user engagement and brand strengthening present in categories such as interactivity, marketing and security need more attention from website developers. Indicators that represent services and accessibility showed low scores, demonstrating limitations of websites in exploring online sales opportunities or meeting the assumptions of universal design. The study provides data that can contribute to the improvement of websites, which can impact the visibility and promotion of regions in digital media.

Keywords
Wine tourism; Digital marketing; Wine tourism regions; Evaluation matrix; Websites

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