Envolvimento do consumidor no Facebook com as regiões de denominação de origem do vinho (Galicia-Espanha)

• Coutinho Pires dos Santos, Barbara ^[1] ; Torres, Maria Filomena ^[1] ; Durán Sánchez, Amador ^[2] ; Galeana Figueroa, Evaristo ^[3]
  1. [1] Universidade de Évora, Portugal
  2. [2] Universidad de Extremadura, España
  3. [3] Universidade de Michoacana de San Nicolás de Hidalgo, México

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• Localización: Tourism and Hospitality International Journal - THIJ, ISSN 2183-0800, Vol. 6, Nº. 2, 2016 (Ejemplar dedicado a: April 2016 [ 12th Edition - EE]), págs. 7-26
• Idioma: portugués
• Títulos paralelos:
  • Consumer engagement on Facebook with wine appellation of origin regions (Galicia-Spain)
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• Resumen

  • Facebook turns to be a highly important tool for the consumers who need information to make a decision for buying. So, it becomes essential for wine tourism to be represented in social nets; and wine regions that have Designation of Origin, as Galicia in Spain, try to spread this way information about their products, and to encourage their interaction and implication with the consumers and basically with wine tourists. The aim of this study is to measure a level of interaction of wine regions of Galicia that have Designation of Origin with their clients using digital indicators. An analysis of contents of official web-pages of the regions with Designation of Origin between June and August has been used with the aim to measure and compare the level of interaction and implication of each region with their followers on Facebook, and to be able to help the managers to make strategies with the aim to increase the level of engagement of the followers of a brand. The results show that an increase of the level of engagement doesn’t depend of quantity of available information on a Facebook page. Almost all the wine denominations of origin in Galicia don’t make the most of Facebook, a very useful tool for communication with the consumers or the potential ones.