THE IMPORTANCE OF DIGITAL MARKETING FOR WINERIES AND DEVELOPMENT OF WINE TOURISM: CASE STUDY OF SERBIA
Tatjana Pivac - University of Novi Sad, Faculty of Sciences, Department of Geography, Tourism and Hotel Management,
Trg Dositeja Obradovića 3, Novi Sad, Serbia
Mirjana Maksimović - Association Women and Wine, Kumodraška 114, Belgrade, Serbia
Ivana Blešić - University of Novi Sad, Faculty of Sciences, Department of Geography, Tourism and Hotel Management,
Trg Dositeja Obradovića 3, Novi Sad, Serbia; South Ural State University, Institute of Sports, Tourism and
Service, 76 Lenin Ave., Chelyabinsk 454080, Russia.
DOI: https://doi.org/10.31410/tmt.2020.241
5th International Thematic Monograph - Modern Management Tools and Economy of Tourism Sector in Present Era, Belgrade, 2020, Published by: Association of Economists and Managers of the Balkans in cooperation with the Faculty of Tourism and Hospitality, Ohrid, North Macedonia; ISSN 2683-5673, ISBN 978-86-80194-42-4; Editors: Vuk Bevanda, associate professor, Faculty of Social Sciences, Belgrade, Serbia; Snežana Štetić, full time professor, The College of Tourism, Belgrade, Serbia, Printed by: SKRIPTA International, Belgrade
Abstract: The wineries recognized the increasingly important role of digital marketing as a valuable and appropriate tool to reach consumers. Wineries owners need to learn to use and apply social media in their marketing activities, as well as which activities are most effective for their needs. This paper intends to provide a brief analysis of digital wine marketing and social media marketing contributions for the wineries to increase brand awareness, sales, and development. The purpose of this research is to investigate social media adoption and engagement amongst wineries and more importantly to understand the activities they use to interact with consumers on social media platforms.
For the purpose of this paper, a structured questionnaire was created. The authors wanted to examine to what extent the wineries are familiar with digital marketing and how much they use it in their own business. The study included 50 wineries across Serbia. Serbian wineries need to be more competitive on the tourist market and understand better the mode of functioning of different systems. The results show that Facebook and Instagram are the main platforms that wineries use to engage with consumers.
Keywords: Wineries, Digital marketing, Wine tourism, Serbia.
REFERENCES
Alonso, A., Bressan, A., O’Shea, M., & Krajsic, V. (2013). Web site and social media usage:
implications for the further development of wine tourism, hospitality, and the wine sector.
Tourism Planning and Development, Vol. 10, No. 3, 229–248, https://doi.org/10.1080/2156
8316.2012.747989
Aurich, M. (2019). Digital marketing and the construction of brands for small wine producers.
NOVA – School of Business and Economics, Portugal
Ayeh, J. K., Leung, D., Au, N., & Law, R. (2012). Perceptions and strategies of hospitality and
tourism practitioners on social media: An exploratory study, in M. Fuchs, F. Ricci, & L.
Cantoni (Eds.). Information and communication technologies in tourism 2012, Springer
Verlage, Wienna, Austria, 1–12.
Barber, N., Dodd, T., and Ghiselli, R. (2008). Capturing the younger wine consumer. Journal of
Wine Research, Vol. 19, No. 2, 123–141, https://doi.org/10.1080/09571260802622225
Begalli, D., Codurri, S. & Gaeta, D. (2008). Wine and web marketing strategies: The case study
of Italian specialty wineries. British Food Journal, Vol. 111, No. 6, 598-619, https://doi.
org/10.1108/00070700910966041
Blackshaw, P. (2006). The consumer-generated surveillance culture, retrieved on 02 February
2020, https://www.clickz.com/the-consumer-controlled-surveillance-culture/69332/.
Bouquet, P. (2012). Social media marketing in the American and French wine industry in 2011.
ABLE Social. Media Mark. (Online) https://www.slideshare.net/pierrickbouquet/socialmedia-
marketing-in-the-american-and-french-wine-industry-in-2011-13045571/4-SummarySocial_
Media_Marketing_has_permeated
Breslin, K. (2013). Presentation on Constellation Digital Marketing in 2012, San Francisco, CA.
Bulearca, M., & Bulearca, S. (2010). Twitter: a viable marketing tool for SMEs?. Global Business
and Management Research: An International Journal, Vol. 2, No. 4, 296–309.
Canovi, M. & Pucciarelli, F. (2019). Social media marketing in wine tourism: winery winners’
perceptions. Journal of Travel & Tourism Marketing, Vol. 36, No. 6, 653-664, https://doi.
org/10.1080/10548408.2019.1624241
CBI Ministry of Foreign Affairs 2016, CBI Product Factsheet: Online market channels for wine
in Europe, retrieved on 02 February 2020, https://www.cbi.eu/sites/default/files/market_
information/researches/product-factsheet-europe-online-market-channels-wine-2016.pdf
Chaffey, D. (2016). Marketing Trends for 2016 – Will we be in a post-digital era?, retrieved on
02 February 2020, https://www.smartinsights.com/managing-digital-marketing/marketing-
innovation/marketing-trends-2016/
Chan, N. L. & Guillet, B. D. (2011). Investigation of social media marketing: How does the hotel
industry in Hong Kong perform in marketing on social media websites? Journal of Travel
& Tourism Marketing, Vol. 28, No. 4, 345–368, https://doi.org/10.1080/10548408.2011.57
1571
Dean, D.L. & Forbes, S.L. (2016). Are Customers Having E-Conversations about Your Wine?
The Importance of Online Discussion Forums as Electronic Word of Mouth for Wine
Marketers. Successful Social Media and Ecommerce Strategies in the Wine Industry, in
Szolnoki, G., Thach, L. and Kolb, D. (Eds.), Palgrave Macmillan, New York, NY, 115-132.
Dijkmans, C., Kerkhof, P. & Beukeboom, C. (2015). A stage to engage: Social media use and
corporate reputation. Tourism Management, Vol. 47, 58-67, https://doi.org/10.1016/j.tourman.
2014.09.005
eMarketer 2016, Nearly One-Third of the World Will Use Social Networks Regularly This Year,
retrieved on 03 February 2020, https://www.emarketer.com/Article/Nearly-One-Third-of-
World-Will-Use-Social-Networks-Regularly-This-Year/1014157
Galloway, G., Mitchell, R., Getz, D., Crouch, G. & Ong, B. (2008). Sensation seeking and the
prediction of attitudes and behaviours of wine tourists. Tourism Management, Vol. 29, No.
5, 950–966, https://doi.org/10.1016/j.tourman.2007.11.006
Gretzel, U. (2006). Consumer generated content – trends and implications for branding. e-Review
of Tourism Research, Vol. 4, No. 3, 9–11.
Higgins, L., Wolf, M. & Wolf, M. (2016). Wine on Facebook: a look at millennials’ wine information
search, in Szolnoki, G., Thach, L. and Kolb, D. (Eds.), Successful Social Media and
Ecommerce Strategies in the Wine Industry, Palgrave Macmillan, New York, NY, 13-29.
Hudson, S., Roth, M. S., Madden, T. J. & Hudson, R. (2015). The effects of social media on emotions,
brand relationship quality, and word of mouth: An empirical study of music festival attendees.
Tourism Management, Vol. 47, 68–76, https://doi.org/10.1016/j.tourman.2014.09.001
Jakšić, D. (editor) (2019). Vinogradarstvo i vinarstvo Srbije-studija Analiza sektora proizvodnja
i preradi grožđa i proizvodnje, Centar za vinogradarstvo i vinarstvo, Niš
Keller, K.L. (2009). Building strong brands in a modern marketing communications environment.
Journal of Marketing Communication, Vol. 15, No. 2-3, 139–155, https://doi.
org/10.1080/13527260902757530
Kokić, M. (2015). Brendiranje u digitalnom marketingu na primeru kompanije The new Yourk
Times Digital, master rad, Univerzitet Singidunum, Beograd
Laverie, D.A., Humphrey, W., Velikova, N., Dodd, T.H. & Wilcox, J.B. (2011). Building wine
brand communities with the use of social media: a conceptual model, 5th International
Conference of the Academy of Wine Business Research, February 08-10, Auckland, New
Zealand, 1-7.
Leigon, B. (2011). Grape/Wine Marketing with New Media and Return of the Boomer, Practical
Winery & Vineyard Journal, San Rafael.
Molina, A., Gómez, M., González-Díaz, B. and Esteban, Á. (2015). Market segmentation in
wine tourism: Strategies for wineries and destinations in Spain. Journal of Wine Research,
Vol. 26, No. 3, 192–224, https://doi.org/10.1080/09571264.2015.1051218
O’Neill, M., & Charters, S. (2000). Service quality at the cellar door: Implications for Western
Australia’s developing wine tourism industry. Managing Service Quality: An International
Journal, Vol. 10, No. 2, 112–122, https://doi.org/10.1108/09604520010318308
Pan, B., MacLaurin, T. & Crotts, J. C. (2007). Travel blogs and their implications for destination
marketing. Journal of Travel Research, Vol. 46, No. 1, 35–45, doi:10.1177/0047287507302378
Pivac, T. (2012). Vinski turizam Vojvodine monografija, Prirodno-matematički fakultet, Departman
za geografiju, turizam i hotelijerstvo, Novi Sad
Rapp, A., Beitelspacher, L. S., Grewal, D. & Hughes, D. E. (2013). Understanding social media
effects across seller, retailer, and consumer interactions. Journal of Academy of Marketing
Science, Vol. 41, 547–566 https://doi.org/10.1007/s11747-013-0326-9
Rasch, L. & Gretzel, U. (2008). Wineries’ involvement in promoting tourism online: The case of
Texas. PASOS. Revista De Turismo Y Patrimonio Cultural, Vol. 6, No. 2, 317–326.
Schaffer, V. (2015). Student mentors: Aiding tourism businesses to overcome barriers to social
media. Current Issues in Tourism, Vol. 18, No. 11, 1022–1031, https://doi.org/10.1080/136
83500.2014.904847
Siamagka, N.T., Christodoulides, G., Michaelidou, N. & Valvi, A. (2015). Determinants of social
media adoption by B2B organizations. Industrial Marketing Management, Vol. 51,
89-99, https://doi.org/10.1016/j.indmarman.2015.05.005
Strickland, P. (2013). The importance of social media technology of Yarra Valley wineries in
Australia, 7th AAWE Conference, June 26-29, Stellenbosch, South Africa, 1-8.
Szolnoki, G. Dolan, R., Forbes, Sh., Thach, L. & Goodman, S. (2018). Using social media for
consumer interaction: An international comparison of winery adoption and activity. Wine
Economics and Policy, Vol. 7, No. 2, 109–119, https://doi.org/10.1016/j.wep.2018.07.001
Szolnoki, G., Taits, D., Nagel, M. & Fortunato, A. (2014). Using social media in the wine business:
an exploratory study from Germany. International Journal of Wine Business Research.
Vol. 26, No. 2, 80–96, https://doi.org/10.1108/IJWBR-09-2013-0031
Thach, L. (2009). Wine 2.0—the next phase of wine marketing? Exploring us winery adoption
of wine 2.0 components. Journal of Wine Research, Vol. 20, No. 2, 143–157, https://doi.
org/10.1080/09571260903169548
Viana, N.A. (2016). Digital wine marketing: Social media marketing for the wine industry, 39th
World Congress of Vine and Wine, October 24-28, Bento Gonçalves, Brazil, 1-5, DOI:
10.1051/bioconf/20160703011
Wilson, D. & Quinton, S. (2012). Let’s talk about wine: does Twitter have value? International
Journal of Wine Business Research, Vol. 24, No. 4, 271–286, https://doi.
org/10.1108/17511061211280329
Xiang, Z. & Gretzel, U. (2010). Role of social media in online travel information search. Tourism
Management, Vol. 31, No. 2, 179–188, doi:10.1016/j.tourman.2009.02.016
For the purpose of this paper, a structured questionnaire was created. The authors wanted to examine to what extent the wineries are familiar with digital marketing and how much they use it in their own business. The study included 50 wineries across Serbia. Serbian wineries need to be more competitive on the tourist market and understand better the mode of functioning of different systems. The results show that Facebook and Instagram are the main platforms that wineries use to engage with consumers.
Keywords: Wineries, Digital marketing, Wine tourism, Serbia.
REFERENCES
Alonso, A., Bressan, A., O’Shea, M., & Krajsic, V. (2013). Web site and social media usage:
implications for the further development of wine tourism, hospitality, and the wine sector.
Tourism Planning and Development, Vol. 10, No. 3, 229–248, https://doi.org/10.1080/2156
8316.2012.747989
Aurich, M. (2019). Digital marketing and the construction of brands for small wine producers.
NOVA – School of Business and Economics, Portugal
Ayeh, J. K., Leung, D., Au, N., & Law, R. (2012). Perceptions and strategies of hospitality and
tourism practitioners on social media: An exploratory study, in M. Fuchs, F. Ricci, & L.
Cantoni (Eds.). Information and communication technologies in tourism 2012, Springer
Verlage, Wienna, Austria, 1–12.
Barber, N., Dodd, T., and Ghiselli, R. (2008). Capturing the younger wine consumer. Journal of
Wine Research, Vol. 19, No. 2, 123–141, https://doi.org/10.1080/09571260802622225
Begalli, D., Codurri, S. & Gaeta, D. (2008). Wine and web marketing strategies: The case study
of Italian specialty wineries. British Food Journal, Vol. 111, No. 6, 598-619, https://doi.
org/10.1108/00070700910966041
Blackshaw, P. (2006). The consumer-generated surveillance culture, retrieved on 02 February
2020, https://www.clickz.com/the-consumer-controlled-surveillance-culture/69332/.
Bouquet, P. (2012). Social media marketing in the American and French wine industry in 2011.
ABLE Social. Media Mark. (Online) https://www.slideshare.net/pierrickbouquet/socialmedia-
marketing-in-the-american-and-french-wine-industry-in-2011-13045571/4-SummarySocial_
Media_Marketing_has_permeated
Breslin, K. (2013). Presentation on Constellation Digital Marketing in 2012, San Francisco, CA.
Bulearca, M., & Bulearca, S. (2010). Twitter: a viable marketing tool for SMEs?. Global Business
and Management Research: An International Journal, Vol. 2, No. 4, 296–309.
Canovi, M. & Pucciarelli, F. (2019). Social media marketing in wine tourism: winery winners’
perceptions. Journal of Travel & Tourism Marketing, Vol. 36, No. 6, 653-664, https://doi.
org/10.1080/10548408.2019.1624241
CBI Ministry of Foreign Affairs 2016, CBI Product Factsheet: Online market channels for wine
in Europe, retrieved on 02 February 2020, https://www.cbi.eu/sites/default/files/market_
information/researches/product-factsheet-europe-online-market-channels-wine-2016.pdf
Chaffey, D. (2016). Marketing Trends for 2016 – Will we be in a post-digital era?, retrieved on
02 February 2020, https://www.smartinsights.com/managing-digital-marketing/marketing-
innovation/marketing-trends-2016/
Chan, N. L. & Guillet, B. D. (2011). Investigation of social media marketing: How does the hotel
industry in Hong Kong perform in marketing on social media websites? Journal of Travel
& Tourism Marketing, Vol. 28, No. 4, 345–368, https://doi.org/10.1080/10548408.2011.57
1571
Dean, D.L. & Forbes, S.L. (2016). Are Customers Having E-Conversations about Your Wine?
The Importance of Online Discussion Forums as Electronic Word of Mouth for Wine
Marketers. Successful Social Media and Ecommerce Strategies in the Wine Industry, in
Szolnoki, G., Thach, L. and Kolb, D. (Eds.), Palgrave Macmillan, New York, NY, 115-132.
Dijkmans, C., Kerkhof, P. & Beukeboom, C. (2015). A stage to engage: Social media use and
corporate reputation. Tourism Management, Vol. 47, 58-67, https://doi.org/10.1016/j.tourman.
2014.09.005
eMarketer 2016, Nearly One-Third of the World Will Use Social Networks Regularly This Year,
retrieved on 03 February 2020, https://www.emarketer.com/Article/Nearly-One-Third-of-
World-Will-Use-Social-Networks-Regularly-This-Year/1014157
Galloway, G., Mitchell, R., Getz, D., Crouch, G. & Ong, B. (2008). Sensation seeking and the
prediction of attitudes and behaviours of wine tourists. Tourism Management, Vol. 29, No.
5, 950–966, https://doi.org/10.1016/j.tourman.2007.11.006
Gretzel, U. (2006). Consumer generated content – trends and implications for branding. e-Review
of Tourism Research, Vol. 4, No. 3, 9–11.
Higgins, L., Wolf, M. & Wolf, M. (2016). Wine on Facebook: a look at millennials’ wine information
search, in Szolnoki, G., Thach, L. and Kolb, D. (Eds.), Successful Social Media and
Ecommerce Strategies in the Wine Industry, Palgrave Macmillan, New York, NY, 13-29.
Hudson, S., Roth, M. S., Madden, T. J. & Hudson, R. (2015). The effects of social media on emotions,
brand relationship quality, and word of mouth: An empirical study of music festival attendees.
Tourism Management, Vol. 47, 68–76, https://doi.org/10.1016/j.tourman.2014.09.001
Jakšić, D. (editor) (2019). Vinogradarstvo i vinarstvo Srbije-studija Analiza sektora proizvodnja
i preradi grožđa i proizvodnje, Centar za vinogradarstvo i vinarstvo, Niš
Keller, K.L. (2009). Building strong brands in a modern marketing communications environment.
Journal of Marketing Communication, Vol. 15, No. 2-3, 139–155, https://doi.
org/10.1080/13527260902757530
Kokić, M. (2015). Brendiranje u digitalnom marketingu na primeru kompanije The new Yourk
Times Digital, master rad, Univerzitet Singidunum, Beograd
Laverie, D.A., Humphrey, W., Velikova, N., Dodd, T.H. & Wilcox, J.B. (2011). Building wine
brand communities with the use of social media: a conceptual model, 5th International
Conference of the Academy of Wine Business Research, February 08-10, Auckland, New
Zealand, 1-7.
Leigon, B. (2011). Grape/Wine Marketing with New Media and Return of the Boomer, Practical
Winery & Vineyard Journal, San Rafael.
Molina, A., Gómez, M., González-Díaz, B. and Esteban, Á. (2015). Market segmentation in
wine tourism: Strategies for wineries and destinations in Spain. Journal of Wine Research,
Vol. 26, No. 3, 192–224, https://doi.org/10.1080/09571264.2015.1051218
O’Neill, M., & Charters, S. (2000). Service quality at the cellar door: Implications for Western
Australia’s developing wine tourism industry. Managing Service Quality: An International
Journal, Vol. 10, No. 2, 112–122, https://doi.org/10.1108/09604520010318308
Pan, B., MacLaurin, T. & Crotts, J. C. (2007). Travel blogs and their implications for destination
marketing. Journal of Travel Research, Vol. 46, No. 1, 35–45, doi:10.1177/0047287507302378
Pivac, T. (2012). Vinski turizam Vojvodine monografija, Prirodno-matematički fakultet, Departman
za geografiju, turizam i hotelijerstvo, Novi Sad
Rapp, A., Beitelspacher, L. S., Grewal, D. & Hughes, D. E. (2013). Understanding social media
effects across seller, retailer, and consumer interactions. Journal of Academy of Marketing
Science, Vol. 41, 547–566 https://doi.org/10.1007/s11747-013-0326-9
Rasch, L. & Gretzel, U. (2008). Wineries’ involvement in promoting tourism online: The case of
Texas. PASOS. Revista De Turismo Y Patrimonio Cultural, Vol. 6, No. 2, 317–326.
Schaffer, V. (2015). Student mentors: Aiding tourism businesses to overcome barriers to social
media. Current Issues in Tourism, Vol. 18, No. 11, 1022–1031, https://doi.org/10.1080/136
83500.2014.904847
Siamagka, N.T., Christodoulides, G., Michaelidou, N. & Valvi, A. (2015). Determinants of social
media adoption by B2B organizations. Industrial Marketing Management, Vol. 51,
89-99, https://doi.org/10.1016/j.indmarman.2015.05.005
Strickland, P. (2013). The importance of social media technology of Yarra Valley wineries in
Australia, 7th AAWE Conference, June 26-29, Stellenbosch, South Africa, 1-8.
Szolnoki, G. Dolan, R., Forbes, Sh., Thach, L. & Goodman, S. (2018). Using social media for
consumer interaction: An international comparison of winery adoption and activity. Wine
Economics and Policy, Vol. 7, No. 2, 109–119, https://doi.org/10.1016/j.wep.2018.07.001
Szolnoki, G., Taits, D., Nagel, M. & Fortunato, A. (2014). Using social media in the wine business:
an exploratory study from Germany. International Journal of Wine Business Research.
Vol. 26, No. 2, 80–96, https://doi.org/10.1108/IJWBR-09-2013-0031
Thach, L. (2009). Wine 2.0—the next phase of wine marketing? Exploring us winery adoption
of wine 2.0 components. Journal of Wine Research, Vol. 20, No. 2, 143–157, https://doi.
org/10.1080/09571260903169548
Viana, N.A. (2016). Digital wine marketing: Social media marketing for the wine industry, 39th
World Congress of Vine and Wine, October 24-28, Bento Gonçalves, Brazil, 1-5, DOI:
10.1051/bioconf/20160703011
Wilson, D. & Quinton, S. (2012). Let’s talk about wine: does Twitter have value? International
Journal of Wine Business Research, Vol. 24, No. 4, 271–286, https://doi.
org/10.1108/17511061211280329
Xiang, Z. & Gretzel, U. (2010). Role of social media in online travel information search. Tourism
Management, Vol. 31, No. 2, 179–188, doi:10.1016/j.tourman.2009.02.016
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E-mail: [email protected]
www.udekom.org.rs
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Registration number.: 28157347