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Branding Porto: A Case Study of the ‘Essence of Wine’

The Branding of Tourist Destinations: Theoretical and Empirical Insights

ISBN: 978-1-78769-374-6, eISBN: 978-1-78769-373-9

Publication date: 4 December 2018

Abstract

The ‘Essence of Wine’ is the largest wine event that is held in Porto, Portugal. Therefore, this chapter explains how the tourists (domestic and foreign visitors), as well as local residents and exhibitors can influence the level of satisfaction of the event. The authors discuss about the tourists’ satisfaction. They suggest that satisfied tourists would be interested in returning to the event in the following years. In conclusion, this contribution implies that the loyal visitors and their positive publicity of the ‘Essence of Wine’ can improve the brand image of the event and of the destination.

Keywords

Acknowledgements

Acknowledgements

The authors are deeply grateful to ISAG – European Business School for allowing the use of the database. This study results from a partnership between Essence of Wine and ISAG – European Business School that began five years ago. UNIAG, Research unit funded by the FCT – Portuguese Foundation for the Development of Science and Technology, Ministry of Science, Technology and Higher Education, Project no. UID/GES/4752/2016.

Citation

Borges, A.P., Vieira, E. and Rodrigues, P. (2018), "Branding Porto: A Case Study of the ‘Essence of Wine’", Camilleri, M.A. (Ed.) The Branding of Tourist Destinations: Theoretical and Empirical Insights, Emerald Publishing Limited, Leeds, pp. 129-146. https://doi.org/10.1108/978-1-78769-373-920181008

Publisher

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Emerald Publishing Limited

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