Wine tourism apps as wine destination branding instruments: content and functionality analysis
Journal of Hospitality and Tourism Technology
Article publication date: 30 May 2019
Issue publication date: 18 June 2019
The purpose of this study is to evaluate the competitiveness through brand enhancement of the Douro wine tourism apps in light of their content and functionality in comparison to international wine tourism apps.
The content and functionality features of both the Douro and international wine apps are evaluated to determine any statistically significant differences between items. A frequency analysis and chi-square are calculated at item and variable levels, a Shapiro–Wilks test is used to test normality and an independent t-test is deployed to examine the differences in customer ratings and number of downloads.
There is a significant difference between the Douro and international wine apps on an item level, although there is no significant difference between the groups with regard to their content and functionality features in general.
By focussing only on the Douro region, 13 other demarcated Portuguese wine regions have been excluded.
Wine tourism apps could influence destination branding, as they can inform about the wine region and wine-related activities. A clear layout makes it easier to move through the app, and the use of social media and entertainment enhances user experiences, especially for younger generations.
Practical guidelines are proposed for wine tourism marketers and managers wishing to upgrade their destination brand image and its services to satisfy demanding wine tourists.
The study contributes to the literature about mobile apps in tourism with a content and functionality analysis of wine apps as variables in the technology acceptance model and of their impact on destination branding.
研究通过对Douro和国际葡萄酒旅游app在内容和功能上的比较评估来判定是否其之间有显著差别。本论文在内容和功能多个方面上进行频率分析和chi square分析, 本论文还采用Shapiro-Wilks测试来对其样本的做正态分布检查, 通过独立样本t检验来评估消费者评分和下载数量之间的差异。
葡萄酒旅游app能够影响旅游目的地品牌营销, 其app能够为游客提供葡萄酒区域和葡萄酒相关活动的信息。App清晰结构能够使得消费者更容易找到相关内容, 社交媒体和娱乐性能的运用能够提高消费者整体体验, 特别是对年轻消费者。
研究结果对有意提高其目的地品牌形象和服务升级的葡萄酒旅游营销商和管理者来说, 提出了很多管理启示, 满足葡萄酒旅游消费需求。
本论文通过葡萄酒app的内容和功能方面的分析, 其中涉及的变量是技术接受模型（TAM）的经典变量, 以及其变量对目的地品牌营销的作用, 因此研究结果对旅游移动app的文献有着显著贡献。
关键词. 内容、功能, 葡萄酒、旅游目的地、品牌营销、Douro
This research is part of the wider project, INNOVINE&WINE – Vineyard and Wine Innovation Platform – Operation NORTE [grant number: 01-0145-FEDER-000038], co-funded by the European and Structural Investment Funds (FEDER) and by Norte 2020 (Programa Operacional Regional do Norte 2014/2020 [grant number: POCI-01-0145-FEDER-006971], as well as by national funds through the FCT – Portuguese Foundation for Science and Technology [project number: UID/SOC/04011/2013].
The authors thank the third-year students (2017–2018) of the Tourism Bachelor of UTAD for their collaboration as coders.
Dimitrovski, D., Joukes, V., Rachão, S. and Tibério, M.L. (2019), "Wine tourism apps as wine destination branding instruments: content and functionality analysis", Journal of Hospitality and Tourism Technology, Vol. 10 No. 2, pp. 136-152. https://doi.org/10.1108/JHTT-10-2017-0115
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