Marketing Small Wineries: An Exploratory Approach to Website Evaluation

Abstract

This study was conducted to evaluate the marketing strategies of small wineries and the role of the Web within these strategies. A Website evaluation instrument was developed to measure the effectiveness of small winery Websites from multiple perspectives. The instrument was tested on a sample of 18 small winery Websites in a Mid-western U.S. state. These Websites were found to be "electronic brochures" rather than "dynamic relationship marketing tools." Imphcations for improved performance on Web marketing by small wineries were identified.

Balanced scorecard in the hospitality and tourism industry: Past, present and future

“…Interestingly, research studies, in the later 21st century, began conducting descriptive research and investigated the antecedents of hotel and travel agencies’ performances that was operationalized using BSC ( Abdel-Maksoud et al, 2016 ; Nazarian et al, 2017 ; Patiar and Mia, 2009 ; Pool et al, 2017 ; Salehzadeh et al, 2015 ; Wu and Chen, 2012 ; Wu and Lu, 2012 ). Another prominently researched topic that emerged was the use of BSC as a framework to construct performance measurement tools that aided website evaluation of destination management organizations ( Feng et al, 2003 ), convention and visitor bureaus ( Kim and Njite, 2009 ; Myung et al, 2005 ; Stepchenkova et al, 2010 ), national tourism organizations ( Douglas and Mills, 2004 ), bed and breakfast (B&Bs) ( Kline et al, 2004 ), small wineries ( Yuan et al, 2004 ), and hotels ( Kim et al, 2014 ; Kim and Kim, 2010 ). While researchers have actively used BSC as a framework for website evaluation, another study by Aureli and Del Baldo (2019) did not find a widespread use of BSC amongst convention bureaus in Italy.…”

Website quality for SME wineries: measurement insights

“…being “there” or “not there”. Only 3 of the 11 studies using presence ratings (Velikova et al , 2011; Yuan et al , 2004; Zhu et al , 2009) explicitly stated that the researchers calculated global website ratings from the “yes/no” metrics. Nine of the 24 studies used either Likert-type scales or some other more complex scoring device to assess individual feature quality and compute global measures.…”

Consumer evaluation of ‘Veggycation®’, a website promoting the health benefits of vegetables

“…links to other relevant websites), trust and site searching mechanism. [22][23][24][25][26] Health information is being actively browsed online by almost 80% of Australian Internet users today and the Internet, therefore, has become an important tool to promote health education and literacy. 14 With increasing investment in interactive web-based health tools (or e-tools), 27 there is a growing need for assessing and ensuring their effectiveness in meeting their objectives.…”

“…A total of 23 statements previously used in marketing studies were modified to evaluate the website under study. 22,24,25,[33][34][35] Responses were measured using a five-point Likert scale, with 1 indicating strongly disagree and 5 indicating strongly agree. 36…”