Use of a Winery’s website for wine tourism development: Niagara region

Abstract

This study examines the integration of digital marketing strategies by wineries in the Niagara Region to enhance wine tourism. Through a comprehensive content analysis of 89 winery websites, we identify digital techniques employed to attract and engage potential visitors. Our findings indicate substantial digital involvement, particularly in establishing an essential online presence. However, significant areas for improvement include utilizing interactive features and providing comprehensive tourism experiences. The study underscores the importance of a thorough digital strategy incorporating upgraded virtual tours, strategically positioned visual elements, and enriched web information to enhance the wine tourism experience. This report offers practical insights for wineries and tourism organizations by leveraging successful digital marketing methods in the industry. These insights aim to optimize online strategies, expand the target audience, and promote regional economic growth through wine tourism. This study contributes to the growing body of research on digital marketing in the wine tourism industry and provides a foundation for future studies on the effectiveness of online engagement strategies in niche travel sectors.