Year: 2026
Type: article
Abstract: Introduction: In wine tourism, wineries serve as hubs, offering not only wine production, storage, and bottling but also a variety of tourist experiences, such as wine events, vineyard tours, and accommodation. Wineries are therefore well placed to promote other attractions in the tourist destination. Objective: Investigate how four notable wineries in Alentejo, Portugal, promote their surroundings, including local attractions, complementary services, and sustainability practices, focusing on community well-being. Methods: A two-step empirical analysis was employed: first, in-depth interviews with wine tourism managers about these topics; second, analysing the content of their official websites to find features promoting their broader environment. Results: Results indicate that while managers stress the significance of highlighting their surroundings and sustainability initiatives, the websites mostly spotlight wine products and internal tourism experiences. Conclusion: Although the websites of two wineries address their environmental and social policies, they are not prominently featured, serving more as informational rather than integral parts of their online communication.
Authors: Estêvão, João, Dinis, Gorete
Institution: Universidade Politécnica de Portalegre
Language: English
Topic: Wine Industry and Tourism
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7162375950