6533b872fe1ef96bd12d2fa8
RESEARCH PRODUCT
Study of Wine Producers’ Marketing Communication in Extreme Territories–Application of the AGIL Scheme to Wineries’ Website Features
Luca AltamorePietro ColumbaMarzia IngrassiaStefania ChironiSimona Bacarellasubject
Scheme (programming language)Value (ethics)media_common.quotation_subjectCompetitive advantageterritorial marketinglcsh:AgricultureSettore AGR/01 - Economia Ed Estimo Rurale0502 economics and businessmultidimensional analysisMarketingAdaptation (computer science)focus Groupmedia_commoncomputer.programming_languageWineAbandonment (legal)05 social sciencessustainable wine tourismwine marketing challengelcsh:SFocus groupwine farm marketingSymbol050211 marketingBusinessAgronomy and Crop Sciencecomputer050212 sport leisure & tourismdescription
This study measures the communication ability of wineries in two extreme territories of Southern Italy, Mount Etna and the island of Pantelleria. The evaluation of four dimensions of web communication was carried out by the AGIL Scheme (i.e., adaptation, goal-attainment, integration, latent pattern maintenance). The study provides a generalizable model to be applied in other similar studies. Additionally, focus groups of experts were carried out. The method proved to be suitable to measure the communication effectiveness of wineries through websites. Extreme territories may add value to the wine, regardless of the brand. The heroic wines may become the symbol of these territories, helping environmentally safeguard and contrast territory abandonment by rural communities. The findings highlight that effective communication of heroic viticulture may be used to reposition these wines and increase their competitive advantage in foreign markets. The study generates new ideas for reflection on new types of web communication.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2020-05-18 | Agronomy |