Co-creating the branding of rural destinations: an analysis of agritourism Facebook pages in the Northern demarcated wine regions of Portugal

Abstract

Online tourism contents is formed by the three R’s: reviews, ratings, and recommendations made by travellers. The aim of this article is to explore the use of Facebook by agritourism operators in promoting experiences and to find out how the three R’s can help in co-creating the branding of rural destinations. This study adopted an exploratory approach, using qualitative and quantitative methods and questions about how Facebook is used by private agritourism operators, highlighting its potential for the co-creation of destination branding.