Wine and Olive Oil in Symbiosis

Analysis of the online presence of Eno-Olivotourism companies in the Douro Wine Region

Abstract

 “Since vineyards and olive groves share geographical areas, pairing wine tourism programs with olive tourism programs might result in synergy in a local economy. So, olive oil tourism and wine tourism managers may need to work closely together.”

(Hwang & Quadri-Felitti, 2021, p.13).

This study aims to understand how wine tourism estates in Douro region, promote wine and olive oil Food Heritage (FH) symbiosis inside eno-olivotourism, an emergent SIT (Special Interest tourism). Conceptually, a Pyo (2015) and Kotler et al. 2006) integrative approach was followed. For Pyo (2025), “Integrating functions of tourist market segmentation, targeting and positioning (STP) can be beneficial to destination marketing. Integration of these functions could be possible by establishing an integrative linkage between destination attributes (as wine & olive oil) and tourist needs and wants, and by recognizing the systematic contribution of each function, while considering the interrelationships between them” (Pyo, 2015, p.253-254). In Kotler et al. (2006) opinion, STP should be based on integrated information, because it can generate a great insight in a more efficient way, than considering them as independent tasks (Natter et al. 2008). So, the integration of wine and olive oil (as territorial endogenous resources and unique gastronomic experiences) with tourism, can ensure destination competitiveness, visitors attractiveness and experience differentiation.

In order to promote online products, services, experiences and territories, a communication strategy must be developed (Meroño & Arcas, 2006; Jurado et al., 2018). In this context, the Internet has become a source of top-quality tourism information, with increasing numbers of tourists consulting the range of products and services offered (Cristóbal-Fransi, et al., 2013). From a supply optic, Chung & Buhalis (2008) believe in websites and social networks as important information, communication and marketing tools, as reputation builders and consumption influencers. Zhang & Dran, (2002) e Chen & Macredie (2005) consider the websites as the first reference that customers have to form an impression of the company.

So, to understand the eno-olivotourism information maturity, we developed a Website Evaluation Model (WEM) inspired in the eMICA (Extended Model of Internet Commerce Adoption) methodology (Burgess & Cooper, 1998, 2000, 2002; Ting, 2013), taking eight domains in account (instead of the original 4): organizational, informational, Promotional, Relational, Transactional, Interactivity, Multimedia & Design and social media. To get information, a qualitative methodology was adopted, collecting website content data from 290 wine companies where 146 had online presence, but only 35 produce wine and olive oil. So, the focus was on the 35 eno-olive oil producers.   

The results call for greater attention to the quality of information communicated and interaction strategies with stakeholders. As for the synergies associated with wine and olive oil, there is a significant gap in the areas of integrated communication and marketing. The limitations of this study are its confinement to a specific wine region (Douro) and a unique approach from the supply angle.

Regarding business contributions, we recommend that managers pay more attention to the website role, as this will improve consumer attitude, and a good online presence will have a positive impact on the organization’s image and financial benefits (Dedrick, Gurbaxini & Kraemer, 2003 and Can & Alatas, 2017). In order to do this, a series of guidelines should be followed when designing the eno-olivotourism corporate website, and this should include a group of basic features connected to the eight proposed dimensions.  An effective Internet presence will mean better results, whether in the number of visits, or the number of bookings made.