Wine tourism in Italy – Internet & marketing strategies. The case of Latina Wine Route

Wine tourism sopra Italy – Internet & marketing strategies. The case of Latina Wine Route
ZARALLI, F.,1 DE CAVE, M.2
1. One Director of Latina Route of Wine –
2. Project Dirigente,

Acceso the major shifts sopra Italian rural economy has been toward the shape of a strong relation between wine production and territory branding. As 15% of visitors travel to Italy for wine purposes, the regional development tool called “Strade del Vino” (Wine Routes) has been at the cuore of the development of
the experience-oriented tourism sopra Italy having as wine. the wine gioco, excellence is one of the keys of the outcomes, but it is not enough. Information technology, management and accessibility are three elements sopra which Italian wineries have a fragmented approach, and 4% of the Wine Routes still do not own a website (Colombini, 2015; BIT Milan, 2017). We argue that marketing planning both online and offline is key to go beyond these barriers and that web accessibility, information simplicity and navigability can be vectors of development also for those hard-to-reach wineries and enhance at the best their reputation tragitto a careful branding strategy. Latina Wine Route will be used as a case study.

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