#RibeiraSacra: The DPB in a Wine Tourism Destination through Instagram
DOI:
https://doi.org/10.35588/363xpm90Keywords:
tourism, branding, internet, social media, digital platformAbstract
Instagram and wine tourism come together in this study to analyse the management of the Destination Place Brand (DPB) in a destination and if it is planned and managed in a coordinated manner between all the local actors present in the wine regions. At the same time, we appreciate how social networks can become a driving force in the national and international projection of these territories. Specifically, this research focuses on one of the emerging wine tourism Spanish destinations that was even presented as a candidate for World Heritage Site due to the uniqueness of its landscapes destined for the called heroic viticulture, #RibeiraSacra. In order to achieve this objective, a quantitative methodology has been initially carried out that has allowed us to glimpse the first approximations in terms of the management of publications, keywords or interaction with the user, whose first results confirm the existence of a gap between the brand identity and the brand image generated by wine tourism activity in the region from the perspective of the two main actors involved.
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