Marketing small wineries: An exploratory approach to website evaluation

Jingxue Jessica Yuan, Alastair M. Morrison, Sally Linton, Ruomei Feng, Sang Mi Jeon

Research output: Contribution to journalArticle

24 Scopus citations

Abstract

This study was conducted to evaluate the marketing strategies of small wineries and the role of the Web within these strategies. A Website evaluation instrument was developed to measure the effectiveness of small winery Websites from multiple perspectives. The instrument was tested on a sample of 18 small winery Websites in a Mid-western U.S. state. These Websites were found to be “electronic brochures” rather than “dynamic relationship marketing tools.” Implications for improved performance on Web marketing by small wineries were identified.

Original languageEnglish
Pages (from-to)15-25
Number of pages11
JournalTourism Recreation Research
Volume29
Issue number3
DOIs
StatePublished - 2004

Keywords

  • Balanced scorecard approach
  • Critical success factors
  • Small winery
  • Web marketing
  • Wine tourism

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