TY - JOUR
T1 - Marketing small wineries
T2 - An exploratory approach to website evaluation
AU - Yuan, Jingxue Jessica
AU - Morrison, Alastair M.
AU - Linton, Sally
AU - Feng, Ruomei
AU - Jeon, Sang Mi
N1 - Publisher Copyright:
© 2004 Tourism Recreation Research.
PY - 2004
Y1 - 2004
N2 - 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.
AB - 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.
KW - Balanced scorecard approach
KW - Critical success factors
KW - Small winery
KW - Web marketing
KW - Wine tourism
UR - http://www.scopus.com/inward/record.url?scp=84979888164&partnerID=8YFLogxK
U2 - 10.1080/02508281.2004.11081453
DO - 10.1080/02508281.2004.11081453
M3 - Article
AN - SCOPUS:84979888164
SN - 0250-8281
VL - 29
SP - 15
EP - 25
JO - Tourism Recreation Research
JF - Tourism Recreation Research
IS - 3
ER -