Social Media Usage Among Wine Tourism DMOs

  • Filipa JorgeEmail author
  • Mário Sérgio Teixeira
  • Carlos Fonseca
  • Ricardo Jorge Correia
  • Ramiro Gonçalves
Conference paper
Part of the Smart Innovation, Systems and Technologies book series (SIST, volume 167)


Social media is an important tool for tourism destination promotion. The usage and the contents published on these platforms have an important role in visitors’ decision-making process. Information and communication technologies are changing DMOs’ markets and communication paradigm, since they allow the interaction between these organizations, visitors, and stakeholders. Therefore, social media are increasing their relevance on DMOs’ marketing strategies. This purpose of this study is to analyze comparatively social media platforms’ usage by six wine tourism DMOs. The results were provided by the analysis of secondary data available on these platforms and DMOs posts on the four most popular social media platforms to tourism industry: Facebook, Instagram, Twitter, and YouTube. Results indicate that DMOs use their official accounts on these platforms on different ways. This study also reveals that Facebook is more interactive than other platforms, and YouTube achieves less engagement levels.


Digital marketing tools Tourism Destination marketing organizations Facebook Instagram Twitter YouTube 



This research was funded by European Regional Development Fund (FEDER) through NORTE 2020, operation number NORTE-01–0145-FEDER-000014.


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Copyright information

© Springer Nature Singapore Pte Ltd. 2020

Authors and Affiliations

  1. 1.Universidade de Trás-Os-Montes e Alto Douro, UTADVila RealPortugal
  2. 2.Centro de Estudos Transdisciplinares para o Desenvolvimento, CETRADVila RealPortugal
  3. 3.Instituto de Engenharia de Sistemas e Computadores, Tecnologia e Ciência, INESC TECPortoPortugal
  4. 4.Instituto Politécnico de Bragança, IPBBragançaPortugal

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