ANÁLISIS DE CONTENIDO DE LAS WEBS DE LAS BODEGAS ARAGONESAS COMO HERRAMIENTA DE MARKETING
Resumen
Las webs constituyen una herramienta para que las bodegas puedan alcanzar más fácilmente sus objetivos de negocio. Se analiza si las bodegas utilizan esta herramienta y, en caso afirmativo, se investiga el papel que desempeña en su estrategia de marketing teniendo en cuenta las orientaciones establecidas en la literatura. Se observa una alta tasa de existencia de webs, pero el análisis de contenido muestra que la orientación más básica (proporcionar información) es la predominante; seguido de la comunicación interactiva, siendo la orientación transaccional la que muestra una escasa presencia.
Descargas
Citas
AHRENS, J. y COYLE, J.R. (2011): “A Content Analysis of Registration Processes on Websites”, Journal of Interactive Advertising, vol. 11 (2), pp. 12-26.
ALONSO, A.D., BRESSAN, A., O´SHEA, M. y KRAJSIC, V. (2013): “Website and Social Media Usage: Implications for the Further Development of Wine Tourism, Hospitality and the Wine Sector”, Tourism Planning y Development, vol. 10 (3), pp. 229-248.
AMARO, S., BARROCO, C. y ANTUNES, J. (2010): “The Internet as an Important Tool in Developing the Dao Wine Route Network: A Study of the Dao Wine Route Websites”, en Proceeding of the Advances in Tourism Research 2010. ISAK y Universidad de Oviedo, pp. 717-724.
BAUER, H.H., GRETHER, M. y LEACH, M. (2002): “Building Customer Relations over the Internet. Industrial Marketing Management”, vol. 31 (2), pp. 155-163.
BEAMES, G. (2003): “The Rock, the Reef and the Grape: the Challenges of Developing Wine Tourism in Regional Australia”, Journal of Vacation Marketing, vol. 9 (3), pp. 205-212.
BELANGER, F., FAN, W., SCHAUPP, L.C., KRISHEN, A., EVERHART, J., POTEET, D. y NAKAMOTO, K. (2006): “Website Success Metrics: Addressing the Duality of Goals”, Communications of the ACM, vol. 49 (12), pp. 114-116.
BELLMAN, S. y ROSSITIER, J.R. (2004): “The Web Site Schema”, Journal of Interactive Advertisig, vol. 4 (2), pp. 38-48.
BERELSON, B, (1952): Content Analysis in Communication Research. New York, Free Press.
BERNET, A. y STRICKER, S. (2003): “German Wineries on the Web: A survey of Web Sites of Mosel-Saar-Ruwer and Pfalz Wineries”, en Proceedings of the Wine Marketing Colloquium, July, pp. 26-27, Adelaide, Australia.
BEVERLAND, M., JAMES, K., JAMES, M., PORTER, C. y STACE, G. (1998): “Wine Tourism: Missed Opportunities in West Auckland”, The Australian and New Zealand Wine Industry Journal, vol. 13 (4), pp. 403-407.
BRUWER, J. y WOOD, G. (2005): “The Australian Online Wine-Buying Consumer: Motivational and Behavioural Perspectives”, Journal of Wine Research, vol. 16 (3), pp. 193-211.
BURGESS, L. y COOPER, J. (1999): “MICA: A Model for Classification of Business Adoption of Internet Commerce”, en Proceedings of the 12th International Bled Electronic Commerce Conference, Bled, Slovenia, June 7-9.
BURGESS, L. y COOPER, J. (2000): “Extending the Viability of MICA (Model of Internet Commerce Adoption) as a Metric for Explaining the Process of Business Adoption of Internet Commerce”, en Proceedings of the International Conference on Telecommunications and Electronic Commerce, Dallas, Texas, November.
CAMPRUBÍ, R. y GALÍ, N. (2015): “Análisis Exploratorio de la Funcionalidad de las Páginas Web de los Viñedos del Priorat: El caso de las bodegas de la Ruta del Vino de la Denominación de Origen de Calidad Priorat”, Boletín de la Asociación de Geógrafos Españoles, nº 68, pp. 483-488.
DAVIDSON, R.A. (2002): “Development of an Industry Specific Website Evaluation Framework for the Australian Wine Industry”, Research Paper Series: 02–9. ISSN: 1441–3906.
DAVIDSON, R.A. (2004): “A Study of Australian Winery Websites”, in Proceedings of The Collaborative E-Commerce Technology and Research Conference (CollECTeR2004) May 7-8, 2004, Adelaide, Australia.
DAVIDSON, R.A. (2008): Changes in Australian Winery Websites over a Five Year Period, in Proceedings of 21st Bled eConference eCollaboration: Overcoming Boundaries Through Multi-Channel Interaction, June 15-18, Bled, Slovenia.
EVERARD, A. y GALLETTA, D.F. (2006): “How Presentation Flaws Affect Perceived Site Quality, Trust, and Intention to Purchase from an Online Store”, Journal of Management Information Systems, vol. 22 (3), pp. 55-95.
FERREIRA, G.F.C. y FERREIRA, J.P.C. (2013): “The Virginia Wineries´ Websites: An Evaluation”, in Proceedings of the Southern Agricultural Economicas Association Annual Meeting, Orlando, Florida, 3-5 Febrero.
FORRESTER RESEARCH, I. (2009): Every Second Counts: How Website Performance Impacts Shopper Behavior, in http://www.getelastic.com/performance/(accessed)
GEBAUER, J. y GINSBURG, M. (2003): “The US Wine Industry and the Internet: An Analysis of Success Factors for Online Business Models”, Electronic Markets, vol. 13 (1), pp. 59-66.
GETZ, D., CARLSEN, J., BROWN, G. y HAVITZ, M. (2008): “Wine Tourism and Consumers”, in A.G. Woodside, y D. Martin (Eds.), Tourism Management: Analysis, Behaviour and Strategy. Cambridge, MA: CABI, pp. 245-268.
GILMORE, A., GALLAGHER, D. y HENRY, S. (2007): “E-marketing and SMEs: Operational Lessons for the Future”, European Business Review, vol. 19 (3), pp. 234-247.
GIRAUD-HÉRAUD, E., SOLER, L.G. y TANGUY, H. (2001): “Internet et la Distribution de Biens Physique. Analyse de l’émergence de Nouvelles Structures Verticales dans le Secteur du Vin”, Revue économique, 52 (october), pp. 213-232.
GOODMAN, S. (2003): “A Framework for the Implementation of (internet) Marketing by the Wine Business”, en Proceedings Colloquium 2003.
GURÄU, C. y DUSQUENOIS, F. (2011): “The Website as An Integrated Marketing Tool: An Exploratory Study of French Wine Producers”, Journal of Small Business and Entrepreneurship, vol. 24 (1), pp. 17-28.
HAIR, J. F., ANDERSON, R. E., TATHAM, R. y BLACK, W. C. (1999): Multivariate Data Analysis. Ed. Prentice Hall, 5ª Edición revisada
HALL, C.M. (1996): “Wine Tourism in New Zealand”, in Proceedings of Tourism Down Under II: A Tourism Research Conference. University of Otago.
HALL, J. y WINCHESTER, M. (2000): “Focus on Your Consumer through Segmentation”, Australia and New Zealand Wine Industry Journal, vol. 15 (2), pp. 93-96.
HANSON, W. (2000): Principles of Internet Marketing. Cincinnati Ohio, Southwest College Publishing.
HASMIM, N.H., MURPHY, J. y LAW, R. (2007): “A Review of Hospitality Website Design Frameworks”, in P. O´Connor, W. Hopken, U. Gretzel (Eds.), Information and Communication Technologies in Tourism, New York: Springer-Wien: pp. 219-229.
HO, J. (1997): Evaluating the World Wide Web: a Global Study of Commercial Sites, Journal of Computer-Mediated Communication, vol. 3 (1), en www.ascusc.org/jcmc/vol3/issue1/ho.html.
HU, C., HAN, Y.T., JANG, S.S. y BAI, B. (2005): “E-Relational Characteristics on Hospitality and Tourism Program Web Sites”, Journal of Hospitality y Tourism Research, vol. 29 (4), pp. 508-522.
IAIA, L. SCORRANO, P., FAIT, M. y CAVALLO, F. (2017): “Wine, family businesses and web: marketing strategies to compete effectively”, British Food Journal, vol. 119 (11), pp. 2.294-2.308.
JANKULOVIC, A., STAMATOVIC, M. y COVIC, D. (2013): “Website Data as Source for Strategic Decisions: the Case Study of Winery Websites”, en Proceedings of International May Conference on Strategic Management, 24-26 may, Bor (Serbia), pp. 448-455.
JOHNSTON, D.A., WADE, M. y MCCLEAN, R. (2007):” Does e-Business Matter to SMEs? A Comparison of the Financial Impacts of Intemet Business Solutions on European and NorthAmerican SMEs”, Journal of Small Business Management, vol. 45 (3), pp. 354-361.
KIM, I. y KULJIS, J. (2010): “Applying Content Analysis to Web-based Content”, Journal of Computing and Information Technology, vol. 18 (4), pp. 369-375.
KIM, D.J., KIM, W.G. y HAN, J.S. (2007): “A Perceptual Mapping of Online Travel Agencies and Preference Attributes”, Tourism Management, 28 (2), pp. 591-603
KIM, Y.H., YUAN, J., GOH, B.K. y ANTUN, J.M. (2009): “Web Marketingin Food Tourism: A Content Analysis of Web Sites in West Texas”, Journal of Culinary Science y Technology, vol. 7 (1), pp. 52-64.
KRIPPENDORFF, K (2012): Content Analysis: An Introduction to Its Methodology. London, Sage Publications.
LAW, R., QI, S. y BUHALIS, D. (2010): “Progress in Tourism Management: a Review of Websites Evaluation in Tourism Research”, Tourism Management, vol. 31 (3), pp. 297-313.
LYNCH, P. y HORTON, S. (2002): Web Style Guide: Basic Design Principles for Creating Websites, Yale University, New Haven, CT.
MARZO-NAVARRO, M. y PEDRAJA-IGLESIAS, M. (2009): Wine Tourism Development from the Perspective of the Potential Tourist in Spain, International Journal of Contemporary Hospitality Management, vol. 21 (7), pp. 816-835.
MARZO-NAVARRO, M. y PEDRAJA-IGLESIAS, M. (2012): Critical factors of wine tourism: incentives and barriers from the potential tourist's perspective, International Journal of Contemporary Hospitality Management, vol. 24 (2), pp. 312-334.
MATELLANES, M. (2014): “Social media en el sector del enoturismo”, Revista de Comunicación de la SEECI, Julio, año XVII (34), pp. 34-49.
MCDONALD, W.J. (1994): “Time Use in Shopping: The Role of Personal Characteristics”, Journal of Retailing, vol. 70 (4), pp. 345-365.
MESSINGER, P.R. y NARASIMHAN, C. (1997): “A Model of Retail Formats Based on Consumers’ Economizing on Shopping Time”, Marketing Science, vol. 16 (1), pp. 1-23.
MITCHELL, R. y HALL, M.C. (2004): “The Post-Visit Consumer Behavior of New Zealand Winery Visitors”, Journal of Wine Research, vol. 15 (1), pp. 39-49.
MILLS, J.A., PITT, L. y SATTARI, S. (2012): “Reading between the Vines: Analyzing the Readability of Consumer Brand Wine Websites”, International Journal of Wine Business Research, vol. 24 (3), pp. 169-182.
MUELLER, S., OSIDACZ, P., FRANCIS, I.L. y LOCKSHIN, L. (2010): “Combining discrete choice and informed sensory testing in a two-stage process can it predict wine market share?”, Food Quality and Preference, vol. 21 (7), pp.741-754.
MURPHY, J., RAFFA, L. y MIZERSKI, R. (2003): “The Use of Domain Names by E-Branding by the World’s Top Brands”, Electronic Markets, vol. 13 (3), pp. 30-40.
MURPHY, J., HO, P. y CHAN, C. (2005): “Competitive Analyses for Marketing Electronic Wine Tourism”, International Journal of Wine Business Research, vol. 17 (3), pp. 39-55.
NESS, L. (2006): “Creating Effective Winery Web Sites: Is Yours Worthy?”, Wines y Vines, June: pp. 84-89.
NIELSEN, J. (2000): Designing Web Usability. Indianapolis, New Riders Publishing.
NIELSEN, J. (2002): Top Ten Web-Design Mistakes of 2002, en http://www.useit.com/alertbox/20021223.html
NOTTA, O. y VLACHVEI, A. (2013): “Web Site Utilization in SME Business Strategy: the Case of Greek Wine SMEs”, en Proceedings of the 6th International business and social Sciences Research Conference, 3-4 January, Dubai.
NOWAK, L.I. y NEWTON, S.K. (2008): “Using Winery Web Sites to Launch Relationships with Millennials”, International Journal of Wine Business Research, vol. 20 (1), pp. 3-67.
O10MEDIA (2017): “Vinos y Bodegas en Aragón”, Observatorio de Posicionamiento en Google para Aragón, disponible en https://www.o10media.es/blog/wp-content/uploads/2017/03/estudio-vinos-aragon-google.pdf.
OBSERVATORIO ESPAÑOL DEL MERCADO DEL VINO (2018): Dossier Estadístico del Vino, en https://www.oemv.es/evento/dossier-estadistico-del-vino-10-aniversario-del-oemv.
O’NEILL, M., PALMER, A. y CHARTERS, S. (2002): “Wine Production as a Service Experience: The Effect of Service Quality on Sales”, Journal of Services Marketing, vol. 16 (4), pp. 342-362.
PEDRAJA-IGLESIAS, M. y MARZO-NAVARRO, M. (2014): “Desarrollo del enoturismo desde la perspectiva de las bodegas familiares”, Cuadernos de Turismo, nº 34, pp. 233-249.
QUINTON, S. y HARRIDGE-MARCH, S. (2006): “The Interaction of Technology in Entrepreneurial Marketing: An Illustrative Case from a Wine Merchant”, Strategic Change, vol. 15 (2), pp. 85-102.
RAO, S.S., METTS, G. y MORA, C.A. (2003): “Electronic Commerce Development in Small and Medium Sized Enterprises: A Stage Model and Its Implications”, Business Process Management Journal, vol. 9 (1), pp. 11-32.
RAW (2018): Comportamiento digital de las bodegas en España, en https://www.agenciaraw.com/lab/bodegas/, elaborado por la Agencia Raw de Marketing Digital.
SALLEHA, S., HASHIMA, N.H. y MURPHYA, J. (2015): “Instagram Marketing: A Content Analysis of Top Malaysian Restaurant Brands”, E-Review of Tourism Research, vol.6, pp. 1-5.
SCHEGG, R., STEINER, T., FREY, S. y MURPHY, J. (2002): “Benchmarks of Web Site Design and Marketing by Swiss Hotels”, Information Technology y Tourism, vol. 5 (2), pp. 73-89.
SELLITTO, C. (2005): “A Study of Emerging Tourism Features Associated with Australian Winery Websites”, Information Technology y Tourism, vol. 7 (3-4), pp. 157-170.
SELLITTO, C. y MARTIN, B. (2003): “Internet Web-Site Adoption: A Study of 107 Victorian SME Wineries”, en http://ausweb.scu.edu.au/aw03/papers/sellitto/paper.html
SELLITTO, C. y MCKENZIE, M. (2005): “Marketing Features of Small Winery Websites: Best Practices of Early Internet Adopting Australian Wineries”, en Proceedings of the 2nd International Wine Marketing Symposium, Sonoma University, July 8–9.
SELLITO, C., WENN, A. y BURGESS, S. (2003): “A Review of the Web Sites of Small Australian Wineries: Motivations, Goals and Success”, Information Technology and Management, vol. 4 (2-3), pp. 215-232.
SIMEON, R. y SAYEED, L. (2011): “Examining the Online Wine Tourism Experience of California Wineries”, International Journal of Online Marketing, vol. 1 (1), pp. 24-40.
SPARKES, A. y THOMAS, B. (2001): “The Use of the Internet as a Critical Success Factor for the Marketing of Welsh Agro-Food SMEs in the Twenty-First Century”, British Food Journal, vol. 103 (5), pp. 331-347.
STEVENS, N. y BURNS, E. (2005): “Website Use in the Hawke's Bay Wine Region of New Zealand”, International Journal of Wine Marketing, vol. 17 (1), pp. 69-85.
STRICKER, S., MUELLER, R. y SUMMER, D.A. (2007): “Marketing Wine on the Web”, Choices, 1st Quarter, vol. 22 (1), pp. 31-34.
THACH, L. (2009): “Wine 2.0: The Next Phase of Wine Marketing? Exploring US Winery Adoption of Wine 2.0 Components”, Journal of Wine Research, vol. 20 (2), pp. 143–57.
TIMMERS, P. (2000): Electronic Commerce: Strategies and Models for Business-to-Business Trading, Wiley, Qld.
TURBAN, E., MCLEAN, E., WETHERBE, J., BOLLOJU, N. y DAVISON, R. (2002): Information Technology Management: Transforming Business in the Digital Economy, 3rd edition. New York: John Wiley y Sons.
VELIKOVA, N., WILCOX, J. y DODD, T.H. (2011): “Designing Effective Winery Websites: Marketing-Oriented versus Wine-Oriented Websites”, en Proceedings of the 6th AWBR International Conference, Bordeaux Management Scholl, BEM (France), 9-10 June.
WANG, F., HEAD, M. y ARCHER, N. (2000): “A Relationship Building Model for the Web Retail Marketplace. Internet Research”, Electronic Networking Applications and Policy, vol. 10 (5), pp. 374-384.
YUAN, J., MORRISON, A.M., LINTON, S., FENG, R. y JEON, S.-M. (2004): “Marketing Small Wineries: An Exploratory Approach to Website Evaluation”, Tourism Recreation Research, vol. 29 (3), pp. 15-25.
ZHU, Y., BASIL, D.Z. y GORDON, M. (2009): “The Extended Website stage model: A Study of Canadian Winery Websites”, Canadian Journal of Administrative Sciences, vol. 26 (4), pp. 286-300.
Las obras que se publican en esta revista están sujetas a los siguientes términos:
1. El Servicio de Publicaciones de la Universidad de Murcia (la editorial) conserva los derechos patrimoniales (copyright) de las obras publicadas, y favorece y permite la reutilización de las mismas bajo la licencia de uso indicada en el punto 2.
2. Las obras se publican en la edición electrónica de la revista bajo una licencia Creative Commons Reconocimiento-NoComercial-SinObraDerivada 3.0 España (texto legal). Se pueden copiar, usar, difundir, transmitir y exponer públicamente, siempre que: i) se cite la autoría y la fuente original de su publicación (revista, editorial y URL de la obra); ii) no se usen para fines comerciales; iii) se mencione la existencia y especificaciones de esta licencia de uso.
3. Condiciones de auto-archivo. Se permite y se anima a los autores a difundir electrónicamente las versiones pre-print (versión antes de ser evaluada) y/o post-print (versión evaluada y aceptada para su publicación) de sus obras antes de su publicación, ya que favorece su circulación y difusión más temprana y con ello un posible aumento en su citación y alcance entre la comunidad académica. Color RoMEO: verde.
_.jpg)
