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Tourists' Winery Experiences in Portugal, New Zealand, and the United States: A Review of User-Generated Content on TripAdvisor Using Business Intelligence and Orange Analytical
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Author(s): Eric Owusu Asamoah (Faculty of Economics, Universidade do Algarve, Portugal), Fatumata Ba (Faculty of Economics, Universidade do Algarve, Portugal), Ugbong Jessica Uwayin (Faculty of Economics, Universidade do Algarve, Portugal)and Célia M.Q. Ramos (CinTurs, ESGHT, Universidade do Algarve, Portugal)
Copyright: 2025
Pages: 20
Source title:
Strategic Brand Management in the Age of AI and Disruption
Source Author(s)/Editor(s): Zahid Hussain (Khadim Ali Shah Institute of Technology, Karachi, Pakistan), Mohamad-Noor Salehhuddin Sharipudin (Universiti Putra Malaysia, Malaysia), Ahmad Albattat (Management and Science University, Malaysia)and Arman Khan (Shaheed Benazir Bhutto University, Pakistan)
DOI: 10.4018/979-8-3693-9461-8.ch015
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Abstract
User-generated content (UGC) is becoming common in wine tourism. People create texts, videos, and pictures to share online and inform others about their experiences at wine destinations. UGC, coupled with managerial creativity and innovation, are essential to the growth of wineries as they offer insights into tourists' tastes and preferences, enhance brand awareness and reach and build trust between visitors and wine destinations. As popular wine tourism destinations, TripAdvisor comments published by tourists who visited Portugal, New Zealand, and the United States were copied and examined using Power BI and Orange. The wine industry commands a significant market value, while wine tourism is a substantial component of economic development in wine-producing countries. Also, the study revealed some tourists prefer to keep their identities hidden during online reviews. Seasonality is another issue that affects tourist destinations globally. The study concluded wine tourists will travel either domestically or abroad to wine destinations that offer the best services and experiences.
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