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- Wine tourism and digital marketing strategies in the Vinho Verde RegionPublication . Costa, Ana Margarida; Monteiro, Bebiana; Silva, SusanaWine tourism has assumed an important role in the increase of the tourism sector and in the development of wine regions in Portugal and around the world, becoming a strategic segment to reach a target motivated by the wine and gastronomy in a rural environment. This exploratory study aims at defining wine tourism and digital marketing strategies, for the elaboration of a proposal of actions to manage the development of the wine tourism segment in a rural tourism accommodation, in the category of agritourism, located in the Demarcated Region of Vinho Verde, in the north of Portugal. In a first moment, a characterization of the rural tourism accommodation was made. Through the application of semi- structured interviews, a qualitative and exploratory study was carried out on 12 companies adhering to the Vinho Verde route with activities similar to the rural tourism accommodation in study. This study enabled the knowledge of demand and supply, before and after the pandemic declaration by COVID-19, as well as the current and future challenges ofthe sector in the Vinho Verde Region. The results show us that there is still a long work to be developed in the Vinho Verde Region, with half of the interviewees only providing wine tasting activities and visits to the vineyards and winery, showing that there is a big lack in differentiating activities. According to the results, the importance of the contribution ofthe wine tourism segment is emphasized as a strategy to reduce seasonality and consecutively it is becoming an important source of revenue. This study resulted in the elaboration of a strategic plan, composed by a set of wine tourism activities, creation and adherence to new sales channels, communication and dissemination channels (offline and online), with the objective of decreasing the tourism seasonality all over the year and as a consequence increase the revenues and the reputation of the rural tourism accommodation in the region where it operates, also making a positive contribution to the development of wine tourism in the Region of Vinho Verde.
- In_Spire: fostering pedagogical innovation in tourism educationPublication . Vasconcelos, Sandra; Melo, Carla; Melo, António; Mouta, Cristina; Silva, José António; Ferreira, Fernanda A.; Monteiro, BebianaThis paper aims to establish a didactical framework that can scaffold the adoption of experiential approaches in Tourism and Hospitality Higher Education (THHE). Having been developed in the context of the collaborative project In_Spire – Sharing Best Practices in Tourism Education – it draws on a systematic literature review, putting forward a model that supports the creation of a toolkit for tourism educators and the sharing of innovative pedagogical practices. In addition to reflecting on the affordances of experiential learning, this review will set the foundations for the toolkit, whose main goals include the dissemination of good practices, the enhancement of teacher training and the development of a dynamic repository of annotated resources for THHE, paving the way for future work, leveraging pedagogical innovation within this scope.
- Family-friendly luxury wine tourism: bridging gaps and creating experiencesPublication . Liberato, Dália; Magalhães, Maria João; Monteiro, Bebiana; Brandão, Filipa; Liberato, PedroThe intersection of wine tourism and family tourism represents a burgeoning yet underexplored niche both within the tourism industry, and tourism research. While wine tourism has traditionally been associated with adult-centric experiences (Malerba et al., 2023), the evolving dynamics of family travel (Schänzel et al., 2014) and the increasing demand for luxury experiences (Zainurin et al., 2021) have given rise to a unique segment | family luxury wine tourism. Despite its potential, this area remains significantly under-researched. The importance of investigating family luxury wine tourism lies in its capacity to cater to a diverse demographic, offering enriching experiences that combine the sophistication of wine culture with family-friendly activities (Choo et al., 2017). Despite this, there is still a notable scarcity of studies that approach wine tourism from a family perspective, with families rarely considered as a significant target audience, especially when they include children. This lack of attention to developing specific offers for this segment reveals an important gap, which could be exploited to make wine tourism more inclusive and accessible. This research aims to fill the existing gap by examining the characteristics and motivations of families engaging in luxury wine tourism. Understanding these factors is crucial for developing targeted marketing strategies and enhancing the overall visitor experience, thereby contributing to the sustainable growth of the tourism sector. The study was developed in the Douro wine region. This region in Portugal is an outstanding example of how wine tourism can be an effective tool for regional development. With an impressive diversity of landscapes and a tourist offer adapted to different audiences, and times of the year, the Douro stands out for its ability to attract tourists both for its wine and for its cultural and natural heritage. This destination has combined tradition and innovation, offering an enriching experience to those who visit it (Guimarães, 2009).