Managing Digital Presence in Wineries Practicing Heroic Agriculture: The Cases of Ribeira Sacra and Lanzarote (Spain)

Abstract

Wine tourism has become an exciting avenue of development for rural wine-producing regions. The channels through which these millenary traditions are transmitted are diverse, and the wineries that practice heroic viticulture can sustainably influence the economic recovery process, especially after the COVID-19 crisis. This paper analyzes the possibilities offered by social media to promote rural territory and wine production in a sustainable way through wine tourism. For this purpose, we have used the case study of the wineries of the Ribeira Sacra appellation of origin and the Canary Islands context in the Lanzarote AO. The methodology used has counted, on the one hand, the existence of web pages of the geographical demarcations mentioned. On the other hand, a study of these wineries’ presence on the three main social networking sites, Facebook, Twitter and Instagram, has been carried out. The main focus has been on a content analysis of the social network Instagram, taking into account the terroir’s emotional values and tourist attractions. The results show that their presence on the Internet could be higher, as only 55% of the wineries of these appellations of origin have a website. In the case of Instagram, the percentages decrease in Ribeira Sacra and increase in Lanzarote. Finally, it has been possible to trace a model of rural development supported by sustainable tourism, wherein emotional values and transmitted attractions stand out, alongside elements related to the landscape and nature and the wine landscape, tradition and gastronomy.