Introduction: In wine tourism, wineries serve as hubs, offering not only wine production, storage, and bottling but also a variety of tourist experiences, such as wine events, vineyard tours, and accommodation. Wineries are therefore well placed to promote other attractions in the tourist destination. Objective: Investigate how four notable wineries in Alentejo, Portugal, promote their surroundings, including local attractions, complementary services, and sustainability practices, focusing on community well-being. Methods: A two-step empirical analysis was employed: first, in-depth interviews with wine tourism managers about these topics; second, analysing the content of their official websites to find features promoting their broader environment. Results: Results indicate that while managers stress the significance of highlighting their surroundings and sustainability initiatives, the websites mostly spotlight wine products and internal tourism experiences. Conclusion: Although the websites of two wineries address their environmental and social policies, they are not prominently featured, serving more as informational rather than integral parts of their online communication.
Estêvão et al. (Thu,) studied this question.