Use of a Winery’s website for wine tourism development: Niagara region

This study explores the integration of digital marketing strategies by wineries in the Niagara Region to bolster wine tourism. Through an analysis of website content and functionality across 89 wineries, we uncover how these entities leverage digital platforms to engage potential visitors. Our findings reveal significant digital engagement with foundational online presence, yet highlight areas for enhancement, particularly in providing comprehensive tourism experiences and utilizing interactive features. The research underscores the importance of a multifaceted digital approach, including improved online content, strategic use of visual elements, and the potential of virtual tours to enrich the wine tourism experience. By drawing on successful digital marketing examples within the industry, this study offers actionable insights for wineries and tourism organizations to refine their online strategies, aiming to captivate a wider audience and stimulate regional economic growth through wine tourism.