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Communicating Sustainability to Wine Tourists, the Next “Big Thing” for the Landmark Wineries: The Case of Emilio Moro Wineries

Communicating Sustainability to Wine Tourists, the Next “Big Thing” for the Landmark Wineries: The Case of Emilio Moro Wineries

Adela Balderas Cejudo, Izaskun Zurbitu Aldama, Anais Iglesias Sanchez
Copyright: © 2023 |Pages: 15
ISBN13: 9781668469422|ISBN10: 1668469421|ISBN13 Softcover: 9781668469439|EISBN13: 9781668469446
DOI: 10.4018/978-1-6684-6942-2.ch001
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MLA

Cejudo, Adela Balderas, et al. "Communicating Sustainability to Wine Tourists, the Next “Big Thing” for the Landmark Wineries: The Case of Emilio Moro Wineries." Handbook of Research on Sustainability Challenges in the Wine Industry, edited by Bartolomé Marco-Lajara, et al., IGI Global, 2023, pp. 1-15. https://doi.org/10.4018/978-1-6684-6942-2.ch001

APA

Cejudo, A. B., Aldama, I. Z., & Sanchez, A. I. (2023). Communicating Sustainability to Wine Tourists, the Next “Big Thing” for the Landmark Wineries: The Case of Emilio Moro Wineries. In B. Marco-Lajara, A. Gilinsky, J. Martínez-Falcó, & E. Sánchez-García (Eds.), Handbook of Research on Sustainability Challenges in the Wine Industry (pp. 1-15). IGI Global. https://doi.org/10.4018/978-1-6684-6942-2.ch001

Chicago

Cejudo, Adela Balderas, Izaskun Zurbitu Aldama, and Anais Iglesias Sanchez. "Communicating Sustainability to Wine Tourists, the Next “Big Thing” for the Landmark Wineries: The Case of Emilio Moro Wineries." In Handbook of Research on Sustainability Challenges in the Wine Industry, edited by Bartolomé Marco-Lajara, et al., 1-15. Hershey, PA: IGI Global, 2023. https://doi.org/10.4018/978-1-6684-6942-2.ch001

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Abstract

Sustainability is becoming vital for all wineries to respond to consumers' concerns and meet their requirements, especially for younger generations. Wineries are constantly engaged in more sustainable practices regarding viticulture and wine production. There is a growing opportunity to communicate their current procedures and reinforce their brands associating them with sustainability. The goal of this chapter is to analyse how a landmark winery with one of the most popular Instagram accounts communicates sustainability. The authors will examine how the engage customers and communicate sustainability focusing on understanding sustainability communication practices in Bodegas Emilio Moro, the Spanish winery with largest Instagram followers. Findings will show the strategies and communication elements that depict sustainability in the popular wineries within one of the main sources of information for the visitors: social media.

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