Social media marketing in wine tourism

Social media in wine tourism marketing is about the usage of trustworthy and popular social networks like Facebook, Twitter, Instagram, WhatsApp, YouTube, and personal web blogs, where online activities take place among wine enthusiasts. Consumers and suppliers gather to produce and transfer user-generated content like wine-related information, suggestions, recommendations, and opinions for marketing purposes on these social media platforms. Social media has recently become very popular; thus, the wine marketers and wineries that effectively use it are gaining a unique differential competitive advantage. This chapter reviews social media platforms that are available for wine tourism marketing and wine tourism social media marketing applications. It also elaborates suitable social media communication strategies for wine tourism and emerging trends in social media usage in wine tourism. Wine industry-specific social media strategies and success criteria from social media usage in wine tourism marketing are especially emphasized in the chapter.