Digital transformation: experiences in Wine Tourism

Transformação digital: experiências no Enoturismo

Authors

DOI:

https://doi.org/10.48075/r621c286

Keywords:

Inbound Marketing. wine tourism. Vale dos Vinhedos. Campanha Gaúcha.

Abstract

This study examined the inbound marketing (IM) strategies adopted by wineries in the Vale dos Vinhedos and Campanha Gaúcha regions of Rio Grande do Sul, Brazil. IM promotes interaction between companies and clients. Rather than acting as an advertiser, IM reaches clients through digital marketing strategies and content distribution. IM is an efficient way to build trust and promote tourist destinations. Seven winery managers from these regions who offer wine tourism participated in semi-structured interviews. Data analysis adopted an interpretive perspective that considered previously established categories. The results revealed that online strategies to meet the expectations of winery owners are still being developed. Although there are willingness, interest, and ability to adopt the IM process, there is little understanding of how to use interactive communication to promote engagement. This study provides a theoretical framework for IM in wine tourism and offers a critical empirical analysis of the limitations of digitalization in the sector. It shows that adopting digital tools alone does not equate to strategic transformation, and marketing effectiveness depends on alignment with the territorial context and available resources.

Author Biographies

  • Jean Carlos Benetti, University of Passo Fundo

    Master in Administration, School of Agricultural Sciences, Innovation and Business, University of Passo Fundo, Brazil. E-mail: jeanc.benetti@gmail.com. Adress: BR 285 Highway, Km 292, 7 - São José neighborhood, Passo Fundo, Rio Grande do Sul, Brazil. Phone number: 55 54 999417386. ORCID:  https://orcid.org/0000-0002-3002-7912

    Curriculum: Professional with over 10 years of experience in marketing and commercial management. Holds a degree in Commercial Management and a Master’s in Administration from the University of Passo Fundo (UPF). Also holds a postgraduate degree in Emerging Learning Practices and is currently pursuing a specialization in Cultural Anthropology. Works as a university lecturer and is co-founder of VÊ COMP. Conducts research in Strategy and Competitiveness, with an emphasis on marketing. Has international academic training and experience in leadership and delivering lectures on innovation and entrepreneurship.

  • Ana Claudia Machado Padilha, University of Passo Fundo

    Doctor in Agribusiness, Researcher, Post-graduation in Administration, School of Agricultural Sciences, Innovation and Business, University of Passo Fundo, Brazil. E-mail: anapadilha@upf.br. Adress: BR 285 Highway, Km 292, 7 - São José neighborhood, Passo Fundo, Rio Grande do Sul, Brazil. Phone number: 55 054 991363264 ORCID: https://orcid.org/0000-0002-0701-2640

    Curriculum: Holds a degree in Accounting, a specialization in Strategic Business Management, and MSc and PhD degrees in Agribusiness, as well as a postdoctoral fellowship from UFRGS. She is a Full Professor and researcher at the University of Passo Fundo, teaching at the undergraduate and graduate levels (PPGAdm), and coordinating the Agribusiness program. Her research focuses on Administration, with an emphasis on strategy, absorptive capacity, and innovation in agribusiness and tourism, with international engagement and service on scientific and institutional committees.

  • Erlaine Binotto, Federal University of Grande Dourados

    Doctor in Agribusiness, Professor, Post-graduation in Agribusiness, Faculty of Administration, Accounting and Economics, Federal University of Grande Dourados, Brazil. E-mail: erlainebinotto@ufgd.edu.br. Adress: Dourados - Itahum Highway, km 12, Dourados, Mato Grosso do Sul, Brazil. Phone number: 55 67 981160482. ORCID: https://orcid.org/0000-0002-0349-4566

    Curriculum: Full Professor at the Federal University of Grande Dourados (UFGD). Holds a degree in Administration, a specialization in teaching, and MSc and PhD degrees in Agribusiness from UFRGS, including a mixed PhD at The University of Queensland. Leads a CNPq research group and participates in international tourism research networks. Conducts research in Administration and Agribusiness using qualitative approaches, with an emphasis on human aspects, focusing on rural succession, learning, and knowledge management.

  • Eduardo Luis Casarotto, Federal University of Grande Dourados

    Doctor in Business, Professor, Post-graduation in Agribusiness, Faculty of Administration, Accounting and Economics, Federal University of Grande Dourados, Brazil. E-mail: eduardocasarotto@ufgd.edu.br. Adress: Dourados - Itahum Highway, km 12, Dourados, Mato Grosso do Sul, Brazil. Phone number: 55 67 981228158. ORCID:  https://orcid.org/0000-0001-5729-4263

    Curriculum: Holds a degree in Administration from the University of Passo Fundo (2001), a specialization in Marketing Management in Services and Retail, and a Master’s in Agribusiness from UFGD, as well as a PhD in Administration from UFMS. He is an Adjunct Professor at UFGD and a collaborating faculty member in the PPGAgronegócios. Leads a CNPq research group and represents UFGD in UniRILA. His research and professional experience focus on logistics, supply chains, finance, marketing, and managerial processes.

  • Thais Cremon, Federal University of Grande Dourados

    Doctor in Agronomy, visiting professor in the Postgraduate Program in Agribusiness at the Faculty of Administration, Accounting Sciences and Economics, Federal University of Grande Dourados, Brazil. E-mail: thaiscremon@ufgd.edu.br. Adress: Dourados - Itahum Highway, km 12, Dourados, Mato Grosso do Sul, Brazil. Phone number: 55 67 981395944. ORCID:  https://orcid.org/0000-0003-0545-1188

    Curriculum: Served as a Visiting Professor in the Graduate Program in Agribusiness at FACE/UFGD (2022–2024). Holds a degree, MSc, and PhD in Agronomy from UFGD. Her research spans sustainable production systems, including agroforestry and silvopastoral systems, and plant physiology of Cerrado native species. She has experience as a CNPq research fellow in Agribusiness, working on cooperativism, rural family succession, and ESG. Has expertise in experimental field and laboratory research, academic writing, and quantitative and qualitative data analysis.

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14/07/2026

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Vol. 32 No. 52, jan./jun. (2026): Ciências Sociais Aplicada em Revista

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How to Cite

BENETTI, Jean Carlos; PADILHA, Ana Claudia Machado; BINOTTO, Erlaine; CASAROTTO, Eduardo Luis; CREMON, Thais. Digital transformation: experiences in Wine Tourism: Transformação digital: experiências no Enoturismo. Ciências Sociais Aplicadas em Revista, [S. l.], v. 32, n. 52, jan./jun., p. 43–64, 2026. DOI: 10.48075/r621c286. Disponível em: https://e-revista.unioeste.br/index.php/csaemrevista/article/view/37728. Acesso em: 12 sep. 2026.