Marketing Small Wineries: An Exploratory Approach
to
Website Evaluation (JINGXUE
(JESSICA) YUAN, ALASTAIR M. MORRISON, SALLY LINTON,
RUOMEI FENG & SANG-MI JEON)
This
study was conducted to evaluate the marketing strategies
of small wineries and the role of the Web within these
strategies. A Website evaluation instrument was developed
to measure the effectiveness of small winery Websites
from multiple perspectives. The instrument was tested
on a sample of 18 small winery Websites in a Midwestern
U.S. state. These Websites were found to be “electronic
brochures” rather than “dynamic relationship
marketing tools.” Implications for improved
performance on Web marketing by small wineries were
identified.
