Social media communication as a corporate positioning strategy: The galician winemaking sector in Spain

Abstract

Like gastronomy, wine is one of the cultural and historical elements that comprise a region’s heritage, reflecting its identity. Many destinations use this particular aspect to attract visitors and tourists in search of unique experiences related to the winemaking sector. This research addresses the case of Galicia, one of Spain’s autonomous communities, renowned for the quality of its wine produc tion that has earned it five designations of origin: Rías Baixas, Ribeiro, Ribeira Sacra, Valdeorras and Monterrei. This study aims to analyse the positioning of these Designations of Origin on the social medium Facebook. The research tool employed is of a qualitative nature, based on documentary analysis and consisting of the observation of the respective fanpages. The conclusions reveal the need for the further optimisation of the opportunities social media offer in terms of creating, boosting, improving and strengthening the future positioning of the designations of origin, the object of this study.