Digital platforms in the development of wine tourism in Castilla y León: web pages and social networks

Abstract

Wine tourism is a growing economic activity in Castilla y León. More and more people are interested in knowing the ins and outs of the world of wine, so wine is becoming one of the pillars of rural development in the plains of the Duero. In order to achieve this key role in the territory, this activity has had to adapt to changes in the tastes of consumers and, especially, to faster and more direct new forms of communication. This paper aims to outlook the existing situation in the wineries of Castilla y León in the field of new technologies and, especially, of websites and social networks, two key tools for the development of wine tourism.