Turning Tastes into Trends: The Power of Enotourism in Boosting Wineries' Popularity

[EN] Reputation and intangible assets, such as cultural heritage and regional authenticity, are crucial for wineries in the global wine market. Unlike purely physical products, wine embodies unique cultural and regional associations that shape consumer preferences. A strong reputation at both the winery and regional levels supports premium pricing and fosters brand loyalty, helping wineries thrive in a competitive, fragmented industry. This paper examines the role of enotourism in enhancing winery reputation and popularity. Enotourism offers immersive experiences at vineyards, creating opportunities for storytelling and heritage-sharing that strengthen brand identity. These personalized interactions boost consumer perceptions of wine attributes, such as flavour and origin, driving future purchases. Despite significant research on wine tourism¿s influence on brand loyalty, its impact on online winery popularity remains underexplored. Using data from 1098 wineries, this study analyzes the relationship between enotourism and online visibility, accounting for spatial effects. Findings reveal that enotourism significantly enhances online popularity, especially for larger wineries. Proximity to popular wineries amplifies these effects, offering strategic insights for leveraging enotourism to strengthen market presence and online engagement.