DIGITAL MARKETING IN WINE TOURISM – INNOVATIVE APPROACH TO DEVELOPMENT OF THE ACTIVITY

Abstract

Strong competition on the wine market provokes the search for new approaches in the marketing of the product, such as wine tourism. The difficult situation in the last two years, expressed in a series of lockdowns and restrictive measures in the conditions of the COVID-19, has necessitated the use of innovative solutions to ensure profitability in wineries. The aim of the present study was to establish the degree and forms of application of digital marketing in Bulgarian wine enterprises, practicing wine tourism. Data from the official websites of forty Bulgarian wineries were summarized and analyzed. The results showed that the majority of wineries use a complex of Internet-based resources to promote their activities, attract customers and make sales