O enoturismo como estratégia de comunicação para os vinhos do Vale do São Francisco (BA/PE)

Abstract

The present study analyzes the practice of Enotourism, a segment of tourist activity based on visits to wineries, being worked on as a communication strategy, questioning whether it is effective in enhancing the consumption of wines manufactured in the region of Vale do São Francisco, Northeast Brazil. In this sense, as a general objective, we sought to analyze the practice of Enotourism as a Communication Strategy. And so, achieve three goals. The first one is to identify whether Vinícola Santa Maria has defined a communication mix that can stimulate experience consumer behavior due to this communication strategy. The second evaluates whether the results obtained with the use of this communication strategy, enhance the consumption of wines manufactured in the respective winery, in particular, Rio Sol wines and the third and last objective, aims to analyze how the wine tourism activity is promoted at Vinícola Santa Maria, producer of Rio Sol wines. According to statistical data from Ibravin (2017), Brazilians consume an average of two liters of wine per year, while in Chile this average consumption per person is 17.46 liters per year and in Argentina it is 23.46 liters of wine. per person per year. Allied to this, this same research by Ibravin (2017) presents the data released by Wine Intelligence's Brazil Landscapes 2017, which demonstrates the increase in the wine consumer market in Brazil, from 22 to 30 million consumers, convincing the Winery to that it is enough to keep the consumer informed about this product in order to create a culture of wine consumption and consolidate itself in the market, presenting a product with an interesting costbenefit ratio and focusing on the consumer. The work was structured, with the method of Ethnography, using the Participant Observation tool for data collection, through a qualitative approach of descriptive character. This data collection was obtained through semi-structured interviews of direct application, with people who were doing wine tourism at Vinícola Santa Maria, in the São Francisco Valley region, in the city of Lagoa Grande, Pernambuco, Brazil. The results achieved in the work were that wine tourism is an effective communication strategy to enhance the consumption of wine from the São Francisco Valley region and the way it is developed at Vinícola Santa Maria, brings great results for the company, since people leave with the product in their hands and testimonials that they will come back for the tour. It was identified that the use of this communication strategy stimulates the consumption of Rio Sol wines, however, it does not build customer loyalty, as there is no communication mix that interacts after visits, allowing changes in consumer behavior, since it is only used Enotourism for this purpose