1,721,007 research outputs found
The communicative power of an extreme territory – the Italian island of Pantelleria and its passito wine: A multidimensional-framework study
No full textPurpose Examines how Pantelleria’s wineries communicate the extreme territory of Pantelleria through its Passito wine, and whether this may be a value added for consumers. Specifically examines which dimensions of communication are effectively used by wineries to stimulate, in wine consumers, emotions that link Passito wine with the territory of Pantelleria. Design/methodology/approach All web sites of wineries producing Passito wine in Pantelleria were analyzed using the AGIL scheme for measuring communication dimensions. Findings Results suggest that wineries and stakeholders should apply territory-based marketing strategies to add value to Passito wine, the symbol of the island. Synergistically, Pantelleria, through the use of its symbolic product, may enhance its touristic activities. This approach provides useful elements to evaluate the potential of communication in other regions with extreme agriculture, with other agro-food products to promote, due to the replicability of the method. Research limitations/implications A limitation of this study is the application of the AGIL method to a population of wineries located in a small wine region, however regions where heroic agriculture is practiced are generally small. Practical implications The findings demonstrate a unique approach that provides an alternative form of wine communication strategy, in which the extreme territory becomes the communication tool of the product linked to it, adding value, regardless of the brand, while, simultaneously, the product becomes the symbol of the territory. Originality/value Contributes to the literature by providing the first application of the AGIL scheme to the wine sector, and shows a new approach for communication strategies in wine marketing
The Wine Influencers: Exploring a New Communication Model of Open Innovation for Wine Producers—A Netnographic, Factor and AGIL Analysis
Full text linkWine Influencers (WIs) represent a new type of independent third party endorsers that are progressively establishing hemselves within social networks. This study analyzes the characteristics of the activity of WIs and the communication model used via Instagram. Netnographic Analysis, Factor Analysis and AGIL methods were applied. The results show five Key-findings within specific relationships established during discussions: advice from Wine Influencers and generalized
reciprocity in relationships; structural and social bonds established based on the frequency of messages from regular followers; peer-to-peer relationship development through recommendation; development of trust established through online relationships; wine influencer’s influence on followers regarding everything about the wine. The study derives a model that explains the communication dimensions used by WIs that are: advertising (information about product/brand)
(35.71%); persuasion—added value to brand and product (42.62%); brand democratization (10.07%);
and identity (8.03%). This study provides a novel contribution to the open innovation process of small and medium-sized wine industries for their marketing strategies
Influence of Coherent Context for Positioning Distinctive and Iconic Sicilian Sparkling Wines: Effect of a Sensorial Experience on a Gulet
Full text linkSpumante wines produced in Sicily region (southern Italy) have sensorial characteristics significantly different from those produced in other Italian regions, because of the great differences of terroir. Offering a product included in a coherent and consistent context allows consumers to differentiate in the marketplace. The aim of this study is to propose solutions for Sicilian wineries for positioning Sicilian Spumante in the market, based on empirical data. Moreover, it was investigated whether a positive experience in a context consistent with the Sicilian sparkling wines could influence consumers’ consumption intentions. A blind sensory test was performed by 146 expert wine tasters. Opinions regarding sensorial quality, value, and suitable selling place for all wines tasted were investigated. Out-of-context and in-context preferences were analyzed. Development of the unipolar model to describe the stimulus-organism-response (SOR) process was attempted. Findings contribute to experiential marketing actions for other iconic wines and wine regions
Study of Wine Producers’ Marketing Communication in Extreme Territories–Application of the AGIL Scheme to Wineries’ Website Features
Full text linkThis study measures the communication ability of wineries in two extreme territories of Southern Italy, Mount Etna and the island of Pantelleria. The evaluation of four dimensions of web communication was carried out by the AGIL Scheme (i.e., adaptation, goal-attainment, integration, latent pattern maintenance). The study provides a generalizable model to be applied in other similar studies. Additionally, focus groups of experts were carried out. The method proved to be suitable to measure the communication effectiveness of wineries through websites. Extreme territories may add value to the wine, regardless of the brand. The heroic wines may become the symbol of these territories, helping environmentally safeguard and contrast territory abandonment by rural communities. The findings highlight that effective communication of heroic viticulture may be used to reposition these wines and increase their competitive advantage in foreign markets. The study generates new ideas for reflection on new types of web communication
Pasta experience: Eating with the five senses - a pilot study
Full text linkDried pasta is the Italian food “par excellence”. Traditional foods have characteristics that can stimulate or evoke in the consumer sensorial stimuli and experiences, especially when these foods are consumed in a typical-traditional restaurant. Traditional restaurants can use sensory marketing as a promotional advantage, creating a unique and original atmosphere that can represent their main way of differentiation. The aims of this paper are to know consumer liking with regard to two high quality types of Sicilian pasta, common dried pasta, and whole-wheat pasta, consumed in three different venues of a typical-traditional Italian franchised restaurant, and to measure the influence of environmental factors of the venues on consumers’ acceptance. Results showed that consumers are able recognize when the atmosphere of a restaurant is integrated and consistent with the food on offer and they appreciate more the contexts wherein they find this coherence. Moreover, the high degree of quality of the two types of pasta tasted was recognized by consumers that appreciated its gustative equilibrium, confirming that the gustatory sensations are not affected by the context in which a food is consumed. Finally, the study highlighted the importance of Olfactory marketing to influence the evaluation of the customer on restaurant’s atmospherics
Going Beyond Counting First Authors in Author Co-citation Analysis
Full text linkThe present study examines one of the fundamental aspects of author co-citation analysis (ACA) - the way co-citation
counts are defined. Co-citation counting provides the data on which all subsequent statistical analyses and mappings
are based, and we compare ACA results based on two different types of co-citation counting - the traditional type that
only counts the first one among a cited work's authors on the one hand and a non-traditional type that takes into
account the first 5 authors of a cited work on the other hand. Results indicate that the picture produced through this non-traditional author co-citation counting contains more coherent author groups and is therefore considerably clearer. However, this picture represents fewer specialties in the research field being studied than that produced through the traditional first-author co-citation counting when the same number of top-ranked authors is selected and analyzed. Reasons for these effects are discussed
4. Il vivaismo ornamentale
No full textIl comparto vivaistico in Italia riveste un ruolo fondamentale per le diverse filiere dell’agroalimentare, collocandosi a monte del sistema produttivo, ne rappresenta un momento strategico; la qualità e le caratteristiche delle produzioni finali dipendono, in larga misura, da quelle possedute dal materiale di base utilizzato per la propagazione.
In Sicilia, come nel resto del paese, l’attività vivaistica cerca di rispondere alle esigenze ed alle peculiarità della produzione agricola regionale, fondata principalmente sui comparti agrumicolo, olivicolo, ortofrutticolo e vitivinicolo.
In tale quadro si colloca, ed assume particolare importanza il vivaismo ornamentale che presenta una vasta gamma di differenti tipologie di prodotto che richiedono l’uso e la conoscenza di molteplici aspetti tecnici, commerciali ed organizzativi; interessa numerose attività ad esso collegate, come ad esempio la sistemazione di spazi a verde, ed è caratterizzato da un notevole impegno occupazionale. Tutte queste caratteristiche fanno del vivaismo ornamentale un segmento peculiare del sistema agricolo sia dal punto di vista colturale e culturale che da quello economico, sociale ed ambientale.
Il vivaismo siciliano, sebbene rilevante in termini numerici, non lo è in termini economici; dai dati strutturali emerge che è rappresentato, prevalentemente, da aziende di piccole e medie dimensioni, con una superficie che, generalmente, non si discosta da quella minima imposta dalla normativa per potere esercitare l’attività.
Anche il fatturato conferma la modesta dimensione delle imprese, solo alcune raggiungono una dimensione economica ragguardevole.
La situazione descritta, comporta che i vivai mostrano una scarsa attenzione all’ammodernamento dei sistemi produttivi, caratterizzati da un elevato input tecnologico e dalla continua e costante evoluzione dell’innovazione, con la conseguenza che il vivaismo regionale si basa principalmente su aziende arretrate e scarsamente organizzate; pochi sono i vivai che investono nell’adeguamento tecnologico delle strutture produttive.
Malgrado, questa situazione di arretratezza, il vivaismo svolge un ruolo fondamentale per le diverse filiere agroalimentari della regione, mentre è poco propenso ad una apertura ai mercati extraregionali; ciò è da imputare a diversi fattori tra loro interdipendenti, in primo luogo la natura stessa delle produzioni ottenute che presentano caratteristiche peculiari per i differenti settori produttivi..
Altro fattore che influenza la scelta del mercato di destinazione è sicuramente la modesta dimensione aziendale, che permette di ottenere una quantità di prodotto facilmente e prontamente assorbibile dal mercato locale, pertanto i vivaisti non risultano interessati a ricercare altri mercati per commercializzare le proprie produzioni.
La favorevole situazione del mercato locale, che assorbe la maggior parte delle produzioni vivaistiche siciliane, diviene un limite sia per la ricerca di altri mercati, sia per l’adeguamento ed ammodernamento strutturale dell’azienda vivaistica, che per la crescita del comparto stesso. In tale ottica, i vivaisti non risultano sensibili al potenziamento della capacità produttiva e alla ricerca di soluzioni che possano permetterne una maggiore competitività nei mercati extraregionali.
In definitiva, il vivaismo siciliano ha saputo adattarsi alle richieste del mercato locale, producendo specie e varietà adottate dal contesto regionale, ma si trova ancora immaturo per i mercati extraregionali, e soprattutto quelli esteri
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