Bellia C., Columba P., Ingrassia M. (2022). The brandland identity of Etna volcano valley wines: a Policy Delphi study. Agriculture, 01/06/2022, vol. 12, n. 6, p. 1-32.
https://doi.org/10.3390/agriculture12060811
https://doi.org/10.3390/agriculture12060811
Titre : | The brandland identity of Etna volcano valley wines: a Policy Delphi study (2022) |
Auteurs : | C. Bellia ; P. Columba ; M. Ingrassia |
Type de document : | Article |
Dans : | Agriculture (vol. 12, n. 6, June 2022) |
Article en page(s) : | p. 1-32 |
Langues : | Anglais |
Langues du résumé : | Anglais |
Catégories : |
Catégories principales 10 - INDUSTRIES ; 10.9 - VinThésaurus IAMM IMAGE DE MARQUE ; MARQUE COMMERCIALE ; TOURISME VITIVINICOLE ; TERRITOIRE ; VIN ; PROVENANCE ; CHAINE DE VALEUR ; PRODUIT REGIONAL ; MARKETING TERRITORIAL ; METHODE DELPHI ; ITALIE ; SICILIA |
Résumé : | This is the first study on the brandland link for quality wines with a strong identity produced in extreme territories using the Policy Delphi methodology. The objective of this study is to assess the existence of a relationship between the wine brand and the territory of origin for wines produced in the Etna valley in Sicily (southern Italy). Awareness among producers and stakeholders of the recognizability of local wines by the market was investigated. Moreover, the forecasts/reliability, issues/importance, options/feasibility, and goals/desirability of development factors for wines with a brandland link in the Etna valley were analyzed. The results were used to design a model of the value chain for wines with a brandland identity which is generalizable to other wine regions. In this study, the policy Delphi method was adapted, consolidated, and improved for marketing studies in the agri-food sector. This adapted method can be replicated in other studies focusing on similar contexts. The findings provide insights into the characteristics (type and category) of development factors that add value to Etna Rosso DOC wine and provide interesting food for thought for wine-producing companies in other wine-growing areas with unique pedoclimatic characteristics that determine a strong brandland link between wine and its territory or origin. Practical implications encompass new elements for winemakers, as well as for local decision-makers and stakeholders, for the formulation of more effective communication strategies and territorial revitalization strategies to enhance the competitiveness and appreciation of wines with strong geographical identity traits. To highlight these elements, a new theoretical model was designed that includes the experience of the territory and the product in the value chain of iconic wines. |
Cote : | En ligne |
URL / DOI : | https://doi.org/10.3390/agriculture12060811 |