engleski

Examining the web presence of Croatian wine festivals

Wine festivals have become a crucial part of the wine tourism experience. The developing wine production industry of Croatia needs wine festivals that will attract a wide range of visitors, from local business-oriented ones to tourists who are just starting to learn about Croatian wines. The evolution from of the internet into Web 2.0 to web 3.0 technologies enables modern businesses to reach their consumers in a more targeted and natural way, so this study aimed to analyse the online presence of Croatian wine festivals, with specific focus on Web 2.0 and Web 3.0 principles of online marketing presence. The principles of quantitative - qualitative analysis of web site content and functional levels were used to analyse the web sites. For online business, the web site position in SERP (Search Engine Results Pages) becomes more and more important every day. The position within the SERP is determined by a Google algorithm based on ranking factors (RF) quality. This research is based on a deep analysis of the Google ranking factors, using SEMrush software thematic analyses and reports. The results of the analysis show a relatively low level of integrations of new/latest standards, applications and technologies into the online presence of Croatian wine festivals, with ecommerce and user generated content being the most problematic areas. This study contributes to a new insight into the marketing strategy of Croatian wine festivals by monitoring and using contemporary trends and ICT solutions in the context of On-Site and Off-Site Search Engine Optimisation (SEO) analysis and activities.

Croatia, experience, Google ranking factors, website quality, wine tourism/festivals

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