Winery tourism performance, measured by digital metrics: A global comparative analysis of firm structural attributes, service diversification, and spatial factors

This study explores the factors associated with digital reputation in winery tourism by analyzing the volume and quality of Google reviews for a global sample of nearly 5,000 wineries across 23 countries. We integrate firm-level survey data with geolocated digital metadata to investigate the relationships between structural attributes, service diversification, and spatial factors with digital visibility and visitor satisfaction. Our results reveal that while firm size, market experience, and the density of the local tourism ecosystem are positively associated with digital visibility, these same factors correlate with lower average ratings. Furthermore, we identify distinct patterns regarding internationalization: export orientation is negatively associated with digital visibility, while foreign ownership is linked to lower visitor satisfaction scores. These findings suggest that visibility and satisfaction are not inherently aligned, and that wineries face potential trade-offs. The study underscores the robust correlation between marketing innovation and higher reach and reputation in the global winescape.