Benchmarking Wine Tourism Destination Websites

This paper aimed first to benchmark wine tourism websites in Spain and Australia, using the eMICA model, evaluating the extent of their Internet commerce adoption and second to test the robustness of the approach. The model served as a valuable tool to benchmark wine tourism websites in Spain and Australia in terms of the highest stage and level reached, both in a short time series and in a cross national sense. Although the research did not confirm the evolutionary, staged approach to developing websites as proposed by e MICA, it did allow their non linear progression to be recognised. In this sense, it proved to be quite robust.