Educating for Legacy: History on Vinho Verde’s Brands Websites as Marketing Destination Image?

This paper is motivated by the emergence of Oenomemories in Wine Tourism Marketing Destinations, even if research shows that there is a long way to study the importance of Historical and Cultural references on destination image of modern wine tourism. Therefore, the aim of this research is to study, following a qualitative paradigm and through content analysis [3], a group of 100 wine brands (almost a third part of the total wine bottlers identified in the region in 2022 stats) official websites throughout Vinho Verde Region, to search historical and cultural references on the official discourse, that we have crossed with other visual data. Could they be a way of cultural marketing of these wine brands in the web? Could they contribute to the destination image of Vinho Verde region? To achieve those goals, we have identified patterns and categories that promote—and contribute to know—Vinho Verde region and Minho as a whole. The investigation process considered website support technologies approach as part of historical narrative building. In the end, this data was categorized in five different historical consciousness stages (nonexistent, very elementary, elementary, median and consolidated). Finally, some conclusions are added to fully understand the potential of this Heritage as an Economic, Social and Cultural value for the qualification of wine tourism in Minho’s Region.