Strategic pathways to winery tourism competitiveness: how firm orientations shape digital visibility and visitor satisfaction

This study examines how distinct firm strategies shape tourism performance in the global wine industry. Using a dataset of nearly 5,000 wineries in 23 countries, we test how orientations toward marketing, service, innovation, and efficiency affect Google review counts and average ratings. Our findings reveal a clear strategic hierarchy. A Service orientation is the only strategy to significantly boost both visitor volume and satisfaction, delivering a “dual dividend.” A Marketing orientation drives volume but not satisfaction, creating a “visibility-satisfaction” trade-off. Contrary to common assumptions, both Innovation and Efficiency orientations have no significant impact on either metric. Our results demonstrate that a sustainable competitive advantage is built on service excellence.