FAMILY VS NO FAMILY BUSINESS IN WINE IDENTITY COMMUNICATION

Wine’s cultural identity is linked to authentic experiences, valued by the modern consumer because they represent a particular geographical area tradition, heritage, culture, ethnic variety, and identity. The presence in this industry of many family businesses well describes the strong relationship between the product and the terroir. The purpose of this work is to identify online communication models and wine family business (FB) and wine no family business (NFB) implemented strategies, to discover and describe the distinctive elements, deriving from the family participation in the business. The content of their websites has been analyzed through the content analysis, using text mining (words associations analysis). There were also highlighted the differences and the similarities between the FB and NBF online communications.