...). Findings We propose three main findings: First, we highlight the importance of e-commerce strategy for SMEs in the wine business. Second, starting from the UTAUT theory to interpret the intention to use e-commerce, we extend the model by highlighting the relevance of external factors, such as the social...

.... Originality/value Wine tourism is a relevant success factor for the wine business. Its influence affects not only the wineries' reputation through word-of-mouth, most of all on the social networks but also their image and most importantly their direct sales. Frequently, in fact, wine tourism performance can...