The purpose of this research is to provide guidelines for wine tourism destinations, to produce an effective web communication activity. To achieve the aim:

- the text regarding the topic “wine tourism” was extracted from the new generation social networks (Instagram e Pinterest) and the wine tourism destinations’ websites, and it was then analysed using text mining techniques;

- the uploaded images founded on the aforesaid social networks and websites were analysed with a quali-quantitative approach;

- the communication structure of the wine tourism destinations’ websites was studied. In this way, some behavioral models potentially repeatable were defined, with the aim to design and implement a website for a wine tourism destination and the related web marketing strategies.