From netnography to segmentation for the description of the rural tourism market based on tourist experiences in Spain

An, Wookhyun; Alarcón, Silverio

doi:10.1016/j.jdmm.2020.100549

Cited by 24 publications

(14 citation statements)

References 81 publications

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“…The analysis of the data posted by tourists on the internet can play an important role in improving our understanding of the tourist experience, destination brand, destination image creation and structural and cultural changes in tourism markets (Thanh and Kirova, 2018). Netnography has been used in a wide range of studies in tourism research such as wine tourism, ecotourism, cruise tourism and hospitality as well as rural tourism (An and Alarcón, 2021) as it allows market segmentation based on the consumer's perspective.…”

Section: Methodsmentioning

confidence: 99%

Segmentation of wine tourism experience in Mexican wine regions using netnography

Hernández

Alarcón

Ruiz

2022

IJWBR

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Purpose This paper aims to offer an experiential segmentation based on the analysis of comments from wine tourists from different Mexican wine regions, using netnography as a data collection and analysis tool. Design/methodology/approach The netnography methodology was applied in three steps: first, collecting consumer opinions (TripAdvisor 1,240 opinions, 2017–2019) from their visits to 20 wineries in four Mexican wine regions. Second, organizing of the data by classifying the various experiences. Third, by the application of multiple correspondence and cluster analysis to consolidate four segments taking as reference the 4Es Model. Findings The results show that of the four Mexican wine regions, Baja California is divided between the aesthetic and wine focus segments, Coahuila is more associated to the educational segment, while tourist who visit Queretaro tend to relate to the activities of the entertainment segment. Research limitations/implications The scarce literature that exists regarding wine tourism in Mexico made certain comparisons and relationships to the results difficult to establish. Practical implications The results provide stakeholders (wineries, state tourism departments, wine tourism marketers and wine tourism researchers) a segmentation proposal focused on tourist experiences to improve marketing programs and wine tourism offerings. Originality/value The use of netnography as a tool for wine tourism research in Mexico is one that has not been previously explored. In addition, this study considers different Mexican wine regions, which allows for comparisons and relationships between them that can contribute to greater market differentiation.

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Section: Methodsmentioning

confidence: 99%

Segmentation of wine tourism experience in Mexican wine regions using netnography

Hernández

Alarcón

Ruiz

2022

IJWBR

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“…In this study, attributes and levels were determined through three-step processes, such as the analysis of rural tourism experiences directly mentioned by customers, literature research, and expert interviews (Kim and Park 2017). First, by analysing the texts and photos left by about 1 002 customers in the rural tourism online community, what rural tourism experiences were considered important by them was analysed (An and Alarcón 2021). Next, by filtering literature research, a pool of important rural tourism experiences was derived.…”

Section: Methodsmentioning

confidence: 99%

Inferring customer heterogeneity for rural tourism: A latent class approach based on a best-worst choice modelling

An¹,

Alarcón²

2021

AGR ECON-CZECH

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This research aims to analyse customers' preference heterogeneity for rural tourism in Spain and explore their preferences' personal and socio-demographic factors. To achieve this purpose, latent class analysis with the best-worst choice modelling has been applied through conducting a survey on 452 customers in Madrid and Barcelona. The results show that there are five classes in the Spanish rural tourism market: 'all-around seeker', 'leisure activist', 'culture explorer', 'comfort-driven user', and 'basic value pursuer'. The contribution of this investigation is that it is the first study that applied the latent class analysis with best-worst choice modelling to explore customers' preference heterogeneity for rural tourism.

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“…It pursues the degree of customer satisfaction and, at the same time, pays attention to the self-experience of customers in the process of consumption. As early as 1979, Erik Cohen put forward the concept of tourism experience, and he believed that tourism experience is an emotional process (An and Alarcón, 2021 ). What Mariana and colleagues consider memorable travel experiences seem to be closer to the experience economy of Pine and Gilmore, which has influenced research in the field of tourism (Coelho et al, 2018 ).…”

Section: Introductionmentioning

confidence: 99%

Research on the Relationship of Consumption Emotion, Experiential Marketing, and Revisit Intention in Cultural Tourism Cities: A Case Study

Chen

Wang

2022

Front. Psychol.

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Experience marketing plays an important role in improving the quality and upgrading tourism services in cultural tourism cities and helps guide the planning and development, commodity design, and business management of cultural tourism products. However, the urgent problems that need to be solved are as follows: How does experiential marketing in cultural tourism cities affect tourists' consumption behavior? How to adjust consumption emotion in tourist experience and revisit intention? Starting from the experience needs of tourists, this study selected Jinan city, represented by “Qilu culture,” as the research object; discussed the relationship between experiential marketing, consumption emotion, and revisit intention; and used a structural equation model to verify the relationship between the three. This study divided the perception of experiential marketing into four dimensions—sensory experience, action experience, emotional experience, and thinking experience, and divided tourists' revisit intention into two dimensions— “revisit” and “recommendation”. Totally, 305 tourists were randomly selected to participate in the questionnaire survey, and they came from 34 provinces in China. The results showed that cultural tourism cities can enhance tourists' positive consumption emotion through experiential marketing over time, and high-quality tourist consumption experience directly motivates tourists to revisit intention and then promotes tourists to go to cultural tourism cities for secondary consumption. These results suggest that cultural tourism cities should start from Maslow's hierarchy of needs theory, pay attention to the needs of tourists at different levels, and adopt effective experiential marketing strategies from tourism experience to improve the quality of tourists' travel experience and promote tourists' revisit intention.

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From netnography to segmentation for the description of the rural tourism market based on tourist experiences in Spain

Cited by 24 publications

References 81 publications

Segmentation of wine tourism experience in Mexican wine regions using netnography

Segmentation of wine tourism experience in Mexican wine regions using netnography

Inferring customer heterogeneity for rural tourism: A latent class approach based on a best-worst choice modelling

Research on the Relationship of Consumption Emotion, Experiential Marketing, and Revisit Intention in Cultural Tourism Cities: A Case Study

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