Motivation and tourist satisfaction in wine festivals: XXXI ed. wine tasting Montilla-Moriles, Spain

Abstract

ResumenAsociado a la cultura y el disfrute del vino, el Festival del Vino MontillaMoriles (España) ha venido registrando año tras año, y son más de tres décadas, un incremento del número de visitantes. La investigación llevada a cabo tiene por objetivo principal analizar la relación existente entre la motivación y el grado de satisfacción obtenido por los turistas que visitaron al festival en su 31ª Edición. El estudio realiza una segmentación de los turistas a partir de dos dimensiones motivacionales: una enogastronómica, y otra hedonista-social. Los resultados evidencian que la motivación enogastronómica es la variable más significativa, de manera que el grado de satisfacción de la visita aumenta en la medida que lo hace la motivación por catar vino o degustar productos gastronómicos de la tierra. Las conclusiones muestran la necesidad de considerar el perfil motivacional del turista satisfecho como herramienta para mejorar el Festival del Vino MontillaMoriles como producto turístico.Palabras clave: Festivales del vino, motivación, satisfacción, denominación origen Montilla-Moriles, España. AbstractAssociated with the culture and enjoyment of wine, the Wine Festival Montilla-Moriles (Spain) has been experiencing year after year, and more than three decades, an increasing number of visitors. The paper conducted mainly aims to analyze the relationship between motivation and satisfaction obtained by tourists who visited the wine festival in its 31st edition. The study makes a segmentation of tourists from two motivational dimensions: first, a food and wine, and second other hedonisticsocial. The results show that the enogastronomic motivation is the most significant variable, so that the degree of satisfaction of the check increases as it does the motivation for wine tasting or sample gastronomic products of the earth. The findings show the need to consider the motivational profile of satisfied tourists as a tool to improve Wine Festival Montilla-Moriles as a tourist product.

Segmentation Based on the Gastronomic Motivations of Tourists: The Case of the Costa Del Sol (Spain)

“…The beach restaurants chosen as survey points respond to a criterion of greater representativeness and distribution, to cover as much of Costa as possible, on the premise that tourists complete the survey once they have enjoyed the service and tasted the dishes, responding from their own experience [51,58]. The survey used was based on previous studies [5,[45][46][47][48]. The instrument consists of different questions regarding tourism and gastronomy.…”

“…Gastronomy is part of the social and cultural heritage of the people [5,6], reflecting a particular lifestyle in different geographical areas. Tourists, especially those who consider culture their primary motivation to visit a particular destination, find gastronomy the necessary reinforcement to understand, value, and learn from that destination.…”

Analysis of the Tourism Demand for Iberian Ham Routes in Andalusia (Southern Spain): Tourist Profile

“…To increase this demand, which is growing as seen by the estimations of the SARIMA model, and to eliminate its seasonality, it is necessary to create or promote activities related to the world of ham or gastronomic festivals that are highly valued by tourists, as suggested by Perez et al [50], who claim that more than 77% of the tourists surveyed would be willing to attend. Another strategy is to coordinate routes of gastronomic products, such as ham and oil tourism and ham and wine tourism, because all of them are part of the Mediterranean diet and are highly valued by tourists, according to Akdag et al [51].…”

Cultural Events: Case Study of a Theatre Festival as an Element of Tourist Attraction

“…Within tourism studies, research on festival tourism is a field of specialty that has experienced great growth and importance since the 1980s (Ma & Lew, 2012), and has thus been analyzed in different investigations (for example, Crompton & McKay, 1997;Formica & Murrmann, 1998;Getz & Cheyne, 2002;Wamwara-Mbugua & Cornwell, 2010;Lee et al, 2012). Some analyze a specific type of festival, like related to art and culture (Lee et al, 2004;Bowen & Daniels, 2005;Baker & Draper, 2013), theatre specifically (Woosnam, McElroy & Van Winkle, 2009;Duran & Hamarat, 2014), music festivals (Brown & Knox, 2016;Pérez-Gálvez et al, 2017), film festivals (Cudny & Ogorek, 2014;Baéz-Montenegro & Devesa-Fernández, 2017), food (Woosnam et al, 2016) or food and wine festivals (Savinovic et al, 2012;Pérez-Gálvez et al, 2015).…”

“…The analysis is based on the application of a questionnaire to a representative sample of spectators who meet the condition of tourist or backpacker. The survey used in this research is based on different previous works (Woosnam et al, 2009;Yolal et al, 2012;Duran & Hamarat, 2014;Pérez-Gálvez et al, 2015;Díaz et al, 2016;Kruger & Saayman, 2016; and responds to diverse questions about theatre as a cultural product. The last version of the questionnaire sought the maximum clarity of the questions to achieve the objectives set in the research, as well as the maximum possible specificity in order to not extend the interview too long.…”