Segmenting Wine Tourists on the Basis of Involvement with Wine

Abstract

ABSTRACT. As involvement with wine may vary significantly among wine consumers and wine tourists, segmentation based on product involvement seems to be a reasonable choice. A multinational sample of 517 winery visitors is divided into three groups of low, medium, and high involvement levels; similarities and differences are examined. Results confirm that it is meaningful to segment winery visitors on the basis of their involvement with wine, as important differences can be identified in terms of visitation motives and patterns, demographic characteristics, relationship with wine, previsit attitudes towards the winery, evaluation of the winery experience, post-visit attitudes, and future behavioral intentions. Management and marketing implications are discussed.

Market segmentation in wine tourism: strategies for wineries and destinations in Spain

“…Differences in the number of groups and wine knowledge have been observed. In the majority of segmentation studies, the number of groups obtained is three (Chen & Sasias, 2014;Di-Gregorio and Licari, 2006;Hall, 1996;Hall & Macionis, 1998;Houghton, 2008;Nella & Christou, 2014;Piscitelly et al, 2005;Tassiopoulos et al, 2004;Williams & Kelly, 2001). However, the work presented herein has discovered four (Charters & Ali-Knight, 2000, 2002, but are in line with those of Alebaki and Iakovidou (2010).…”

“…Cullen, Kaciak, Bramble, Wright, Seaman, and Williams (2006), in their study in Canada, contemplate four types of visitors: wine neophytes, wine connoisseurs, winery connoisseurs and hangers on. Nella and Christou (2014) recently divided wine visitors into three groups of low, medium and high involvement. These authors identify important differences in terms of involvement with wine, pre-visit and post-visit attitudes, visit motives, evaluation of winery experience, visitation patterns, wine purchases or sociodemographic characteristics.…”

Why wine tourists visit cellar doors: Segmenting motivation and destination image

“…Existing segmentation studies on tourists to wineries and wine festivals (i.e., Chen & Sasias, 2014;Cho et al, 2017;Nella & Christou, 2014) continue to use the much-criticized factor-cluster analysis technique (Dolnicar & Grün, 2008) to derive segments. This approach to segmentation casts doubt on the stability and reproducibility of the identified clusters.…”

“…A number of studies have sought to identify wine tourists by generating psychographic (lifestyle) segmentation structures (Mitchell & Hall, 2006) and by measuring their involvement or attachment to wine and destinations (Nella & Christou, 2014). These constructs have also been linked to hedonic and experiential consumption (Bruwer & Alant, 2009).…”

Wine Tourism - Terminological Issues, Consumers and Development Opportunities

“…Turystyka winiarska czy enoturystyka -problemy teoretyczne i terminologiczne Jak podkreślają badacze, zarówno w odniesieniu do istoty samej turystyki winiarskiej, jak i zaawansowania prowadzonych badań występują zasadnicze różnice pomiędzy krajami Starego i Nowego Świata (Alonso, O'Neil, 2009;Carlsen, 2004;Charters, Ali-Knight, 2002;Frochot, 2000;Shor, Mansfeld, 2009). Analiza literatury związanej z turystyką winiarską na przykładzie Hiszpanii (Alonso, O'Neil, 2009), Grecji (Nella, Christou, 2014) czy w Izraela (Shor, Mansfeld, 2009) pozwala na stwierdzenie, że szerzej prowadzone badania nad tą formą turystyki w basenie Morza Śródziemnego zaczęto prowadzić zdecydowanie później niż w Nowym Świecie. Wynika to m.in.…”