Using push-pull winescape attributes to model Australian wine tourist segmentation

Abstract

Purpose The study aims to introduce a comprehensive segmentation instrument that incorporates the push–pull winescape attributes, providing a new perspective of the wine tourist profile and explaining their behavioural intentions in the Australian winescape. Design/methodology/approach A literature review, focus groups and expert panels generated an extensive list of push–pull winescape attributes. Pen-and-paper surveys conveniently sampled 739 wine tourists at three wineries across three wine regions in Australia. Adopting push–pull winescape attributes as the segmentation base, cluster analysis identified four segments, namely, inspireds, self-drivens, market-drivens and inerts, and their behavioural intentions were examined. Findings Inspireds demonstrate both self- and market-motivation. Self-drivens exhibit self-motivation but limited market-motivation, whereas Market-drivens characterise market-motivation but limited self-motivation. Inerts are limited in both market- and self-motivations. At the Swan Valley, all four segments were identified, with Inspireds being the most willing to revisit and recommend to others and Inerts, the least willing. At the Barossa Valley, only two segments emerged. Again, Inspireds and Inerts were the most and least willing to revisit and recommend to others respectively. Finally, at the Yarra Valley, three segments were identified. Market-drivens were most willing to revisit and recommend to others, followed by self-drivens and lastly, by inerts. Research limitations/implications A comprehensive push–pull winescape segmentation base of wine tourists is introduced, which provides a more sophisticated profile of wine tourist segments than otherwise would be attained with conventional measures. Practical implications New insights into who the wine tourist is and what it is they seek from the winescape are vital to smaller wine producers whose best access to the domestic retail and export markets is through direct selling at the cellar door. Originality/value The empirically tested 18-item push–pull winescape instrument presents a comprehensive segmentation approach, which profiles wine tourists and predicts their behavioural intentions based on an extensive investigation of push–pull winescape attributes.

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Guest editorial

“…This special issue also examines several provider issues such as benchmarking (Terziyska, 2017), signage (Byrd et al, 2017b) and the strategic profiling of wineries and value contribution of individual tourism activities (Dressler, 2017). Quintal et al (2017) use the dominant motivational framework of push and pull attributes to segment the Australian wine market. Despite the use of this framework extensively in tourism studies to understand the motivation of pleasure travellers (Prayag and Hosany, 2014), its application for segmentation purposes in the wine tourism context remains limited.…”

“…content analysis and survey) and quantitative methods (e.g. PLS-SEM) to explore a range of psychological and marketing concepts such as motivation (Quintal et al, 2017); brand personalities (Morrish et al, 2017); involvement, emotions and attachment (Santos et al, 2017); wine prestige and relationship quality (Loureiro and da Cunha, 2017); and the value attached by consumers to different information sources (Byrd et al, 2017a). This special issue also examines several provider issues such as benchmarking (Terziyska, 2017), signage (Byrd et al, 2017b) and the strategic profiling of wineries and value contribution of individual tourism activities (Dressler, 2017).…”