Wine tourism in New Zealand

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

“…This segmentation has been applied by other authors in Australia (Houghton, 2008) and South Africa (Bruwer, 2003). As may be observed in Table 1, the results obtained by these authors have allowed the proposals made by Hall (1996) and Hall and Macionis (1998) to be slightly modified.…”

“…The concept of knowledge is defined as the familiarity experiences that a consumer has with a product (King et al, 2012). These results modify the classification proposed by Hall (1996), and more specifically, the segment referring to wine lovers includes a subgroup denominated as connoisseurs. There are three more segments: wine interested, wine novice -which matches the definition of curious tourists, as they have been called by other authors -and hangers on.…”

“…First, the level of wine involvement represents the level of interest in wine and captures an individual's feelings of interest (Yuan, SO, & Chakravarty, 2005). In this respect, the segmentation made by Hall (1996) and Hall and Macionis (1998) is one of the first proposals in which three groups of wine tourists are defined (wine lovers, wine interested and curious tourists) by considering their interest in wine. According to these authors, the size of each segment depends on factors such as the characteristics of each winery and its accessibility, the characteristics of the wine, marketing activities and attractiveness.…”

“…Ali-Knight (2000, 2002) classify Australia's wine tourists on Bruwer (2003) Wine lovers Based on Hall (1996), and Hall and Macionis (1998) South Africa Wine interested Curious tourists Others Brown et al (2006) Fastidious epicureans Self-employed men Canada Wine tourism trips are planned Wine consumers who seek relationships with winemakers Hedonic amateurs Men Regular consumers of wine (Continued ) Journal of Wine Research Ali-Knight (2000, 2002) Wine lovers Highly interested in wine Australia Highly knowledgeable about wine Likely to buy wine at the winery and learn about wine Food and wine are the main motivations for visiting Connoisseur is a subgroup of wine lovers, even highly knowledgeable Wine interested Interested in wine Food is more important than wine Wine novices Called a 'curious tourist' by Hall (1996) and Hall and Macionis (1998) the basis of their interest in wine and their knowledge of the product. The concept of knowledge is defined as the familiarity experiences that a consumer has with a product (King et al, 2012).…”

“…Wine tourism is classified as a form of 'special interest tourism' (Hall, Johnson, Cambourne, Macionis, Mitchell, & Sharples, 2000), and it comprises visits to vineyards, wineries and wine events (Hall, 1996;Hall & Macionis, 1998). Marzo-Navarro and Pedraja-Iglesias (2010) add…”