Segmenting wine festival attendees: A factor-cluster approach

• Yuan, Jingxue ^[1] ; Cai, Liping A. ^[2] ; Morrison, Alastair M. ^[2] ; Linton, Sally ^[2]
  1. [1] Texas Tech University

     Texas Tech University

     Estados Unidos

     
  2. [2] Purdue University

     Purdue University

     Township of Wabash, Estados Unidos

     
• Localización: Tourism review international, ISSN 1544-2721, Vol. 8, Nº. 4, 2005, págs. 297-309
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • This article investigates the segmentation of wine festival attendees on the basis of their motivations. Three distinct groups were identified using a factor-cluster approach. They were wine focusers, festivity seekers, and hangers-on. Through multiple discriminant analysis, the study revealed that each of the three segments placed a unique set of priorities on the available products and activities at the festival. The demographic characteristics of all three segments were examined. The findings were discussed in comparison with those of the existing literature on travel motivations and festival motives as well as wine tourist segmentation. Practical implications of the study's findings are presented.