Event Motivation Study of Wine Festival Visitors in Maharashtra

Abstract

Considering the growing interest among Indian travellers in wine tourism within the country and outside, it becomes pertinent to examine the wine enthusiasts‟ consumer psychology in order to have a deeper understanding of the wine tourism market in India. This study is conducted with a three-fold objective of (a) Profiling wine festival visitors based on socio – demographic characteristics; (b) Examining whether any motivational differences exist across male and female visitors of the festival; and (c)Identifying major driving factors that attract visitors to the wine festival. Seven motivating factors were identified and ranked, of which, unwinding& relaxing, exploring new wines and spending time with family and friends were ranked most important motivators for participating in the wine festival. Friedman‟s Rank Sum Test was performed for confirming significance. In order to analyse the motivational differences across male and female visitors, Mann- Whitney Test was used to test for any significant differences. The socio-demographic profiles of the wine festival visitors were assessed in order to understand the market segment of wine consumers who present a high conversion possibility as potential wine tourists. The study is aimed at forming the basis for further research on wine tourism management in Maharashtra and also contributing to research literature in wine tourism in India.

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