MARKET SEGMENTATION IN WINE TOURISM: A COMPARISON OF APPROACHES

Maria Alebaki · Olga Iakovidou

140 citations0/0 files storedUniversity of the Aegean

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Wine Industry and Tourism Diverse Aspects of Tourism Research Culinary Culture and Tourism

Abstract

In an attempt to approach wine tourism as a form of consumer behaviour, a substantial amount of research has focused on the demand-side, exploring the consumers who travel to wine regions. Despite the fact that there is no single, stereotypical “wine tourist”, some distinctive characteristics regarding demographics, motivations or wine lifestyle can be drawn from literature. Several authors have recently addressed this issue and developed various wine tourist typologies, on the basis both of socio-economic and psychographic data. The objective of this paper is to provide a better understanding of the wine tourist, taking into account the different approaches for profiling and segmentation that have been used in recent studies.

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References

2004Critical success factors for wine tourism regions: a demand analysis 2002Who is the wine tourist?2007Planning a wine tourism vacation? Factors that help to predict tourist behavioural intentions 2006Wine Tourism Research: The State of Play 2005An analysis of wine festival attendees’ motivations: A synergy of wine, travel and special events?2005Understanding the Wine Tourism Experience for Winery Visitors in the Niagara Region, Ontario, Canada 2004Wine Tourism Behaviour in the Context of a Motivational Framework for Wine Regions and Cellar Doors 2008Sensation seeking and the prediction of attitudes and behaviours of wine tourists

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