Market segmentation for wine tourism: Identifying sub-groups of winery visitors

Abstract

Notwithstanding the steady development of the international wine tourism industry, accurate relevant information and comparative surveys focusing on primary research appear inadequate in various wine-producing countries. Understanding the wine tourism market is vital for sustaining its further development. In addition to existing typologies for wine tourists, distinctions of winery visitors may provide a valuable tool to help wineries design and implement appropriate marketing tools. Accordingly, the aim of this study was to identify segment characteristics and variations among international and inland wine tourists based on a multinational sample of winery visitors in Greece; differences between experienced and inexperienced visitors, first-time and repeat visitors at a specific winery, individual and group visitors, and men and women were also examined. The empirical study was conducted at 18 wineries in the most significant wine-making areas in Greece, through 1,400 questionnaires forwarded to wineries for distribution among their customers through self-completion. The results confirm the existence of significant dissimilarities between domestic and international visitors in relation to pre-visit behaviour, primary knowledge and loyalty levels towards the winery’s brands, visitation motives, spending attitudes, income, age distribution, perception of the winery experience and future behavioural intentions. Differences among these groups were also identified. The practical implications of the findings are discussed to assist winery managers and other wine tourism stakeholders implement a more customer-centric approach and improve strategic planning.

Agro-Environmental Practices and Business Performance in the Wine Sector

“…Consumer activities in a winery or wine club [48] are crucial for developing and strengthening loyalty to certain brands. Wine tourists plan their visits based on certain information (size of winery, length of stay in the wine region), including various motivating factors [46,[49][50][51][52][53][54]. Educating visitors and other potential consumers is important in building brand loyalty and improving the winery's business performance [55,56].…”

Enotourism in Southern Spain: The Montilla-Moriles PDO

“…In Spain, according to the Association of Spanish Wine Cities (ACEVIN) in its 2019 report [ 93 ], the number of enotourists who visit PDOs is not homogeneous; 3,076,634 people visited wineries and museums along the wine routes of Spain, more than double that of a decade ago. However, despite being a very significant figure, it is still small compared to the 43 million tourist who visited American wineries in 2017, especially considering that Spain is the leading country in the world in terms of vineyard surface area and the third largest wine producer [ 94 ].…”

“… Number of visitors and wine routes in Spain (2019). Source: Own elaboration based on ACEVIN data [ 93 ]. …”

Eco-destination loyalty: Role of perceived value and experience in framing destination attachment and equity with moderating role of destination memory

“…The study found that post-experience satisfaction increases destination differentiation rather than destination equity. Moreover, Nella and Christou ( 2010 ) measured the impact of tourist experience on brand equity and market outcomes. The study highlights the important role of the tourist experience in terms of the wine industry and its role in enhancing the overall brand equity.…”

“…Malik et al's ( 2021 ) study found that green attributes of destination matter for the tourist, and tourists with favorable attitudes will show an intent to stay loyal due to higher destination brand equity. Similarly, Nella and Christou ( 2010 ) studied the role of real-time experience in product manufacturing and suggested that tasting experience can contribute strongly to destination equity. Stojanovic et al ( 2017 ) found the effective role of social media in developing higher destination equity.…”