Segmentation of wine tourism experience in Mexican wine regions using netnography

Abstract

Purpose This paper aims to offer an experiential segmentation based on the analysis of comments from wine tourists from different Mexican wine regions, using netnography as a data collection and analysis tool. Design/methodology/approach The netnography methodology was applied in three steps: first, collecting consumer opinions (TripAdvisor 1,240 opinions, 2017–2019) from their visits to 20 wineries in four Mexican wine regions. Second, organizing of the data by classifying the various experiences. Third, by the application of multiple correspondence and cluster analysis to consolidate four segments taking as reference the 4Es Model. Findings The results show that of the four Mexican wine regions, Baja California is divided between the aesthetic and wine focus segments, Coahuila is more associated to the educational segment, while tourist who visit Queretaro tend to relate to the activities of the entertainment segment. Research limitations/implications The scarce literature that exists regarding wine tourism in Mexico made certain comparisons and relationships to the results difficult to establish. Practical implications The results provide stakeholders (wineries, state tourism departments, wine tourism marketers and wine tourism researchers) a segmentation proposal focused on tourist experiences to improve marketing programs and wine tourism offerings. Originality/value The use of netnography as a tool for wine tourism research in Mexico is one that has not been previously explored. In addition, this study considers different Mexican wine regions, which allows for comparisons and relationships between them that can contribute to greater market differentiation.

Chemical Characterization and Antioxidant Evaluation of Young and Aged Wines from Aguascalientes and Queretaro

“…In the last decade, wine production in Mexico has increased, in 2018 it was reported that the Mexican wine industry utilized 6,474 hectares, rendering more than 20 million bottles of wine that were distributed by the wineries in 14 states among them Aguascalientes and Querétaro. Querétaro is within the five most important wine producer areas of the country, and the development of wine tourism in Querétaro also promotes the consumption of wine from this region [14,15]. La Redonda is one of the largest producers of wine in Queretaro, with an annual production of 450,000 bottles of which 95 % are placed in the national market and it has been producing quality wine for more than 40 years.…”