Segmenting wine tourists in Niagara, Ontario using motivation and involvement

• 영문명: Segmenting wine tourists in Niagara, Ontario using motivation and involvement
• 발행기관: 한국관광학회
• 저자명: Hwansuk Chris Choi Shuyue Huang Joan Flaherty Anahita Khazaei
• 간행물 정보: 『International Journal of Tourism Science』Vol.17 No.3, 198~212쪽, 전체 15쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2017.07.31

영문 초록

Wine tourism is a growing industry in select rural regions within Canada, particularly in the Niagara region of Southern Ontario. This study aims to sharpen that development by providing a detailed profile of the psychographic traits of wine tourists visiting the Niagara region. Specifically, our study examines the motivations, wine purchasing involvement and wine purchasing behaviour of the region’s winery tourists to identify distinct market segments. The study results indicate that the wine visitor market in Ontario can be segmented into three distinct groups: Wine Enthusiast, Wine Interested person and the Wine Novice. This study also shows that the multi-criterion segmentation approach is a viable way to determine distinctive wine market segments, and to provide a solid, evidenced-based foundation for effective marketing strategies and sales practices.

목차

Introduction

Literature review

Study method

Data analysis and results

Discussion

Note

Disclosure statement

References

키워드

Market segmentation wine tourism cluster analysis involvement motivation