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Home / Tourism Review International, Volume 8, Number 4

SEGMENTING WINE FESTIVAL ATTENDEES: A FACTOR-CLUSTER APPROACH

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This article investigates the segmentation of wine festival attendees on the basis of their motivations. Three distinct groups were identified using a factor-cluster approach. They were wine focusers, festivity seekers, and hangers-on. Through multiple discriminant analysis, the study revealed that each of the three segments placed a unique set of priorities on the available products and activities at the festival. The demographic characteristics of all three segments were examined. The findings were discussed in comparison with those of the existing literature on travel motivations and festival motives as well as wine tourist segmentation. Practical implications of the study's findings are presented.

Keywords: Festival motives; Indiana, USA; Market segmentation; Travel motivation; Wine festival; Wine tourism

Document Type: Research Article

Affiliations: 1: *Department of Nutrition, Hospitality and Retailing, Texas Tech University, Lubbock, TX, USA 2: †Department of Hospitality and Tourism Management, Food Science Department, Purdue University, West Lafayette, IN, USA 3: ‡Indiana Wine Grape Council, Food Science Department, Purdue University, West Lafayette, IN, USA

Publication date: 01 January 2005

More about this publication?
  • Tourism Review International is a peer-reviewed journal that advances excellence in all fields of tourism research, promotes high-level tourism knowledge, and nourishes cultural awareness in all sectors of the tourism industry by integrating industry and academic perspectives. Its international and interdisciplinary nature ensures that the needs of those interested in tourism are served by documenting industry practices, discussing tourism management and planning issues, providing a forum for primary research and critical examinations of previous research, and by chronicling changing tourism patterns and trends at the local, regional and global scale.

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