Segmenting the Greek wine tourism market using a motivational approach

Authors:
Alebaki, M.
Iakovidou, O
Type: Journal Article
Journal title: New Medit
Year of publication: 2010
Source: AGRERI
Subject:
socioeconomic development
rural development
agricultural development
Description:

When wine tourism is approached as a form of consumer behavior, a part of research focuses on the demand side, exploring the consumers who travel to wine regions. Key researchers have commented that there is no stereotypical 'wine tourist'; however, some distinctive features regarding profiling and segmentation can be drawn from literature. The objective of this paper is to address these issues as well as to provide an insight into the winery visitor in Greece. A quantitative approach was employed and 133 visitors to 13 wineries of the ' Wine Roads of Northern Greece' were surveyed through the use of a structured questionnaire. Accordingly, in order to identify their profile, descriptive analysis was carried out and specific demographic, socio-economic, and other behaviour characteristics were assessed. Analysis suggests that the winery visitor in Northem Greece is predominately a young male, well educated, with a high income and comes from urban centres in close proximity to the wine region. Furthermore, Two-step Cluster Analysis was performed on the basis of the wine tourists' motivations for visiting the wine region. Four exclusive groups were generated: (i) the 'Wine lovers'; (ii) the 'Neophytes'; (iii) the 'Occasional visitors' and (iv) the 'Hangers-on'.
 


License: Rights subject to owner's permission
 

Related Resources

Developing a multidimensional framework for wine tourist behavior: Evidence from Greece

 

Provider: 
Subject: 
socioeconomic development
rural development
agricultural development

Market segmentation in wine tourism: a comparison of approaches

Provider: 
Subject: 
socioeconomic development
rural development
agricultural development

Οινοτουρισμός: Ιστορική εξέλιξη, θεωρητικό πλαίσιο και σύγχρονες ερευνητικές τάσεις

Provider: 
Subject: 
socioeconomic development
rural development
agricultural development

Report on FAO activities in the region: 1992-93

Provider: 
Subject: 
agricultural development
rural development
agricultural policies
Collected from: 

Rapid growth of selected Asian economies. Lessons and implications for agriculture and food security: China and India

Provider: 
Subject: 
agriculture
agricultural economics
agricultural development
rural development
Collected from: 

Report on FAO activities in the region, 1998-99

Provider: 
Subject: 
agricultural development
rural development
agricultural policies
Collected from: 

AGRERI Library

Developing a multidimensional framework for wine tourist behavior: Evidence from Greece

 

Provider: 
Subject: 
socioeconomic development
rural development
agricultural development

Market segmentation in wine tourism: a comparison of approaches

Provider: 
Subject: 
socioeconomic development
rural development
agricultural development

Οινοτουρισμός: Ιστορική εξέλιξη, θεωρητικό πλαίσιο και σύγχρονες ερευνητικές τάσεις

Provider: 
Subject: 
socioeconomic development
rural development
agricultural development

External Library

Report on FAO activities in the region: 1992-93

Provider: 
Subject: 
agricultural development
rural development
agricultural policies
Collected from: 

Rapid growth of selected Asian economies. Lessons and implications for agriculture and food security: China and India

Provider: 
Subject: 
agriculture
agricultural economics
agricultural development
rural development
Collected from: 

Report on FAO activities in the region, 1998-99

Provider: 
Subject: 
agricultural development
rural development
agricultural policies
Collected from: