Segmentation of wine tourism experience in Mexican wine regions using netnography

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.

INTERRELATIONS BETWEEN WINE TOURISM AND GEOTOURISM: A WINE CONSUMPTION SURVEY IN MONOR (HUNGARY)

The Danube Wine Region is one of the most important wine regions in Hungary with potential for geological and wine tourism. The research focused on basic issues related to the Monor wine community of the Danube wine region and the Monor cellar village, such as the consumer attitudes of the potential guests of the Monor cellar village and the wine community, the tourist skills and the consumers' knowledge of local products and values. We tried to find answers to our research questions in a complex way with primary questionnaire research and secondary data collection. We found that Monor wine is good, consumer attitudes underpin wine tourism developments. Monor's basic wine tourism skills are good, with valuable elements from a geotourism point of view, but most of the additional tourism services are not available at a satisfactory level.

Good Practices and Sustainable Tourism of Marginal Mountain Areas. The Case of Wine Cannonau in Mamoiada, Sardinia – Italy

Mountain regions have been modified by human activity for centuries, which lead to more or less of significant changes in their ecosystems and consequently in landscapes. Some of these changes have been generated by traditional farming practices, such as the viticulture, giving distinctive shapes and identities of the space. Even if in many areas, the farming traditions have been abandoned as the consequences of technological progress applied in agriculture, Sardinia is a good example of vineyards cultural heritage preservation. Thus, linking this cultural heritage to the wine tourism, and promoting good practices at local initiatives, Sardinia limited the depopulation of the mountain areas. A very successful example of the increasing of positive tourism impact on territory planning, over the past few years, is the municipality of Mamoiada, in central Sardinia. The paper highlights the role of the using of environmental, cultural and identity tourist resources of Sardinian territory as far as they are part of good practices and furthermore, they could be the basis of sustainable development strategy. Moreover, the aim of our work is to investigate how the cultural, identity, landscape and socio-economic impact on the wine sector plays an important role for the rural community of Mamoiada.

How do tourists consume a rural wine destination in central Portugal?

Space-time tourist behaviour is influenced by numerous factors related both to tourists and the destination. Yet, however complex it may be, understanding and to some extent managing the way tourists move in space and time is crucial to ensuring the quality of their experience, as well as the effective and sustainable management of destinations and attractions. In the rural wine tourism context, studies on space-time behaviour are rare. The present study uses empirical data collected from tourists staying in hotels of the Bairrada Wine Route territory (N = 116), combining a GPS tracking study with a questionnaire survey. Using a time-geographical analytical approach, the GPS tracking data were mapped for a more detailed analysis of the tourists’ movements in the Bairrada terroir. The findings highlight specificities of tourist consumption in the context of rural wine regions and provide valuable insights for destination planning, service design and marketing of the Bairrada Wine Route.

Pairing Co-Creation with Food and Wine Experiences—A Holistic Perspective of Tourist Experiences in Dão, a Portuguese Wine Region

The literature increasingly recognises the value of food and wine tourism for destinations’ competitiveness. Given the scarcity of conceptual and empirical studies on co-creation within this field of special interest tourism, this paper aims to enhance the understanding of how visitors and supply agents co-create value in food and wine experiences, by analysing such experiences in the Portuguese wine region Dão. For this purpose, a qualitative study was undertaken, analysing visitors’ and tourism agents’ perceptions regarding five food and wine experiences: food and wine pairing, wine tasting with food pairing, harvesting, a culinary workshop and a wine workshop. The discourse obtained via in-depth semi-structured interviews from sixteen visitors and three supply agents was content analysed, supported by QSR NVivo 12. The results show that dimensions of the conceptually defined co-creation experience were, indeed, perceived in the visitors’ discourse, namely interaction (the most prominent in wine tasting and harvesting), active participation, engagement and personalization (the latter least reported). Sensorial engagement emerged from the discourse as an additional dimension that deserved attention. The agents’ perspective confirmed the importance of these dimensions in experience design. This paper identifies theoretical and managerial contributions for destination management organisations, wine tourism agents and marketers, as well as relevant paths for future research in this field.

Visitors’ Happiness and Loyalty in the Moravian Wine Region

Due to the COVID-19 pandemic, tourists’ loyalty is more pronounced than ever. It is therefore inevitable to know what factors can contribute to the higher levels of loyalty among potential visitors. Since none of the previously researched factors are reflecting visitors’ feelings and emotions, and because wine tourism can build long-lasting emotional ties with tourists, this study focuses on Moravian wine region visitors’ happiness within the context of loyalty. Overall, seven loyalty factors influence the happiness indicators: quality of wine, relaxation, information about wine, natural attractions, friendly acceptance by the locals, wine culture and traditions, as well as vineyard excursions. Furthermore, this study also confirms the dependence the happiness perception has on visitors’ characteristics, such as gender, income, or with whom they visited the destination. The results of the study can be used to restart and support the development of sustainable tourism in the regions.

Assessment of the quality of the service perceived in specific contexts of management of a family business

PurposeThe aim of this paper is to apply the SERVQUAL model to evaluate the quality perceived by customers in the context of family hotel management in Portugal. More specifically, to assess the influence of interpersonal relationships (service providers and customers) in family business services in the wine tourism segment (i.e. wine hotel and spa). In this way, it aims to provide data that can support this family hotel to reinforce the quality of the services provided to guests and therefore their satisfaction and loyalty.Design/methodology/approachThe statistical techniques, using Microsoft Excel 2016® and SPSS Statistics 25.0®, were multivariate for the analysis and validation of the results. In this analysis it can be seen that except the empathy dimension, in which the evaluation of perceived quality is positive, i.e. customer perceptions were higher than expectations, the remaining dimensions of the SERVQUAL model were negative. The safety dimension ranked second, followed by service delivery dimensions, problem solving and tangibility.FindingsThe results show that the empathy dimension positively influences the evaluation of the perceived quality and thus also the satisfaction and loyalty of guests to the family hotel in the wine tourism segment. So, it is recommended that the hotel management of this family hotel reinforces service quality by investing in the improvement of physical facilities, problem-solving capacity, and service delivery, to obtain higher levels of perceived quality service and hence customer satisfaction and loyalty and, simultaneously, increase its performance and organizational sustainability.Research limitations/implicationsIn addition to the direct contributions to the hotel management of this family business hotel, this study contributes to the development of the marketing scientific area, tourism and hospitality industry.Practical implicationsSeveral studies argue that the competitive advantage of the hotel business is based on the creation of value and of experiences for the customer, but in the context of family hotels, the creation of value for the customer is even more relevant, given the characteristics of this type of business, such as its small size and the reduced number of employees. Family hotels should invest in tools and techniques that allow them to create value for the customer through the quality of service offered to their guests.Originality/valueThis paper aimed to evaluate perceived quality in the context of family hotel management in Portugal. In particular, the contribution of interpersonal relationships (between service providers and guests), in hotel services in the wine tourism segment in Portugal. According to the analysis of the results of the exploratory study to Hotel context, it was concluded that there are differences between the perceptions and expectations of hotel guests.

Wine as a Tourist Resource: New Manifestations and Consequences of a Quality Product from the Perspective of Sustainability. Case Analysis of the Province of Málaga

Wine tourism, as a model of sustainable economic development in certain areas, is able to boost the competitiveness of a territory, improve wine production, respect the environment, and improve the living conditions of citizens. In this sense, this work will present an overview of this type of tourism worldwide and nationally, focusing on the province of Malaga. The diversification of the tourist industry has promoted the appearance, or extension, of new tourist activities beyond the typical activities associated with beach or cultural tourism. This has resulted in new job creation and new income generation options. Wine tourism promises and delivers a complete sensory experience, as tourists experience the consumption of wine from all senses: taste, smell, touch, sight, and sound. This experience is not limited to the consumption of the wine, but also includes the experience of a visit to wineries or vineyards, together with the necessary lodging, depending on location. In this way, the grouping of activities and the development of tourist routes stimulate cooperation between different companies in rural areas. Thus, we propose that tourism is a means by which economic and social development can be achieved in these areas and regeneration strategies can be implemented.

Distribution Channels for Wine Tourism in New Zealand

<p>This study examines the structure of the distribution channels and the underlying factors influencing the most prominent channel choices within the wine tourism industry in New Zealand. This research specifically compares wine tourism in Marlborough and Auckland. It aims to provide a better understanding of the distribution channels for practitioners in the wine tourism industry, with the hope of assisting them to develop their wine tourism businesses successfully and manage the businesses growth effectively. This is a destination-based study performed by employing qualitative approaches focusing on the supply-side through semi-structured interviews. These in-depth interviews were conducted with the owners or managers of the local wine tour operators and wineries in the two regions. The findings generally show that wine tourism businesses place a clear priority on direct distribution of their wine tourism product to visitors “at destination”; the majority of customers of all these businesses are independent visitors. Specifically, overseas independent tourists comprise the largest portion of customers to local wine tour operators in Marlborough and Auckland. The wine tour operators work more actively with intermediaries and reach tourists “in market”, “while travelling” and “at destination” than wineries in these two regions. Marlborough wineries and Auckland wine tour operators and wineries receive domestic corporate groups, most of whom are approached “at destination” with direct distribution. Compared with wineries in Marlborough, more corporate groups use Auckland wine tour operators to visit wineries. Marlborough wineries and wine tour operators, and Auckland wine tour operators receive more international visitors, whereas the majority of visitors to Auckland wineries are from Auckland. When considering the function of wine tourism distribution channels, information provision, reservation and purchase are nearly equally important to local wine tour operators in both Marlborough and Auckland; the most widely used functions for Marlborough wineries is information provision; for Auckland wineries, information provision and purchase play significant roles in the distribution of wine tourism product. Factors influencing distribution channel choice include information provision cost, commissions, businesses’ attitudes towards tourism, perceptions of the Internet, service diversity, capacity, accessibility, availability, market segments, reputation and nature of intermediaries.</p>