Perfil e segmentação do visitante de festivais de vinho: o evento EV-Essência do Vinho – Porto

• Autor(a) principal: Santos, Ana Maria Ramires Príncipe dos
• Data de Publicação: 2014
• Outros Autores: Sousa, Ana Cristina Correia de, Marques, Susana Regina
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: https://doi.org/10.34624/rtd.v2i21/22.11389

This research is based on the study of the 10th edition of the event EV-Essência do Vinho, held at the Palácio da Bolsa, Porto, between February 7th and 10th, 2013. Its main purpose is to characterize and identify the visitor profile of the event, making a contribution to the under-researched area of wine festivals, events and wine tourism in Portugal. Drawing upon different models from the literature and using a survey methodology, the study identifies three major visitor segments that reflect different profiles in terms of sociographic data, business motivations, involvement with the world of wine, purchasing behaviour and consumption habits. This segmentation provides not only a conceptual tool, but also useful empirical insights that can help organizations in their decision-making process.