SEGMENTATION OF WINE TOURISTS: THE CASE OF PORTUGAL
Autor(a) principal: | |
---|---|
Data de Publicação: | 2016 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Turismo : Visão e Ação (Online) |
Texto Completo: | https://periodicos.univali.br/index.php/rtva/article/view/9200 |
Resumo: | The wine tourism gains increasing importance for the wine regions as a sector promoting growth and giving profit. However, the wine tourism remains underdeveloped and one of the causes indicated is the lack of research on the cellar visitor’s behaviour and characteristics. The present work aims mainly at determining the demographic and psychographic profile of the visitors who go to farms, wineries and cellars and also the wine tourists’ segmentation in the Portuguese case. To reach the above mentioned objectives, a survey was applied to tourists who visited farms, wineries and cellars of the 12 existing wine routes in Portugal. The data were subjected to parametric tests and multivariate statistical techniques, so that different clusters were obtained. Four wine tourists segments were obtained and were named by: the tourist in love with the wine, the tourist curious about the wine, the tourist interested in the wine and the indifferent tourist. The conclusions indicate that the increasing knowledge about the wine tourists and their aims and motivations to visit the region allows to improve their satisfaction and the interaction with them, supporting marketing strategies, so that the motivation and the appeal of wines and farms can be reinforced. |
id |
UNIVALI-3_df755a5972e1439b0ecd8b7da2a705c5 |
---|---|
oai_identifier_str |
oai:ojs.periodicos.univali.br:article/9200 |
network_acronym_str |
UNIVALI-3 |
network_name_str |
Turismo : Visão e Ação (Online) |
repository_id_str |
|
spelling |
SEGMENTATION OF WINE TOURISTS: THE CASE OF PORTUGALA segmentação do enoturista: o caso portuguêsWine tourismenoturistroutesmotivationssegments.Enoturistamotivaçõessegmentação.The wine tourism gains increasing importance for the wine regions as a sector promoting growth and giving profit. However, the wine tourism remains underdeveloped and one of the causes indicated is the lack of research on the cellar visitor’s behaviour and characteristics. The present work aims mainly at determining the demographic and psychographic profile of the visitors who go to farms, wineries and cellars and also the wine tourists’ segmentation in the Portuguese case. To reach the above mentioned objectives, a survey was applied to tourists who visited farms, wineries and cellars of the 12 existing wine routes in Portugal. The data were subjected to parametric tests and multivariate statistical techniques, so that different clusters were obtained. Four wine tourists segments were obtained and were named by: the tourist in love with the wine, the tourist curious about the wine, the tourist interested in the wine and the indifferent tourist. The conclusions indicate that the increasing knowledge about the wine tourists and their aims and motivations to visit the region allows to improve their satisfaction and the interaction with them, supporting marketing strategies, so that the motivation and the appeal of wines and farms can be reinforced.O enoturismo adquire importância crescente para as regiões vitivinícolas, como setor que potencia o crescimento económico e o emprego. Contudo, o enoturismo permanece pouco desenvolvido e uma das causas apontadas consiste na falta de investigação sobre o visitante que se desloca às empresas produtoras de vinho. O presente trabalho tem como principais objetivos a determinação do perfil demográfico e psicográfico dos visitantes que se deslocam às quintas, adegas e caves e a segmentação dos enoturistas em Portugal. Para alcançar os objetivos indicados, aplicou-se um questionário aos turistas que se deslocavam às quintas, adegas e caves, das 12 rotas de vinho existentes em Portugal. Os dados foram sujeitos a testes paramétricos e a técnicas estatísticas multivariadas, de modo a obterem-se diferentes clusters. Obtiveram-se quatro segmentos de enoturistas, que foram designados por: o turista apaixonado pelo vinho, o turista com curiosidade pelo vinho, o turista interessado pelo vinho e o turista indiferente. As conclusões indicam que o aumento do conhecimento sobre enoturistas e suas motivações para visitarem uma região permite melhorar a satisfação e a interação com eles, apoiando estratégias de marketing, de modo a reforçar a sua motivação e o apelo das empresas vinícolas.Universidade do Vale do Itajaí - UNIVALI / SC2016-08-31info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.univali.br/index.php/rtva/article/view/920010.14210/rtva.v18n3.p471-497Turismo: Visão e Ação; Vol. 18 No. 3 (2016): Setembro-Dezembro; 471-497Turismo: Visão e Ação; Vol. 18 Núm. 3 (2016): Setembro-Dezembro; 471-497Turismo: Visão e Ação; v. 18 n. 3 (2016): Setembro-Dezembro; 471-4971983-71511415-6393reponame:Turismo : Visão e Ação (Online)instname:Universidade do Vale do Itajaí (UNIVALI)instacron:UNIVALIporhttps://periodicos.univali.br/index.php/rtva/article/view/9200/5112Copyright (c) 2016 Turismo - Visão e Açãoinfo:eu-repo/semantics/openAccessLameiras, Edgar Teles Marques SalgadoMendes, Julio da CostaPinto, Patrícia Susana Lopes Guerrilha dos SantosSilva, João Albino Matos da2017-09-19T23:43:05Zoai:ojs.periodicos.univali.br:article/9200Revistahttps://periodicos.univali.br/index.php/rtvaPUBhttps://periodicos.univali.br/index.php/rtva/oailuiz.flores@univali.br || revistaturismo@univali.br1983-71511415-6393opendoar:2017-09-19T23:43:05Turismo : Visão e Ação (Online) - Universidade do Vale do Itajaí (UNIVALI)false |
dc.title.none.fl_str_mv |
SEGMENTATION OF WINE TOURISTS: THE CASE OF PORTUGAL A segmentação do enoturista: o caso português |
title |
SEGMENTATION OF WINE TOURISTS: THE CASE OF PORTUGAL |
spellingShingle |
SEGMENTATION OF WINE TOURISTS: THE CASE OF PORTUGAL Lameiras, Edgar Teles Marques Salgado Wine tourism enoturist routes motivations segments. Enoturista motivações segmentação. |
title_short |
SEGMENTATION OF WINE TOURISTS: THE CASE OF PORTUGAL |
title_full |
SEGMENTATION OF WINE TOURISTS: THE CASE OF PORTUGAL |
title_fullStr |
SEGMENTATION OF WINE TOURISTS: THE CASE OF PORTUGAL |
title_full_unstemmed |
SEGMENTATION OF WINE TOURISTS: THE CASE OF PORTUGAL |
title_sort |
SEGMENTATION OF WINE TOURISTS: THE CASE OF PORTUGAL |
author |
Lameiras, Edgar Teles Marques Salgado |
author_facet |
Lameiras, Edgar Teles Marques Salgado Mendes, Julio da Costa Pinto, Patrícia Susana Lopes Guerrilha dos Santos Silva, João Albino Matos da |
author_role |
author |
author2 |
Mendes, Julio da Costa Pinto, Patrícia Susana Lopes Guerrilha dos Santos Silva, João Albino Matos da |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Lameiras, Edgar Teles Marques Salgado Mendes, Julio da Costa Pinto, Patrícia Susana Lopes Guerrilha dos Santos Silva, João Albino Matos da |
dc.subject.por.fl_str_mv |
Wine tourism enoturist routes motivations segments. Enoturista motivações segmentação. |
topic |
Wine tourism enoturist routes motivations segments. Enoturista motivações segmentação. |
description |
The wine tourism gains increasing importance for the wine regions as a sector promoting growth and giving profit. However, the wine tourism remains underdeveloped and one of the causes indicated is the lack of research on the cellar visitor’s behaviour and characteristics. The present work aims mainly at determining the demographic and psychographic profile of the visitors who go to farms, wineries and cellars and also the wine tourists’ segmentation in the Portuguese case. To reach the above mentioned objectives, a survey was applied to tourists who visited farms, wineries and cellars of the 12 existing wine routes in Portugal. The data were subjected to parametric tests and multivariate statistical techniques, so that different clusters were obtained. Four wine tourists segments were obtained and were named by: the tourist in love with the wine, the tourist curious about the wine, the tourist interested in the wine and the indifferent tourist. The conclusions indicate that the increasing knowledge about the wine tourists and their aims and motivations to visit the region allows to improve their satisfaction and the interaction with them, supporting marketing strategies, so that the motivation and the appeal of wines and farms can be reinforced. |
publishDate |
2016 |
dc.date.none.fl_str_mv |
2016-08-31 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.univali.br/index.php/rtva/article/view/9200 10.14210/rtva.v18n3.p471-497 |
url |
https://periodicos.univali.br/index.php/rtva/article/view/9200 |
identifier_str_mv |
10.14210/rtva.v18n3.p471-497 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.univali.br/index.php/rtva/article/view/9200/5112 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2016 Turismo - Visão e Ação info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2016 Turismo - Visão e Ação |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade do Vale do Itajaí - UNIVALI / SC |
publisher.none.fl_str_mv |
Universidade do Vale do Itajaí - UNIVALI / SC |
dc.source.none.fl_str_mv |
Turismo: Visão e Ação; Vol. 18 No. 3 (2016): Setembro-Dezembro; 471-497 Turismo: Visão e Ação; Vol. 18 Núm. 3 (2016): Setembro-Dezembro; 471-497 Turismo: Visão e Ação; v. 18 n. 3 (2016): Setembro-Dezembro; 471-497 1983-7151 1415-6393 reponame:Turismo : Visão e Ação (Online) instname:Universidade do Vale do Itajaí (UNIVALI) instacron:UNIVALI |
instname_str |
Universidade do Vale do Itajaí (UNIVALI) |
instacron_str |
UNIVALI |
institution |
UNIVALI |
reponame_str |
Turismo : Visão e Ação (Online) |
collection |
Turismo : Visão e Ação (Online) |
repository.name.fl_str_mv |
Turismo : Visão e Ação (Online) - Universidade do Vale do Itajaí (UNIVALI) |
repository.mail.fl_str_mv |
luiz.flores@univali.br || revistaturismo@univali.br |
_version_ |
1798045021503488000 |