SEGMENTATION OF WINE TOURISTS: THE CASE OF PORTUGAL

Detalhes bibliográficos
Autor(a) principal: Lameiras, Edgar Teles Marques Salgado
Data de Publicação: 2016
Outros Autores: Mendes, Julio da Costa, Pinto, Patrícia Susana Lopes Guerrilha dos Santos, Silva, João Albino Matos da
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.
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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