ISSN 0798 1015

Vol. 40(Issue 43) Year 2019. Page 1

The wine tourist’s segmentation: a literature review

Segmentación del enoturista: la revisión de la literatura

VITALE, Lucrezia 1; LÓPEZ-GUZMÁN, Tomás 2; PÉREZ GÁLVEZ, Jesús Claudio 3 & DI CLEMENTE, Elide 4

Received: 03/04/2019 • Approved: 06/12/2019 • Published 20/12/2019

Contents

1. Introduction

2. Theoretical background

3. Methodology

4. Results

5. Discussion

6. Limitations and future research line

Bibliographic references

1. Introduction

Studies applied to wine tourism appeared during the period 1990-2000 and, at the beginning, were developed in countries belonging to the “New World” – Australia, New Zealand, South Africa and the United States, emerging wine regions with successful marketing strategies and most represented in current literature (Sánchez, de la Cruz Del Río Rama, & García, 2017). From an academic point of view, wine tourism has been explored with regard to three themes: wine tourism product, destinations strategy and wine tourist’s profile (Carlsen, 2004; Charters & Ali-Knight, 2002; Getz, Dowling, Carlsen, & Anderson, 1999). In the first exploratory phase, previous research has overlapped wine industries priorities and tourism perspectives, and often wine producers and local decision makers lack in awareness of tourism demand characteristics (Getz & Brown, 2006a, 2006b; Gómez, Pratt, & Molina, 2018; Marzo‐Navarro & Pedraja‐Iglesias, 2010). Enforcing this issue, conclusions of the 3rd Global Conference on Wine Tourism: Wine Tourism as a Tool for Rural Development of the The World Tourism Organization (UNWTO) stressed “Know your visitor: more research is needed to measure and understand wine tourism trends and consumers and allow for international comparability among destinations” (UNWTO, 2018). The above declaration shows an emerging market in need of regarding a set of potential and undiscovered wine tourist patterns: the knowledge of diversified profiles, psychographic attitudes, motivations. All these issues could be highlighted adding useful refinements for a better understanding of consumers (Alebaki & Iakovidou, 2010; Dodd & Bigotte, 1997; Galloway, Mitchell, Getz, Crouch, & Ong, 2008; Gómez, Molina, & Esteban, 2013; Park, J. Y., Bufquin, & Back, 2019; Quadri-Felitti & Fiore, 2016; Shanka & Taylor, 2004a). This paper focuses on the examination of 1) literature review on wine tourism in a demand–side perspective 2) wine tourist profiles explored in their chronological and thematic development and segmentation. Specifically, this study aims at providing a portrait of the current segmentation of this category of consumers, offering a reference guide for models, methods and samples used in a visitor-oriented approach. The research was conducted examining the journal articles identified from the scientific databases Scopus and Web of Science (WOS).

2.1 A demand perspective on wine tourism

Wine tourism and all core or supplementary activities, involved in a developing sector of tourism associated with nature and rural sets, can be defined in terms of: 1) additional attribute of the core product – wine – of wine industry; 2) analysis of wine scape as a destination image of a wine region; 3) consumer’s behaviours of wine lovers or those interested in travels to wineries or participating in wine-related events (Carlsen, 2004; Charters & Ali-Knight, 2002; Getz et al., 1999; Yuan, Morrison, Cai, & Linton, 2008). A fundamental definition, encompassing many characteristics and ways of consumption of wine tourism states “the visitation to vineyards, wineries, wine festivals and wine shows for which grape wine tasting and/or experiencing the attributes of a grape wine region are the prime motivating factors for visitors”, from a consumer’s perspective (Hall, Sharples, Cambourne, & Macionis, 2000a:3). Based on such premises, an evolutionary model is conceivable that, starting from the initial entities of reference – wineries and wine regions – subsequently includes the analysis of consumers and motivations (Alebaki & Iakovidou, 2010; López-Guzmán, Vieira-Rodríguez, & Rodríguez-García, 2014a; Marzo‐Navarro & Pedraja‐Iglesias, 2010; Popp & McCole, 2016; Sevil & Yüncü, 2009). The efforts to identify the multidimensional features of wine tourism have been summarized as ”simultaneously a form of consumer behaviour, a strategy by which destinations develop and market wine-related attractions and imagery, and a marketing opportunity for wineries to educate, and to sell their products, directly to consumers”(Getz & Brown, 2006a:2). A multidimensional approach involves a systematic review on wine tourism research comparing two decades (1995-2004/2005-2014) and analysing topics of wine tourism: 1. Wine region development; 2. Winery and cellar door; 3. Wine tourist behaviour; 4. Wine events and festivals; 5. Marketing and promotion; 6. Critical success factors; 7. Wine tourism models; 8. Education 9.; and Other. The search identifies two growing research lines on the subject: Wine tourism development– subtopic regional development (+18.8%) and wine routes (+8.5%) and Wine tourist’s behaviour subtopic segmentation of wine tourists (+17%) motivation and/or satisfaction (+3.4%), with a substantial increase in the last decade (Gómez et al., 2018). This shows how recently scientific research has turned from a supply to a demand-side follow-up in providing a framework to wine tourism research (Carlsen, 2004; Pratt, 2011; Romano & Natilli, 2009). On the other side, an exploratory study applied to both wineries and destinations - involved in wine tourism – defines their distinctive role in “the development and marketing of wineries as places to visit, and of destinations based on the appeal of wine” (Getz & Brown, 2006c: 79), and lists selected measures and indicators of the demand in order to compare different wineries or destinations:

Table 1
Source: own elaboration adapted from Getz & Brown (2006)

Subjects connected to aspects of the supply and demand where simultaneously explored, confirming the gap in the demand literature. As a matter of fact, the first part of the research focussed on the analysis of wine tourism as it is perceived by wineries or as it is evaluated by stakeholders in the areas with a wine production.

Mitchell & Hall (2006) describe a demand and supply model – wineries and visitors outcomes – including motivations, expectations and preferences. According to its results, the choice of destination will be influenced by previous experiences and the level of satisfaction. In addition, an exploratory research was focussed on the level and characteristics of demand for long-distance wine tourism among wine consumers among wine consumers located far from wine regions. Attractions and cultural initiatives have a great influence on the decision-making process of highly motivated wine tourists, confirming the decisive role of local marketing policies (Getz & Brown, 2006d). Referring to the decision-making process that generates tourist behaviours, a deep knowledge of tourists and their motivation for visiting a wine region could highlight characteristics and differences, bringing to light segments and profiles typically applied in tourism research field (Molina, Gómez, González-Díaz, & Esteban, 2015; Sekulic, Petrovic, & Dimitrijevic, 2018; Smith & Costello, 2009). It is well known that market segmentation is a management and marketing strategy used to profile consumers and, as a niche market, wine tourists segmentation allows to divide a heterogeneous market into a number of smaller, homogeneous markets differing by different consumer needs and habits (Dolnicar, 2009). The majority of segmentation studies have argued that different approaches can be applied to identify “accessible, measurable, actionable, and substantial” groups of tourists (Kotler et al., 2010). Of all the concepts, the knowledge of suitable variables and factors- referable to wine tourists - can provide important insights into the investigation of needs, characteristics or behaviours of themselves. Consequently, research studies on wine tourists’ behaviour and motivations have assumed increasing importance as the consumer approach was recognized as a relevant part of wine tourism sector (Roberts & Sparks, 2009)

2.2 A framework for the wine tourist profile: literature and models

In the beginning of conceptualization, the wine tourist profile was identified by two parameters only:

- DEMOGRAPHIC – age, gender, education, income

- PSYCHOGRAPHIC – motivations, involvement, attitudes, affect, personality, behaviours and lifestyle.

A review of literature indicates that in the emerging field on wine tourism there is no motivational approach to profiling wine tourists – the data were considered to be sufficient to construct the outline of visitors segmentation (Dodd & Bigotte, 1997; Hall, Sharples, Cambourne, & Macionis, 2000b). The major growth and dynamic development of wine tourism has contributed to a deep knowledge of the wine tourist profile in order to gain a better understanding of both wine tourism demand and specific marketing strategies. Emerging wine regions and the current research agenda have opened a wider perspective for qualitative and quantitative findings, using descriptive or predictive methods (Barber, 2012; Bruwer, Prayag, & Disegna, 2018; Cho, Bonn, & Brymer, 2017; Quintal, Thomas, Phau, & Soldat, 2017; Riviezzo, Garofano, Granata, & Kakavand, 2017; Szolnoki, 2018). The following figure illustrates context, components and objectives of wine tourist segmentation as academic literature and market research pointed out in previous researches (Lai, 2018; López-Guzmán, Vieira-Rodríguez, & Rodríguez-García, 2014b; Pratt, 2011; Vo Thanh & Kirova, 2018)

Figure 1
A conceptual framework for the wine tourist profile

Source: own elaboration

Researchers have begun a cluster analysis using demographic data, behavioural characteristics, information search, perceptions and outcomes of the visit to wineries (Dodd & Bigotte, 1997): visitors were interviewed on purchasing wine at wineries – marking two segments – older and high income or not - based only on the age/income variables. This was a starting point that focussed the investigation on the relationship between attitudes, behavioural consumption and purchase at wineries. In line with this focus – wine tourism can be defined in terms of who travels to wineries and what wine tourists are experiencing (Byrd et al., 2016). Several theoretical models were suggested in order to construct a framework on wine tourism demand and its components, confirming an issue ripe for research. An overview of wine tourism and wine regions has been evaluated in order to identify motivations and behaviours related to it. The results of the study suggested a conceptual motivational framework for wine tourism. The achieved framework has been adapted in a construct consisting of three main dimensions: the Visitor, Visit Dynamic and Wine Region viewed in terms of first-time or repeat visitation (Alant & Bruwer, 2004).

Figure 2
A motivational framework for wine tourism

Source: own elaboration adapted from Alant and Bruwer (2004)

The Visitors’ dimension points out a variety of motivations confirming that motivational aspects can be considered as key factors in understanding wine tourists’ behaviours (Asero & Patti, 2011; Crompton, 1979). Alebaki et al. (2015) provided the identification of crucial attributes of wine tourism experience sought within a motivational context, from main factors-product involvement, product knowledge, wine tourist identity, past experience – to specific aspects of wine tourist behaviour (Alebaki et al., 2015). On the other hand, a segmentation (Hall & Macionis, 1998) recognized three categories of consumers: “wine lovers” , “wine interested”, “curious tourist” based on their level of involvement in and knowledge of wine. The concept of involvement leads to a study on a segmentation of wine festival attendees. Often researchers consider the personal involvement with wine as a segmentation tool for wine tourist, as this concept is related to a systematic analysis of consumption/travel patterns for product development and service quality evaluation. Personal involvement with wine refers to the perceived importance, interest and enthusiasm about wine. The level of personal involvement with wine influences the intention of repeating experiences such as attending wine festivals or visiting wineries (Afonso, Silva, Gonçalves, & Duarte, 2018; Yuan, Cai, Morrison, & Linton, 2005). A more complex profile is suggested by emerging needs of travellers not only interested in visiting wineries and vineyards but wanting an experience in a wine region or attending a festival (Alebaki & Iakovidou, 2010; Alonso, Bressan, O’Shea, & Krajsic, 2015; Dwyer, Edwards, Mistilis, Roman, & Scott, 2009; Galvez, Fernandez, & Lopez-Guzman, 2015; Quadri-Felitti & Fiore, 2016).

A considerable part of the scientific literature considers wine festivals as relevant case studies in profiling attendees and outline future behaviours of wine tourists (Park, Reisinger, Kang, Park, & Kang, 2008; Yuan et al., 2005). Events have a strategic role in promoting wineries or wine regions, and could take place at different locations – rural or urban setting - with different features: an opportunity to attract a large number of visitors in wine regions or a special combination between rural products and urbanity (Shanka & Taylor, 2004b). It is also generally acknowledged that a common motivation for attending a wine-focused event would be related to wine and wine tasting (Draper, Christopher Taylor, & de Kok, 2016). Considering that wine tourists can participate in distinct types of events - festivals, special events at wineries, wine trade events – each one has specific motivations, loyalties that determine appeal and influence choices (Brown & Getz, 2006; Galvez et al., 2015; Getz, 2008). Quintal (2017) proposed a push-pull factors method for festival attendees, incorporating the difference between subjective segmentation criteria (interest and involvement- knowledge-motivation-values and lifestyle- sensation seeking attitude and behaviour) and objective segmentation criteria (socio-demographic-usage and occasion-consumer-geographic).

The methodology used for this paper consists in the review of the scientific literature in wine tourism, focusing on the segmentation of the wine tourist. To this aim, a review was carried out - selecting the topic, searching the literature, developing the argument, analysing the literature – in order to propose qualitative findings and qualitative research studies (Onwuegbuzie, Leech, & Collins, 2012). The process used to carry out the research is the review of the literature in scientific articles, books, doctoral theses and web pages on the topic. First, previous researches and models were analysed and the different cases of demand segmentation and motivations were organized in conceptual frameworks. Accordingly, studies, representative of different fields of research and geographical locations were summarized in a chronological table. The table provides a scenario of the current segmentation of this category of consumers offering a reference guide to samples used in a visitor-orientated approach. It also reports on finding from selected papers which investigate factors and appropriate variables for segmentation. As well known, from marketing perspective (Kotler & Armstrong, 1980), there is no one homogeneous market and related consumers: segmentation enables to define smaller groups of consumers and appropriate bases (demographic, geographic, psychographic and behavioural). In attempt to provide a summary of wine tourist segmentation, the current review has been applied to the following issues:

• What variables have been used by researchers to classify wine tourists (demographic, psychographic, behavioural)?
•  What countries or places (wineries, wine routes, rural or urban sites) are involved in researches?
• What profiles arise from different segmentations?

With regard to methodologies it should be noted that the major part of researches adopt an exploratory approach. As a result, wine tourist profiles were explored in their growing and promising complexity, chronological development and specific topics.

The research was conducted by examining published papers and articles of journals identified from the databases Scopus and WOS.

The table below includes a collection of papers, organised following a chronological and a geographical criterion. Apart from the general aspects of each article, the table indicates the factor employed to perform the segmentation and the categorization of the wine tourist. Psychographic and behavioural variables have been described in various articles as they emerged as qualifying attributes for more in-depth knowledge of wine tourist’s profile (Asero & Patti, 2011; Gómez, Molina, & Esteban, 2013; Peter W. Williams Joseph Kelly, 2001). They include motivation, involvement, attitudes, affect, personality and lifestyles and demonstrate the complexity of making generalizations in this field of research. The core of current research is not only combining results of previous studies but also defines lines for future investigations. All selected factors belong to tourist’s segmentation applied to wine tourism, as supported by marketing studies, explained in the following figure:

Figure 3
Segmentation's Factors

Source: own elaboration

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Tabela 2  
Wine tourist’s segmentation

Source: own elaboration

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1. Graduate student at University of Córdoba, Spain. Doctor in Economics (PhD) E-mail: z62vivil@uco.es

2. Department of Applied Economics at University of Cordoba (Spain). Professor of the University of Córdoba, Spain. What is his University degree? E-mail: dt1logut@uco.es

3. Department of Applied Economics at University of Córdoba (Spain). Professor of the University of Córdoba, Spain. Doctor in Economics (PhD). E-mail: dt1pegaj@uco.es

4. Scientific Personnel in the Department of Business Management and Sociology of the University of Extremadura, Spain.  What is his University degree? Ph.D., E-mail: ediclemente@unex.es