Segmenting wine festival visitors based on their visit experience (CROSBI ID 731005)
Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Mitrović, Srđan ; Marković, Suzana ; Mijoč, Josipa
engleski
Segmenting wine festival visitors based on their visit experience
Wine tourism experiences can be offered in many ways, such as visiting wine festivals. They can provide a wide range of experiences that differ from day-to-day living and could be viewed as lifestyle tourism experiences. The goal of the research was to segment wine festival visitors and describe them within the experience economy context. Data was collected using a structured questionnaire at wine festivals in Croatia. Research hy potheses were tested using cluster analysis and ANOVA. Segmentation results show four significantly different groups of wine festival visitors (business visitors, explorers, devotees and companions). The identified segments significantly differ in their motivation and experience at the wine festival. Based on the results of this research, recommendations for specific marketing strategies can be given to festival organizers, wineries and destination management organizations. Research expands previous knowledge about customer segments in wine tourism. To the authors’ knowledge, this is the first empirical study that has developed a wine festival visitor profile based on the experience economy framework.
Experience economy ; Visitor experience ; Festival tourism ; Wine festival ; Visitor segmentation
Rad je rezultat znanstvenog projekta ZIP- UNIRI_116-1-21 Tourism experience measurement in physical and virtual space voditeljice prof. dr. sc. Suzane Marković
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Podaci o prilogu
145-151.
2022.
objavljeno
10.31410/EMAN.S.P.2022.145
Podaci o matičnoj publikaciji
6th International scientific conference – EMAN 2022 – Economics and management: How to cope with disrupted times Selected papers
Bevanda, Vuk ; Dias, Rui
Beograd: Udruženje ekonomista i menadžera Balkana (UDEKOM)
978-86-80194-58-5
2683-4510
Podaci o skupu
6th International Scientific Conference – Economics and Management: How to Cope With Disrupted Times (EMAN 2022 )
predavanje
24.03.2022-24.03.2022
Ljubljana, Slovenija