Pregled bibliografske jedinice broj: 1246729
Segmenting wine festival visitors based on their visit experience
Segmenting wine festival visitors based on their visit experience // 6th International scientific conference – EMAN 2022 – Economics and management: How to cope with disrupted times Selected papers / Bevanda, Vuk ; Dias, Rui (ur.).
Beograd: Udruženje ekonomista i menadžera Balkana (UDEKOM), 2022. str. 145-151 doi:10.31410/EMAN.S.P.2022.145 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
CROSBI ID: 1246729 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Segmenting wine festival visitors based on their
visit experience
Autori
Mitrović, Srđan ; Marković, Suzana ; Mijoč, Josipa
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
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), 2022, 145-151
ISBN
978-86-80194-58-5
Skup
6th International Scientific Conference – Economics and Management: How to Cope With Disrupted Times (EMAN 2022 )
Mjesto i datum
Ljubljana, Slovenija, 24.03.2022
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
Experience economy ; Visitor experience ; Festival tourism ; Wine festival ; Visitor segmentation
Sažetak
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.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
Napomena
Rad je rezultat znanstvenog projekta ZIP-
UNIRI_116-1-21 Tourism
experience measurement in physical and virtual
space voditeljice
prof. dr. sc. Suzane Marković
POVEZANOST RADA
Ustanove:
Ekonomski fakultet, Osijek,
Fakultet za menadžment u turizmu i ugostiteljstvu, Opatija
