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ABSTRACT
As involvement with wine may vary significantly among wine consumers and wine tourists, segmentation based on product involvement seems to be a reasonable choice. A multinational sample of 517 winery visitors is divided into three groups of low, medium, and high involvement levels; similarities and differences are examined. Results confirm that it is meaningful to segment winery visitors on the basis of their involvement with wine, as important differences can be identified in terms of visitation motives and patterns, demographic characteristics, relationship with wine, pre-visit attitudes towards the winery, evaluation of the winery experience, post-visit attitudes, and future behavioral intentions. Management and marketing implications are discussed.
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Notes on contributors
Athina Nella
Athina Nella is a Researcher at the Department of Business Administration, University of the Aegean, 54, M. Livanou st., P.C. 82100, Chios, Greece.
Evangelos Christou
Evangelos Christou is a Professor of Tourism Marketing at the Department of Tourism Management, Alexander Technological Institute of Thessaloniki, Thessaloniki, Greece (E-mail: [email protected]).