Why Wine Tourists Visit Cellar Doors: Segmenting Motivation and Destination Image.

Bruwer, J., Girish, P. and Disegna, M., 2018. Why Wine Tourists Visit Cellar Doors: Segmenting Motivation and Destination Image. International Journal of Tourism Research, 20 (3), pp. 355-366.

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DOI: 10.1002/jtr.2187

Abstract

This study examines the relationship between the motivation of wine tourists to visit cellar doors and destination image perception. A survey of tourists resulted in 676 useable questionnaires. Using a novel segmentation method, self organizing maps (SOM) and bagged clustering (BC), the study identified five distinct motivation clusters. These clusters were different on only gender and previous visit to the wine region. Three clusters of destination image were identified using the same segmentation method. Significant relationships were found between the motivation and destination image clusters. Implications for destination marketing and managing the tourist experience at the winery cellar door are discussed.

Item Type:Article
ISSN:1099-2340
Uncontrolled Keywords:wine tourists; segmentation; self-organizing maps; bagged clustering; cellar door; Barossa Valley
Group:Faculty of Management
ID Code:30199
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:15 Jan 2018 14:18
Last Modified:14 May 2018 13:22

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