International Journal of Wine Business Research最新文献_第10页

The Willingness to Pay for Cider Products: Results of a Survey on Habits and Consumption Behavior 购买苹果酒产品的意愿:一项关于习惯和消费行为的调查结果

IF 1.8

International Journal of Wine Business Research Pub Date : 2021-10-04 DOI: 10.26813/001c.28199

É. Le Fur, J. Outreville

{"title":"The Willingness to Pay for Cider Products: Results of a Survey on Habits and Consumption Behavior","authors":"É. Le Fur, J. Outreville","doi":"10.26813/001c.28199","DOIUrl":"https://doi.org/10.26813/001c.28199","url":null,"abstract":"# Purpose\u0000\u0000The objective of the paper is to investigate the impact of habits and consumption behavior on the willingness to pay (WTP) for cider by surveying young consumers. \u0000\u0000# Method\u0000\u0000The analysis is based on a questionnaire distributed to a group of 433 French business students from December 2017 to January 2018. Specifically, the questionnaire is designed to test whether young consumers would pay a premium price or not for quality ciders with respect to a traditional sweet cider with similar characteristics. We are modelling the premium that consumers are willing to pay for an organic cider, a farmer cider and rose cider. To accommodate the feature of a significant proportion of zero or negative premiums in dependent variables, the Heckman two-stage estimation procedure is performed. \u0000\u0000# Results\u0000\u0000Results show that the young generation consider cider as a cheap, festive and non-organic beverage and is willing to pay a premium for quality ciders like specifically rose and farmer ciders.\u0000\u0000# Conclusion\u0000\u0000The results from this research have useful implications not only for the cider market but also in the understanding of the characteristics of competitive beverages that young consumers may prefer and value.","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":"1 1","pages":""},"PeriodicalIF":1.8,"publicationDate":"2021-10-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"88149743","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 2

The symbolic value of wine, moderating and mediating factors and their relationship to consumer purchase intention 葡萄酒的象征价值、调节与中介因素及其与消费者购买意愿的关系

IF 1.8

International Journal of Wine Business Research Pub Date : 2021-09-17 DOI: 10.1108/ijwbr-01-2021-0006

D. Toni, Rogério Pompermayer, Fernanda Lazzari, G. S. Milan

{"title":"The symbolic value of wine, moderating and mediating factors and their relationship to consumer purchase intention","authors":"D. Toni, Rogério Pompermayer, Fernanda Lazzari, G. S. Milan","doi":"10.1108/ijwbr-01-2021-0006","DOIUrl":"https://doi.org/10.1108/ijwbr-01-2021-0006","url":null,"abstract":"\u0000Purpose\u0000The symbolic value of wine is a relevant research topic and raises the interest in studies in both the enological and market areas. In this context, this study aims to understand the role of the symbolic value of wine and its relationship to the product purchase intention.\u0000\u0000\u0000Design/methodology/approach\u0000The study is based on a survey of 269 wine consumers from Brazil. The basic theoretical framework includes three latent constructs (symbolic value, consumer attitude and product-norm experience) and three moderators (consumer involvement, willingness to pay and consumer preference). Relations between these are analyzed using the confirmatory factor analysis (CFA) and the moderated mediation analyses using Haye’s process.\u0000\u0000\u0000Findings\u0000This research identified that the symbolic value is totally mediated by consumers’ attitudes and product-norm experiences. However, such a relationship occurs directly for consumers with higher involvement with the product, higher willingness to pay, and who assume that wine is their preferred alcoholic beverage.\u0000\u0000\u0000Originality/value\u0000One of the contributions is to emphasize the symbolic value of wine and highlight how the relationship with different factors can interfere and explain consumer purchase intention and can influence the strategies, actions and investments of companies in the sector.\u0000","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":" ","pages":""},"PeriodicalIF":1.8,"publicationDate":"2021-09-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44282713","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 9

Craft breweries’ environmental proactivity: an upper echelons perspective 精酿啤酒厂的环保主动性:一个高层的视角

IF 1.8

International Journal of Wine Business Research Pub Date : 2021-09-17 DOI: 10.1108/ijwbr-02-2021-0013

Erol Sozen, I. Rahman, M. O'Neill

{"title":"Craft breweries’ environmental proactivity: an upper echelons perspective","authors":"Erol Sozen, I. Rahman, M. O'Neill","doi":"10.1108/ijwbr-02-2021-0013","DOIUrl":"https://doi.org/10.1108/ijwbr-02-2021-0013","url":null,"abstract":"\u0000Purpose\u0000Centered on upper echelons theory, this study aims to examine the interplay of US craft brewery owners’ green consumption values, environmental attitudes and environmental proactivity of their craft breweries. In addition, the moderating role of business challenges on the effect of environmental attitudes on environmental proactivity is assessed.\u0000\u0000\u0000Design/methodology/approach\u0000An online questionnaire was distributed to a convenience sample of US craft brewers through the Brewers Association Brew Forum Blog. A total of 237 valid responses were received. Structural equation modeling was used for testing hypothetical relationships among key constructs in the proposed research model: environmental values, environmental involvement, environmental sustainability practices and business challenges.\u0000\u0000\u0000Findings\u0000The results showed that green consumption values positively and significantly influenced environmental attitudes and environmental proactivity. Findings also confirmed the significant positive influence of environmental attitude on environmental proactivity. Furthermore, business challenges moderated the relationship between owners’ environmental attitudes and environmental proactivity of the breweries such that the higher the extent of business challenges weaker is the relationship between environmental attitudes and environmental proactivity.\u0000\u0000\u0000Originality/value\u0000It is accepted that upper management’s individual beliefs surrounding environmentalism are a contributing factor to the environmental management policy of their company. However, there is very little empirical evidence to demonstrate the impact that these values have in a tangible sense. To satisfy this deficit in the research, the study aims to analyze the relationship between the brewery owners’ environmental outlook and the sustainability practices of their brewery, regarding the former as a key psychological characteristic, which influences and motivates the direction of the latter.\u0000","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":"1 1","pages":""},"PeriodicalIF":1.8,"publicationDate":"2021-09-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42192393","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 3

Brand positioning and business performance of alcoholic beverage firms in an emerging market context: the mediation effect of brand equity 新兴市场背景下酒精饮料企业的品牌定位与经营绩效：品牌资产的中介效应

IF 1.8

International Journal of Wine Business Research Pub Date : 2021-09-13 DOI: 10.1108/ijwbr-11-2020-0056

Leeford Edem Kojo Ameyibor, Peter Anabila, Y. Saini

{"title":"Brand positioning and business performance of alcoholic beverage firms in an emerging market context: the mediation effect of brand equity","authors":"Leeford Edem Kojo Ameyibor, Peter Anabila, Y. Saini","doi":"10.1108/ijwbr-11-2020-0056","DOIUrl":"https://doi.org/10.1108/ijwbr-11-2020-0056","url":null,"abstract":"\u0000Purpose\u0000This study aims to investigate the relationship between brand positioning and business performance, as well as the mediation effect of brand equity between them within the context of Ghana’s alcoholic beverages industry.\u0000\u0000\u0000Design/methodology/approach\u0000A sample of 196 staff across four alcoholic beverage firms in Accra, Ghana was selected using a judgemental sampling technique. A structural equation modelling approach using partial least squares was used to conduct the analyses to answer the research hypotheses.\u0000\u0000\u0000Findings\u0000All the hypotheses were confirmed in line with extant literature. Specifically, the study found a positive relationship between brand positioning and business performance. The study also found that brand equity partially mediates the relationship between brand positioning and business performance.\u0000\u0000\u0000Practical implications\u0000The study serves as a useful guide to strategy and policy formulation in branding in general and specifically on how brand positioning can be effectively deployed as a key strategy to enhance business performance.\u0000\u0000\u0000Originality/value\u0000The study has practical implications not only for the marketing and sale of alcoholic beverages in Ghana to achieve financial performance but also for lasting competitive advantage.\u0000","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":" ","pages":""},"PeriodicalIF":1.8,"publicationDate":"2021-09-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43033856","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 10

Identifying wine consumers interested in environmentally sustainable production practices 确定对环境可持续生产实践感兴趣的葡萄酒消费者

IF 1.8

International Journal of Wine Business Research Pub Date : 2021-08-17 DOI: 10.1108/ijwbr-01-2021-0003

K. Kelley, Marielle J. Todd, H. Hopfer, M. Centinari

{"title":"Identifying wine consumers interested in environmentally sustainable production practices","authors":"K. Kelley, Marielle J. Todd, H. Hopfer, M. Centinari","doi":"10.1108/ijwbr-01-2021-0003","DOIUrl":"https://doi.org/10.1108/ijwbr-01-2021-0003","url":null,"abstract":"\u0000Purpose\u0000This study aims to characterize several wine consumer segments who were “likely” to sample (i.e. taste before purchasing) wine from vineyards using cover crops, a sustainable production practice that reduces herbicide applications, and identify those with a greater probability of being a viable target market based on survey responses.\u0000\u0000\u0000Design/methodology/approach\u0000A total of 956 wine consumers from the Mid-Atlantic and boarding US states were separated into segments based on an ECHAID (exhaustive Chi-square automatic interaction detector) classification tree from internet survey responses.\u0000\u0000\u0000Findings\u0000Out of the 12 created segments, 6 (n = 530, 72% of training data) contained participants who were at least 1.02 times (index score =102%) more “likely” to try the wine compared to the overall sample and were willing to pay $18.99 for a 750-mL bottle of the wine, which included a $1 surcharge to cover associated production costs. Of these, three (n = 195, 26%) had the greatest potential for which a marketing plan could be developed (index scores of 109%–121%), with over half in each segment willing to pay $20.99 for the bottle of wine, which could motivate growers to consider implementing this sustainable strategy.\u0000\u0000\u0000Originality/value\u0000Although several segments of participants were “likely” to sample the sustainably produced wine, an ECHAID classification tree allowed us to identify participants who would not pay $18.99 for a 750-mL bottle of wine, even after learning about the use of cover crops and the trade-off ($1 bottle surcharge). By narrowing the number of potential “likely” segments to those with a greater potential of sampling the wine, more purposeful marketing strategies can be developed based on demographics, attitudes, and behaviors defined in the model.\u0000","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":" ","pages":""},"PeriodicalIF":1.8,"publicationDate":"2021-08-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46168030","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 5

The COVID-19 pandemic, customer satisfaction and sales performance in wine tasting rooms in the Finger Lakes region of New York State 新冠肺炎疫情、客户满意度和纽约州芬格湖地区品酒室的销售业绩

IF 1.8

International Journal of Wine Business Research Pub Date : 2021-08-17 DOI: 10.1108/ijwbr-02-2021-0011

T. Davis, M. Gómez

{"title":"The COVID-19 pandemic, customer satisfaction and sales performance in wine tasting rooms in the Finger Lakes region of New York State","authors":"T. Davis, M. Gómez","doi":"10.1108/ijwbr-02-2021-0011","DOIUrl":"https://doi.org/10.1108/ijwbr-02-2021-0011","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to identify the drivers of customer satisfaction (CS) and sales performance at wineries in the Finger Lakes region of New York State in the context of changes winery tasting rooms implemented due to the COVID-19 pandemic.\u0000\u0000\u0000Design/methodology/approach\u0000A survey was administered to tasting room visitors at two wineries in October 2020 in the Finger Lakes region of New York State resulting in 215 usable survey responses measuring customer satisfaction. A factor analysis was used to identify primary factors influencing overall CS. The authors then modeled how these primary factors, along with various demographic factors, influence sales metrics. The results are then compared with previous estimates of such drivers in pre-COVID tasting rooms.\u0000\u0000\u0000Findings\u0000The authors identified four main CS factors: Staff Interactions, Wine Tasting, COVID-19 Precautions and Ambience that play a significant role in overall CS. Of these, Wine Tasting was shown to have a positive influence on total amount spent and the number of bottles purchased, whereas COVID-19 Precautions positively impacted the number of bottles purchased. Overall, CS is also shown to positively impact total amount spent and number of bottles purchased. Customers are shown to prefer some changes to the tasting room due to COVID-19, such as having table service and reservations.\u0000\u0000\u0000Originality/value\u0000This is the first study researching the influence of certain tasting room changes implemented due to the COVID-19 pandemic has had on CS and wine-purchasing decisions in tasting rooms.\u0000","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":" ","pages":""},"PeriodicalIF":1.8,"publicationDate":"2021-08-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44333278","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 1

Uncovering hidden Human Capital in uncertain times by exploring strategic resources in Spanish wineries 探索西班牙酒庄的战略资源，发掘不确定时期隐藏的人力资本

IF 1.8

International Journal of Wine Business Research Pub Date : 2021-08-14 DOI: 10.1108/ijwbr-01-2021-0002

Fernando A. Martín-Hidalgo, Ana Pérez-Luño

{"title":"Uncovering hidden Human Capital in uncertain times by exploring strategic resources in Spanish wineries","authors":"Fernando A. Martín-Hidalgo, Ana Pérez-Luño","doi":"10.1108/ijwbr-01-2021-0002","DOIUrl":"https://doi.org/10.1108/ijwbr-01-2021-0002","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to explore the continuous identification of tangible and intangible strategic resources needed to achieve competitive advantages in uncertain times in Spanish wineries, highlighting the critical value of human capital.\u0000\u0000\u0000Design/methodology/approach\u0000By means of a case study of a Spanish Sherry winery theoretically based on the Resource Based View (RBV) of the firm, the paper focuses on the influence of environmental uncertainty on firms’ strategic resources and the need for in-depth knowledge. Direct participation and experience in the business has allowed access to data for a longitudinal exploratory analysis.\u0000\u0000\u0000Findings\u0000Human Capital, especially managers’ knowledge and experience, has been the key to the survival and success of the company analysed, throughout its history.\u0000\u0000\u0000Practical implications\u0000The paper guides managers, especially in microenterprises and SMEs, on the inclusion among the firm's strategic resources of a part of their own Human Capital that is generally not considered.\u0000\u0000\u0000Originality/value\u0000This paper contributes to the RBV and Self-Reflection Theory by demonstrating the value of Human Capital in a small family business under extremely uncertain times.\u0000","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":" ","pages":""},"PeriodicalIF":1.8,"publicationDate":"2021-08-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44291277","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 1

A multicriteria model for evaluation of Brazilian wineries from a tourism destination perspective 从旅游目的地角度评价巴西葡萄酒厂的多准则模型

IF 1.8

International Journal of Wine Business Research Pub Date : 2021-07-29 DOI: 10.1108/ijwbr-12-2020-0057

Kettrin Farias Bem Maracajá, V. B. Schramm, F. Schramm, V. Valduga

{"title":"A multicriteria model for evaluation of Brazilian wineries from a tourism destination perspective","authors":"Kettrin Farias Bem Maracajá, V. B. Schramm, F. Schramm, V. Valduga","doi":"10.1108/ijwbr-12-2020-0057","DOIUrl":"https://doi.org/10.1108/ijwbr-12-2020-0057","url":null,"abstract":"\u0000Purpose\u0000This paper aims to propose a multicriteria model for the evaluation of tourist service quality in Brazilian wineries from a tourism perspective.\u0000\u0000\u0000Design/methodology/approach\u0000The model is comprising two phases: structure of the problem and application of the method. First, the selection of wineries in a given region, the identification of decision-makers that will perform the evaluation according to a set of 19 criteria based on the Tourqual protocol and the construction of the evaluation matrix in the next phase. Then, the analytic hierarchy process (AHP) method is applied and a rank of wineries is provided.\u0000\u0000\u0000Findings\u0000The model is applied to evaluate the seven most important wineries in South Brazil and the results provided by the AHP method, considering the categories of Tourqual protocol, are consistent with the opinion of specialists in wine tourism.\u0000\u0000\u0000Research limitations/implications\u0000The model needs to be applied to other case studies to evaluate the consistency of the results and their acceptability by the tourism sector.\u0000\u0000\u0000Practical implications\u0000The model has the potential to be applied as a formal tool for evaluation of wineries, support decision-making processes in different wine tourism management structures: private wine and tourism organizations; public managers of tourism activity and managers of governance structures.\u0000\u0000\u0000Originality/value\u0000This paper presents a novel AHP-based model for evaluation of service quality in the winery’s tourism domain, an empirical application of the model for evaluation of wineries in one of the most important regions that produce grapes and wine in South America.\u0000","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":" ","pages":""},"PeriodicalIF":1.8,"publicationDate":"2021-07-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46815192","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 2

I think I like this: assessing conscious versus subconscious wine taste responses using neuroscientific techniques 我想我喜欢这个:用神经科学技术评估有意识和潜意识的葡萄酒味道反应

IF 1.8

International Journal of Wine Business Research Pub Date : 2021-07-16 DOI: 10.1108/IJWBR-09-2020-0047

Jeandri Robertson, Caitlin C. Ferreira, M. Reyneke, D. Rosenstein

{"title":"I think I like this: assessing conscious versus subconscious wine taste responses using neuroscientific techniques","authors":"Jeandri Robertson, Caitlin C. Ferreira, M. Reyneke, D. Rosenstein","doi":"10.1108/IJWBR-09-2020-0047","DOIUrl":"https://doi.org/10.1108/IJWBR-09-2020-0047","url":null,"abstract":"\u0000Purpose\u0000This methodological paper aims to demonstrate the potential benefits of using consumer neuroscientific methodologies to measure consumers’ subconscious responses when consuming wine during a taste experiment. By comparing conscious and subconscious evaluations during a tasting experience this study illustrates how this methodology offers a more nuanced understanding of the consumer evaluation of wine during a consumption experience.\u0000\u0000\u0000Design/methodology/approach\u0000The research made use of a single-case taste test experiment whereby a wine expert blind-tasted 20 white wine varietals. Throughout each tasting, subconscious responses were measured using electroencephalography (EEG), combined with conscious measures of stated preferences using a questionnaire.\u0000\u0000\u0000Findings\u0000Stark differences were observed between the results of the conscious and subconscious wine evaluation measures, underscoring the complex nature of consumer decision-making and preference development. This study practically demonstrates the use and value of EEG as a consumer neuroscientific methodology in a wine marketing context.\u0000\u0000\u0000Originality/value\u0000This paper demonstrates the value of neuroscience techniques in identifying differences in the conscious and subconscious wine evaluation measures. This study practically demonstrates the use and value of EEG as a consumer neuroscientific methodology in a wine marketing context.\u0000","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":" ","pages":""},"PeriodicalIF":1.8,"publicationDate":"2021-07-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47447479","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 1

Modeling hedonic motive–based segments of wine festival visitors using decision tree approach 利用决策树方法对葡萄酒节游客的享乐动机进行建模

IF 1.8

International Journal of Wine Business Research Pub Date : 2021-07-09 DOI: 10.1108/IJWBR-01-2021-0001

Valsaraj Payini, K. Bolar, J. Mallya, V. Kamath

{"title":"Modeling hedonic motive–based segments of wine festival visitors using decision tree approach","authors":"Valsaraj Payini, K. Bolar, J. Mallya, V. Kamath","doi":"10.1108/IJWBR-01-2021-0001","DOIUrl":"https://doi.org/10.1108/IJWBR-01-2021-0001","url":null,"abstract":"\u0000Purpose\u0000This study aims to identify and validate the different clusters of wine festival visitors based on their hedonic motivation. Further, this study also sought how identified clusters were different in terms of perceived value, satisfaction and loyalty to the wine festival.\u0000\u0000\u0000Design/methodology/approach\u0000A survey was conducted during the International Beach Wine Festival held in Karnataka, India, to collect primary data from 400 visitors. Data were subjected to a two-step cluster analysis. Further, cluster segmentation based on visitors’ demographics, perceived value, satisfaction and loyalty was conducted. Decision tree analysis based on recursive partitioning algorithm was used to validate the clusters.\u0000\u0000\u0000Findings\u0000A two-step cluster analysis identified two distinct segments and named those as elite and informal visitors based on hedonic motivation. The cluster scores show that the elite group had the best ratings on social status, socialization and family harmony. On the other hand, the informal group had top scores for wine tasting, enjoyment, change from routine and the festival atmosphere. Decision tree analysis results indicate that social status enjoyment and taste motives differentiate an informal group from the elite group.\u0000\u0000\u0000Research limitations/implications\u0000This study was conducted in a wine festival held in a single location. To assess the strength of the results, case studies in other regions will be of importance.\u0000\u0000\u0000Originality/value\u0000This study extended the knowledge of the wine festival by adapting hedonic motivation as a basis for wine festival segmentation. Besides, this study’s empirical findings would greatly benefit wine festival organizers to formulate an appropriate marketing strategy to target each wine festival visitors’ cluster based on the differentiating factors obtained from the decision tree modelling.\u0000","PeriodicalId":46955,"journal":{"name":"International Journal of Wine Business Research","volume":" ","pages":""},"PeriodicalIF":1.8,"publicationDate":"2021-07-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46316873","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 1