从游客的角度体验葡萄酒旅游目的地

IF 2.3 Q1 AGRONOMY
Marcia Mariluz Amaral, Vitor Roslindo Kuhn, Sara Joana Gadotti dos Anjos, Luiz Carlos da Silva Flores
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引用次数: 0

摘要

本研究的目的是根据游客自己的叙述来分析葡萄酒旅游的体验。此外,考虑到游客的细分,本研究旨在研究与葡萄酒目的地内这些体验相关的强度水平。设计/方法/方法本研究采用混合方法分析数据,包括演绎过程和内容分析。数据收集程序包括书目审查和通过网络研究进行的数据调查,以分析Vale dos Vinhedos游客在TripAdvisor上分享的954条游客评论。此外,还进行了统计分析,以评估在不同的细分市场概况中,属性引用是否存在显著差异。研究发现,与逃避主义不同,不同侧面段在娱乐、美学、教育和互动维度上的强度没有显著差异。调查结果显示,“酒庄”、“葡萄酒”、“产品和服务”以及“景观”等属性对所有游客都很重要。此外,研究表明,葡萄酒旅游目的地的社会互动并不像之前假设的那样重要。原创性/价值本研究是利用电子口碑数据进行市场细分的方法论进步。它为研究地点的经验细微差别以及与访问者细分相关的这些经验的不同程度提供了至关重要的见解。此外,本研究的贡献不仅具有理论意义,而且对市场细分策略具有实际意义。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Experiences in a wine tourism destination from the visitors’ perspective
Purpose The objective of this study is to analyze the experiences in wine tourism according to narratives shared by the visitors themselves. Furthermore, this study aims to examine the levels of intensity associated with these experiences within a wine destination, considering the segmentation of visitors. Design/methodology/approach This study uses a mixed-methods approach to analyze data, incorporating a deductive process followed by content analysis. Data collection procedures include a bibliographic review and a data survey conducted through netnography research to analyze 954 visitor reviews on TripAdvisor shared by visitors to Vale dos Vinhedos. Also, statistical analysis is performed to assess whether there are any significant variations in attribute citations among different market segmentation profiles. Findings The study’s discoveries indicate that there are no significant differences in intensity among profile segments for the dimensions of entertainment, aesthetics, educational and interactions, unlike escapism. The findings reveal that attributes such as “winery,” “wine,” “products and services” and “landscape” are essential for all visitors. In addition, the study shows that social interactions in the wine tourism destination are not as significant as previously assumed. Originality/value This research study constitutes a methodological advancement in the field of market segmentation using electronic word-of-mouth data. It provides crucial insights into the experiential nuances of the research locus and the varying degrees of these experiences in relation to visitor segmentation. Additionally, the contributions of this study are not only of theoretical importance but also hold practical implications for market segmentation strategies.
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来源期刊
CiteScore
4.90
自引率
11.10%
发文量
23
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