用网络图谱对墨西哥葡萄酒产区的葡萄酒旅游体验进行分割

IF 2.3 Q1 AGRONOMY
A. Hernández, Silverio Alarcón, Lino Meraz Ruiz
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引用次数: 1

摘要

本文旨在利用网络学作为数据收集和分析工具,在分析墨西哥不同葡萄酒产区葡萄酒游客评论的基础上,提供一种体验式细分。设计/方法/方法网络学方法的应用分为三个步骤:首先,收集消费者对墨西哥四个葡萄酒产区20家酒庄的意见(2017-2019年,TripAdvisor有1240条意见)。第二,通过对各种经验进行分类来组织数据。第三,借鉴4Es模型,运用多重对应和聚类分析对四段进行整合。结果表明,在四个墨西哥葡萄酒产区中,下加利福尼亚州分为审美和葡萄酒焦点部分,科阿韦拉更倾向于教育部分,而访问克雷塔罗的游客则倾向于娱乐部分的活动。研究局限性/意义关于墨西哥葡萄酒旅游的文献很少,因此很难对结果进行比较和建立关系。研究结果为利益相关者(酿酒厂、州旅游部门、葡萄酒旅游营销人员和葡萄酒旅游研究人员)提供了一个以游客体验为重点的细分建议,以改进营销计划和葡萄酒旅游产品。原创性/价值将网络摄影作为墨西哥葡萄酒旅游研究的一种工具是以前从未探索过的。此外,本研究考虑了不同的墨西哥葡萄酒产区,这使得它们之间的比较和关系可以有助于更大的市场差异化。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Segmentation of wine tourism experience in Mexican wine regions using netnography
Purpose This paper aims to offer an experiential segmentation based on the analysis of comments from wine tourists from different Mexican wine regions, using netnography as a data collection and analysis tool. Design/methodology/approach The netnography methodology was applied in three steps: first, collecting consumer opinions (TripAdvisor 1,240 opinions, 2017–2019) from their visits to 20 wineries in four Mexican wine regions. Second, organizing of the data by classifying the various experiences. Third, by the application of multiple correspondence and cluster analysis to consolidate four segments taking as reference the 4Es Model. Findings The results show that of the four Mexican wine regions, Baja California is divided between the aesthetic and wine focus segments, Coahuila is more associated to the educational segment, while tourist who visit Queretaro tend to relate to the activities of the entertainment segment. Research limitations/implications The scarce literature that exists regarding wine tourism in Mexico made certain comparisons and relationships to the results difficult to establish. Practical implications The results provide stakeholders (wineries, state tourism departments, wine tourism marketers and wine tourism researchers) a segmentation proposal focused on tourist experiences to improve marketing programs and wine tourism offerings. Originality/value The use of netnography as a tool for wine tourism research in Mexico is one that has not been previously explored. In addition, this study considers different Mexican wine regions, which allows for comparisons and relationships between them that can contribute to greater market differentiation.
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来源期刊
CiteScore
4.90
自引率
11.10%
发文量
23
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