Wine tourist profiling in the Porto wine cellars: segmentation based on wine product involvement

Vasco Santos*, Paulo Ramos, Nuno Almeida, João Marôco, Enrique Santos-Pavón

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

3 Citations (Scopus)

Abstract

This paper segments a sample of 918 Porto wine cellars visitors based on their wine product involvement. A segmentation methodology was applied to the wine product involvement of wine tourists. Three clusters were identified with high, medium and low wine product involvement levels. The relevant theoretical contribution of this study was to provide new evidence of segmentation based on product involvement studies in the wine tourism market field in an area were empirical studies still remain scarce. The findings offer managerial implications regarding the wine tourists’ identification and how to better adapt the visits. This is also the first study demonstrating wine tourist profiling and segmentation specifically applied to involvement with the Porto wine product.

Original languageEnglish
Pages (from-to)577-590
Number of pages14
JournalAnatolia
Volume31
Issue number4
DOIs
Publication statusPublished - 1 Oct 2020

Keywords

  • Cluster analysis
  • Tourist segmentation
  • Wine cellars tourists
  • Wine product involvement

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