Segmentation Based on Motives for Attending a Wine Festival in Greece

Spyridon Mamalis (), Irene Kamenidou and Aikaterini Stavrianea
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Spyridon Mamalis: Democritus University of Thrace
Irene Kamenidou: Democritus University of Thrace
Aikaterini Stavrianea: National and Kapodistrian University of Athens

A chapter in Strategic Innovative Marketing and Tourism, 2025, pp 263-270 from Springer

Abstract: Abstract Wine festivals are an integrated part of wine tourism. This study presents the preliminary results of an ongoing research that deals with motives to visit a wine festival in Greece and segments wine festival attendees based on their motives. Through an online non-probability data collection method with the help of a questionnaire, a convenient sample of 787 wine festival visitors was collected. Twenty-eight motives were rated on a 7-point Likert scale. Main motives were to try local wine (MV = 5.79), to have fun (MV = 5.78) and to try a variety of different wines (MV = 5.70). Factor analysis of the 28 motives produced five factors accounting for 71.5% of total variance. These factors were named as “Tasting experience”, “Sense of belonging” “Entertainment and fun”, “Socializing”, and “Family togetherness”. K-means cluster analysis provided with three distinct groups of festival attendees based on their motives. The first cluster (n = 348) has as main motives to try local wine, have fun and socialize. The second cluster (n = 261) considers all factors as motives to attend a wine festival. Lastly, the third cluster (n = 178) considers trying local wines as their only motive (and neutral rated) to attend a wine festival. Implications of the results are discussed for wine festival organizers and wine festival marketing staff in order to increase tourist attendees and satisfaction.

Keywords: Wine Tourism; Segmentation; Marketing Communications (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-81962-9_29

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DOI: 10.1007/978-3-031-81962-9_29

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