Why wine tourists visit cellar doors: Segmenting motivation and destination image

Authors: Bruwer, J., Prayag, G. and Disegna, M.

Journal: International Journal of Tourism Research

Volume: 20

Issue: 3

Pages: 355-366

eISSN: 1522-1970

ISSN: 1099-2340

DOI: 10.1002/jtr.2187

Abstract:

This study examines the relationship between the motivation of wine tourists to visit cellar doors and destination image perception. A survey of tourists resulted in 676 useable questionnaires. Using a novel segmentation method, self-organizing maps, and bagged clustering, the study identified 5 distinct motivation clusters. These clusters were different on only gender and previous visit to the wine region. Three clusters of destination image were identified using the same segmentation method. Significant relationships were found between the motivation and destination image clusters. Implications for destination marketing and managing the tourist experience at the winery cellar door are discussed.

http://eprints.bournemouth.ac.uk/30199/

Source: Scopus

Why wine tourists visit cellar doors: Segmenting motivation and destination image

Authors: Bruwer, J., Prayag, G. and Disegna, M.

Journal: INTERNATIONAL JOURNAL OF TOURISM RESEARCH

Volume: 20

Issue: 3

Pages: 355-366

eISSN: 1522-1970

ISSN: 1099-2340

DOI: 10.1002/jtr.2187

http://eprints.bournemouth.ac.uk/30199/

Source: Web of Science (Lite)

Why Wine Tourists Visit Cellar Doors: Segmenting Motivation and Destination Image

Authors: Bruwer, J., Girish, P. and Disegna, M.

Journal: International Journal of Tourism Research

Publisher: John Wiley & Sons Ltd.

ISSN: 1099-2340

DOI: 10.1002/jtr.2187

http://eprints.bournemouth.ac.uk/30199/

Source: Manual