Tourism
EJTHR Research
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Printed in Portugal
SEGMENTING WINE FESTIVAL
ATTENDEES BY LEVEL OF WINE
KNOWLEDGE TO ENHANCE
FUTURE DESTINATION
MARKETING STRATEGIES
Harsha E. Chacko and David Pearlman
University of New Orleans, USA
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RESUMEN: (OWXULVPRGHHYHQWRVHVSHFLDOHVVHYROYLyHQXQVHFWRUFDGDYH]PiVLPSRUWDQWH
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HVWUDWHJLDVGHPDUNHWLQJPiVHÀFDFHV/RVGDWRVIXHURQREWHQLGRVDWUDYpVGHHQFXHVWDVSUHVenciales (intercepted surveys) durante el 1HZ2UOHDQV:LQHDQG)RRG([SHULHQFH12:)(XQ
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GHODYLVLWDGXUDFLyQGHODHVWDQFLD\FRPSRUWDPLHQWRUHODWLYRDORVJDVWRV(OSUHVHQWHDUWtculo analiza la forma como estas diferencias entre segmentos pueden ser utilizadas de forma
a promocionar un mejor posicionamiento del festival en el mercado y a desarrollar comuniFDFLRQHVGHPDUNHWLQJPiVHÀFDFHV$GHPiVORVGDWRVIXHURQREWHQLGRVDWUDYpVGHXQDVXE
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un análisis factorial, resultando en dos factores, el conocimiento especializado y el placer. Un
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elevados de conocimiento de vinos y el factor de conocimiento especializado. Palabras clave:
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Harsha E. Chacko is a Professor of Hotel, Restaurant and Tourism Administration at
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RESUMO: O turismo de eventos especiais tornou-se um setor cada vez mais importante na
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da visita, duração da estadia) e comportamento relativo aos gastos. O presente artigo analisa
a forma como estas diferenças entre segmentos podem ser utilizadas de forma a promover
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fatorial, resultando em dois fatores, o conhecimento especializado e o prazer. Uma análise
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conhecimento de vinhos e o fator conhecimento especializado. Palavras-chave: Turismo de
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ZLQHDQGIRRGUHODWHGDFWLYLWLHV7,$7KLVUHVHDUFKDOVRUHSRUWed that almost one in ten travelers were involved in some wine related
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localwineevents.com) lists over 800 wine festivals including prominent
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are visiting the destination for the primary purpose of attending the
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