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        Market segmentation in emerging winery tourism destinations: The case of Wisconsin and Minnesota, United States

        이제니,맥콜덴,홀리첵돈 관광경영학회 2020 관광경영연구 Vol.94 No.-

        Wisconsin and Minnesota have developed a new and rapidly growing winery tourism industry that is based on a new type of grape that is strong enough to withstand cold weather in the northern Midwest United States. As wineries in these states represent a still-emerging tourism industry, it is critical that they develop effective strategies to attract new visitors. To do this, they need to understand winery visitors’ characteristics and their behaviors at wineries. To facilitate such an understanding, this study profiled winery visitors based on their wine-related lifestyle (WRL; wine consumption behaviors and wine involvement), winery experience (satisfaction and primary winery activity), and socio-demographic factors. Winery visitors in Wisconsin and Minnesota were asked to provide their e-mail addresses, and a post-visit online survey was e-mailed to them. With the completed surveys, a cluster analysis was used to classify the winery visitors into three groups. The groups revealed varying amounts of wine purchases and different levels of winery loyalty. The study contributes theoretically to winery tourism knowledge by including winery activities in addition to conventional wine consumption characteristics. Winery owners stand to benefit from this research by being able to target key visitor groups that contribute the most to winery revenue.

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