segmenting wine festival attendees by level of wine knowledge to

segmenting wine festival attendees by level of wine knowledge to

Tourism
EJTHR Research
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© 2014 Polytechnic Institute of Leiria. All rights reserved
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
ABSTRACT: 6SHFLDOHYHQWWRXULVPKDVEHFRPHDQLQFUHDVLQJO\LPSRUWDQWVHFWRUZLWKLQWKH
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RESUMEN: (OWXULVPRGHHYHQWRVHVSHFLDOHVVHYROYLyHQXQVHFWRUFDGDYH]PiVLPSRUWDQWH
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HVWUDWHJLDVGHPDUNHWLQJPiVHÀFDFHV/RVGDWRVIXHURQREWHQLGRVDWUDYpVGHHQFXHVWDVSUHVenciales (intercepted surveys) durante el 1HZ2UOHDQV:LQHDQG)RRG([SHULHQFH12:)(XQ
IHVWLYDODQXDOJDVWURQyPLFR\GHYLQRVUHVXOWDQGRHQUHVSXHVWDV~WLOHV/RVHQFXHVWDGRV
IXHURQVHJPHQWDGRVHQWUHVJUXSRVEDVDGRHQHOQLYHOGHFRQRFLPLHQWRGHYLQRV\HODQiOLVLVGHORVGDWRVGHPRVWUyTXHH[LVWtDQGLIHUHQFLDVVLJQLÀFDWLYDVHQWUHORVJUXSRVHQWpUPLQRV
GHPRJUiÀFRVJpQHURUHQGLPLHQWRVUHVLGHQFLDFDUDFWHUtVWLFDVGHOYLDMHSULQFLSDOREMHWLYR
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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103
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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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