MARKET SEGMENTATION IN WINE TOURISM: A COMPARISON OF APPROACHES Article Swipe

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Wine Psychographic Tourism Market segmentation Demographics Profiling (computer programming) Marketing Advertising Segmentation Business Geography Computer science Sociology Artificial intelligence Food science Archaeology Operating system Chemistry Demography

Maria Alebaki , Olga Iakovidou ·

YOU? · · 2021 · Open Access · · DOI: https://doi.org/10.26215/tourismos.v6i1.199 · OA: W54614600

In an attempt to approach wine tourism as a form of consumer behaviour, a substantial amount of research has focused on the demand-side, exploring the consumers who travel to wine regions. Despite the fact that there is no single, stereotypical “wine tourist”, some distinctive characteristics regarding demographics, motivations or wine lifestyle can be drawn from literature. Several authors have recently addressed this issue and developed various wine tourist typologies, on the basis both of socio-economic and psychographic data. The objective of this paper is to provide a better understanding of the wine tourist, taking into account the different approaches for profiling and segmentation that have been used in recent studies.