Wine tourists in Chile: segmentation and behavior

Abstract

The aim of this work is to contribute to the analysis of the wine tourists’ profile, segmenting them according to their degree of involvement with wine and discovering how each group plans its trip and behaves before and during visiting the wineries, recommending to the entities related to tourism and wineries, respectively, measures to boost wine tourism. Twenty-three wineries representing the main Chilean winery regions participated in the study, which is a result of the opinion of 362 visitors. The results confirm that the groups least involved with wine are most susceptible to physical aspects and entertainment, while the most involved individuals value the wine, its tasting, variety and purchase. The main source of information for those planning a wine trip is their family and friend’s recommendation, while the main motivations are tasting wines and expanding knowledge about it. Unanimously, all four groups of tourists consider the service as a very important factor.