Tourist segmentation in Taiwan's wineries: A cultural perspective

Main Article Content

Huei-Ju Chen
Mathilde Sasias
Cite this article:  Chen, H., & Sasias, M. (2014). Tourist segmentation in Taiwan's wineries: A cultural perspective. Social Behavior and Personality: An international journal, 42(2), 223-236.


Abstract
Full Text
References
Tables and Figures
Acknowledgments
Author Contact

We examined the segmentation of wine tourists in Taiwan in relation to their cultural values and lifestyle, and conducted a cultural comparison of wine drinking values and lifestyle between the results of Western and Taiwanese studies. The results of factor analysis and a 2-step cluster analysis of 428 wine tourists at the Shin-Yi and Shu-Sheng wineries showed that wine tourists can be categorized into 3 groups: conservative, hedonistic, and reward seeking. Our findings may assist Taiwanese winery owners to utilize marketing strategies that consider the lifestyle and cultural values of wine tourists, so that the appeal of the wines and wineries will be increased.

Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.

Article Details

© 2014 Scientific Journal Publishers Limited. All Rights Reserved.