Purpose

This study aims to identify and validate the different clusters of wine festival visitors based on their hedonic motivation. Further, this study also sought how identified clusters were different in terms of perceived value, satisfaction and loyalty to the wine festival.

Design/methodology/approach

A survey was conducted during the International Beach Wine Festival held in Karnataka, India, to collect primary data from 400 visitors. Data were subjected to a two-step cluster analysis. Further, cluster segmentation based on visitors’ demographics, perceived value, satisfaction and loyalty was conducted. Decision tree analysis based on recursive partitioning algorithm was used to validate the clusters.

Findings

A two-step cluster analysis identified two distinct segments and named those as elite and informal visitors based on hedonic motivation. The cluster scores show that the elite group had the best ratings on social status, socialization and family harmony. On the other hand, the informal group had top scores for wine tasting, enjoyment, change from routine and the festival atmosphere. Decision tree analysis results indicate that social status enjoyment and taste motives differentiate an informal group from the elite group.

Research limitations/implications

This study was conducted in a wine festival held in a single location. To assess the strength of the results, case studies in other regions will be of importance.

Originality/value

This study extended the knowledge of the wine festival by adapting hedonic motivation as a basis for wine festival segmentation. Besides, this study’s empirical findings would greatly benefit wine festival organizers to formulate an appropriate marketing strategy to target each wine festival visitors’ cluster based on the differentiating factors obtained from the decision tree modelling.

中文翻译：

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使用决策树方法对基于享乐动机的葡萄酒节访客部分进行建模

目的

本研究旨在根据他们的享乐动机识别和验证不同的葡萄酒节游客群。此外，本研究还探讨了所识别的集群在感知价值、满意度和对葡萄酒节的忠诚度方面有何不同。

设计/方法/方法

在印度卡纳塔克邦举行的国际海滩葡萄酒节期间进行了一项调查，以收集 400 名游客的主要数据。对数据进行两步聚类分析。此外，还进行了基于访问者人口统计、感知价值、满意度和忠诚度的集群细分。基于递归划分算法的决策树分析被用来验证聚类。

发现

两步聚类分析确定了两个不同的部分，并根据享乐动机将它们命名为精英和非正式访问者。聚类分数显示，精英群体在社会地位、社会化和家庭和谐方面的评分最高。另一方面，非正式组在品酒、享受、改变常规和节日气氛方面得分最高。决策树分析结果表明，社会地位享受和品味动机将非正式群体与精英群体区分开来。

研究限制/影响

这项研究是在一个地点举行的葡萄酒节中进行的。为了评估结果的强度，其他地区的案例研究将很重要。

原创性/价值

本研究通过将享乐动机作为葡萄酒节细分的基础，扩展了葡萄酒节的知识。此外，本研究的实证结果将极大地有利于葡萄酒节组织者根据从决策树建模中获得的差异化因素，制定针对每个葡萄酒节游客群的适当营销策略。