Purpose

This paper aims to offer an experiential segmentation based on the analysis of comments from wine tourists from different Mexican wine regions, using netnography as a data collection and analysis tool.

Design/methodology/approach

The netnography methodology was applied in three steps: first, collecting consumer opinions (TripAdvisor 1,240 opinions, 2017–2019) from their visits to 20 wineries in four Mexican wine regions. Second, organizing of the data by classifying the various experiences. Third, by the application of multiple correspondence and cluster analysis to consolidate four segments taking as reference the 4Es Model.

Findings

The results show that of the four Mexican wine regions, Baja California is divided between the aesthetic and wine focus segments, Coahuila is more associated to the educational segment, while tourist who visit Queretaro tend to relate to the activities of the entertainment segment.

Research limitations/implications

The scarce literature that exists regarding wine tourism in Mexico made certain comparisons and relationships to the results difficult to establish.

Practical implications

The results provide stakeholders (wineries, state tourism departments, wine tourism marketers and wine tourism researchers) a segmentation proposal focused on tourist experiences to improve marketing programs and wine tourism offerings.

Originality/value

The use of netnography as a tool for wine tourism research in Mexico is one that has not been previously explored. In addition, this study considers different Mexican wine regions, which allows for comparisons and relationships between them that can contribute to greater market differentiation.

中文翻译：

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使用网络学对墨西哥葡萄酒产区的葡萄酒旅游体验进行细分

目的

本文旨在通过分析来自不同墨西哥葡萄酒产区的葡萄酒游客的评论，使用网络志作为数据收集和分析工具，提供体验式细分。

设计/方法/方法

网络志方法学分三个步骤应用：首先，从他们访问墨西哥四个葡萄酒产区的 20 家酒厂中收集消费者意见（TripAdvisor 1,240 条意见，2017-2019 年）。其次，通过对各种经验进行分类来组织数据。第三，参照4Es模型，应用多重对应和聚类分析，整合四个环节。

发现

结果表明，在墨西哥的四个葡萄酒产区中，下加利福尼亚州分为审美和葡萄酒重点部分，科阿韦拉更多与教育部分相关，而访问克雷塔罗的游客倾向于与娱乐部分的活动相关。

研究限制/影响

关于墨西哥葡萄酒旅游的稀缺文献使得难以建立与结果的某些比较和关系。

实际影响

结果为利益相关者（酿酒厂、州旅游部门、葡萄酒旅游营销人员和葡萄酒旅游研究人员）提供了一个专注于旅游体验的细分建议，以改进营销计划和葡萄酒旅游产品。

原创性/价值

使用网络志作为墨西哥葡萄酒旅游研究的工具是以前从未探索过的。此外，本研究还考虑了不同的墨西哥葡萄酒产区，这使得它们之间的比较和关系可以促进更大的市场差异化。