Purpose

The objective of this study is to analyze the experiences in wine tourism according to narratives shared by the visitors themselves. Furthermore, this study aims to examine the levels of intensity associated with these experiences within a wine destination, considering the segmentation of visitors.

Design/methodology/approach

This study uses a mixed-methods approach to analyze data, incorporating a deductive process followed by content analysis. Data collection procedures include a bibliographic review and a data survey conducted through netnography research to analyze 954 visitor reviews on TripAdvisor shared by visitors to Vale dos Vinhedos. Also, statistical analysis is performed to assess whether there are any significant variations in attribute citations among different market segmentation profiles.

Findings

The study’s discoveries indicate that there are no significant differences in intensity among profile segments for the dimensions of entertainment, aesthetics, educational and interactions, unlike escapism. The findings reveal that attributes such as “winery,” “wine,” “products and services” and “landscape” are essential for all visitors. In addition, the study shows that social interactions in the wine tourism destination are not as significant as previously assumed.

Originality/value

This research study constitutes a methodological advancement in the field of market segmentation using electronic word-of-mouth data. It provides crucial insights into the experiential nuances of the research locus and the varying degrees of these experiences in relation to visitor segmentation. Additionally, the contributions of this study are not only of theoretical importance but also hold practical implications for market segmentation strategies.

中文翻译：

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从游客的角度体验葡萄酒旅游目的地

目的

本研究的目的是根据游客自己分享的叙述来分析葡萄酒旅游的体验。此外，本研究旨在考虑游客的细分，研究与葡萄酒目的地内这些体验相关的强度水平。

设计/方法论/途径

本研究采用混合方法来分析数据，结合演绎过程和内容分析。数据收集程序包括书目审查和通过网络志研究进行的数据调查，以分析 Vale dos Vinhedos 访客在 TripAdvisor 上分享的 954 条访客评论。此外，还进行统计分析，以评估不同市场细分概况之间的属性引用是否存在显着差异。

发现

该研究的发现表明，与逃避现实不同，娱乐、审美、教育和互动维度的个人资料片段之间的强度没有显着差异。研究结果表明，“酒庄”、“葡萄酒”、“产品和服务”和“景观”等属性对所有游客来说都是至关重要的。此外，研究表明葡萄酒旅游目的地的社会互动并不像之前假设的那么重要。

原创性/价值

这项研究构成了使用电子口碑数据进行市场细分领域的方法论进步。它提供了关于研究地点的体验细微差别以及这些体验与访客细分相关的不同程度的重要见解。此外，这项研究的贡献不仅具有理论重要性，而且对市场细分策略也具有实际意义。