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Segmentation Based on Motives for Attending a Wine Festival in Greece

Author

Listed:
  • Spyridon Mamalis

    (Democritus University of Thrace)

  • Irene Kamenidou

    (Democritus University of Thrace)

  • Aikaterini Stavrianea

    (National and Kapodistrian University of Athens)

Abstract

Wine festivals are an integrated part of wine tourism. This study presents the preliminary results of an ongoing research that deals with motives to visit a wine festival in Greece and segments wine festival attendees based on their motives. Through an online non-probability data collection method with the help of a questionnaire, a convenient sample of 787 wine festival visitors was collected. Twenty-eight motives were rated on a 7-point Likert scale. Main motives were to try local wine (MV = 5.79), to have fun (MV = 5.78) and to try a variety of different wines (MV = 5.70). Factor analysis of the 28 motives produced five factors accounting for 71.5% of total variance. These factors were named as “Tasting experience”, “Sense of belonging” “Entertainment and fun”, “Socializing”, and “Family togetherness”. K-means cluster analysis provided with three distinct groups of festival attendees based on their motives. The first cluster (n = 348) has as main motives to try local wine, have fun and socialize. The second cluster (n = 261) considers all factors as motives to attend a wine festival. Lastly, the third cluster (n = 178) considers trying local wines as their only motive (and neutral rated) to attend a wine festival. Implications of the results are discussed for wine festival organizers and wine festival marketing staff in order to increase tourist attendees and satisfaction.

Suggested Citation

  • Spyridon Mamalis & Irene Kamenidou & Aikaterini Stavrianea, 2025. "Segmentation Based on Motives for Attending a Wine Festival in Greece," Springer Proceedings in Business and Economics,, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-81962-9_29
    DOI: 10.1007/978-3-031-81962-9_29
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