Summary of - Modeling Hedonic Motive–Based Segments of Wine Festival Visitors Using Decision Tree Approach

Document Type

Article

Abstract

Study Background:
The study focuses on segmenting wine festival visitors based on their hedonic motivations and evaluating how these segments differ in perceived value, satisfaction, and loyalty.

Research Goals and Hypotheses:
The goal is to identify distinct clusters of wine festival visitors and understand the factors driving their motivations and experiences. The hypothesis is that hedonic motivations can segment visitors into meaningful clusters with differing perceptions and behaviors.

Methodological Approach:
A survey of 400 visitors at the International Beach Wine Festival in Karnataka, India, was conducted. Two-step cluster analysis and decision tree analysis were used to segment and validate the clusters.

Results and Discoveries:
Two distinct visitor segments, elite and informal, were identified. The elite group rated higher on social status and family harmony, while the informal group valued wine tasting and festival enjoyment. The decision tree analysis validated these segments.

Publication Date:
2022

Recommended Citation:
Payini, V., Bolar, K., Mallya, J., & Kamath, V. (2022). Modeling hedonic motive–based segments of wine festival visitors using decision tree approach. International Journal of Wine Business Research, 34(1), 19-36.

Publication Date

2022

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