Summary of Modeling hedonic motive–based segments of wine festival visitors using decision tree approach

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Article

Abstract

Study Background: Understanding these segments is crucial for festival organizers and marketers, as it allows for developing targeted strategies to enhance visitor satisfaction and increase festival attendance. By tailoring the festival experience to meet the specific desires of each segment—whether it is offering more tasting opportunities for those focused on sensory enjoyment or creating social spaces for those driven by social interaction—organizers can create a more engaging and successful event.

Research Goals and hypotheses: 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.

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

Result and Discoveries: The study 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 social status, socialization and family harmony ratings. 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 an elite one.

Citation of the original publication: Payini, V., Bolar, K., Mallya, J. and Kamath, V. (2022), "Modeling hedonic motive–based segments of wine festival visitors using decision tree approach", International Journal of Wine Business Research, Vol. 34 No. 1, pp. 19-36. https://doi.org/10.1108/IJWBR-01-2021-0001

Publication date: 2022

Recommended citation

Payini, V., Bolar, K., Mallya, J. and Kamath, V. (2022), "Summary of modeling hedonic motive–based segments of wine festival visitors using decision tree approach",

Publication Date

2022

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