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dc.contributor.authorDougan, Robert A.en_US
dc.date.accessioned2009-11-04T14:55:24Z
dc.date.available2009-11-04T14:55:24Z
dc.date.issued2004-11-04T14:55:24Z
dc.identifier.urihttp://hdl.handle.net/10464/2821
dc.description.abstractThe purpose of this study is to examine the psychographic (product attributes, motivation opinions, interest, lifestyle, values) characteristics of wine tourists along the Niagara wine r,~ute, located in Ontario, Canada, using a multiple case study method. Four wineries were selected, two wineries each on the East, and West sides of the wine route during the shoulder-season (January, February, 2004). Using a computer generated survey technique, tourists were approached to fill out a questionnaire on one of the available laptop computers, where a sample ofN=321 was obtained. The study findings revealed that there are three distinct wine tourist segments in the Niagara region. The segments were determined using an exploratory factor analysis (EFA) and a K-means cluster analysis: Wine Lovers, Wine Interested, and Wine Curious wine tourists. These three segments displayed significant differences in their, motivation for visiting a winery, lifestyles, values, and wine purchasing behaviour. This study also examined differences between winery locations, on the East and West sides of the Niagara wine route, with respect to the aforementioned variables. The results indicated that there were significant differences between the regions with respect to these variables. The findings suggest that these differences present opportunities for more effective marketing strategies based on the uniqueness of each region. The results of this study provide insight for academia into a method of psychographic market segmentation of wine tourists and consumer behaviour. This study also contributes to the literature on wine tourism, and the identification of psychographic characteristics of wine tourists, an area where little research has taken place.en_US
dc.language.isoengen_US
dc.publisherBrock Universityen_US
dc.subjectTourists--Ontario--Niagara Peninsula--Psychologicalen_US
dc.subjectTourism--Ontario--Niagara Peninsula.en_US
dc.subjectWineries--Ontario--Niagara Peninsula.en_US
dc.subjectMotivation research (Marketing)en_US
dc.titlePsychographic characteristics of weekend wine tourists : a multiple case study of four wineries in the Niagara Regionen_US
dc.typeElectronic Thesis or Dissertationen_US
dc.degree.nameM.A. Applied Health Scienceen_US
dc.degree.levelMastersen_US
dc.contributor.departmentApplied Health Sciences Programen_US
dc.degree.disciplineFaculty of Applied Health Sciencesen_US
refterms.dateFOA2021-08-07T01:34:54Z


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