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From curious to connoisseur: a longitudinal segmentation of attendees at a Chinese wine festival

Fangfang Shi (Surrey International Institute, Dongbei University of Finance and Economics, Dalian, China)
Shaojun Ji (Tourism College, Beijing Union University, Beijing, China)
David Weaver (QUT Business School, School of Management, Queensland University of Technology, Brisbane, Australia)
Ming-Feng Huang (Surrey International Institute, Dongbei University of Finance and Economics, Dalian, China)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 2 December 2021

Issue publication date: 3 February 2022

225

Abstract

Purpose

This study aims to examine the components and evolution of the Chinese wine festival market using the Dalian International Wine and Dine Festival (DIWDF) as a case study.

Design/methodology/approach

Adopting a longitudinal approach, survey data were collected from attendees of the first, fifth and seventh DIWDF in 2012, 2016 and 2018, respectively. Cluster analysis segmented attendees by wine and festival experience and consumption features. Comparative analysis was conducted to examine segment differences by demography, festival motivation, satisfaction and intention. Changes in segments over time were examined across the three times.

Findings

The following three clusters were identified: “wine-novice fest-newbies,” “occasional drinker fest-goers” and “wine-lover fest-enthusiasts.” Over the study period, the proportion of “wine-lover fest-enthusiasts” increased significantly while the percentages of the other two segments decreased, demonstrating the evolution of the Chinese wine festival market and their consumer impacts.

Practical implications

This study offers straightforward indicators of market value via consumption features for both wine businesses and festival organizers. The characteristics of the segments and their inter-linkage have important implications for developing product mix, targeting strategies, festival service design and market development.

Originality/value

This is the first known empirical research globally to investigate relationships among market segments both horizontally (differences between segments) and vertically (development over time) and to incorporate both wine- and festival-related consumption features.

Keywords

Acknowledgements

The research is supported by the Youth Research Grant of LiaoNing Provincial Federation Social Science Circles (2021lslqnkt-013).

Citation

Shi, F., Ji, S., Weaver, D. and Huang, M.-F. (2022), "From curious to connoisseur: a longitudinal segmentation of attendees at a Chinese wine festival", International Journal of Contemporary Hospitality Management, Vol. 34 No. 3, pp. 885-907. https://doi.org/10.1108/IJCHM-03-2021-0331

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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