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

Valsaraj Payini (Department of Food and Beverage Service, Welcomgroup Graduate School of Hotel Administration, Manipal Academy of Higher Education, Manipal, India)
Kartikeya Bolar (Operations and Decision Sciences, T A Pai Management Institute, Manipal, India)
Jyothi Mallya (Welcomgroup Graduate School of Hotel Administration, Manipal Academy of Higher Education, Manipal, India)
Vasanth Kamath (Operations and Decision Sciences, T A Pai Management Institute, Manipal, India)

International Journal of Wine Business Research

ISSN: 1751-1062

Article publication date: 9 July 2021

Issue publication date: 2 February 2022

227

Abstract

Purpose

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.

Design/methodology/approach

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

Findings

A two-step cluster 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 ratings on social status, socialization and family harmony. 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 the elite group.

Research limitations/implications

This study was conducted in a wine festival held in a single location. To assess the strength of the results, case studies in other regions will be of importance.

Originality/value

This study extended the knowledge of the wine festival by adapting hedonic motivation as a basis for wine festival segmentation. Besides, this study’s empirical findings would greatly benefit wine festival organizers to formulate an appropriate marketing strategy to target each wine festival visitors’ cluster based on the differentiating factors obtained from the decision tree modelling.

Keywords

Acknowledgements

Authors thank Mr Milind Shetty, Mr Charith Poojary, Mr Mohammed Sadh, and Mr Ashton Braganza, students of Welcomgroup Graduate School of Hotel Administration for their help in the data collection during the Wine festival held in Malpe, Udupi. Authors also would like to express their gratitude to the anonymous reviewers for their feedback and encouraging words.

Citation

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

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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