The purpose of this paper is to use a new segmentation approach based on objective variables to calculate direct tourism-related sales volume and revenue by selling wine at a winery in the Rheingau region of Germany.
In the framework of a 2015 face-to-face survey in the Rheingau, 1,555 tourists were interviewed. For segmentation, two-step clustering was applied to classify survey participants into homogeneous groups. To calculate tourism-related wine sales volume and revenue, a special model based on official statistics and the survey’s results was used.
Four wine-tourist segments were identified by using cluster analysis with objective variables, such as nationality, visiting frequency and volume of wine purchased in the region: wine and Rheingau lovers who have a high interest in wine, wine-oriented tourists who do not come to the region very often, first-time tourists who came to the region mainly because of the nature and history and international tourists. With the help of calculations on tourism-related wine sales volume and revenue, it can be stated that approximately 18 per cent of total wine production will be purchased directly in the region by tourists, valued at €36m.
This paper contributes to existing wine-tourism research because a multi-dimensional segmentation model was applied using objective variables, such as nationality, visiting frequency and volume of wine purchased in the region. Using the calculation of tourism-related sales volume and revenue, winemakers in the Rheingau can gain a clear picture of tourism’s importance.
The author would like to thank the Rheingauer Weinbauverband, the Rheingau-Taunus Kultur und Tourismus GmbH and the Zweckverband Rheingau for supporting the idea and helping in organising the fieldwork and data collection. The author would also like to thank Dr Evelyn Evdokia Dimkou as well as Nicole Siegenheim for their helpful comments.
Szolnoki, G. (2018), "New approach to segmenting tourists in a German wine region", International Journal of Wine Business Research, Vol. 30 No. 2, pp. 153-168. https://doi.org/10.1108/IJWBR-07-2017-0044Download as .RIS
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