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This study aims to provide insights into wine consumers in Hong Kong and Mainland China, and the diversity of their behavior, by investigating their motivations, consumption and purchasing behavior and segmenting the sample based on wine knowledge and frequency of consumption to identify three distinct clusters that are then profiled.

Data was collected through an online survey of wine consumers of ethnic Chinese origin residing in Mainland China and Hong Kong, using two methods of recruitment (a convenience sample from wine-related databases, a panel survey undertaken by an international market research firm). The final sample comprised 477 respondents, about equally divided among Mainland Chinese and Hong Kong wine consumers. Analysis of the data using the Statistical Package for Social Sciences for Windows (SPSS) 29 included a series of descriptive analyses, followed by a two-step cluster analysis using an Euclidean distance method.

Wine knowledge and frequency of wine consumption were relatively higher within the sample as a whole than previous studies, but three distinct consumer segments are evident. There is evidence of a democratization of wine consumption, and a greater focus on wine consumption for enjoyment in relaxed and informal settings. rather than consumption driven by health and status, occurring primarily in commercial or business settings. The dominance of red wine in this market is also declining, and intrinsic cues – specifically, prior experience of the wine – are becoming important in wine purchase decisions.

This study uses a broad sample of wine consumers to identify trends in wine consumption patterns and motivations, and purchase decision-making behavior, of Mainland Chinese and Hong Kong wine consumers. The identification of three clusters of wine consumers offers both points of comparison with previous segmentation research globally and within China, whilst also identifying scope for further research.

This study aims to understand how female executive travellers should be characterized by inter-winning socio-economic segmentation and leisure travel motivation.

This study identifies push factors as a motivation for leisure travel among female executives in India. Quantitative research methodology was applied based on 892 online responses to a questionnaire. Principal component analysis was applied to identify the underlying dimensions of push motivational items.

The findings disclose five-factor dimensions of self-esteem; knowledge- and novelty-seeking; stimulus; escape; and self-recognition. Among the five identified dimensions, stimulus was the most important factor for motivating female executives to travel for leisure, followed by knowledge and novelty-seeking.

This study was conducted on 1,100 female executive travellers, meaning the results are only valid for this cultural context. All data was collected through a referral chain network survey among female executives via Google survey forms. While segmenting types of travellers amongst females, usage of push motivation framework as a variable remains pervasive in tourism research.

Although literature on female travel motivation is abundant, however, to the authors’ knowledge, empirical studies that focus on female executives leisure travel motivations are still rare. These findings are, therefore, valuable for illuminating tourism stakeholders to cater this potential segment more customisedly.

This study aims to examine how consumers’ propensity to purchase imported wines is influenced by their attitudes and perceptions toward the countries of origin (COO) of those wines.

The questionnaires were distributed online and 298 valid completed questionnaires were received. This study measured the perception of the wines’ countries of origin by adopting two independent dimensions of competence and warmth in the stereotype content model.

The results show a relationship between the purchase intention and the perception of the country of origin of the wine. Furthermore, the perceived image of the country of origin impacts the brand image of the wine and the quality of wine from its country of origin.

This study’s questionnaire was distributed online. Future research would benefit from in-depth qualitative investigation and a wider range of sample sizes across countries.

The results of this study guide imported wine companies in product marketing design and advertising. By promoting the countries of origin of premium wines to target consumers, trust in the quality of imported wine can be improved, thereby increasing consumers’ purchase intention.

This study contributes to the understanding of consumer perception of the country of origin in the context of wine marketing. It provides valuable implications for wine companies’ marketing positioning and strategy, benefiting wine marketers, distributors and importers.

This study attempts to identify and explicate the unique segmentation of the increasingly growing virtual reality (VR) user market based on the user experience. Consequently, it collects five hundred forty-five online survey questionnaires through the Prolific platform and deploys cluster analysis to identify mutually exclusive groups of VR users. The research variable, user experience, contains 16 indicators explained by four dimensions. As a result, this study is able to unveil three mutually exclusive markets which are labeled as (1) beginner, (2) aficionado, and (3) utilitarian. The unique features of these three groups are further compared based on their VR tour behaviors. In the conclusion section, it offers managerial implications for devising novel marketing strategies.

Building on social media and destination brand-related literature, this study aims to explore World Heritage Sites’ (WHSs) brand diffusion and formation process from long-term and short-term perspectives, which includes brand diffusion, user-generated content (UGC), opinion leaders and brand events’ impact.

This study uses a mixed-method including text mining, keyword analysis and social network analysis to explore the brand formation process of four popular WHSs in Beijing, namely, the Palace Museum, Great Wall, Summer Palace and Temple of Heaven and more than 10,000,000 users’ data on Sina Weibo has been implemented to uncover the underlying social media branding mechanism.

The results show that the number of postings keeps in a stable range in most months, but, in general, there are no common rules for changing trends among the four WHSs; long-term high-frequency keywords related to history and culture account for a higher percentage; different kinds of accounts have varying impacts on information diffusion, in which media accounts lead to a bigger influence. However, more followers do not necessarily mean more interactions and most of the interaction ratio is much lower than 0.01000; brand events facilitate brand dissemination and have an impact on the creation of UGC.

This study is valuable for destination marketers to deeper understand brand diffusion and formation and provides valuable insights for developing effective destination marketing strategies.

Unlike previous studies that only concern a few parts of destination brand formation via social media (e.g. brand diffusion, brand events or opinion leaders’ impact), this study takes a more comprehensive perspective by systematically analyzing the brand formation process of WHSs on social media. By considering both long-term diffusion and short-term representative events, this study provides a more holistic understanding of the branding mechanism.

This study aims to explore the heterogeneity of the tourist market for people with a physical disability (PwPD) based on travel barriers, to serve them better, from a tourism marketing perspective.

A market segmentation analysis was conducted on a sample of 480 PwPD in Sichuan Province, China, based on their perceived travel barriers. Data were obtained through three on-site and four online surveys. A four-step factor-item mixed segmentation, including factor analysis, cluster analysis, discriminant analysis and chi-square tests, was applied to examine the differences among PwPD tourist market segments in terms of various demographic characteristics, disability conditions (e.g. duration of disabilities and causes of impairment) and travel features (e.g. travel frequency and tourist destinations).

This study revealed that the PwPD tourist market is heterogeneous due to individual perceived travel barriers. Three market segments were identified, namely, the Explorer Moderates group, the Explorer Minimals group and the Explorer Intensives group. Additionally, the three market segments were found to have significant differences in terms of travel barriers, demographic characteristics, travel features and disability conditions.

This research provides suggestions for authorities and private entities to optimize the layout of accessible facilities in public areas for the benefit of all. It also offers crucial implications for tourism marketers to determine the key facets of marketing, for travel organizers to evolve the organization of travel groups for PwPD, and for practitioners to provide personalized tourism services.

To the best of the authors’ knowledge, this study is the first to apply perceived travel barriers as a market segmentation criterion in understanding PwPD as a heterogeneous travel market. The findings of this study initially expand the scope of application of the travel barrier model and deepen understanding of the Chinese PwPD tourist market from a marketing perspective. The study results elucidated the heterogeneity and characteristics of this market through a four-step factor-item mixed segmentation approach, offering new insights into the behaviors and experiences of travelers with disabilities.

本研究旨在探索肢体残障人士旅游市场的异质性, 以便从旅游营销的角度更好地为他们服务。

基于对中国四川480名肢残人士出游障碍感知的问卷调查, 探索了肢残人士的旅游市场细分。数据是通过七次现场和在线调查获得; 采用四步因子-项目混合细分法, 根据残障状况、人口统计特征和旅游特征, 识别出肢残群体旅游细分市场之间的差异。

研究发现, 基于个体感知的出游障碍, 肢残群体旅游市场是异质的, 研究确定了三个细分市场, 即低度、中度和高度受限群体。三个细分市场在出行障碍、人口特征、出游特征和残障状况方面存在显著差异。

这项研究有助于政府管理部门优化公共区域无障碍设施布局; 旅游营销者确定营销的重点, 并为旅游组织者设计肢残旅游团体成员构成, 以及从业者提供个性化旅游服务提供重要的启示。

论文首次将感知出游障碍作为市场细分标准, 用以理解肢残群体作为异质游客市场。本研究的发现拓展了出游障碍模型的应用范围, 并从市场营销的角度加深了对中国肢残游客市场的理解。研究结果通过四步因子-项目混合细分方法阐明了该市场的异质性和特点, 为肢残游客的行为和体验研究提供了新见解。

Este estudio explora la heterogeneidad del mercado turístico de las personas con discapacidad física (PcDF) en función de las barreras percibidas para viajar, con el fin de prestarles un mejor servicio desde una perspectiva de marketing turístico.

Se realizó un análisis de segmentación de mercado en una muestra de 480 PcDF en Sichuan, China, en función de las barreras que percibían para viajar. Los datos se obtuvieron a través de tres encuestas in situ y cuatro encuestas en línea. Se aplicó una segmentación mixta factor-ítem de cuatro pasos que incluye análisis factorial, análisis de conglomerados, análisis discriminante y pruebas de chi-cuadrado para examinar las diferencias entre los segmentos del mercado turístico de PcDF, en términos de diversas características demográficas, condiciones de discapacidad (por ejemplo, duración de la discapacidad, causas de la discapacidad) y características de los viajes (por ejemplo, frecuencia de viaje, destinos turísticos).

Este estudio reveló que el mercado turístico de las PcDF es heterogéneo debido a las barreras de viaje percibidas por cada individuo. Se identificaron tres segmentos de mercado, a saber, el grupo de Exploradores Moderados, el grupo de Exploradores Mínimos y el grupo de Exploradores Intensivos. Los tres segmentos de mercado presentaban diferencias significativas en cuanto a las barreras para viajar, las características demográficas, las características del viaje y las condiciones de discapacidad.

Este estudio es el primero en aplicar las barreras percibidas para viajar como criterio de segmentación de mercado para comprender a las PcDF como un mercado turístico heterogéneo. Los hallazgos de este estudio amplían inicialmente el ámbito de aplicación del modelo de barreras para viajar y profundizan en la comprensión del mercado turístico chino de PcDF desde una perspectiva de marketing. Los resultados de nuestro estudio explicaron la heterogeneidad y las características de este mercado a través de un enfoque de segmentación mixta factor-ítem de cuatro pasos, contribuyendo a la literatura sobre el comportamiento y las experiencias de los viajeros con discapacidad.

Esta investigación proporciona sugerencias para que las autoridades y las entidades privadas puedan optimizar la disposición de instalaciones accesibles en zonas públicas en beneficio de todos. También ofrece implicaciones importantes a los comercializadores turísticos para que determinen aspectos clave del marketing, a los organizadores de viajes para que evolucionen en la organización de grupos de viaje para PcDF y a los profesionales para que presten servicios turísticos personalizados.

This study aims to develop a practical and effective approach for market segmentation using customer experience dimensions derived from online reviews.

The research investigates over 6,500 customer evaluations of food establishments on Taiwan’s Yelp platform through the Latent Dirichlet allocation (LDA) data mining approach. By using the LDA-derived experience dimensions, cluster analysis discloses market segments. Subsequently, sentiment analysis is used to scrutinize the emotional scores of each segment.

Mining online review data helps discern divergent and new customer experience dimensions and sheds light on the divergent preferences among identified customer segments concerning these dimensions. Moreover, the polarity of sentiments expressed by consumers varies across such segments.

Analyzing customer attributes extracted from online reviews for segmentation can enhance comprehension of customers’ needs. Further, using sentiment analysis and attributes of online reviews result in rich profiling of the identified segments, revealing gaps and opportunities for marketers.

This research presents a new approach to segmentation, which surmounts the restrictions of segmentation methods dependent on survey-based information. It contributes to the field and provides a valuable means for conducting customer-focused market segmentation. Furthermore, the suggested methodology is transferable across different sectors and not reliant on particular data sources, creating possibilities in diverse scenarios.

The purpose of this study is to identify segments in the Gen Z population (born between 1996 and 2010) in Europe, the USA and Australia, based on brand- and lifestyle-related variables and perceptions about their online activities. This study explores how these segments differ and provide insights into cross-country similarities and differences.

An online survey was conducted with 4,304 participants, and cluster analysis and analysis of variance were used to identify and profile Gen Z segments in each of three geographical areas.

Five segments in Europe and four segments in the USA and in Australia were identified. Segments differ in terms of the importance they attach to exclusivity, inclusivity and sustainability of brands, how Gen Z members perceive money issues and stand in life and how they perceive their online activities. Similar segments are found in the three geographical areas.

This study proposes a conceptual and analytical approach for exploring intra-cohort diversity. Future research can apply this approach to different generational cohorts and use it to study intra-cohort diversity in other parts of the world.

This study provides input for marketing practitioners to create better focused and more effective campaigns.

Cross-country generational cohort research is scarce, and especially intra-cohort diversity is under-researched. This study offers a deep and fine-grained insight into the diversity of the Gen Z cohort across three geographical areas, based on representative samples in these areas.

This study aimed to identify and profile segments of seaweed consumers in the United Kingdom.

Hierarchical k-means cluster analysis was used to identify consumer segments based on consumers' self-identity and environmental values. In addition, the study used subjective knowledge, intentions and consumption to profile different consumer segments. The data were collected in 2022 through a consumer survey with a representative sample from the United Kingdom (n = 1,110).

Cluster analysis segmented consumers into three groups: progressive (39%), conservative (33%) and egoistic (28%). The progressive segment was most likely to consume seaweed food products. Consumers in the progressive segment identify themselves as food innovative and healthy; they also highly value the environment and their pleasure. Conservative and egoistic consumers were significantly less likely to consume seaweed food products.

The results suggest that public policy officers and marketers promote seaweed food products by emphasizing biospheric values for innovative (younger) consumers, as well as seaweed’s good taste and nutritional/health qualities.

This study identifies and examines the profiles and characteristics of seaweed consumers based on their values and self-identity. Through this research, the authors have discovered how environmental values and self-identity can effectively group consumers into homogeneous segments. Moreover, the authors have identified a specific consumer group in the UK that is more likely to consume seaweed food products.

To better understand the characteristics of Indonesian Muslims, this study uses cluster analysis to group upper-middle-class Muslims based on psychographic variables related to participation in cash waqf for productive purposes.

This study used mixed methods to build and analyse the segmentation of upper-middle-class Muslims towards cash waqf and propose scenarios for a cash waqf model based on the findings.

This study identified six clusters for upper-middle-class Muslims related to the participation in cash waqf for productive purposes. All clusters show heterogeneous values of all factors. Although relatively few Muslims perform cash waqf for productive purposes, the high scores for the economic rational, family and community factors indicate great potential for the development of various cash waqf models for investment purposes. The next challenge will lie in reviewing the “one-fits-all strategy” in the development of program, education and socialisation. Based on the findings, this study proposes three scenarios of cash waqf participation: as wakif only (waqf donor), investor only (capital provider) and hybrid participation (waqf donor and capital provider).

The limitation of this study is the location and object of the sample are only Muslims in Indonesia who are categorised as upper-middle class in terms of their monthly income. Based on this study’s findings, other Muslim-majority countries worldwide have the potential to develop a cash waqf model that is integrated with financial instruments and involves the role of Islamic banking and other Islamic commercial institutions in future research development. Researchers can also attempt to include a simulation or experiment method to construct and validate the proposed cash waqf model based on this study’s findings and to explore other factors that have not been addressed.

The findings of this study can contribute as a foundation for the development of a cash waqf model and business-marketing strategy to increase the participation of upper-middle-class Muslims.

The findings of this study will support the acceleration of cash waqf collection for investment initiatives, which in turn will have a broader social and economic impact nationally.

To the best of the authors’ knowledge, this study constitutes the first attempt to specifically investigate upper-middle-class Muslim segmentation toward cash waqf participation for productive purposes. This study’s knowledge is helpful for various stakeholders such as academia, the Islamic banking industry, regulators and the Muslim community about customer segmentation to Islamic banking products and services related to cash waqf.