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The purpose of this paper is to identify the motives and types of wine consumers that visit Queretaro’s wine region and their relationship with wine tourism.

A survey was carried out on 384 wine tourists in the area. The data obtained from the questionnaires were analyzed using factorial and hierarchical cluster analysis, and differences between groups were identified using non-parametric tests. Additionally, semi-structured interviews were conducted with wine tourism service providers, some of whose comments and data contributed to the overall analysis of the information.

Three factors have been identified as motivating wine tourists to visit vineyards and consume wine: vineyard experience, knowledge and exploration and marketing influence or suggestions. Three groups of wine consumers were also identified, namely, knowledgeable consumers, interested consumers and novice consumers, which were differentiated by the motivations for each type of wine tourism experience they seek, as well as other activities that complement the visit experience. It concludes that as wine consumption in Queretaro and wine tourism in the region increases, so does knowledge of the drink, and this represents an opportunity for Mexico's wine-producing regions.

To expand research in the Querétaro wine region and contribute to the knowledge of wine tourism in Mexico.

The paper makes a unique contribution by focusing on the Mexican wine market, which is still in its infancy. It provides new perspectives and insights in this area of research.

This paper aims to uncover patterns of Mexican craft beer consumers and guide companies’ decisions in the creation of new products, marketing strategies, advertising and promotion to increase craft beer sales and contribute to faster growth.

This is a conjoint analysis with a selection of attributes for new or renewed products, marginal disposition to pay for particular characteristics through brand-specific choice-based design, and market simulation.

This paper clearly demonstrates consumers’ preferences and willingness to pay in Mexico, with a cutting-edge market research technique combining the prioritization of preferred craft beer characteristics, and the price consumers are willing to pay for such product characteristics.

The study's sample size of 501 responses is relatively small compared to the total number of craft beer consumers in Mexico. To enhance the validity and reliability of the findings, future studies should aim to obtain larger samples and compare their results with those of this study.

This study has important implications for craft beer producers, allowing them to develop targeted craft beers with appealing attributes for Mexican consumers, such as color, aroma intensity, alcohol degree intensity, bitterness, foam level and price.

This study's market forecasting simulation technique is based on assumptions of consumer behavior and market dynamics. Although relevant variables were considered, unanticipated external factors or market changes could impact the forecasts' accuracy. This will allow for a more comprehensive understanding of craft beer consumer preferences in different markets and enhance the reliability of forecasting techniques.

This paper informs craft beer producers by providing valuable knowledge on customers’ preferences and willingness to pay to enhance craft beer companies’ product development processes.

This paper aims to investigate how and when visual referents in brand visual aesthetics (i.e. colours, shapes, patterns and materials) serve as design applications that enable consumer diasporic identity.

This paper uses an innovative methodology that triangulates 58 in-depth interviews with diasporic consumers, 9 interviews with brand managers and designers and a visual analysis of brands (food retailer, spices and nuts, skincare, hair and cosmetics, ice cream and wine) to provide a view of the phenomenon from multiple perspectives.

This study illustrates how and when particular applications and compositions of product and design referents support diasporic identity for Middle Eastern consumers living outside the Middle East. Specifically, it illustrates how the design applications of harmonising (applying separate ancestral homeland and culture of living product and design referents simultaneously), homaging (departing from the culture of living product and design referents with a subtle tribute to ancestral homeland culture) and heritaging (departing from the ancestral homeland culture product and design referents with slight updates to a culture of living style) can enable diasporic identity in particular social situations.

Although applied to the Middle Eastern diaspora, this research opens up interesting avenues for future research that assesses diasporic consumers’ responses to brands seeking to use visual design to engage with this market. Moreover, future research should explore these design applications in relation to issues of cultural appreciation and appropriation.

The hybrid design compositions identified in this study can provide brand managers with practical tools for navigating the design process when targeting a diasporic segment. The design applications and their consequences are discussed while visually demonstrating how they can be crafted.

While previous research mainly focused on how consumption from the ancestral homeland occurred, to the best of the authors’ knowledge, this study is the first to examine how hybrid design compositions that combine a diaspora’s ancestral homeland culture and their culture of living simultaneously and to varying degrees resonate with diasporic consumers.

The study aims to identify the perceived authenticity of cheeses by consumers of different sociological generations in Mexico.

An online questionnaire was applied to 1,204 consumers. A Free Word Association (FWA) tool was used to determine the perceived authenticity of cheeses creating categories and dimensions. The sample was segmented into sociological generations. A chi-square test and a correspondence analysis were used to identify differences in the perception between generations. The information was complemented with word clouds of the cheeses mentioned and consumer testimonials about cheese consumption.

A total of 29 categories and ten dimensions revealed consumers' perception of cheese authenticity, most important of which were hedonic, rurality and new consumption. Authenticity is a mix of the pleasure of consuming the product, the link to rural life and new consumer values. Perceived authenticity is different in each sociological generation according to the dimensions of raw material, identity, market, new consumption and distrust, since it is related to the experiences of each generation. The results made it possible to contextualise another vision of the reality of the cheeses in the search for a quality seal.

The information contributes to the typification and promotion of cheeses in the process of patrimonialisation, by creating differentiated marketing tools that allow their valorisation.

This work contributes to the knowledge of the perceived authenticity of cheeses in the sociological generations, due to their differentiation by age, sociocultural, ethical, political and consumer aspects. It enables the knowledge of the consumer's perspective on these products.

The main objective of this paper is to analyse the relationship between innovation and traditional concepts to explain the phenomenon of traditional food with innovation from a market and consumer behaviour perspective in the Mexican context.

The research is carried out in two phases: (1) analysis of the offer in distribution and (2) consumer research. First, a mixed observation technique in the offer of traditional foods with innovation was carried out. The data were recollected from 24 companies' websites and was complemented with information from main distribution chains of the city of Hermosillo (Mexico). Second, a survey was carried out with 310 Mexican consumers. The data obtained were analysed using bi-variable and multivariable techniques.

The findings from the websites showed that there are 19 traditional products with innovation that are marketed through this medium, while 39 traditional products with innovation are offered in distribution chains. Of all foods, 61% showed innovations in ingredients and materials. Also, the consumer evaluations identified three segments: the consumers orientated towards innovations, convenience and health (42.2%), those orientated towards sensory innovations (39%), and those more inclined towards innovations in marketing and availability (18.7%).

The research considers a partial perspective of the agri-food chain and not an integral vision, it is limited to a specific area and to certain traditional foods.

The symbiosis between innovation and tradition is identified from the perspective of supply and demand. The trend that exists in the market regarding the types of innovations and the gaps that exist regarding environmental elements are recognized.

The data obtained in the research generate information for business decision-making and entrepreneurship; in addition indicates new dietary and consumption patterns. It also provides knowledge about innovation and tradition, and highlights the relevance of traditional food.

This study tries to fill a gap in the literature by focusing on the market and consumer behaviour perspective for traditional food with innovation.

This study examined the perceptions of tribal members regarding the strengths, challenges and opportunities presented by tribal winery operation. Issues of business diversification, marketing, perceived barriers to success, potential benefits to the tribe and the role of agriculture in the preservation of tribal heritage were considered.

A modified mixed-methods exploratory sequential research model was used to collect and organize data in two studies. In Study 1 quantitative data was used to inform the development of Study 2 which included a qualitative interview protocol. Qualitative interviews followed to elaborate on the various aspects of each of these areas of consideration.

Results indicate that there is neutral to positive opinion on tribal wineries and that any venture would have to be carefully thought out in terms of marketing and preserving tribal heritage.

This research examined the potential strengths, challenges and opportunities provided by tribal winery operation that can be used to inform future business practices.

The results of this research provide a framework for consideration of the potential strengths and opportunities provided by tribal winery operation.

This study aims to explore the interplay between regulatory, normative and cultural-cognitive factors in the context of sustainability-driven organisational change in Mexican small and medium-sized enterprises (SMEs).

Using qualitative research methods, data were collected through interviews with key stakeholders from eight SMEs in Mexico. Thematic analysis was conducted to explore how regulatory, normative and cultural-cognitive forces influence sustainability initiatives within these organisations.

The findings reveal a dynamic relationship between regulatory frameworks and broader societal norms, with SMEs strategically aligning with evolving expectations to drive sustainability. Influenced by consumer preferences, normative forces play a pivotal role in shaping internal and external organisational norms. Cultural-cognitive forces, including organisational values and leadership practices, further reinforce this interplay, highlighting the importance of organisational culture in driving sustainable practices.

This study contributes to understanding institutional dynamics driving sustainability initiatives among SMEs, particularly in the Mexican context. Explaining the complex interactions among regulatory, normative and cultural-cognitive forces offers a holistic framework for comprehending the complexities of sustainability-driven organisational change.

The findings provide practical insights for SMEs seeking to navigate sustainability initiatives. Emphasising the proactive role of regulatory compliance, fostering a culture of sustainability and leveraging collaborative opportunities within industries are recommended strategies for driving meaningful organisational change towards sustainability.

This study’s value lies in its development of a conceptual framework illustrating the complex interactions among regulatory, normative and cultural-cognitive forces driving sustainability-driven organisational change in Mexican SMEs. Elucidating these dynamics provides a nuanced understanding of how these forces intertwine, offering valuable insights for navigating sustainability initiatives for SMEs in Mexico.

Este estudio explora la interacción entre factores regulatorios, normativos y cultural-cognitivos en el contexto del cambio organizacional impulsado por la sostenibilidad en las pequeñas y medianas empresas mexicanas.

Utilizando métodos de investigación cualitativa, se recopilaron datos a través de entrevistas con partes interesadas clave de ocho PYMES en México. Se llevó a cabo un análisis temático para explorar cómo las fuerzas regulatorias, normativas y cultural-cognitivas influyen en las iniciativas de sostenibilidad dentro de estas organizaciones.

Los resultados revelan una relación dinámica entre los marcos regulatorios y las normas sociales más amplias, con las PYMES alineándose estratégicamente con las expectativas cambiantes para impulsar la sostenibilidad. Influenciadas por las preferencias de los consumidores, las fuerzas normativas desempeñan un papel fundamental en la formación de normas organizacionales internas y externas. Las fuerzas cultural-cognitivas, incluidas los valores organizacionales y las prácticas de liderazgo, refuerzan aún más esta interacción, destacando la importancia de la cultura organizacional en el impulso de prácticas sostenibles.

Este estudio contribuye a la comprensión de las dinámicas institucionales que impulsan las iniciativas de sostenibilidad entre las PYMES, particularmente en el contexto mexicano. Explicar las complejas interacciones entre fuerzas regulatorias, normativas y cultural-cognitivas ofrece un marco holístico para comprender las complejidades del cambio organizacional impulsado por la sostenibilidad.

El valor de este estudio radica en el desarrollo de un marco conceptual que ilustra las complejas interacciones entre fuerzas regulatorias, normativas y cultural-cognitivas que impulsan el cambio organizacional impulsado por la sostenibilidad en las PYMES mexicanas. Elucidar estas dinámicas proporciona una comprensión matizada de cómo estas fuerzas se entrelazan, ofreciendo valiosas ideas para navegar iniciativas de sostenibilidad para las PYMES en México.

Los hallazgos proporcionan ideas prácticas para las PYMES que buscan navegar las iniciativas de sostenibilidad. Se recomiendan estrategias como enfatizar el papel proactivo del cumplimiento regulatorio, fomentar una cultura de sostenibilidad y aprovechar las oportunidades de colaboración dentro de las industrias para impulsar un cambio organizacional significativo hacia la sostenibilidad.

Este estudo explora a interação entre fatores regulatórios, normativos e cultural-cognitivos no contexto da mudança organizacional impulsionada pela sustentabilidade em pequenas e médias empresas mexicanas.

Utilizando métodos de pesquisa qualitativa, os dados foram coletados por meio de entrevistas com partes interessadas de oito PMEs no México. Foi realizada uma análise temática para explorar como as forças regulatórias, normativas e cultural-cognitivas influenciam as iniciativas de sustentabilidade dentro dessas organizações.

Os resultados revelam uma relação dinâmica entre as estruturas regulatórias e as normas sociais mais amplas, com as PMEs alinhando-se estrategicamente às expectativas em evolução para impulsionar a sustentabilidade. Influenciadas pelas preferências dos consumidores, as forças normativas desempenham um papel crucial na formação de normas organizacionais internas e externas. As forças cultural-cognitivas, incluindo valores organizacionais e práticas de liderança, reforçam ainda mais essa interação, destacando a importância da cultura organizacional na promoção de práticas sustentáveis.

Este estudo contribui para a compreensão das dinâmicas institucionais que impulsionam iniciativas de sustentabilidade entre as PMEs, particularmente no contexto mexicano. Explicar as complexas interações entre forças regulatórias, normativas e cultural-cognitivas oferece uma estrutura holística para compreender as complexidades da mudança organizacional impulsionada pela sustentabilidade.

Os resultados fornecem insights práticos para PMEs que buscam navegar em iniciativas de sustentabilidade. Recomenda-se enfatizar o papel proativo do cumprimento regulatório, fomentar uma cultura de sustentabilidade e aproveitar as oportunidades de colaboração dentro das indústrias como estratégias para impulsionar uma mudança organizacional significativa em direção à sustentabilidade.

O valor deste estudo reside no desenvolvimento de um quadro conceitual que ilustra as complexas interações entre forças regulatórias, normativas e cultural-cognitivas que impulsionam a mudança organizacional impulsionada pela sustentabilidade nas PMEs mexicanas. Elucidar essas dinâmicas fornece uma compreensão diferenciada de como essas forças se entrelaçam, oferecendo insights valiosos para PMEs no México.

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 main objective of this work is to design a statistical multiple regression model that helps to empirically explain the impact of economic incentives, management style, emotional health and research activities on university professors in northern Mexico and their perception of happiness.

In this research, the authors analysed the correlation between happiness perception and four independent variables divided into two dimensions: 1. individual dimensions: emotional health and research activities and 2. organisational dimensions: economic incentives and management styles. A questionnaire was developed, tested and analysed for this matter. The authors applied this instrument to 384 university professors of both genders among 1301 in the region.

Using correlational analysis, the authors confirm a strong and statically significant relationship between all variables. It is also no evidence of multicollinearity. Finally, by applying multiple regression analysis, it was accepted that all independent variables have significance in explaining the emergence of personal happiness (R2 = 42%). Finally, the predictive equation presents possible results with values that confirm the effectiveness of the theoretical model. Results indicate that happiness perception is related to independent variables, with economic incentives being the most vital relationship.

This study's limitations are that the novel perspective of the explanatory variables of economic incentives, emotional health, management style and research activities needs additional confirmatory studies. Therefore, the authors need to perform studies with new explanatory perspectives. Another limitation of the study may be considering a cross-sectional and not a longitudinal model. This study considered it more appropriate to analyse the explanatory variables that influence and are the outcome of happiness perception for the data collected. Finally, it is essential to highlight that this research has been conducted in an underdeveloped country. Thus, it should consider conducting subsequent confirmatory studies in similar settings and other types of economies, such as in a developed country.

This paper explains the relevance of two-dimensional activities in the happiness perception of professors. As other studies mention, productivity is correlated to happiness, and production outcomes could be improved if the schools implement policies to promote this perception. Happiness could be a solid strategy to improve academic outcomes, and the results propose several actions to achieve this goal.

This paper addresses an important activity of professors from a perspective of happiness perception. Thus, putting the professor as the leading relevant agent in schools, the authors propose a multivariate analysis of the outcomes of professors' jobs. Both the schools and the professors have their own goals at their own levels. If policies are created based on persons, in this case, professors, to improve organizational goals, then it might profoundly impact social actions inside the schools.

This paper increases the literature on happiness perception studies and proposes the examination of the relationship between perceived personal happiness and dimensions that influence this perception; these are from two kinds: 1. individual dimensions: emotional health and research activities and 2. organisational dimensions: economic incentives and management styles, which is an original approach and open discussion to further new approaches to this study.