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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.

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.

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.

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.

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.

The paper aims to investigate the feasibility of developing natural dyes from the barks of Araucaria columnaris and leaves of Macaranga peltata, Averrhoa bilimbi. The paper also deals with the application of natural dyes in textile coloration.

Dye extraction was carried out using the aqueous method. The dyeability of the aqueous extract was assessed on cotton, silk and polyester yarns using different mordants (alum, acetic acid, CuSO₄, lemon juice) and without mordant. UV–Visible spectral analysis and pH of different natural dyes were determined. Percent absorption, K/S values, CIELab values and fastness properties of the selected dyed yarns were also assessed.

The percentage values for dye exhaustion differed with various mordants. The K/S values were found to be influenced by the addition of mordants. Different hues were obtained with the usage of different mordants. Fastness results exhibited good to very good grades.

The effective application of aqueous method of dye extraction in the study avoids solvent toxicity. The current results proved that the dyeing could be achieved at room temperature for different yarns (cotton, silk, polyester). At present, no report exists in the literature of research work on the extraction of natural dyes from the leaves of M. peltata, A. bilimbi and their dyeing potential on cotton, silk and polyester.

The present work offers new environment-friendly dye as well as simple dyeing method. Barks and leaves are promising sources of dye. Enormous availability of barks and leaves avoids the exploitation of the plant parts for the extraction of natural dyes.

The important feature of this study was the effective dyeing of natural and synthetic fibers at room temperature. The novel sources of natural dyes would contribute significantly to the existing knowledge of dyeing, and the natural dyes reduce the environmental impact of synthetic dyes.