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Segmentation of wine tourism experience in Mexican wine regions using netnography

Ana Laura Hernández (Universidad Politecnica de Madrid Escuela Tecnica Superior de Ingenieria Agronomica Alimentaria y de Biosistemas, Madrid, Spain and Universidad Autonoma de Baja California – Campus Ensenada, Ensenada, Mexico)
Silverio Alarcón (Department of Agricultural Economics, Statistics and Business Management, Universidad Politécnica de Madrid, Madrid, Spain)
Lino Meraz Ruiz (Facultad de Ciencias Administrativas y Sociales, Universidad Autonoma de Baja California – Campus Ensenada, Ensenada, Mexico)

International Journal of Wine Business Research

ISSN: 1751-1062

Article publication date: 5 January 2022

Issue publication date: 5 July 2022

415

Abstract

Purpose

This paper aims to offer an experiential segmentation based on the analysis of comments from wine tourists from different Mexican wine regions, using netnography as a data collection and analysis tool.

Design/methodology/approach

The netnography methodology was applied in three steps: first, collecting consumer opinions (TripAdvisor 1,240 opinions, 2017–2019) from their visits to 20 wineries in four Mexican wine regions. Second, organizing of the data by classifying the various experiences. Third, by the application of multiple correspondence and cluster analysis to consolidate four segments taking as reference the 4Es Model.

Findings

The results show that of the four Mexican wine regions, Baja California is divided between the aesthetic and wine focus segments, Coahuila is more associated to the educational segment, while tourist who visit Queretaro tend to relate to the activities of the entertainment segment.

Research limitations/implications

The scarce literature that exists regarding wine tourism in Mexico made certain comparisons and relationships to the results difficult to establish.

Practical implications

The results provide stakeholders (wineries, state tourism departments, wine tourism marketers and wine tourism researchers) a segmentation proposal focused on tourist experiences to improve marketing programs and wine tourism offerings.

Originality/value

The use of netnography as a tool for wine tourism research in Mexico is one that has not been previously explored. In addition, this study considers different Mexican wine regions, which allows for comparisons and relationships between them that can contribute to greater market differentiation.

Keywords

Acknowledgements

Ana Laura Hernández started this work during the course of the Master Vinifera (International Master of Science in Viticulture and Enology).

Authors would like to acknowledge the support provided from Wookhyun An. The work of Silverio Alarcón has been funded by project RTI2018-093791-B-C21, Ministry of Science, Innovation and Universities (Spain) and FEDER (European Union).

Citation

Hernández, A.L., Alarcón, S. and Meraz Ruiz, L. (2022), "Segmentation of wine tourism experience in Mexican wine regions using netnography", International Journal of Wine Business Research, Vol. 34 No. 3, pp. 427-446. https://doi.org/10.1108/IJWBR-02-2021-0010

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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