|ognizant Communication Corporation|
TOURISM REVIEW INTERNATIONAL
An Interdisciplinary Journal
(Formerly Pacific Tourism Review)
VOLUME 8, NUMBER 4
Tourism Review International, Volume 8, pp. 297-309
1544-2721/05 $20.00 + .00
Copyright © 2005 Cognizant Comm. Corp.
Printed in the USA. All rights reserved.
Segmenting Wine Festival Attendees: A Factor-Cluster Approach
Jingxue (Jessica) Yuan,1 Liping A. Cai,2 Alastair M. Morrison,2 and Sally Linton3
1Department of Nutrition, Hospitality and Retailing, Texas
Tech University, Lubbock, TX, USA
2Department of Hospitality and Tourism Management, and 3Indiana Wine Grape Council, Food Science Department, Purdue University, West Lafayette, IN, USA
Abstract: This article investigates the segmentation of wine festival attendees on the basis of their motivations. Three distinct groups were identified using a factor-cluster approach. They were wine focusers, festivity seekers, and hangers-on. Through multiple discriminant analysis, the study revealed that each of the three segments placed a unique set of priorities on the available products and activities at the festival. The demographic characteristics of all three segments were examined. The findings were discussed in comparison with those of the existing literature on travel motivations and festival motives as well as wine tourist segmentation. Practical implications of the study's findings are presented.
Key words: Travel motivation; Festival motives; Market segmentation; Wine festival; Wine tourism; Indiana, USA
Address correspondence to Dr. Jingxue (Jessica) Yuan, Department of Nutrition, Hospitality and Retailing, Box 41162, Texas Tech University, Lubbock, TX 79409-1162, USA. Tel: 1-(806)-742-3068; Fax: 1-(806)-742-3042; E-mail: email@example.com
Social Values and Restaurant Patronage
Julia E. Blose and Stephen W. Litvin
Department of Management and Marketing, School of Business and Economics, College of Charleston, Charleston, SC, USA
Abstract: This study was conducted in an attempt to explore the application of social values as a means of better understanding, and thus focusing marketing efforts towards, restaurant patrons. Based on an empirical study of 240 tourists visiting a southeastern US city, the List of Values (LOV) was used to determine the specific values of greatest importance to heavy versus light restaurant users. The study also incorporated the consumer behavior variable domain-specific innovativeness. While significant social value structure differences were revealed as a result of usage segmentation, no such variation was found between restaurant innovators and later adopters. Recommendations are offered to assist restaurant managers responsible for selecting marketing mixes designed to attract and serve their patrons.
Key words: Restaurant marketing; List of Values (LOV); Usage segmentation; Innovativeness; Domain-specific innovativeness (DSI) scale
Address correspondence to Dr. Steve Litvin, Department of Management and Marketing, School of Business and Economics, College of Charleston, 66 George Street, Charleston, SC 29424, USA. Tel: (843) 953-7317; Fax: (843) 953-5697; E-mail: firstname.lastname@example.org
Textile Tourists in the European Periphery: New Markets for Disadvantaged Areas?
Fundació Interarts (Interarts Foundation) and Rovira i Virgili University, Tarragona, Spain
Abstract: Cultural products are often used as a means of attracting tourists to areas that currently have low levels of tourism, particularly because of their peripheral location. This article reports on attempts to develop textile-related cultural tourism in disadvantaged areas of Europe. Surveys of 1100 tourists in three regions: the Alto Minho (Portugal), Lapland (Finland), and Crete (Greece) shed light on the motivations of tourists to purchase textiles and other crafts products. Textiles do not provide the prime motivation for tourists to visit a destination, but they can form an important secondary motive. The differences in the textile crafts markets for the three regions are examined, and particular attention is paid to the need to develop products that emphasize the unique nature of local culture, but that also reflect the needs of the tourists in different regions. Examples of specific development and marketing initiatives adopted by the different regions are examined, and the long-term impact of the textile tourism initiatives is considered.
Key words: Cultural tourism; Creative tourism; Textiles; Crafts; Regional development; Souvenirs; Greece; Finland; Portugal
Address correspondence to Dr. Greg Richards, c/Gran de Gracia 183, 4°, 1a, Barcelona, Spain. Tel: 34-93-217-4826; E-mail: email@example.com
Images of the Pearl River Delta Travel Destinations in China
Suosheng Wang,1 Hailin Qu,2 and John Ap3
1Department of Tourism, Conventions and Event Management,
Indiana University-Purdue University Indianapolis, USA
2School of Hotel and Restaurant Administration, Oklahoma State University, USA
3School of Hotel and Tourism Management, The Hong Kong Polytechnic University, SAR, China
Abstract: Being a popular topic in tourism research, destination image analysis has been widely covered in previous studies. However, few studies have ever discussed images and implications within a group of approximate or subregional destinations. This study examines tourists' perceived images of the Pearl River Delta (PRD) subregional destinations. Based on a survey of tourists who attended organized tours and visited the PRD subregion, a multivariate data analysis is used to identify the image dimensions of the PRD and to examine image differences among the subregional destinations. It is found that each destination may hold some strong or distinctive images; however, a small destination may find it hard to distinguish itself from its larger partners.
Key words: Destination image; Subregional destinations; Pearl River Delta; China
Address correspondence to Professor Hailin Qu, William E. Davis Distinguished Chair, School of Hotel and Restaurant Administration, 210 HESW, Oklahoma State University, Stillwater, OK 74078, USA. Tel: 1-(405)-744-6711; Fax: 1-(405)-744-6299; E-mail: firstname.lastname@example.org