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Market Segmentation Analysis of Slow Food Experiences at a Winery

Ting‐Yen Huang

Advances in Hospitality and Leisure2023https://doi.org/10.1108/s1745-354220220000018004book-chapter
AJG 1ABDC C
Weight
0.64

What the paper says

Tourism and hospitality scholars have examined tourists' food experiences in the tourism context. However, little research has been focused on the experience of tasting slow food/wine and the market that consumes slow food/wine. This study aims to (1) understand the factors contributing to tourists' slow food experiences and (2) identify the market segmentation of tourists who experiences slow food and wine at a winery. Four hundred fifty-three online survey questionnaires were collected from Amazon Mechanical Turk (MTurk) platform. The critical research variable is slow food experience, which contains 16 items explained by four dimensions: (1) food, (2) place, (3) behavior, and (4) knowledge. Subsequently, a cluster analysis based on slow food experience measurement was adopted to discover the tourist market. The study identifies three markets: (1) hardcore slow food gastronomes, (2) common slow foodies, and (3) casual visitors. In the conclusion section, this study offers theoretical contributions to the slow food literature and managerial implications for tourism marketers to establish new marketing strategies.

4 citations

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Cite this paper

https://doi.org/https://doi.org/10.1108/s1745-354220220000018004

Or copy a formatted citation

@article{ting‐yen2023,
  title        = {{Market Segmentation Analysis of Slow Food Experiences at a Winery}},
  author       = {Ting‐Yen Huang},
  journal      = {Advances in Hospitality and Leisure},
  year         = {2023},
  doi          = {https://doi.org/https://doi.org/10.1108/s1745-354220220000018004},
}

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Evidence weight

0.64

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.74 × 0.4 = 0.30
M · momentum0.80 × 0.15 = 0.12
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.