Browsing by Author "Vorobiova, Natalia"
Now showing 1 - 2 of 2
Results Per Page
Sort Options
- Motivations of tourists in wine regions: the case of La RiojaPublication . Vorobiova, Natalia; Pintassilgo, PedroWine tourism is a globally growing sector of tourism. In the La Rioja region, wine production is the most traditional industry, which is well-known for its internationally recognized high quality wines. This work addresses the motivations of the tourists who visit the region. It aims to find out whether tourists are attracted to La Rioja because of its famous wines and wine-related activities, or if there are other motives. To achieve this aim, a survey was applied in La Rioja’s capital city, Logroño. The survey consisted of questions regarding tourists’ stay in the region, their “push” and “pull” motives for the trip, wine-related habits, and satisfaction level during the visit and general sociodemographic characteristics. The findings of the survey were used to create different segments of tourists. First, data was grouped into five factors (motives of the visit) which afterwards were used to create two clusters: “wine tourists” and “other tourists”. Various tests suggest that there is significant difference between the two clusters regarding their inner motives to travel, interest in wine, age, marital status, education, income level, accommodation, if they are traveling alone or not, how they found out about the region, and their level of satisfaction. Out of the 217 respondents, 100 belonged to “wine tourists” and 117 to “other tourists”. The existence of two clusters suggests that tourists have various motivations to visit the region, which are not necessarily wine-related. Thus, the presentation of the region for tourist should have a wider offer as there is a demand for diverse experiences.
- Motivations of tourists in wine regions: the case of La Rioja, SpainPublication . Vorobiova, Natalia; Patrícia Valle, Patrícia Oom do Valle; Pintassilgo, Pedro; Lavandoski, JoicePurpose This paper addresses the motivations of tourists who visit the region of La Rioja, Spain, which is well known for its internationally recognized, high-quality wines, yet remains understudied as a wine tourism destination. The paper aims to ascertain whether tourists are attracted to La Rioja because of its famous wines and wine-related activities or if other motivations exist. Design/methodology/approach The data were derived from 217 questionnaires regarding tourists' motivations. A tourist survey was applied in La Rioja's capital city, Logrono, and segmentation analysis was undertaken. The data were first grouped into five factors regarding motivations for one's visit. These factors were then used to create two clusters: "wine tourists" and "other tourists". Findings The results enabled us to detect different segments of tourists. The existence of two clusters suggests that tourists are motivated to visit the region for various reasons that are not necessarily wine-related. Thus, the region should be marketed to tourists beyond the theme of wine, as there is a demand for diverse experiences. Originality/value Using the push and pull theory, this study contributes to the literature on the profile of visitors to wine tourism destinations by identifying differences in terms of motivations and other personal characteristics between "wine tourists" and the "other tourists". It also adds to the few existing studies on wine tourism segmentation in Spain through its focus on La Rioja, which is one of the most famous Spanish wine tourism destinations.