Identificación de segmentos de visitantes enológicos en zonas vinícolas de La Mancha

Laburpena

The current trends in the development of new tourism products and the changes in tourism consumers prompt the necessity of analyzing demand in order to adapt these products and to strengthen the relationships with the visitors of an area. Therefore, the segmentation of tourists in a tourist destination, creating heterogeneous groups, has become a subject of study in many areas and tourism regions. In this research, a segmentation of wine visitors found in the wine area of La Mancha is carried out. For the data analysis and obtaining of results, it has been used the analysis of segmentation of latent classes with a sample of 284 visitors, tourists and trippers, spread over four different provinces and considering expenditure as the main variable. The results reveal the existence of five segments of visitors (middle expense travellers, thrifty tourists, elite tourists, austere travellers and fixed budget trippers) and they provide a set of useful business implications for destinations that promote wine tourism.