Diverse socialising patterns in wine tourist experiences: A segmentation‐based analysis of visitors to the wineries in South Australia

Abstract

AbstractWine tourism is a social phenomenon influenced by the presence and the dynamics of many individuals (e.g. service personnel, travel companions, and other tourists). This study, carried out in South Australia on 394 winery visitors, attempts to confirm, and further explore, the important role of social interaction as part of the winescape experience, its multidimensionality and its impact on wine tourist decision‐making behaviour. Results of the factor‐cluster analysis demonstrate that different clusters exist based on wine tourists' perceptions of their social interactions (i.e. ‘social interaction enthusiasts’ and ‘travel companion‐oriented interactors’), thus supporting the idea that social interaction can be considered a valid market segmentation variable. The findings also show that segments differ in terms of their overall wine tourism experience and behaviour. Moreover, the two groups show significant differences also regarding several socio‐demographic characteristics, as well as travel patterns. Contributions to the body of knowledge and managerial implications are discussed, and suggestions for further research are given.