From curious to connoisseur: a longitudinal segmentation of attendees at a Chinese wine festival

• Published in: International journal of contemporary hospitality management Vol. 34; no. 3; pp. 885 - 907
• Main Authors: Shi, Fangfang, Ji, Shaojun, Weaver, David, Huang, Ming-Feng
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 03.02.2022; Emerald Group Publishing Limited
• Subjects: Behavior; Brand loyalty; Consumers; Consumption; Decision making; Demographics; Expenditures; Festivals; Lifestyles; Market segmentation; Marketing; Motivation; Tourism; China; Segmentation; Market evolvement; Chinese wine market; Wine festivals

Purpose This study aims to examine the components and evolution of the Chinese wine festival market using the Dalian International Wine and Dine Festival (DIWDF) as a case study. Design/methodology/approach Adopting a longitudinal approach, survey data were collected from attendees of the first, fif...