Resumo

LAMEIRAS, Edgar Teles Marques Salgado; MENDES, Julio da Costa; PINTO, Patrícia Susana Lopes Guerrilha dos Santos  e  SILVA, João Albino Matos da. SEGMENTATION OF WINE TOURISTS: THE CASE OF PORTUGAL. Tur., Visão e Ação [online]. 2016, vol.18, n.3, pp.471-497. ISSN 1983-7151.  http://dx.doi.org/10.14210/rtva.v18n2.p471-497.

Wine tourism is growing in importance for the wine-growing regions, as a sector that promotes economic growth and employment. However, this tourism segment is still underdeveloped. One of the reasons cited for this is a lack of research on visitors to wineries. This work therefore seeks to determine the demographic and psychographic profile to vineyards, wineries and wine cellars, and the segmentation of these tourists in Portugal. To achieve the proposed objectives, a survey was applied to tourists who visited vineyards, wineries and wine cellars that are part of the twelve wine routes located in different regions of Portugal. The data were subjected to parametric tests and multivariate statistical analysis, to obtain different clusters. Four wine tourism segments were identified: the tourist who is a wine connoisseur; the tourist who is curious about wines; the tourist who is slightly interested in wines; and the tourist who is indifferent about wines. The conclusions indicate that increasing knowledge about wine tourists and their aims and motivations when visiting a region can lead to improved satisfaction of the tourists and greater interaction with them, supporting marketing strategies, in order to reinforce their motivation and the appeal of wine-growing companies.

Palavras-chave : Wine tourism; enoturist; routes; motivations; segmentation.

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