Determinants of portuguese wine & enotourism consumer behaviour
Miniatura indisponível
Ficheiros
Data
2010-07
Título da revista
ISSN da revista
Título do Volume
Editora
Edições Universitárias Lusófonas
Resumo
This study tries to understand what needs to be done to improve value perceptions and wine usage (1) Change the Portuguese wine and enotourism industry profile to adjust to huge competitive marketplace because it is still production-based; more sales than marketing oriented and the market data are less important then production and sales ones; (2) Enhance strongly the relationship
between the wine and enotourism company and final consumers by
“management synergies”; high “innovativeness to market” ;“marketing research” and by an effective brand strategy.
In this line, this paper provides an overview about strategic factors
that determine the Portuguese wine and enotourism decision making process.
The results of this research enable the essential features of a consumer profile of purchase and consumption to be obtained with
respect to: (1) the structure of attributes - intrinsic and extrinsic - that Portuguese still wine consumers best recognise and value in determining its quality, (2) the motivational structures that encourage and guide them in their decision making process when
purchasing and consuming wine and enotourism services, (3) the anticipated effect of interaction between different situations of
consumption with different price bands.
Descrição
Palavras-chave
TURISMO, ENOLOGIA, ENOTURISMO, TURISMOS DE NICHO, COMPORTAMENTO DOS CONSUMIDORES, VINHOS, ESTUDOS DE CASO, MARKETING, PORTUGAL, PORTUGAL, TOURISM, OENOLOGY, OENOTOURISM, NICHE TOURISM, CONSUMER BEHAVIOUR, WINES, CASE STUDIES, MARKETING