Title page for ETD etd-08072001-114625

Type of Document Master's Thesis
Author Adams, Christopher Blaine
Author's Email Address chadams2@vt.edu
URN etd-08072001-114625
Title Profile Analysis of Regional Variations Among Virginia Winery Visitors
Degree Master of Science
Department Geography
Advisory Committee
Advisor Name Title
Grossman, Lawrence S. Committee Chair
Campbell, James B. Jr. Committee Member
Uysal, Muzaffer S. Committee Member
  • recreation
  • regional variation
  • Virginia
  • wine
  • data analysis
  • segmentation analysis
  • tourism
Date of Defense 2001-06-11
Availability unrestricted
This research is concerned with examining market segments and regional variations associated with winery visitors in the state of Virginia. The tourism literature published by the state of Virginia for wineries indicates that there are five wine regions. In this research, data were collected from interviews conducted at wineries in each of the five wine regions. The first phase of analysis sought to create market segments using a factor-cluster approach. Segments were created using cluster analysis and multiple discriminant analysis. Three distinct market segments based on benefits sought by the visitor emerged from these data. Regional variations were examined in the second part of this study. The data were classified into individual regions based on the locations of the wineries examined. Distinct differences in the regional profiles were revealed. Weak significant relationships among the segments and regions were also revealed through analysis indicating a spatial component to the segments. This research proposes the use of three regions for market research purposes, while retaining the five existing regions for promoting an organized structure to visiting wineries in the state.
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