Wine Consumption Reasons by Wine Tourists from Central Mexico
DOI:
https://doi.org/10.35588/rivar.v10i28.5377Keywords:
Wine, consumption, tourism, MexicoAbstract
The aim of this article was to study the factors of wine consumption in the oenological routes of Central Mexico. A questionnaire applied to 402 subjects was designed on the Cheese and Wine route, in Querétaro. It was structured in three sections, the Food Choice Questionnaire to identify the reasons for consumption, free word association and finally the sociodemographic characteristics were collected, the latter being analyzed qualitatively. With the information collected, an Exploratory Factor Analysis was carried out and subsequently a Hierarchical Cluster Analysis; as well as non-parametric tests to identify statistical differences. The words were analyzed using word clouds. Within the results twelve reasons for consumption and three groups of wine consumers were identified in Mexico in the context of wine tourism activity. It is concluded that the consumption of wine is determined and configured by the level of relationship between the consumer and the cultural reference of the drink. In addition, there is an increase in Mexican interest in consuming wine, adapting it to their socio-cultural and economic particularities.
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