Motivation and tourist satisfaction in wine festivals: XXXI ed. wine tasting Montilla-Moriles, Spain

Abstract

Associated with the culture and enjoyment of wine, Wine
Festival Montilla-Moriles (Spain) has been experiencing year
after year, and more than three decades, an increasing number
of visitors. The paper conducted mainly aims to analyze the
relationship between motivation and satisfaction obtained by
tourists who visited the wine festival in its 31st edition. The
study makes a segmentation of tourists from two motivational
dimensions: first, a food and wine, and second other hedonisticsocial.
The results shows that the enogastronomic motivation is
the most significant variable, so that the degree of satisfaction
of the check increases as it does the motivation for wine tasting
or sample gastronomic products of the earth. The findings
shows the need to consider the motivational profile of satisfied
tourists as a tool to improve Wine Festival Montilla-Moriles as a
tourist product