Dávid Harsányi and Erika Hlédik
The purpose of this paper is to provide greater understanding of attractiveness of different wine region types, especially less attractive wine regions. The paper examines the…
Abstract
Purpose
The purpose of this paper is to provide greater understanding of attractiveness of different wine region types, especially less attractive wine regions. The paper examines the different wine tourist segments’ preferences towards wine region types.
Design/methodology/approach
The preferences of wine tourists were analysed based on an online self-administered survey with 8,552 respondents in Hungary. The wine regions were divided into four categories based on their wine and touristic attractiveness: wine dominant, touristic attraction dominant, complex and non-dominant wine regions. Wine region types were examined based on wine travel frequency and also by subjective wine expertise.
Findings
Wine tourist groups based on wine travel frequency and subjective wine expertise have significantly different preferences towards wine region types. Less attractive wine regions are more popular among frequent travellers and wine experts.
Practical implications
The outcome of this research highlights the importance of designing diverse marketing strategies depending on the wine region type. Less attractive wine regions and little-known wineries should focus on frequent travellers and wine experts and provide a complex and high standard experience, as these consumers are more open and have higher expectations of a travel destination.
Originality/value
The study revealed the different wine tourist preferences with regard to the various types of wine regions. Wine-related and non-wine-related aspects were studied in a complex manner.
Details
Keywords
Erika Hlédik and Dávid Harsányi
Hungarian wine culture has been developing steadily over the past decades. The number of wineries offering quality wine is growing as consumer interest in quality consumption…
Abstract
Purpose
Hungarian wine culture has been developing steadily over the past decades. The number of wineries offering quality wine is growing as consumer interest in quality consumption increases. The purpose of this paper is to study the segmentation of the Hungarian wine consumers based on their purchase habits and preferences to identify how this shift towards quality consumption is represented in these segments.
Design/methodology/approach
An online survey was conducted in Hungary. Nearly 28,000 consumers filled in the questionnaire. The TwoStep Cluster analysis could handle the large database and variables measured on different measurement scales.
Findings
The growing interest towards quality wine in the market is reflected in the study’s segmentation results. The large sample size made it possible to identify a special Hungarian wine consumer group, which has different buying habits than traditional wine consumer segments. Four segments were evolved: ordinary wine consumers, unsophisticated wine consumers, wealthy wine-experts and open-minded consumers. The last two segments seem to be the most valuable groups for high-quality wine producers.
Originality/value
The sample size allowed a relatively novel segmentation, whereby the preferences and purchasing habits of smaller, high-quality wine consumer groups became measurable.
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Keywords
Tibor Mandják, Zsuzsanna Szalkai, Erika Hlédik, Edit Neumann-Bódi, Mária Magyar and Judit Simon
The main goal of the paper is to describe the knowledge interconnection process embedded in an interactive business relationship. The purpose of this study is to understand the…
Abstract
Purpose
The main goal of the paper is to describe the knowledge interconnection process embedded in an interactive business relationship. The purpose of this study is to understand the knowledge interconnection inside the supplier-buyer relationship in the field of contract manufacturing. The knowledge interconnection process is defined by the authors as a process linked to business relationships, which contains different types of knowledge and various sub-processes related to them.
Design/methodology/approach
The Industrial Marketing and Purchasing Group (IMP) research framework has been applied and the contribution is a better understanding of the role of knowledge in the interactive business world. The empirical evidence is based on a case study of a Hungarian contract manufacturing company. This paper describes empirical, qualitative research about knowledge interconnection processes applying an abductive research design.
Findings
The knowledge interconnection process is linked to business relationships. It is a complex process, which contains three types of knowledge and five sub-processes. The knowledge evolution indicates the links between the different types of knowledge. The sub-processes relate to different types of knowledge and allow the flow of knowledge between the supplier and the buyer. In the business relationship, this flow of knowledge makes possible the new knowledge creation. A model of the knowledge interconnection process has been developed.
Research limitations/implications
Single case studies can create rich descriptions of complex phenomena, but the possibility for generalization is limited. Another limitation is that the knowledge interconnection process has been studied only from the supplier’s perspective. The present research extends IMP’s knowledge of embedded knowledge. In addition, empirical research contributes to the emerging field of IMP research that explores knowledge as a resource but lacks an empirical foundation.
Practical implications
The knowledge interconnection process is a decisive factor in the development and maintenance of long-term customer relations in the field of contract manufacturing. The evolution of knowledge types – from the body of knowledge to knowledge in use – demands the management of different sub-processes. Knowledge selection, knowledge recombination, knowledge mobilization and new knowledge creation processes are more strongly related to the supplier-customer dyad, while the knowledge relocation process has a network character. The knowledge interconnection process influences the company’s body of knowledge and its relationship management capability.
Originality/value
The originality of the study is, on the one hand, an empirical examination of the process of knowledge interconnection. On the other hand, the development of a model of the knowledge interconnection process. A further feature is that empirical research has been conducted in the field of contract manufacturing.