Blooming brilliant: insights into wine knowledge and motivation of wine festival visitors

Wine festivals are pivotal platforms within the global wine tourism landscape, promoting regional wines and fostering immersive, experience-based interactions between consumers, producers and destinations. Scholars such as Bruwer (2014, 2015), Bruwer and Rueger-Muck (2019) and Goncalves et al. (2022) underscore the strategic role these festivals play in enhancing consumer engagement, shaping satisfaction and building loyalty through direct, participatory experiences. For wine producers and destination marketers alike, festivals offer a unique opportunity to connect with diverse audiences, convey brand narratives and stimulate local economies (Payini et al., 2022).

Beyond their marketing utility, wine festivals serve broader functions as drivers of cultural identity, regional branding and economic development (Santos et al., 2020; Gómez-Carmona et al., 2023). The concept of the festivalscape, encompassing ambient, sensory and service-related elements, has become central to understanding visitor satisfaction and behavioural intentions such as repeat attendance (Kabiraj et al., 2021). Closely aligned with this is the concept of the winescape (Peters, 1997), which refers to the physical, symbolic and cultural environment in which wine tourism is experienced. The festivalscape and winescape contribute to the formation of emotionally resonant, place-based experiences that foster deeper connections with wine regions (Bruwer and Lesschaeve, 2012; Quintal et al., 2018). Repeated participation in these environments strengthens emotional attachment and reinforces appreciation for local produce and regional identity (Gómez-Carmona et al., 2023; Santos et al., 2020).

In South Africa, wine tourism holds particular significance. As one of the oldest wine-producing countries in the New World, South Africa’s viticultural heritage, dating back to the 17th century, underpins a tourism offering that blends cultural, economic and environmental sustainability. Wine routes such as Stellenbosch, Franschhoek and Paarl preserve regional identity and contribute meaningfully to rural revitalisation and employment generation (Ferreira and Hunter, 2017; Kruger and Viljoen, 2022). Despite its socio-economic and cultural contributions, wine tourism remains under-represented in national gastronomy tourism frameworks (National Department of Tourism, 2023), highlighting the need for research that elevates its role in tourism development strategies.

Understanding the diverse profiles and behaviours of wine festival attendees is therefore critical. Research has shown that integrating psychographic, behavioural and demographic segmentation variables enhances the strategic alignment between visitor expectations and event offerings (Kruger and Viljoen, 2022; Myburgh, 2022). However, much of the existing segmentation literature in wine tourism remains concentrated in mature markets, with limited application to Global South contexts such as South Africa. Moreover, traditional segmentation approaches, relying on isolated demographic or motivational factors, often fail to reflect the complexity of contemporary wine festival audiences, whose preferences are shaped by varying levels of wine knowledge, lifestyle orientations and experiential motivations.

A growing body of work calls for more nuanced, multidimensional segmentation models incorporating emotional, cognitive and behavioural dimensions (Carvache-Franco et al., 2020; Payini et al., 2022; Hsu et al., 2023). Although some studies have explored motivational and experiential segmentation, few have investigated how subjective wine knowledge, self-identity, place attachment and perceived event contributions interact to shape visitor behaviour, particularly in emerging wine destinations. Payini et al. (2022) note that a pressing need remains to account for the tension between prestige-driven connoisseurs and casual, socially oriented attendees within the same festival environment.

This study addresses this gap by proposing and applying an integrated, multi-base segmentation framework that captures the psychological, behavioural and knowledge-based profiles of wine festival attendees in South Africa. Drawing on theories of consumer motivation, the experience economy, place attachment and self-congruity, the study investigates how subjective wine knowledge, lifestyle alignment and festival motivations coalesce to form distinct market segments. By incorporating constructs such as destination image, past behaviour and perceived festival contributions, the framework provides a richer, context-sensitive understanding of consumer clustering at wine festivals.

Theoretically, this research contributes to the market segmentation literature by advancing a multidimensional model that moves beyond conventional demographic and motivational typologies. It integrates underexplored constructs, particularly self-identified knowledge and identity alignment, which are increasingly relevant in symbolic consumption domains such as wine tourism. The study offers actionable insights for festival organisers, destination marketers and wine producers by identifying high-potential segments, aligning experience design with visitor expectations and supporting targeted marketing strategies.

Conducted within the culturally rich and economically vital context of South African wine tourism, this study adds a critical Global South perspective to the international wine tourism literature. In doing so, it addresses an important gap by contextualising segmentation strategies within an emerging market framework, thereby contributing to both the theoretical development of tourism segmentation and the practical advancement of South Africa’s competitive positioning in global wine tourism.

This section provides a comprehensive overview of the key theoretical frameworks that underpin the study, including market segmentation, consumer motivation, experiential value, place attachment and self-identity. It focuses on their application within wine tourism and wine festival contexts across international and South African settings.

Market segmentation has long been recognised as a foundational marketing strategy rooted in Smith’s (1956) seminal work, which marked a departure from the classical economic assumption of homogeneous markets. Smith (1956) reframed marketing strategy by proposing segmentation as a response to market heterogeneity, shifting the field from a supply-centric model toward a more demand-driven orientation. In this approach, marketing is not merely about influencing demand but about aligning product offerings with consumer subgroups that share preferences, attitudes and needs.

Haley’s (1968) introduction of benefit segmentation advanced this paradigm by prioritising the psychological benefits consumers seek over observable demographic traits. This approach, especially pertinent in experience-based sectors such as tourism, is argued to offer stronger explanatory and predictive power regarding consumer behaviour. Frochot and Morrison (2000) reinforce this view in their tourism applications, suggesting that benefit segmentation uncovers rational decision-making and the emotional and sensory triggers that underpin travel motivation, elements often missed by conventional socio-demographic analysis.

However, benefit segmentation alone may not sufficiently capture the complexity of modern tourism markets. Scholars such as Wedel and Kamakura (2000) champion hybrid segmentation strategies, which integrate demographic, psychographic and behavioural dimensions to construct a more nuanced and operational view of the consumer. This is especially salient in the festival and wine tourism contexts, where visitor identity, experience orientation and behavioural intent converge. Martin (2011) supports this pluralistic approach, arguing that hybrid segmentation enhances the return on marketing investment and fosters alignment between brand values and consumer expectations. His argument emphasises the strategic value of segmentation in promoting brand loyalty and differentiation, particularly in culturally embedded experiences like wine festivals.

Nonetheless, the strategic promise of segmentation is not without critique. Tkaczynski et al. (2018) caution that many studies emphasise methodological sophistication over managerial relevance, often neglecting Kotler’s (1988) four criteria: measurability, substantiality, accessibility and actionability. Segments that are statistically robust but lack strategic implementation ability can misdirect resource allocation and obscure marketing priorities. This critique calls for a more pragmatic integration of segmentation outcomes into strategic planning, ensuring that clusters are analytically sound and actionable within organisational constraints.

Responding to the complexity of dynamic event contexts, this study employs an a posteriori segmentation approach, whereby empirical data are used to identify latent constructs through factor analysis, followed by cluster analysis to derive actionable segments. This methodology, supported by Dolničar (2002, 2004) and further supported by Tkaczynski et al. (2009), enables researchers to reveal patterns that may elude a priori typologies, especially in fluid environments such as festivals, where visitor motivations are multifaceted and evolving. Recent applications (e.g., Carvache-Franco et al., 2020; McKercher et al., 2023) validate this approach’s capacity to generate empirically grounded and managerially relevant segments.

Applying the experience economy to wine tourism has significantly transformed how winery visits are conceptualised, shifting from transactional, product-based encounters to immersive, sensorial, rich experiences that aim to create lasting emotional value. Pine and Gilmore’s (1998) original 4E framework, education, esthetics, escapism and entertainment, has become a foundational lens for assessing visitor engagement. Numerous studies confirm its relevance in the wine tourism context, highlighting the importance of co-created, memorable encounters (Brzovska et al., 2018; Terziyska and Damyanova, 2020). However, critics argue that the 4E model alone may inadequately capture the deeper, symbolic and emotional attachments that visitors form with places and identities in wine settings.

Central to the experience-based turn in wine tourism is the concept of the winescape, a term originally coined by Peters (1997) to denote the physical, cultural and symbolic setting in which wine tourism unfolds. Conceptualisations of the winescape vary: macro-level approaches (e.g., Bruwer and Lesschaeve, 2012) emphasise destination image, terroir and regional narratives, while micro-level perspectives (e.g., Quintal et al., 2018) focus on specific winery attributes such as ambience, layout and service quality. These differing scales reflect theoretical divergence and methodological implications. Macro studies often employ frameworks such as place branding and place attachment, whereas micro studies engage more directly with servicescape theory and experiential marketing.

Beyond shaping momentary experience, the winescape plays a critical role in the formation of place attachment, a construct that refers to the emotional, cognitive and functional bonds individuals develop with a specific place (Gross and Brown, 2008; Hidalgo and Hernandez, 2001). In wine tourism, place attachment is often conceptualised through two core dimensions: place identity, which reflects emotional and symbolic resonance, and place dependence, which relates to the functional satisfaction of tourist goals. Studies such as those by Santos et al. (2017) demonstrate that place attachment mediates the relationship between wine involvement and loyalty, reinforcing the winescape as both a physical and emotional anchor.

Dias et al. (2024) further argue that high-quality tourism experiences foster brand love, an affective connection to a product and a place-as-brand. Here, the winescape is more than a passive backdrop; it actively contributes to the expression of identity and emotional resonance. However, others caution against overgeneralising the predictive power of place attachment. Quintal et al. (2018) highlight the need for greater theoretical precision in distinguishing between regional and site-specific attachment, noting that inconsistent operationalisation can lead to conflicting outcomes. Moreover, Dias et al. (2024) find that participation and relational quality may be more influential than attachment alone in driving repeat visitation, suggesting that place attachment operates in concert with other affective and behavioural factors rather than as an isolated predictor.

A complementary and increasingly influential lens in wine tourism research is the self-identity and self-congruity theory. These frameworks posit that consumers are attracted to destinations and experiences that reflect or enhance their self-image (Sirgy, 1982). With its cultural cachet and lifestyle associations, wine tourism is fertile ground for identity expression among connoisseurs, adventurers and cultural aficionados (Pratt, 2011). Ellis and Caruana (2018), Ellis and Mattison Thompson (2018) and Johnson and Bastian (2015) illustrate how both objective (measurable) and subjective (perceived) wine knowledge influence consumption behaviours and preferences, often mediated by self-concept.

The importance of subjective wine knowledge in shaping identity expression is especially relevant in emerging markets like South Africa. Weightman et al. (2019) found that urban South African wine consumers navigate their wine engagement through stages of experimentation, growing confidence and aligning their lifestyle. These stages reflect not only knowledge accumulation but also the evolution of identity narratives, particularly as wine becomes a symbol of sophistication, aspiration and modernity. This reinforces Mueller et al. (2008) view that self-perceived expertise, rather than factual literacy, drives much of the symbolic consumption in wine settings.

The intersection of self-identity and place attachment is especially pronounced in the winescape, where symbolic meaning, emotional engagement and lifestyle aspirations converge. Hristov and Kuhar (2015) show that perceived knowledge and identity alignment guide product selection and experiential preferences, underscoring wine tourism as an expressive and affective domain. Similarly, Weightman et al. (2019) emphasise that gendered experiences and life stage transitions shape how wine is integrated into identity. Women, for example, tended to engage with wine earlier and use it for relaxation and everyday consumption. In contrast, men associated wine with formality, status and performance, reflecting varying expressions of social identity and cultural capital.

Mackenzie et al. (2025) and Reinares-Lara et al. (2023) further demonstrate how wine cultural identity (WCI) and consumer segmentation reflect broader socio-cultural shifts, particularly in emerging economies. In these contexts, wine is not just a beverage but a marker of modernity and taste, a finding echoed by Weightman et al. (2019), who show that South African consumers increasingly use wine to signal upward mobility and cosmopolitan identity.

Recent scholarship also draws attention to the evolving digital winescape, where identity expression and place attachment are increasingly unfolding in virtual domains. Alebaki et al. (2022) argue that social media platforms now serve as co-creative spaces for branding, storytelling and consumer engagement, transforming attachment and identity formation. These online interactions extend the winescape beyond its geographic bounds, enabling virtual presence and narrative co-construction that are vital in post-pandemic tourism.

Wine tourism experiences are thus shaped by the complex interplay of aesthetic stimuli (winescape), emotional bonds (place attachment) and alignment with self-concept (self-identity). Weightman et al. (2019) findings enhance this understanding by illustrating how consumption patterns, identity performances and knowledge development intersect dynamically in real-world contexts.

Market segmentation is crucial to wine tourism, enabling researchers and practitioners to understand and respond to the diverse needs and preferences of visitors. Traditional segmentation approaches, based on geographic or socio-demographic variables such as age, income and education, offer a helpful starting point for describing tourist populations but fall short of explaining the underlying motivations and experiential expectations that drive wine-related travel (Kotler et al., 2019; Shi et al., 2022). As Bruwer et al. (2002) contend, psychographic and behavioural segmentation provides a more nuanced and explanatory framework, capturing complex patterns of wine consumption and brand engagement that socio-demographics alone cannot predict.

The evolution of segmentation research in wine tourism reflects a broader shift towards greater cultural and contextual sensitivity. Early studies, often rooted in Western-centric frameworks, are increasingly complemented by research in emerging wine markets such as China. In these contexts, cultural norms, social aspirations and ritualised consumption practices shape segmentation outcomes in novel ways (Galati et al., 2019; Bo Liu et al., 2014). This transition has underscored the significance of viewing wine not merely as a product, but as a symbol of lifestyle, identity and cultural affiliation (Pettigrew and Charters, 2010).

Psychographic and behavioural segmentation models, such as the wine-related lifestyle framework developed by Bruwer and Li (2007), have proven particularly robust. These models integrate psychological traits (e.g. attitudes, involvement and interest) with behavioural indicators (e.g., frequency of wine consumption and preferred wine experiences) to produce richer consumer typologies. Notably, subjective wine knowledge, or individuals’ perceived understanding of wine, has been shown to influence behaviour more strongly than objective knowledge (Ellis and Caruana, 2018; Lee et al., 2024). This highlights the need for segmentation models that account for how self-perception, identity and lifestyle aspirations inform consumer choices.

Critiques of intuitive, winery-led segmentation approaches have prompted the field to adopt more data-driven methods. Charters and Ali-Knight (2002) and Marzo‐Navarro and Pedraja‐Iglesias (2010) argue that anecdotal segmentation strategies often lack empirical rigour and fail to deliver targeted marketing outcomes. Instead, segmentation based on wine involvement, knowledge and motivations provides more accurate and actionable insights. Supporting this view, Sekulić et al. (2017) identified two distinct segments, “active” and “potential” wine tourists, in the Serbian context, differentiated not by demographic profiles but by behavioural intent and motivation. These findings reinforce the argument that psychological and experiential criteria are superior predictors of wine tourism behaviour.

Nevertheless, the transferability of segmentation frameworks across cultural contexts remains a point of caution. For example, Marzo‐Navarro and Pedraja‐Iglesias (2010) found that segmentation models developed in mature wine tourism destinations, such as Australia or the USA, may not translate seamlessly to underdeveloped markets like Spain, where consumer awareness and participation remain limited despite strong production traditions. These findings underscore the importance of adapting segmentation strategies to the specific cultural, economic and institutional realities of each destination.

Internationally, the trend has shifted from basic demographic profiling to multi-dimensional segmentation models that incorporate lifestyle, motivation and behavioural dimensions (Bruwer and Li, 2007; Charters and Ali-Knight, 2002). Studies from Spain and Serbia reveal that psychographic attributes, such as wine involvement, event motivation and lifestyle orientation, offer stronger predictive power than static traits (Marzo‐Navarro and Pedraja‐Iglesias, 2010; Sekulić et al., 2017). Globally, wine tourists are increasingly segmented into profiles such as “connoisseurs”, “casual drinkers” or “social participants” based on their levels of knowledge, interest and experiential desires (Galati et al., 2019; Goncalves et al., 2022).

South African research mirrors these international patterns but also reflects unique contextual distinctions. Studies by Tassiopoulos et al. (2004) and Saayman et al. (2012) identify South African wine tourists as predominantly younger, urban professionals, often domestic day visitors from metropolitan hubs such as Cape Town. This demographic contrasts with international markets, which attract older, higher-spending tourists. More recent work by Kruger and Viljoen (2021) and Myburgh (2022) confirms substantial variability in visitor profiles, particularly in terms of age, income and wine knowledge, supporting the need for flexible, multidimensional segmentation models.

Importantly, South African wine festivals are often positioned as oenological experiences and cultural and social events. As such, behavioural segmentation studies in the region have highlighted various motivations, including escapism, relaxation, entertainment and sensory exploration (Vorobiova et al., 2020; Kruger and Viljoen, 2021). Myburgh (2022) further distinguishes between high-spending attendees seeking curated, premium offerings, such as food pairings and terroir storytelling and budget-conscious segments prioritising social interaction and accessible entertainment. While these findings reflect global segmentation trends, they must be interpreted through a regionally grounded lens.

One area of theoretical divergence lies in the role of terroir and wine origin cues. In many established wine tourism contexts, consumers are assumed to have a high level of awareness and appreciation for terroir, which influences their destination choice and product valuation. However, Engelbrecht et al. (2014) show that in the South African market, only high-involvement consumers meaningfully engage with Wine of Origin labelling. Low-involvement consumers, in contrast, are more likely to be influenced by extrinsic factors, such as branding, price, or packaging, which challenges the applicability of terroir-centric segmentation models in this context.

Together, these theoretical foundations underscore the complexity of wine tourism segmentation and experience design. By integrating segmentation theory, consumer motivation, experiential models, place attachment and self-congruity, this study develops a multidimensional framework that reflects the richness of wine tourism contexts, particularly in the Global South.

The Blomme and Bubbles Festival: A coastal celebration of wine, art and music held in the oldest fishing village on the West Coast of South Africa, Paternoster, was selected as the research site for the study (Saldanha Bay Municipality, 2024). Set against the scenic backdrop of the West Coast’s flower season, this annual event offers a distinctive blend of cultural, culinary and artistic experiences. Festival attendees can explore the charming streets of Paternoster, stopping at numerous wine-tasting stations to sample an extensive selection of over 150 wines, including South African Cap Classique (Méthode Cap Classique, MCC) wines. Participants can expand their wine collections with more than 30 brands available at cellar-door prices.

The festival serves as a sensory feast and a catalyst for community empowerment and sustainable development. Proceeds from the festival support the education of local hospitality professionals on wine in collaboration with the Cape Wine Academy, thereby enhancing local skills and promoting economic development. Paternoster has a small population, estimated at 1,971 inhabitants during the 2011 census (Saldanha Bay Municipality, 2019). The Blomme and Bubbles Festival exemplifies the potential of local cultural events to contribute to sustainable development goals by fostering community spirit and delivering significant financial and educational benefits.

To enhance visitor engagement, the festival integrates elements of gamification. Each attendee receives a wine passport containing information about the participating wine farms, a detailed route map and various stations where visitors can collect stamps. Those who collect 32 stamps during the festival are entered into a draw for an exclusive incentive, encouraging exploration and participation. This gamified experience adds an interactive dimension to the event, creating an atmosphere of fun and discovery that motivates attendees to fully immerse themselves in the festival’s offerings. This innovative approach is a unique model for fostering visitor engagement and loyalty in wine festivals, contributing to the broader appeal of such events in regional and global contexts.

A structured questionnaire was developed to capture the multi-dimensional nature of the wine festival experience, reflecting the theoretical complexity of wine tourism and the diversity of consumer behaviours involved. The instrument was explicitly designed to integrate psychographic, behavioural and socio-demographic variables, which together provide a holistic perspective necessary for robust segmentation. The inclusion of multiple scales was deliberate and grounded in a conceptual framework that acknowledges the intersection of motivation, identity, knowledge, perception and behavioural intention in shaping wine tourism experiences.

Ethical clearance was obtained from the appropriate institutional review board (NWU 01804–24-A4). The questionnaire was developed to align with established literature in wine tourism, consumer behaviour and festival studies and was contextualised for the South African wine tourism environment. The instrument was based on previously validated items and conceptual frameworks from local and international sources to ensure content validity. Items were carefully adapted to reflect the nature of the Blomme and Bubbles Festival and structured to capture multiple dimensions of the visitor experience. Although the measuring instrument was not pilot tested with respondents, it underwent formal peer review by experts as part of the scientific and ethical review process. This review, conducted through the appropriate university research ethics committee, ensured that the items were contextually appropriate, theoretically sound and ethically compliant.

Construct validity was confirmed during data analysis through exploratory factor analysis (EFA), which supported the underlying structure of the motivational, perceptual and behavioural constructs. Internal consistency reliability was assessed using Cronbach’s alpha, with all multi-item scales achieving values above the accepted threshold of 0.7. Objectivity was promoted through the use of neutrally phrased items and standardised response scales.

The final instrument consisted of seven thematic sections. Section A captured socio-demographic and behavioural variables such as age, gender, income, education, group size and marketing channels, following Kruger and Viljoen (2021, 2022) and Bruwer et al. (2002). Section B examined the festival’s economic impact through visitor spending on accommodation, food, beverages and local products, following Saayman and Krugell (2009) and Gómez-Carmona et al. (2023). Section C assessed wine preferences, subjective knowledge and consumption behaviours using Likert-scale items adapted from Ellis and Caruana (2018), Lockshin et al. (2006) and Goodman (2009), with supporting insights from Mueller et al. (2008) and Weightman et al. (2019). Section D captured motivations for attendance, such as cultural interest and relaxation, using items informed by López-Guzmán et al. (2017) and Ye et al. (2017) and framed within Pine and Gilmore’s (1998) experiential economy model. Section E assessed perceptions of the festival’s cultural and community significance, drawing on Drummond et al. (2021) and aligning with the place attachment literature (Gross and Brown, 2008). Section F measured behavioural intentions such as satisfaction and loyalty using items drawn from Chaney and Martin (2017), Kim (2018) and Dias et al. (2024).

To minimise social desirability bias, all responses were collected anonymously, and no identifying information was requested. However, the high mean values observed across many Likert-scale items may suggest a positivity bias, which is acknowledged and discussed as a limitation of the study.

Data were collected during the Blomme and Bubbles Festival, held from September 6 to 8, 2024, using a dual-mode survey approach. A team of four trained fieldworkers, including the researchers, collected onsite data at key locations such as tasting stations and the festival office. To ensure broad spatial coverage and to capture variation in visitor engagement, fieldworkers were strategically assigned to different tasting stations across Paternoster. Although a convenience sampling method was used, where participants were approached based on availability and willingness to participate, the deliberate spatial distribution of fieldworkers served as a form of quota-based dispersion, enhancing the diversity and coverage of the sample. In parallel, an online version of the survey was disseminated via a QR code shared through the festival’s WhatsApp community and official social media platforms, providing a digital access point to increase reach and respondent convenience. Although data were collected through both online and onsite modes during the festival period, the study did not aim to compare these response modes; instead, all responses were treated as a unified data set to ensure comprehensive coverage and reflect the full spectrum of festival attendees.

In total, 749 tickets were sold for the 2024 festival, representing the accessible population for this study. Of these, 210 valid responses were collected, 111 online and 99 onsite, yielding a response rate of approximately 28%. To ensure methodological rigour in the segmentation analysis, only 144 fully completed responses were included, representing approximately 19% of all ticket holders. This sample size is considered adequate for exploratory segmentation research, particularly within the context of a small and emerging wine tourism event.

The decision to include only fully completed responses was guided by the methodological requirements of multivariate statistical techniques, specifically factor and cluster analysis, which rely on complete data matrices for valid and interpretable results. Although a target sample size of 400 was established based on Krejcie and Morgan’s (1970) guidelines, several contextual constraints limited the final number of usable responses. These included the relatively small scale of the festival – only in its second year of operation, a limited fieldwork team and the small population of the host town, Paternoster, which has fewer than 2,000 residents.

The exclusion of incomplete questionnaires was also a deliberate decision to preserve the accuracy and stability of the segmentation results. Given that factor and cluster analyses are susceptible to artificially imputed values, particularly for psychographic and attitudinal variables, imputing missing data could have distorted the natural clustering patterns and undermined the validity of the findings. As a result, only cases with complete responses across the key analytic sections were retained for segmentation.

While this approach reduced the final sample size, it strengthened the reliability of the statistical analysis. The trade-off between data completeness and sample size was deemed necessary to uphold methodological rigour. The potential consequences of this decision, such as non-response bias and reduced generalisability, are acknowledged and critically reflected upon in the study’s limitations section.

The data collected for this study were analysed using the Statistical Package for Social Sciences (SPSS) Version 29 (IBM, 2024) and TIBCO Statistica Version 14.0.1 (2022) to uncover latent dimensions within the data set and identify meaningful visitor segments. EFAs were conducted to investigate the underlying factor structure of the questionnaire items and assess the validity and reliability of the scales. This statistical technique is widely employed in social sciences when there are no pre-established expectations regarding the number or nature of latent variables within the data (Costello and Osborne, 2019).

Before conducting EFAs, the suitability of the data for factor analysis was evaluated using the Kaiser–Meyer–Olkin (KMO) measure of sampling adequacy and Bartlett’s test of sphericity. The KMO index, ranging from 0 to 1, requires a minimum value of 0.6 to be deemed acceptable for factor analysis (Hutcheson and Sofroniou, 1999). Additionally, Bartlett’s test must be significant (p < 0.05) to confirm the appropriateness of factor analysis. For this study, the KMO values exceeded 0.6, and Bartlett’s test yielded significant results, confirming the data set’s suitability for factor analysis.

Following this validation, principal axis analysis was employed to extract factors, using the criterion of eigenvalues greater than one as per Kaiser’s rule (Kaiser, 1960). Oblimin rotation was applied to enhance interpretability, optimising the variance of factor loadings within factors and providing a more precise loading structure (Field, 2024). Factor loadings of 0.5 or higher were considered significant (Kellstedt et al., 2024), and items were assigned to the factor where their loading was the strongest or most interpretable.

To ensure reliability, Cronbach’s alpha and inter-item correlations were calculated for each identified factor. An alpha coefficient above 0.7 was deemed acceptable, while inter-item correlations between 0.15 and 0.55 indicated that items measured the same underlying construct (Nunnally, 1978; Clark and Watson, 1995). The factors demonstrated robust internal consistency, with high Cronbach’s alpha values and appropriate inter-item correlations. Eigenvalues and variance explained further supported the reliability and validity of the extracted factors.

Cluster analysis was performed using Ward’s method with squared Euclidean distances in TIBCO Statistica Version 14.0.1.25 (2024) based on the factors identified through EFAs. This approach segmented the respondents into distinct clusters, providing a typology of festival attendees. Once the clusters were established, one-way ANOVA (analysis of variance) with post hoc Tukey HSD (honestly significant difference) test, crosstabulations and Chi-square tests were conducted in SPSS to profile the segments. Hierarchical cluster analysis using Ward’s method and squared Euclidean distance was employed to identify meaningful segments among festival attendees. This method was selected due to its suitability for exploratory research and its ability to reveal natural groupings without requiring prior assumptions about the number of clusters. Given the study’s modest sample size and exploratory design, hierarchical clustering offered greater interpretability and alignment with tourism segmentation practice, while more advanced methods, such as k-means or silhouette analysis, were not pursued due to their assumptions and limitations in smaller data sets.

The profile summarised in Table 1 demonstrates that the festival primarily attracts a mature, well-educated and financially varied audience with a strong interest in wine and cultural experiences. The over-representation of female respondents in the sample aligns with prior research by Weightman et al. (2019), who observed that women tend to engage in wine consumption earlier and more frequently for purposes such as relaxation and everyday enjoyment. In contrast, male consumption is often associated with formal occasions and status signalling. These gendered patterns reflect differences in how wine is integrated into identity construction and lifestyle and may help explain the gender skew in the current study’s sample.

The EFAs revealed three primary motivational factors (Table 2): unique wine and regional discovery experience [items loading onto this factor emphasise the festival’s unique positioning as an opportunity for attendees to discover and engage with local products and services, particularly those related to South African Cap Classique wines and regional wine characteristics, (x̄ = 3.99)], wine enthusiast engagement experience [the festival serves as an important platform for engaging both casual and serious wine enthusiasts, (x̄ = 3.87)] and social interaction and entertainment experience [attendees highly value the social and recreational components of the festival, making it a key driver of participation, (x̄ = 4.39)]. A fourth motive, relaxation and nature experience [the festival’s role as a getaway opportunity, combining leisure with nature-based experiences, (x̄ = 4.12)], was excluded from further analysis due to its low Cronbach’s alpha of 0.47, indicating poor reliability. This may be due to the smaller sample size and the possibility that respondents were primarily motivated to attend the festival with fewer plans to see the wildflowers along the West Coast during the flowering season (see Table 1). The results suggest that the Blomme and Bubbles Festival attracts a diverse audience motivated by unique wine experiences, wine education and social engagement opportunities, as well as a desire for relaxation and entertainment. The high mean scores across all dimensions demonstrate the festival’s ability to cater to a wide range of interests, with strengths in providing social and entertainment value.

Three perceived festival contribution factors were extracted (Table 3): cultural and regional wine promotion [the festival’s success in elevating the cultural and regional significance of South African wines, promoting inclusiveness and enhancing visitors’ cultural experiences, (x̄ = 4.26)], community development and heritage promotion [the festival’s critical role in fostering local economic and cultural heritage, supporting businesses and enhancing knowledge about wine traditions (x̄ = 4.06)] and tourism and economic promotion [the festival’s ability to position Paternoster as a prime tourism destination, attract visitors and contribute to the local economy (x̄ = 4.49)]. Blomme and Bubbles Festival is perceived as a multidimensional contributor to cultural, community and economic growth. The high mean scores across all dimensions indicate that attendees strongly agree with the festival’s positive impacts, particularly in promoting South African wine culture, fostering community development and enhancing tourism. These findings highlight the festival’s potential as a cornerstone of regional development and cultural preservation.

Two behavioural intentions were identified (Table 4): future engagement and purchase intentions [the festival significantly influences future purchasing behaviour and deepening engagement with Cap Classique wines (x̄ = 4.29)] and positive referral and revisit intentions [reflect attendees’ high levels of satisfaction and enthusiasm, leading to positive word-of-mouth recommendations and strong intentions to revisit the festival (x̄ = 4.70)]. The two factors highlight distinct yet interconnected aspects of behavioural intentions. Future engagement and purchase intentions focus on the direct outcomes of the festival on wine-related behaviours, such as purchasing and exploring more about Cap Classique wines. In contrast, Positive referral and revisit intentions emphasise the festival’s ability to foster loyalty and advocacy, which are critical for its long-term sustainability and growth.

The cluster analysis incorporated the factors identified through the EFAs (Tables 2–4) and respondents’ self-assessed wine knowledge. This study asked respondents to self-identify their knowledge of South African Cap Classique wines. The options ranged from beginner to expert, allowing participants to select the category that best reflected their knowledge and experience. Based on the cluster analysis using Ward’s method with squared Euclidean distances, a four-cluster (segment) solution was selected as the most discriminatory. Four distinct visitor segments were identified (see Tables 5–7) by aligning respondents’ self-assessed wine knowledge with the factors derived from the EFA. This enabled a deeper understanding of how different levels of wine expertise correspond to specific motivations, perceptions and behaviours at the festival. The segmentation analysis identified four distinct groups of attendees, each characterised based on their socio-demographic and behavioural characteristics, unique motivations, perceptions and behavioural intentions.

Segment 1 (Cultural experience seekers), the largest segment (n= 42), represents a balanced group characterised by moderate spending and engagement, focusing on wine and cultural festival offerings. This segment is primarily composed of “Effervescent explorers” (67%) with basic knowledge of Méthode Cap Classique (MCC) wines, alongside some “Sparkling Starters” (33%) with limited familiarity. This group is highly motivated by social interaction and entertainment (x̄ = 4.66, SD = 0.38) and values the festival’s contributions to tourism and economic promotion (x̄ = 4.79, SD = 0.38). They exhibit strong behavioural intentions, including future engagement and purchase intentions (x̄ = 4.48, SD = 0.52) and positive referral and revisit intentions (x̄ = 4.95, SD = 0.16), highlighting their potential as loyal advocates for the festival. The Cultural experience seekers, with an average age of 48.49 years, exhibit moderate engagement with the festival. They spent an average of 2.31 days at the event and 3.09 nights in Paternoster and its surroundings. While their travel group size averages 4.68 people, their spending behaviour highlights a moderate expenditure of ZAR 9,670.21 (US$630) per group. They rank MCC (Méthode Cap Classique) relatively high among their wine preferences (x̄ = 2.97, SD = 1.36). However, their planned stays in the West Coast after the festival are modest, averaging 1.58 nights, indicating limited post-festival engagement. This group is predominantly female (64%) and Afrikaans-speaking (61%), with most residing in the Western Cape (85%). They show a balanced distribution across educational levels, with 37% holding postgraduate qualifications and 32% with a high school certificate. Their choice of accommodation is diverse, with 34% staying in short-term rentals or holiday homes, 29% as local residents and 15% as day visitors. The majority (69%) planned their trip specifically for the festival, emphasising its appeal as a unique regional attraction. This segment has a slightly higher proportion of day pass purchasers (37%) than other segments, reflecting a preference for shorter engagements.

Segment 2 (Wine expertise seekers), the smallest segment (n = 30), stands out as the most engaged with wine knowledge and the highest spenders seeking premium festival experiences. This segment is predominantly comprised of “Bubbly boffins” (57%) and those with more advanced knowledge of MCC wines, complemented by “Grand Cru Gourmands” (20%) and “Vintage virtuosos” (13%). This segment scores the highest across all motivational dimensions, particularly in unique wine and regional discovery experiences (x̄ = 4.72, SD = 0.44) and wine enthusiast engagement experiences (x̄ = 4.65, SD = 0.38). They perceive the festival as a significant contribution to cultural and regional wine promotion (x̄ = 4.91, SD = 0.18) and community development (x̄ = 4.79, SD = 0.35). Their behavioural intentions are exceptionally strong, with future engagement (x̄ = 4.89, SD = 0.23) and positive referral and revisit intentions (x̄ = 4.98, SD = 0.08), underscoring their deep commitment to the festival and its offerings. The Wine expertise seekers stand out for their high engagement and spending patterns. With an average age of 47.92 years, they stay the longest at the festival (mean = 2.96 days) and in the surrounding area (x̄ = 3.13 nights). They also spend the most, with an average total expenditure of ZAR 20,702.67 (US$1,345) per group, significantly higher than the other segments (p < 0.015). MCC ranks highly for this group (x̄ = 2.74, SD = 2.00), reflecting their refined wine preferences. Post-festival, they exhibit strong engagement, averaging 2.33 nights on the West Coast, the highest among all segments (p < 0.003). This segment demonstrates a pronounced interest in wine tourism and cultural experiences, making them valuable advocates for future events. This segment of visitors is the most highly educated group, with 48% holding postgraduate qualifications. They are also predominantly female (80%) and Afrikaans-speaking (76%), with the majority residing in the Western Cape (83%). This group prefers to stay in short-term rentals (38%) or with family and friends (24%), suggesting an inclination towards comfort and familiarity during their festival experience. A substantial 80% of this group planned their trip specifically for the festival, underlining their strong connection to the event. Notably, 79% of participants purchased weekend passes, indicating a strong commitment to fully engaging in the multi-day festival experience.

Segment 3 (Casual leisure seekers, n = 32) adopts a more casual and relaxed approach to the festival, focusing less on advanced wine knowledge and premium experiences. This segment is exclusively “Bubbly boffins” (97%), reflecting moderate engagement with the festival. Their motivations are balanced but less pronounced compared to other segments, with moderate interest in unique wine and regional discovery experiences (x̄ = 3.93, SD = 0.59) and social interaction and entertainment (x̄ = 4.29, SD = 0.58). Perceived contributions, such as cultural and regional wine promotion (x̄ = 3.92, SD = 0.30) and community development (x̄ = 3.69, SD = 0.37), are moderately rated. Their behavioural intentions, including future engagement (x̄ = 4.11, SD = 0.48) and revisit intentions (x̄ = 4.60, SD = 0.55), indicate a moderate level of satisfaction and advocacy. Casual leisure seekers are characterised by moderate engagement and spending. Their average age is 47.47 years, and they stay for 2.50 days at the festival and 2.46 nights in the surrounding area. Group sizes are slightly larger than the average (5.00 people), and total spending per group is relatively low at ZAR 8,135.38 (US$530). This group ranks MCC favourably (x̄ = 2.71, SD = 1.68), reflecting a balanced interest in wine and other festival activities. However, their post-festival engagement is minimal, with only 0.43 nights planned on the West Coast (p < 0.003), indicating limited extended tourism impact. This segment is evenly distributed between Afrikaans (66%) and English speakers (34%), with a higher proportion residing in the Western Cape (91%). They are moderately educated, with 44% holding postgraduate qualifications and 31% with undergraduate degrees. Regarding accommodation, 29% are local residents, and 23% prefer guesthouses or bed-and-breakfast establishments, reflecting a mix of local and visitor participation. Like other segments, 69% planned their trip around the festival, and 72% opted for weekend passes, indicating moderate engagement with the event.

Finally, Segment 4 (Social entertainment seekers, n = 40) is the most budget-conscious, prioritising social interaction over wine expertise while spending the least. This segment is a mix of “Sparkling Starters” (33%) and “Effervescent explorers” (48%), with limited representation from more knowledgeable groups. Their primary motivation is relaxation and entertainment, as evidenced by lower scores in unique wine and regional discovery experiences (x̄ = 3.33, SD = 0.70) and wine enthusiast engagement (x̄ = 3.23, SD = 0.80). They perceive moderate contributions from the festival in terms of tourism and economic promotion (x̄ = 4.04, SD = 0.61) and cultural and regional wine promotion (x̄ = 3.74, SD = 0.47). Behavioural intentions, including future engagement (x̄ = 3.80, SD = 0.66) and revisit intentions (x̄ = 4.35, SD = 0.62), are the lowest among all segments, indicating less overall engagement and loyalty. Social entertainment seekers prioritise leisure and relaxation over extensive festival engagement. Their average age is 47.92 years, and they stay 2.37 days at the festival and 2.60 nights in Paternoster. They have the smallest group size (4.97 people) and the lowest total spending per group, averaging ZAR 5,993.05 (US$390). Interestingly, this segment ranks MCC lower than other groups (x̄ = 3.82, SD = 1.83), preferring more general leisure over specialised wine experiences. Their post-festival engagement is limited, averaging 1.13 nights on the West Coast (p < 0.003), highlighting their focus on short-term visits. This group is evenly split between male (46%) and female (54%) attendees and includes the highest proportion of respondents identifying with languages other than English (8%). Their educational profile is diverse, with 44% holding postgraduate qualifications and 36% undergraduate degrees. Accommodation preferences lean heavily towards short-term rentals (42%) and guesthouses (21%), suggesting a preference for comfort during their stay. Most attendees in this segment (75%) specifically planned their trip around the festival, and 70% purchased weekend passes. Their slightly higher proportion of males and language diversity sets them apart from other segments.

A cross-comparison of the EFA results from Tables 2 to 4 reveals meaningful relationships between festival motivations, perceived contributions and behavioural intentions. Visitors driven by strong cultural and educational motives (Factor 1, Table 2) tended to score highly on perceived cultural value and community enrichment (Factor 1, Table 3), indicating a congruence between personal motivations and the perceived impact of the festival. Similarly, visitors motivated by wine appreciation and social engagement (Factors 2 and 3, Table 2) often expressed strong satisfaction and loyalty intentions (Factor 1, Table 4), highlighting the role of experiential alignment in shaping repeat visitation and advocacy. These results underscore how intrinsic motivations not only influence the perception of the festival’s value but also serve as predictors of long-term behavioural outcomes, such as increased interest in Cap Classique wines and intentions to revisit or recommend the event. This multidimensional interplay supports the need for integrated segmentation models in wine tourism that account for motivational, perceptual and behavioural constructs.

This study significantly advances the understanding of consumer behaviour at wine festivals by developing a nuanced, multidimensional segmentation framework grounded in psychographic, behavioural and self-assessed knowledge variables. Four distinct visitor segments were identified: Cultural experience seekers, Wine expertise seekers, Casual leisure seekers and Social entertainment seekers, each representing a unique blend of motivations, knowledge levels and behavioural intentions. These findings corroborate and extend existing segmentation research within the context of South African wine tourism, providing perspectives relevant to emerging wine destinations globally.

The segmentation approach employed in this study aligns with the literature advocating for a hybrid or a posteriori segmentation strategy that goes beyond traditional demographic classifications (Wedel and Kamakura, 2000; Dolničar, 2002, 2004). By integrating motivations, perceived festival contributions, behavioural intentions and subjective wine knowledge, the study responds to calls from Garibaldi et al. (2022) and Myburgh (2022) for segmentation frameworks that reflect the complexity of wine-related consumer behaviour.

Each segment reflects a distinct stage in what Weightman et al. (2019) describe as the “wine consumer journey”, ranging from experimentation and discovery to maturity and confidence. For example, Cultural experience seekers align closely with “cultural wine tourists” (Vorobiova et al., 2020) and “professional visitors” (Alebaki and Iakovidou, 2010), who prioritise heritage, education and regional discovery. Their strong place attachment and loyalty reinforce the findings of Goncalves et al. (2022), who demonstrate that perceived cultural value significantly contributes to event satisfaction and advocacy.

Wine expertise seekers, the most knowledgeable and highest-spending group, resonate with Bruwer et al. (2002) “connoisseurs” and Shi et al. (2022) “wine-lover fest-enthusiasts”. Their motivations are deeply embedded in symbolic consumption and self-identity, reflecting Sirgy’s (1982) theory of self-congruity and the role of perceived knowledge in identity expression (Ellis and Caruana, 2018; Mueller et al., 2008). These consumers seek authenticity, premium wine experiences and opportunities to reaffirm their connoisseur status through exclusive and educational offerings.

Casual leisure seekers represent a hybrid segment, balancing moderate wine interest with a desire for sociability and entertainment. Their characteristics mirror the “social wine drinkers” in Mackenzie et al. (2025) segmentation and “festivity seekers” described by Bruwer et al. (2002). They are driven by enjoyment and the festival atmosphere rather than a deep engagement with wine. Finally, Social entertainment seekers, like Alebaki and Iakovidou’s (2010) “hangers-on” and Payini et al. (2022) “informal visitors”, exhibit low wine knowledge but high interest in casual, affordable and social experiences, highlighting the inclusive nature of festivals in engaging diverse consumer types.

While these segments align with global typologies, important contextual divergences also emerge. The Cultural experience seekers’ emphasis on regional pride and community development reflects South Africa’s strong link between wine heritage and socio-cultural identity (Ferreira and Hunter, 2017), a dimension underexplored in studies from mature markets like the US or China (e.g., Shi et al., 2022; Bruwer and Thach, 2013). The predominance of domestic visitors and a wider preference for white, rose and sparkling wines, particularly among younger consumers, further distinguishes the South African festival landscape from traditional red wine-dominated settings, such as China (Lee et al., 2024).

Moreover, economic diversity among festivalgoers, including high-spending segments despite national income disparities, reflects a dynamic domestic market (Myburgh, 2022). These contextual nuances affirm the need for locally grounded segmentation frameworks and support the call by Marzo‐Navarro and Pedraja‐Iglesias (2010) to avoid the wholesale application of Western-developed models in emerging contexts.

The study’s primary theoretical contribution lies in its development of a segmentation framework that synthesises self-assessed wine knowledge, motivational dimensions and behavioural outcomes, highlighting their interconnectedness in shaping the wine festival experience. This integrated approach advances prior segmentation research (e.g., Bruwer et al., 2018; Myburgh, 2022) by revealing the fluid and overlapping nature of consumer identities at wine events. Consistent with Garibaldi et al. (2022), the findings show that motivations are rarely static and are shaped by knowledge, prior experience and emotional attachment.

Furthermore, the research contributes to experience economy and place attachment literature by illustrating how winescapes and festivalscapes jointly create emotionally resonant environments that reinforce cultural value and destination loyalty (Pine and Gilmore, 1998; Bruwer and Lesschaeve, 2012; Gómez-Carmona et al., 2023). Cultural experience seekers and Wine expertise seekers demonstrate how immersive, sensory and symbolic experiences foster place identity and behavioural commitment, validating the frameworks proposed by Gross and Brown (2008) and Dias et al. (2024).

From a practical perspective, the segmentation insights offer valuable guidance for wine festival organisers, regional tourism authorities and wine producers. Tailored experiences should be developed for each segment. For Cultural experience seekers, this could include curated heritage tours, guided tastings focused on old-vine wines and terroir, and storytelling about South Africa’s wine history. For Wine expertise seekers, premium educational activities such as winemaker masterclasses and access to limited releases can reinforce their loyalty and perceived value (Myburgh, 2022).

Casual leisure seekers may be drawn by a combination of wine and non-wine offerings, including live entertainment, food pairings and gamified activities, such as the wine passport implemented at the Blomme and Bubbles Festival. Meanwhile, Social entertainment seekers may benefit most from affordable, relaxed and casual formats that encourage socialisation and wine discovery in an unpressured setting.

The findings also reinforce the importance of wine education and the strategic use of Wine of Origin (WO) and terroir as engagement tools (Engelbrecht et al., 2014; Kruger and Viljoen, 2021). Incorporating themed wine trails, interactive sensory stations and mobile QR code integration can enhance learning while improving visitor satisfaction. Such strategies deepen wine knowledge and can be aligned with sustainability goals by foregrounding eco-friendly production and local sourcing.

Ultimately, the study advocates for the integration of wine festivals into broader wine tourism frameworks, including South Africa’s proposed gastronomy tourism strategy (National Department of Tourism, 2023). The tourism value chain can be extended by connecting events to wine routes, regional attractions and culinary heritage, as advocated by Payini et al. (2022).

This study advances the theoretical and empirical understanding of wine festival segmentation by developing a multidimensional model that integrates experiential, motivational and identity-based constructs. The findings confirm that wine festival audiences are far from homogeneous and that meaningful segmentation must consider the interplay between knowledge, motivations, self-concept and behavioural intentions. The research highlights avenues for strategic event design, targeted marketing and regional wine tourism development by foregrounding subjective knowledge and perceived contributions to events.

While the study offers important contributions, it is not without limitations. The geographic focus on South Africa, while rich in cultural and historical context for wine tourism, may constrain the generalisability of the findings to regions with differing cultural, economic and market conditions. The relatively small sample size, limited to 144 fully completed responses, further restricts statistical robustness and representativeness. Additionally, the cross-sectional design captures consumer behaviour at a single point in time, missing the opportunity to observe how motivations and behaviours evolve. The framework also does not explicitly incorporate macro-level contextual factors such as technological change, economic volatility, or environmental sustainability, which are increasingly relevant to wine tourism and festival experiences.

Another limitation concerns the high levels of agreement across various Likert-scale items, which may suggest the presence of social desirability bias, where respondents provide favourable or normative answers rather than expressing true preferences. This tendency is not uncommon in self-administered surveys related to lifestyle consumption (e.g., wine), identity, or cultural participation, particularly in socially aspirational contexts. Although anonymity was ensured, future studies could incorporate indirect questioning, anonymity assurances or behavioural measures to mitigate this bias and validate attitudinal responses more effectively.

Moreover, the study centres solely on festival attendees, excluding insights from other key stakeholders such as winery operators, local businesses, event organisers or non-attendees. Including these perspectives in future research could provide a more holistic understanding of the wine tourism ecosystem and enhance the applicability of segmentation findings.

Future research should address these limitations by adopting longitudinal designs to track behavioural shifts over time and by integrating qualitative approaches to deepen the understanding of motivations and identity dynamics. Comparative studies across diverse wine-producing regions, such as the Global North and South, Developed and Developing economies and Old and New World wine cultures, could further contextualise segmentation outcomes and advance global wine tourism theory. In addition, investigating the role of digital marketing, virtual engagement and the “digital winescape” could provide critical insights into how technology influences festival attendance, experience co-creation and segment formation.

While the present study offers insights into segmentation, future research should explore inter-variable associations among motivations, knowledge levels, behavioural intentions and socio-demographics. Techniques such as correlation analysis, canonical correlation, or structural equation modelling could uncover latent patterns and strengthen explanatory power. These granular insights would be beneficial for targeted marketing and personalised experience design in wine tourism contexts.

This work is based on research supported by the National Research Foundation (NRF). The authors are grateful to all the respondents who willingly participated in the research. Any opinion, finding, conclusion, or recommendation expressed in this material is that of the authors, and the NRF does not accept any liability in this regard.