Clusters, members and variables
| Components | ||||||
|---|---|---|---|---|---|---|
| Variables | Real estethic | Estethic-enabled experience | Tech-oriented (educational) | Entertainment enabled | Traditional edu-oriented | Edutainer |
| n = 54 | n = 26 | n = 8 | n = 19 | n = 45 | n = 11 | |
| Restaurants and bar | 0.65 | 0.50 | 0.00 | 0.05 | 0.18 | 0.82 |
| Wine tasting | 1.00 | 1.00 | 1.00 | 1.00 | 0.49 | 1.00 |
| Winery visit | 0.98 | 1.00 | 0.00 | 0.00 | 0.36 | 1.00 |
| Heritage site visits | 0.67 | 0.77 | 0.38 | 0.79 | 0.02 | 0.82 |
| Wine demonstrations | 0.20 | 0.73 | 0.63 | 0.42 | 0.00 | 0.73 |
| B2B activities | 0.00 | 0.04 | 0.25 | 0.26 | 0.00 | 0.45 |
| Consuming winescape | 0.46 | 0.77 | 0.75 | 0.89 | 0.07 | 1.00 |
| Wine academy | 0.06 | 0.00 | 0.38 | 0.21 | 0.00 | 0.55 |
| Events | 0.17 | 0.27 | 0.25 | 0.74 | 0.07 | 0.91 |
| E-commerce | 0.20 | 0.58 | 0.88 | 0.21 | 0.18 | 0.55 |
| Wellness and relax | 0.20 | 0.88 | 0.00 | 0.63 | 0.09 | 0.45 |
| Wine shops | 0.06 | 0.19 | 0.13 | 0.63 | 0.04 | 0.27 |
| AR | 0.00 | 0.00 | 0.25 | 0.00 | 0.00 | 0.00 |
| Virtual tour | 0.00 | 0.00 | 0.25 | 0.00 | 0.02 | 0.09 |
| Outdoor activities and sports | 0.22 | 0.92 | 0.38 | 0.26 | 0.02 | 1.00 |
| Food tasting | 0.28 | 0.88 | 0.88 | 0.84 | 0.13 | 0.82 |
| Harvesting activities | 0.06 | 0.08 | 0.00 | 0.05 | 0.00 | 0.09 |
| Wi-Fi | 0.06 | 0.85 | 0.75 | 0.84 | 0.20 | 0.45 |
| Digital payment | 0.00 | 0.00 | 0.63 | 0.74 | 0.16 | 0.00 |
| Components | ||||||
|---|---|---|---|---|---|---|
| Variables | Real estethic | Estethic-enabled experience | Tech-oriented (educational) | Entertainment enabled | Traditional edu-oriented | Edutainer |
| Restaurants and bar | 0.65 | 0.50 | 0.00 | 0.05 | 0.18 | 0.82 |
| Wine tasting | 1.00 | 1.00 | 1.00 | 1.00 | 0.49 | 1.00 |
| Winery visit | 0.98 | 1.00 | 0.00 | 0.00 | 0.36 | 1.00 |
| Heritage site visits | 0.67 | 0.77 | 0.38 | 0.79 | 0.02 | 0.82 |
| Wine demonstrations | 0.20 | 0.73 | 0.63 | 0.42 | 0.00 | 0.73 |
| B2B activities | 0.00 | 0.04 | 0.25 | 0.26 | 0.00 | 0.45 |
| Consuming winescape | 0.46 | 0.77 | 0.75 | 0.89 | 0.07 | 1.00 |
| Wine academy | 0.06 | 0.00 | 0.38 | 0.21 | 0.00 | 0.55 |
| Events | 0.17 | 0.27 | 0.25 | 0.74 | 0.07 | 0.91 |
| E-commerce | 0.20 | 0.58 | 0.88 | 0.21 | 0.18 | 0.55 |
| Wellness and relax | 0.20 | 0.88 | 0.00 | 0.63 | 0.09 | 0.45 |
| Wine shops | 0.06 | 0.19 | 0.13 | 0.63 | 0.04 | 0.27 |
| AR | 0.00 | 0.00 | 0.25 | 0.00 | 0.00 | 0.00 |
| Virtual tour | 0.00 | 0.00 | 0.25 | 0.00 | 0.02 | 0.09 |
| Outdoor activities and sports | 0.22 | 0.92 | 0.38 | 0.26 | 0.02 | 1.00 |
| Food tasting | 0.28 | 0.88 | 0.88 | 0.84 | 0.13 | 0.82 |
| Harvesting activities | 0.06 | 0.08 | 0.00 | 0.05 | 0.00 | 0.09 |
| Wi-Fi | 0.06 | 0.85 | 0.75 | 0.84 | 0.20 | 0.45 |
| Digital payment | 0.00 | 0.00 | 0.63 | 0.74 | 0.16 | 0.00 |
Source(s): Authors’ elaboration on data collected
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