Table 5. Cluster analysis results...

Table 5.

Cluster analysis results

Multi-segmentation variables		1	2	3	4	F-ratio	Chi-square	Phi-value	Sig. level
Multi-segmentation variables	N	42	30	32	40	F-ratio	Chi-square	Phi-value	Sig. level
Self-classification based on knowledge of MCC (%)							149.95	1.02****	0.001*
Sparkling starter: I have little to no knowledge of Cap Classique wines	%	33%	10%	0%	33%
Effervescent explorer: I have basic knowledge and have tried Cap Classique wines a few times		67%	0%	0%	48%
Bubbly Boffin: I have a good understanding of and regularly drink Cap Classique wines		0%	57%	97%	3%
Vintage virtuoso: I have extensive knowledge of and frequently drink and collect Cap Classique wines		0%	13%	0%	18%
Grand Cru gourmand: I have professional-level knowledge and a formal wine education		0%	20%	3%	0%
Motives to attend the festival
Unique wine and regional discovery experience	x̄	4.10^a	4.72^b	3.93^a	3.33^c	35.39			0.001*
Unique wine and regional discovery experience	SD	0.48	0.44	0.59	0.70	35.39			0.001*
Wine enthusiast engagement experience	x̄	3.80^a	4.65^b	4.00^a	3.23^c	31.66			0.001*
Wine enthusiast engagement experience	SD	0.57	0.38	0.54	0.80	31.66			0.001*
Social interaction and entertainment experience	x̄	4.66^a	4.91^a	4.29^b	3.85^c	23.46			0.001*
Social interaction and entertainment experience	SD	0.38	0.21	0.58	0.85	23.46			0.001*
Perceived festival contributions
Cultural and regional wine promotion	x̄	4.57^a	4.91^b	3.92^c	3.74^c	82.29			0.001*
Cultural and regional wine promotion	SD	0.37	0.18	0.30	0.47	82.29			0.001*
Community development and heritage promotion	x̄	4.33^a	4.79^b	3.69^c	3.51^c	55.38			0.001*
Community development and heritage promotion	SD	0.55	0.35	0.37	0.50	55.38			0.001*
Tourism and economic promotion	x̄	4.79^a	4.94^b	4.32^c	4.04^c	32.94			0.001*
Tourism and economic promotion	SD	0.38	0.20	0.41	0.61	32.94			0.001*
Behavioural intentions
Future engagement and purchase intentions	x̄	4.48^a	4.89^b	4.11^c	3.80^c	29.34			0.001*
Future engagement and purchase intentions	SD	0.52	0.23	0.48	0.66	29.34			0.001*
Positive referral and revisit intentions	x̄	4.95^a	4.98^a	4.60^b	4.35^b	18.73			0.001*
Positive referral and revisit intentions	SD	0.16	0.08	0.55	0.62	18.73			0.001*

Multi-segmentation variables		1	2	3	4	F-ratio	Chi-square	Phi-value	Sig. level
Multi-segmentation variables	N	42	30	32	40	F-ratio	Chi-square	Phi-value	Sig. level
Self-classification based on knowledge of MCC (%)							149.95	1.02****	0.001*
Sparkling starter: I have little to no knowledge of Cap Classique wines	%	33%	10%	0%	33%
Effervescent explorer: I have basic knowledge and have tried Cap Classique wines a few times		67%	0%	0%	48%
Bubbly Boffin: I have a good understanding of and regularly drink Cap Classique wines		0%	57%	97%	3%
Vintage virtuoso: I have extensive knowledge of and frequently drink and collect Cap Classique wines		0%	13%	0%	18%
Grand Cru gourmand: I have professional-level knowledge and a formal wine education		0%	20%	3%	0%
Motives to attend the festival
Unique wine and regional discovery experience	x̄	4.10^a	4.72^b	3.93^a	3.33^c	35.39			0.001*
Unique wine and regional discovery experience	SD	0.48	0.44	0.59	0.70	35.39			0.001*
Wine enthusiast engagement experience	x̄	3.80^a	4.65^b	4.00^a	3.23^c	31.66			0.001*
Wine enthusiast engagement experience	SD	0.57	0.38	0.54	0.80	31.66			0.001*
Social interaction and entertainment experience	x̄	4.66^a	4.91^a	4.29^b	3.85^c	23.46			0.001*
Social interaction and entertainment experience	SD	0.38	0.21	0.58	0.85	23.46			0.001*
Perceived festival contributions
Cultural and regional wine promotion	x̄	4.57^a	4.91^b	3.92^c	3.74^c	82.29			0.001*
Cultural and regional wine promotion	SD	0.37	0.18	0.30	0.47	82.29			0.001*
Community development and heritage promotion	x̄	4.33^a	4.79^b	3.69^c	3.51^c	55.38			0.001*
Community development and heritage promotion	SD	0.55	0.35	0.37	0.50	55.38			0.001*
Tourism and economic promotion	x̄	4.79^a	4.94^b	4.32^c	4.04^c	32.94			0.001*
Tourism and economic promotion	SD	0.38	0.20	0.41	0.61	32.94			0.001*
Behavioural intentions
Future engagement and purchase intentions	x̄	4.48^a	4.89^b	4.11^c	3.80^c	29.34			0.001*
Future engagement and purchase intentions	SD	0.52	0.23	0.48	0.66	29.34			0.001*
Positive referral and revisit intentions	x̄	4.95^a	4.98^a	4.60^b	4.35^b	18.73			0.001*
Positive referral and revisit intentions	SD	0.16	0.08	0.55	0.62	18.73			0.001*

Notes(s):

Statistically significant difference: *p ≤ 0.05; a different alphabet letter indicates that the segments differ; Phi value: **small effect = 0.1; ***medium effect = 0.3 and ****large effect = 0.5

Source(s): Authors’ own work

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