Defining the target market and motivations for visiting the GrapeFest wine festival in Grapevine, Texas
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Wine festivals are growing in popularity throughout the United States and around the world. However, there has been little research concerning visitor motivations to these events and a profile of the people who visit them. The purpose of this study was to begin to address this issue through the study of a major wine festival held in the city of Grapevine. A case study method was used to gather data for this research. A questionnaire was developed to collect data from visitors to the event. The questionnaires contained items relating to the demographics of visitors, the motivations for attending, and the information sources used by attendees. The major findings of the study are as follows: (1) there are differences between festival visitor types and their motivations for attending the event; (2) the significant differences identified between visitor types were due primarily to differences in motivations; (3) these findings are consistent with the surveys reported in the literature that have found getaway, socializing and family to be important.