Wine consumption and consumers in Querétaro, Mexico: an analysis from the perspective of enotourism

What is it about?

Wine consumption in regions such as Mexico has gradually increased over the years, linked to greater consumer acceptance of wine and strong marketing efforts in the producing regions. The wine region of Querétaro is considered one of the three most important in Mexico. Therefore, the research objective of this paper was to identify the types of wine consumers that visit this region and their relationship with wine tourism. The study addressed both qualitative and quantitative aspects. From a qualitative perspective, semi-structured interviews were conducted with wine tourism service providers. Regarding the quantitative approach, a survey was carried out among wine tourists in the area. The data obtained from the questionnaires were analysed using SPSS software. Three consumer clusters were obtained, whose characteristics provide a guide to understanding consumption and consumer preferences with regard to Queretaro wine. We also identified the activities chosen by wine tourists as a complement to the visit experience. It is partially concluded that wine consumption in Querétaro and wine tourism in the region are growing steadily. This aspect implies an increase in knowledge about the beverage and a challenge for Mexico's wine-producing regions.

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