Comportamiento del consumidor en contextos enoturísticos: el caso de La Rioja, España
DOI:
https://doi.org/10.18800/360gestion.202510.010Palabras clave:
Comportamiento del consumidor, Marketing del vino, Región vitivinícola, Grupos de referencia, La RiojaResumen
Este estudio analiza los factores que influyen en el comportamiento del consumidor de vino en La Rioja, España, enfocándose en la percepción, disposición y la influencia de los grupos de referencia y las estrategias de marca de las bodegas. La investigación se basó en 300 entrevistas estructuradas a visitantes de Bodegas Franco Españolas, destacando el perfil demográfico y educativo de los participantes. Se evaluó la aceptación de un vino tempranillo mediante un cuestionario con escala Likert, y se aplicó modelado de ecuaciones estructurales con mínimos cuadrados parciales para analizar las variables relacionadas con la intención de compra y emociones positivas. Los resultados mostraron relaciones significativas y un modelo bien ajustado, validado estadísticamente con pruebas de confidencialidad, validez convergente y discriminante, y ausencia de multicolinealidad. Este trabajo contribuye a comprender el comportamiento del consumidor en una región vitivinícola clave, ofreciendo insumos para estrategias de marketing y desarrollo turístico.
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