Motivation and tourist satisfaction in wine festivals: XXXI ed. wine tasting Montilla-Moriles, Spain

Associated with the culture and enjoyment of wine, Wine Festival Montilla-Moriles (Spain) has been experiencing year after year, and more than three decades, an increasing number of visitors. The paper conducted mainly aims to analyze the relationship between motivation and satisfaction obtained by tourists who visited the wine festival in its 31st edition. The study makes a segmentation of tourists from two motivational dimensions: first, a food and wine, and second other hedonisticsocial. The results shows that the enogastronomic motivation is the most significant variable, so that the degree of satisfaction of the check increases as it does the motivation for wine tasting or sample gastronomic products of the earth. The findings shows the need to consider the motivational profile of satisfied tourists as a tool to improve Wine Festival Montilla-Moriles as a tourist product