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Constraints Segmentation and Wine Tourism : Selecting Target Markets Based upon Consumers ’ Attitudes and Behavioral Similarities Related to their Intent to Visit Wine Destinations

◦ Design/methodology: Survey instrument for this study was initially developed based upon leisure and travel constraints literature. First, exploratory factor analysis was performed to identify the underlying dimensions of constraints associated with visiting wine regions. Second, based on the similarities of the identified constraints factors, cluster analysis was conducted. Finally, the ANOVA tests were used to examine any potential importance constraints clusters may have for influencing respondent’s attitudes and intentions to visit wine regions.