THE PERCEPTIONS OF WINE CONSUMERS REGARDING THE USE OF DIGITAL WINE LISTS IN DIGITALLY ORIENTED RESTAURANTS

Pero Labus; Jelena Lukić Nikolić

doi:10.59267/ekoPolj2303841L

Authors

Pero Labus Director of Food and Beverage/Consultant full time, hotel Ambasador; Retoi d.o.o., Split, Croatia https://orcid.org/0000-0001-8098-7711
Jelena Lukić Nikolić Modern Business School, Belgrade, Serbia https://orcid.org/0000-0003-0632-8974

DOI:

https://doi.org/10.59267/ekoPolj2303841L

Keywords:

wine, digital wine list, restaurants, consumers, digital technologies, perceptions

Abstract

The aim of this paper is to examine and analyze the perceptions of wine consumers regarding the use of digital wine lists in restaurants. The empirical research was conducted using a specially designed questionnaire, which was completed by 406 respondents from 2020 to 2021. The data analysis applied descriptive statistics, KolmogorovSmirnov test, Levene’s test, and the Kruskal-Wallis H test. The results showed that restaurants with digital wine lists are preferred by consumers who are at the young age group (between the ages of 18 and 35), have no prior knowledge about wine, and visit restaurants frequently (a few times per month). These respondents are willing to recommend digitally oriented restaurants and their services to others. The results and conclusions presented in this research could serve as a foundation for decision-makers and managers in restaurants to consider the introduction of digital wine lists and to improve their restaurant’s attractiveness.

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