WHO ARE WINE TOURISTS? AN EMPIRICAL INVESTIGATION OF SEGMENTS IN SERBIAN WINE TOURISM
DOI:
https://doi.org/10.5937/ekoPolj1704571SKeywords:
wine tourists, segmentation, motivation, behavioral intention, barriers.Abstract
This paper aims to investigate who are the wine tourists in Serbia. The research was conducted by using a survey method. Two profle questions were used aimed to identify segments: "Do you consume wine?" and "Have you ever visited some winery in Serbia"? Of a total number, 152 completed questionnaires were received. According to the research results, two segments of wine tourists were defned: active and potential. The active wine tourists are persons who consume wine and so far have visited some wineries and participated in wine tourism. The potential wine tourists also consume wine, but havent visited any winery in Serbia so far. Motives for inclusion in wine tourism of both these groups are similar, while the active wine tourists have shown greater readiness to revisit the favourite winery and participate actively in wine tourism in future period in regard to the potential ones.
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References
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2. Bonn, M., Cho, M., Lee, J.J., Kim, H.J. (2016): A multilevel analysis of the effects of wine destination attributes on travel constraints and revisit intention, International Journal of Contemporary Hospitality Management, Vol. 28, No. 11, pp.2399-2421.
3. Brown, G.P., Havitz, M.E., Getz, D. (2006): Relationship between wine involvement and wine related travel, Journal of Travel & Tourism Marketing, Vol. 2, No. 1, pp. 31-46.
4. Brown, G.P., Havitz, M.E., Getz, D. (2006): Relationship between wine involvement and wine related travel, Journal of Travel & Tourism Marketing, Vol. 2, No. 1, pp. 31-46.
5. Brunner, T., Siegrist, M. (2011): A consumer-oriented segmentation study in the Swiss wine market, British Food Journal, Vol. 113, No. 3, pp. 353-373.
6. Bruwer, J. (2003): South African wine routes: some perspectives on the wine tourism industrys structural dimensions and wine tourism product, Tourism Management, Vol. 24, No. 4, pp. 423-435
7. Bruwer, J. (2004): Wine Tourism Behaviour in the Context of a Motivational Framework for Wine Regions and Cellar Doors, Journal of Wine Research, Vol. 15, No. 1, pp. 25-35,
8. Charters, S., Ali-Knight, J. (2002): Who is the wine tourist?, Tourism Management, Vol. 23, No. 3, pp. 311-319.
9. Corigliano, M.A. (1996): Caratteristiche della domanda strategie di offerta e aspetti territoriali e ambientali, Franco Angeli, Milano, Italy.
10. Di-Gregorio, D., Licari, E. (2006): Rural development and wine tourism in Sourthern Italy, Proceedings of 46th Congress of the European Regional Science Association, Volos, Greece, pp. 1-26.
11. Dodd, T. Bigotte, V. (1997): Perceptual differences among visitor groups to wineries, Journal of Travel Research, Vol. 35, No. 3, pp. 46–51.
12. Galloway, G., Mitchell, R., Getz, D., Crouch, G. Ong, B. (2008): Sensation seeking and the prediction of attitudes and behaviours of wine tourists, Tourism Management, Vol. 29, No.5, pp. 950-966.
13. Grybovych, O., Lankford, J., Lankford, S. (2013): Motivations of wine travelers in rural Northeast Iowa. International Journal of Wine Business Research, Vol. 25, No. 4, pp. 285-309.
14. Hair, F. J., Black, C. W., Babin, J. B., Anderson, E. R. (2013): Multivariate Data Analysis (ISBN 1292035110). Pearson Education Limited, Harlow.
15. Hall, C.M. (1996): Wine tourism in New Zealand, Proceedings of Tourism Down Under II: A Tourism Research Conference, University of Otago. http://www-sre.wu.ac.at/ersa/ersaconfs/ersa06/papers/626.pdf
16. Koch, J., Martin, A., Nash, R. (2013): Overview of perceptions of German wine tourism from the winery perspective, International Journal of Wine Business Research, Vol. 25, No. 1, pp. 50-74.
17. MacKay, K., Andereck, K., Vogt, C. (2002): Understanding vacationing motorist niche markets, Journal of Travel Research, Vol. 40, No. 4, pp. 356-363.
18. Marzo-Navarro, M., Pedraja-Iglesias, M. (2009): Wine tourism development from the perspective of the potential tourist in Spain, International Journal of Contemporary Hospitality Management, Vol. 21, No. 7, pp. 816-835.
19. Marzo-Navarro, M., Pedraja-Iglesias, M. (2010): Are there different profles of wine tourists? An initial approach, International Journal of Wine Business Research, Vol. 22, No. 4, pp. 349-361.
20. ONeill, M., Palmer, A. (2004): Wine production and tourism: adding service to a perfect partnership, Cornell Hotel and Restaurant Administration Quarterly, Vol. 45, No. 3, pp. 269-284.
21. Olsen, J., Atkin, T., Thach, L., Cuellar, S. (2015): Variety seeking by wine consumers in the southern states of the US, International Journal of Wine Business Research, Vol. 27, No. 4, pp. 260-280.
22. Quadri-Felitti, D., Fiore, M.A. (2016): Wine tourism suppliers and visitors experiential priorities, International Journal of Contemporary Hospitality Management, Vol. 28, No.2, pp.397-417.
23. Salai, S., Gašović, M, Čelić, M. (2013): Marketing Research into Wine Consumption Determinants in Vojvodina, Marketing, Vol. 44, No. 2, pp. 103-114.
24. Sekulić, D., Mandarić, M., Milovanović, V. (2016): Motivation of travelers for participation in wine tourism in Serbia, Economics of Agriculture, Vol. 63, No. 4, pp. 1237-1252.
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Published
2017-12-20
How to Cite
Sekulić, D., Petrović, A., & Dimitrijević, V. (2017). WHO ARE WINE TOURISTS? AN EMPIRICAL INVESTIGATION OF SEGMENTS IN SERBIAN WINE TOURISM. Ekonomika Poljoprivrede, 64(4), 1571–1582. https://doi.org/10.5937/ekoPolj1704571S
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