Accessible tourism as the factor in creating the image of Serbian wineries as a segment of agritourism supply

Abstract

Accessible tourism denotes tourism offering equity and full participation to all categories of customers in tourism. The aim of the paper is to examine the attitudes of owners and managers of wineries in order to determine the influence of dependable variable related to "attitude to special needs citizens" on image and reputation of wineries which is measured through the following independent variables: district where a winery is located, the size of a winery and membership in a cluster. With this aim in mind in 2017 a survey was conducted on a sample of 81 wineries. One of the conclusions of the analysis shows the influence of a membership in a cluster or association on the attitude of wineries` owners and managers towards the importance of accessibility of wineries to accessible tourism consumers as an elements of the supply that is relevant for the image and reputation of a winery.

Influence of relevant factors on competitiveness of wine sector of the Republic of Serbia

“…Within clusters, cooperatives and associations of producers, the existing competitive advantages (labor and natural resources) would be better used, and also cooperation with institutes and other scientific and educational institutions would be more accessible (Paraušić and Cvijanović, 2014;Ignjatijević and Cvijanović, 2017). The association of wineries would enable more effective wine promotion and a better reputation for wineries, which is essential for production growth (Jević et al, 2019). The role of the state in increasing the competitiveness of the wine industry is directly related to the policy of economic development, and is reflected primarily in the creation of favorable general conditions for business and proper functioning of the market (Marinković et al, 2016;.…”

Underdevelopment of rural tourism in Serbia: Causes, consequences and possible directions of development

“…1337-1352), BelgradeIn almost all regions in Serbia, there are opportunities for the development of Wine tourism, as a special form of rural tourism. For that purpose, a group of authors proposes "creating and managing desired image and reputation represents a basis for successful positioning of a winery in the consciousness of visitors"(Jević et al, 2019(Jević et al, , p.1167. Considering that modern tourists are increasingly demanding, better organization of entities that make up the rural tourist offer in Serbia is needed.…”