Analysis of motivating factors for visiting wineries in the Vršac wine region (Vojvodina, Serbia)

Abstract

The paper will present the research results of motivational factors influencing wine tourists in decision making process regarding their visits to the wineries in the Vršac wine region, an area which belong to South Banat wine region according to the official regionalization and comprises the west slopes of Vršac mountains (South East Vojvodina). The aim of the paper is to analyse visitors of the Vršac wineries in order to establish components of the motivation and to define the influence they have on the decision to participate in the wine tourism in this region. The methodology of this approach entails: defining and establishing the importance of wine tourism, identifying motivating factors in wine tourism, followed by definition and analysis of the most relevant motivating factors of the wine tourist visiting the Vršac wineries, establishing the intensity of their attitudes related to certain factors and, finally, offering recommendations to the Vršac wineries management in order to create the high quality marketing mix aimed at clearly defined target markets and to position successfully in the wine tourism market. One of the conclusions is that the visitors to the Vršac wineries regard wine tasting as the most important motivating factor, followed by socializing and relaxation.

Hospitalidade e enoturismo em Andradas (MG)

“…Fonte: Castro et al (2017) Verifica-se que as atividades enoturísticas transcendem a oferta de degustações e podem ser articuladas de forma a aumentar a atratividade de uma vinícola ou destino, atendendo simultaneamente diferentes perfis de visitantes. Para tanto é necessário estar bem informado sobre as características da demanda, considerando diferentes necessidades, desejos e hábitos, identificando o perfil do público-alvo para ajustar/planejar sua oferta (Jević et al, 2019). Charters e Ali- Knight (2002, p. 315-316), a partir de uma pesquisa realizada na Austrália, propuseram quatro categorias de enoturistas: Quadro 3 -Categorias de enoturistas…”

Investigating travel motivations for visiting urban destinations in the Republic of Serbia

“…Numerous empirical studies indicate the necessity to examine travel motivation in order to more completely understand the travel decision-making process and destination choice (Dahiya, Batra, 2016;Jević, Popesku, Jević, 2020;Küçükergin et al, 2021;Pestana et al, 2020;Seabra et al, 2014;Yiamjanya, Wongleedee, 2014). Nonetheless, identifying the motives for which tourists stay in a particular destination enables greater knowledge of the tourist profile as well as adjusting the tourist offer to their needs (Chi, Phuong, 2021;Srihadi, Sukandar, Soehadi, 2016).…”

“…Liczne badania empiryczne wskazują na konieczność analizowania motywacji podróży w celu pełnego zrozumienia procesu podejmowania decyzji związanych z podróżowaniem i wyborem destynacji (Dahiya, Batra, 2016;Jević, Popesku, Jević, 2020;Küçükergin i in., 2021;Pestana, Parreira, Moutinho, 2020;Seabra i in., 2014;Yiamjanya, Wongleedee, 2014). Jednakże rozpoznanie powodów, dla których turyści przebywają w danej miejscowości, zwiększa wiedzę na temat profilu turysty oraz umożliwia dostosowanie oferty do jego potrzeb (Chi, Phuong, 2021;Srihadi, Sukandar, Soehadi, 2016).…”

History of wine tourism in Serbia

“…Wine tourism is developing, following trends and becoming one of the most attractive branches of tourism which, in addition to wine, promotes the culture and tradition of Serbs and other nations living in this area (Jević et al, 2020;Sekulić et al, 2016;Maksimović et al, 2019;Kosić et al, 2017;Ivkov-Dzigurski, 2010). With the establishment of the Association of Winegrowers and Winemakers of Serbia, starts the work on creating the first Program for the development of the wine sector, which should include wine tourism.…”

“…The exception is possibly wine tourism in France, which is believed to have started to develop long before the 20th century (Westering, Niel, 2003). However, all these allegations have one thing in common; the lack of clear, precise and directly cited sources (Colombini,2015;Jević et al, 2020;Gmelch, 2011;Hita, Swartz, 2014;Tasić, 2016;Terziyska, Georgiev, 2014;Jević, 2019;Joksimović, 2012). For this reason, after a detailed review of all available sources, this paper sets a precedent in the current interpretation of historical facts, and presents a chronological overview of the most important events in the field of wine tourism in Serbia, in the period from 1864 to this day, in which the first indications of the wine tourism in Serbia could be recognized.…”