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.
References
Alant, K., & Bruwer, J. (2004). Wine tourism behavior in the context of a motivational framework for wine regions and cellar doors. Journal of Wine Research, 15 (1), 27-37.
Alant, K., & Bruwer, J. (2010). Winery visitation sets. Intra-regional spatial movements of wine tourists in branded regions. International Journal of Wine Business Research, 22 (2), 191-210.
Alebaki, M., & Iakovidou, O. (2011). Market segmentation in wine tourism: A comparison of approaches. Tourismos: An International Multidisciplinary Journal of Tourism, 6 (1), 123-140.
Alebaki, M., & Iakovidou, O. (2013) Wine tourism motivation: An amalgam of pull and push factors? In: R. Deriou, & A. Fadda (Eds.). Contesti mediterranei in transizione: Mobilita turistica tra crisi et mutamento (pp.45-63), Italia:Franco Angeli.
Baird, T., & Hall, C.M. (2014). Between the vines: Wine tourism in New Zealand. In P. Howland (Eds.), Social, Cultural and Economic Impacts of Wine in New Zealand (pp. 191-207). London: Routledge.
Bouzdine-Chameeva, T., Faugère, C., & Mora, P. (2016). Wine Tourism in Bordeaux. In: Lee, K., (Eds.). Strategic Winery Management and Tourism - Building Competitive Winery Tourism and Winery Management Strategy (pp. 89-114). Boca Raton: CRC Press.
Brown, G., & Getz, D. (2005). Linking wine preferences to the choice of wine tourism destinations. Journal of Travel Research, 43, 266–276.
Bruwer, J. (2002). The role and importance of the winery cellar-door in the Australian wine industry: Some perspectives. The Australian & New Zealand Grapegrower and Winemaker, 463, 96–99.
Bruwer, J. (2003). South African wine routes: Some perspectives on the wine tourism industry’s structural dimensions and wine tourism product. Tourism Management, 24 (4), 423–435.
Bruwer, J., & Alant, K. (2009). The hedonic nature of wine tourism consumption: an experiential view. International Journal of Wine Business Research, 21 (3), 235-257.
Bruwer, J., Lesschaeve, I., Gray, D., & Sottini, V.A. (2013). Regional Brand Perception by Wine Tourists Within a Winescape Framework, 7th AWBR International Conference, St. Catherines.
Bruwer, J., Prayag, G., & Disegna, M. (2018). Why wine tourists visit cellar doors: Segmenting motivation and destination image. International Journal of Tourism Research. 20 (3), 355–366.
Bruwer, J., & Rueger-Muck, E. (2019). Wine tourism and hedonic experience: A motivation-based experiential view. Tourism and Hospitality Research. 19(4), 488-502
Byrd, E. T., Canziani, B., Hsieh, Y. C., Debbage, K., & Sonmez, S. (2016). Wine tourism: Motivating visitors through core and supplementary services. Tourism Management, 52, 19–29.
Cambourne, B., & Macionis, N. (2000). Meeting the wine maker: wine tourism product development in an emerging wine region. In: M. Hall, L. Shapers, B. Cambourne, & N. Macionis (Eds.). Wine tourism around the world: Development, management and markets (pp. 81-101). Oxford: Butterworth Heinemann.
Cambourne, B., Macionis, N., Hall, C.M., & Sharples, L. (2000). The future of wine tourism. In: C.M. Hall, L. Sharples, B. Cambourne, & N. Macionis (Eds.). Wine tourism around the world: Development, management and markets (pp. 297–320). Oxford: Butterworth–Heinemann.
Carlsen, J. (2004). A review of global wine tourism research. Journal of wine research, 15 (1), 5-13.
Carlsen, J. (2011). Assessing service quality at wineries and cellar doors through service mapping. International Journal of Wine Business Research, 23 (3), 271-290.
Charters, S., & Ali-Knight, J. (2002). Who is the wine tourist?. Tourism Management, 23, 311-319.
Cho, M., Bonn, M. A., & Brymer, R. A. (2014). A Constraint-Based Approach to Wine Tourism Market Segmentation. Journal of Hospitality & Tourism Research, 41(4), 415-444.
Dodd, T. (2000). Influences on cellar door sales and determinants of wine tourism success: results from Texas wineries. In: C.M. Hall, L. Sharples, B. Cambourne, N. Macionis (Eds.), Wine Tourism Around the World: Development, management and markets (pp. 136-149). Oxford: Elsevier Science.
Dreßler M. (2016). Strategic Winery Management and Tourism: Value-Added Offerings and Strategies Beyond Product Centrism. In: K. Lee (Eds.). Strategic Winery Management and Tourism - Building Competitive Winery Tourism and Winery Management Strategy (pp. 31-68). Boca Raton: CRC Press.
George, B. (2006). Wine tourist motivation and the perceived importance of servicescape: A study conducted in Goa, India. Tourism Review, 61 (3), 15-19.
Getz, D., & Brown, G. (2006). Benchmarking wine tourism development: The case of the Okanagan Valley, British Columbia, Canada. International Journal of Wine Marketing, 18 (2), 78-97.
Grimstad, S. (2011). Developing a framework for examining business-driven sustainability initiatives with relevance to wine tourism clusters. International Journal of Wine Business Research, 23 (1), 62-82.
Grybovych, O., Lankford, J., & Lankford S. (2013). Motivations of wine travelers in rural Northeast Iowa. International Journal of Wine Business Research, 25(4), 285-309.
Hall, C.M., & Johnson, G. (1997). Wine tourism in New Zealand: Larger bottles or better relationships. In: J. Higham & G.Kearsle (Eds.). Trails in the Third Millennium, Conference Proceedings (pp.73-86), Dunedin, New Zeland
Hall, C.M., & Macionis, N. (1998). Wine tourism in Australia and New Zealand. In: R.W. Butler, C.M. Hall, & J.M. Jenkins (Eds.). Tourism and Recreation in Rural Areas (pp. 267-298). New York: John Wiley & Sons.
Hall, C.M., Sharples, L, Cambourne, B., & Macionis, N. (2000). Wine tourism around the world: Development, management and markets. Oxford: Butterworth Heinemann.
Koch, J., Martin, A. & Nash, R. (2013). Overview of perceptions of German wine tourism from the winery perspective. International Journal of Wine Business Research, 25 (1), 50-74.
Kunc, M. H. (2009). Forecasting the development of wine tourism: a case study in Chile. International Journal of Wine Business Research, 21 (4), 325-338.
Lopez-Guzman, T., Rodriguez-Garcia, J., Sanchez-Canizares, S., & Lujan-Garcia, M. J. (2011). The development of wine tourism in Spain. International Journal of Wine Business Research, 23 (4), 374-386.
Marzo-Navarro, M., & Pedraja-Iglesias, M. (2010). Are there different profiles of wine tourists? An initial approach. International Journal of Wine Business Research, 22 (4), 349-361.
Marzo‐Navarro, M., & Pedraja‐Iglesias, M. (2012). Critical factors of wine tourism: incentives and barriers from the potential tourist’s perspective. International Journal of Contemporary Hospitality Management, 24(2), 312–334.
Mitchell, R., Charters, S., & Albrecht, J. N. (2012). Cultural systems and the wine tourism product. Annals of Tourism Research, 39 (1), 311-335.
Mitchell, R., & Hall, C. (2003). Consuming tourists: Food tourism consumer behaviour. In: C. Hall (Eds.). Food tourism around the world: Development, management and markets (pp. 60-80). Oxford: Butterworth-Heinemann.
Mitchell, R., Hall, M., & McIntosh, A. (2000). Wine tourism and consumer behaviour. In: M. Hall, L. Shapers, B. Cambourne, & N. Macionis (Eds.). Wine tourism around the world-Development, management and markets (pp. 115-135). England: Butterworth Heinemann.
Neilson, L., & Madill, J. (2014). Using winery web sites to attract wine tourists: an international comparison. International Journal of Wine Business Research, 26 (1), 2-26.
Pivac, T. 2012.Wine Tourism in Vojvodina. Universi-ty of Novi Sad, Faculty of Science, Department of Geography, Tourism and Hotel Management, Novi Sad. (in Serbian)
Pivac, T., Romelić, J. & Košić, K. (2009). Evaluation of the potential for the development of wine tourism in Vojvodina. Collection of papers – Faculty of Geography at the University of Belgrade, 57, 215-228. (in Serbian)
Razović, M. (2015).Wine tourism as a special form of tourist offer in Dalmatia. Collected papers of Šibenik College, 3(4), 51-67. (in Croatian)
Sekulić, D., Mandarić, M., & Milovanović, V. (2016) Motivation of travelers for participation in wine tourism in Serbia. Ekonomika poljoprivrede, 63(4), 1237-1252
Tach, L. (2016). Emerging Issues in Wine Tourism In: Lee, K., (Eds.). Strategic Winery Management and Tourism - Building Competitive Winery Tourism and Winery Management Strategy (pp. 115-126). Boca Raton: CRC Press.
Telfer, D. (2001). Strategic alliances along the Niagara Wine Route. Tourism Management, 22 (1), 21-30.
Tomić, N., Koković, J., Jakšić, D., Ninkov, J., Vasin, J., Malićanin, M., & Marković, S.B. (2017). Terroir of the Tri Morave Wine Region (Serbia) as a Basis for Producing Wines with Geographical Indication. Geographica Pannonica, 21(3), 166-178.
Ye, B. H., Zhang, H. Q., & Yuan, J. (2014). Intentions to Participate in Wine Tourism in an Emerging Market: Theorization and Implications. Journal of Hospitality & Tourism Research, 41(8), 1007-1031.
