ABOUT MARKETING STRATEGY FOR WINE ROUTE. CASE STUDY – CONSTANTINOPLE WINE ROUTE
ABOUT MARKETING STRATEGY FOR WINE ROUTE. CASE STUDY – CONSTANTINOPLE WINE ROUTE

Author(s): Mirjana Maksimović, Tatjana Pivac, Anđelija Ivkov-Džigurski, Kristina Košić
Subject(s): Agriculture, Tourism
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Wine; Wine Tourism; Cultural Route; Constantinople Wine Route.
Summary/Abstract: The main goal of this paper is to present the diversity of the tourist offer of the Constantinople Wine Route (CWR). The paper contains PESTEL and SWOT analysis, two of the best strategic management techniques and research analysis through questionnaire that actually indicate how interested respondents are in wine tourism in Serbia, how much experience they have about it, and whether they are aware of the Constantinople Wine Route. The survey was conducted on the basis of random sample, in the territory of Serbia. At the very end, the results of this survey were crossed with those of interviewed winery owners about what their wineries can offer to tourists and what their expectations are from participating in this project. Cross-referenced analysis opens up new areas for research, but also provides clear guidance on how to communicate the tourist offer of the Constantinople Wine Route.

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