文章基本信息

标题：SWOT analysis of wine tourism in Srem
其他标题：SWOT analiza vinskog turizma u Sremu
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作者：Melita Josipović ; Jelena Tepavčević ; Svetlana Vukosav 等
期刊名称：Marketing (Beograd. 1991)
印刷版ISSN：0354-3471
电子版ISSN：2334-8364
出版年度：2020
卷号：51
期号：4
页码：247-258
DOI：10.5937/markt2004247J
语种：English
出版社：Srpsko udruženje za marketing
摘要：The importance of wine tourism is growing, both in the world and in our country. According to the number of registered wineries, the Srem wine-growing region is the largest in Serbia. Tourists traveling for wine tourism list wine tasting and introduction to the process of wine production, bottling and storage as their main motives. In addition to the above, wine lovers have the desire to spend quality time together in a natural environment. Marketing activities, which are undertaken for the promotion of wine tourism, are different. The promotion is performed by wineries, tourist organizations and travel agencies. In order to gain insight into the ways of promoting wine tourism in Srem, a short survey was conducted on two occasions, in 2013 and 2020. The survey was conducted in tourist organizations and tourist agencies, which operate in the territory of Srem. Potential tourists most often rely on the Internet, when choosing new destinations. Wine tourism research around the world has evolved from conceptual and case studies, to more comprehensive and extensive research (Carlsen & Charters, 2006). The aim of this paper is to present through SWOT analysis the strengths and opportunities that can contribute to the development of wine tourism in Srem, and on the other hand, identify weaknesses and threats. With the help of the TOWS matrix, strategies have been defined, the application of which could improve wine tourism in Srem.
其他摘要：Značaj vinskog turizma je u porastu, kako u svetu, tako i kod nas. Po broju registrovanih vinarija, Sremski vinogradarski rejon je najveći u Srbiji. Turisti koji putuju zbog vinskog turizma, kao glavne motive navode degustaciju vina i upoznavanje sa procesom proizvodnje, flaširanja i skladištenja vina. Ljubitelji vina pored navedenog imaju želju i da provedu kvalitetno vreme u društvu i u prirodnom ambijentu. Marketing aktivnosti, koji se preduzimaju radi promocije vinskog turizma su različite. Promociju vrše vinarije, turističke organizacije i turističke agencije. Da bi stekli uvid u načine promovisanja vinskog turizma u Sremu, sprovedeno je kratko istraživanje u dva navrata, 2013. i 2020. godine. Anketno istraživanje je rađeno u turističkim organizacijama i turističkim agencijama, koji posluju na teritoriji Srema. Potencijalni turisti se najčešće oslanjaju na Internet, pri biranju novih destinacija. Istraživanje vinskog turizma širom sveta je evoluiralo od konceptualnih i studija slučaja, ka sveobuhvatnijim i obimnijim istraživanjima (Carlsen & Charters, 2006). Cilj ovog rada je da se kroz SWOT analizu prikažu snage i mogućnosti koje mogu doprineti razvoju vinskog turizma u Sremu, a sa druge strane, uz identifikaciju slabosti i pretnji. Pomoću TOWS matrice su definisane strategije, čijem primenom bi mogao da se unapredi vinski turizam u Sremu.
关键词：wine tourism;wine;Srem;promotion;SWOT;TOWS
其他关键词：vinski turizam;vino;Srem;promocija;SWOT;TOWS