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Ekonomika poljoprivrede
2017, vol. 64, br. 4, str. 1571-1582
jezik rada: engleski
vrsta rada: pregledni članak
doi:10.5937/ekoPolj1704571S

Creative Commons License 4.0
Ko su vinski turisti? Empirijsko istraživanje segmenata u vinskom turizmu u Srbiji
Sekulić Dejana ORCID, Petrović Aleksandara, Dimitrijević Vladimirb
aUniversity of Kragujevac, Faculty of Hotel Management and Tourism in Vrnjačka Banja, Vrnjačka Banja
b'Pošta Srbije', Belgrade

e-adresa: dejan.sekulic@kg.ac.rs, acapetrovic86@yahoo.com, v_dimitrijevic@yahoo.com

Sažetak

Cilj ovog rada je da istraži ko su vinski turisti u Srbiji. Istraživanje je sprovedeno korišćenjem anketnog metoda. U cilju identifikacije segmenata korišćenja su dva profilna pitanja: 'da li konzumirate vino' i 'da li ste do sada posetili neku vinariju u Srbiji'. Od ukupnog broja pristiglo je 152 potpuno popunjena upitnika. Na osnovu rezultata istraživanja definisana su dva segmenta vinskih turista: aktivni i potencijalni. Aktivni vinski turisti su osobe koji konzumiraju vino i do sada su posetili neku vinariju i učestvovali u vinskom turizmu. Potencijalni vinski turisti takođe konzumiraju vino, ali nisu do sada posetili neku vinariju u Srbiji. Motivi za uključivanje u vinski turizam obe grupe su slični, dok aktivni vinski turisti su pokazali veću spremnost da ponovo posete omiljenu vinariju i aktivno učestvuju u vinskom turizmu u budućem periodu u odnosu na potencijalne.

Ključne reči

vinski turizam; segmentacija; motivacija; namera posete; barijere

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