Article metrics

  • citations in SCindeks: [1]
  • citations in CrossRef:[2]
  • citations in Google Scholar:[=>]
  • visits in previous 30 days:15
  • full-text downloads in 30 days:5
article: 4 from 4  
Back back to result list
Ekonomika poljoprivrede
2017, vol. 64, iss. 4, pp. 1571-1582
article language: English
document type: Review Paper
published on: 29/03/2018
doi: 10.5937/ekoPolj1704571S
Creative Commons License 4.0
Who are wine tourists? An empirical investigation of segments in Serbian wine tourism
aUniversity of Kragujevac, Faculty of Hotel Management and Tourism, Vrnjačka Banja
b'Pošta Srbije', Belgrade



This paper aims to investigate who are the wine tourists in Serbia. The research was conducted by using a survey method. Two profile questions were used aimed to identify segments: 'Do you consume wine?' and 'Have you ever visited some winery in Serbia'? Of a total number, 152 completed questionnaires were received. According to the research results, two segments of wine tourists were defined: active and potential. The active wine tourists are persons who consume wine and so far have visited some wineries and participated in wine tourism. The potential wine tourists also consume wine, but haven't visited any winery in Serbia so far. Motives for inclusion in wine tourism of both these groups are similar, while the active wine tourists have shown greater readiness to revisit the favourite winery and participate actively in wine tourism in future period in regard to the potential ones.


wine tourists; segmentation; motivation; behavioral intention; barriers


Alonso, A.D. (2009) Are travellers interested in wine tourism in New Zealand?. International Journal of Culture, Tourism and Hospitality Research, 3(1): 13-24
Bonn, M.A., Cho, M., Lee, J.J., Kim, J.H. (2016) A multilevel analysis of the effects of wine destination attributes on travel constraints and revisit intention. International Journal of Contemporary Hospitality Management, 28(11): 2399-2421
Brown, G.P., Havitz, M.E., Getz, D. (2007) Relationship Between Wine Involvement and Wine-Related Travel. Journal of Travel & Tourism Marketing, 21(1): 31-46
Brunner, T.A., Siegrist, M. (2011) A consumer‐oriented segmentation study in the Swiss wine market. British Food Journal, 113(3): 353-373
Bruwer, J. (2004) Wine Tourism Behaviour in the Context of a Motivational Framework for Wine Regions and Cellar Doors. Journal of Wine Research, Vol. 15, No. 1, pp. 25-35
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
Charters, S., Ali-Knight, J. (2002) Who is the wine tourist?. Tourism Management, 23(3): 311-319
Corigliano, M.A. (1996) Caratteristiche della domanda strategie di offerta e aspetti territoriali e ambientali. Milano, Italy: Franco Angeli
Di-Gregorio, D., Licari, E. (2006) Rural development and wine tourism in Southern Italy. in: 46th Congress of the European Regional Science Association, Volos, Greece, Proceedings, pp. 1-26
Dodd, T., Bigotte, V. (1997) Perceptual Dififerences Among Visitor Groups to Wineries. Journal of Travel Research, 35(3): 46-51
Galloway, G., Mitchell, R., Getz, D., Crouch, G., Ong, B. (2008) Sensation seeking and the prediction of attitudes and behaviours of wine tourists. Tourism Management, 29(5): 950-966
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
Hair, F.J., Black, C.W., Babin, J.B., Anderson, E.R. (2013) Multivariate data analysis. Harlow: Pearson Education Limited
Hall, C.M. (1996) Wine tourism in New Zealand. in: Tourism Down Under II: A Tourism Research Conference, Proceedings, University of Otago,
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
MacKay, K.J., Andereck, K.L., Vogt, C.A. (2002) Understanding Vacationing Motorist Niche Markets. Journal of Travel Research, 40(4): 356-363
Marzo‐Navarro, M., Pedraja‐Iglesias, M. (2009) Wine tourism development from the perspective of the potential tourist in Spain. International Journal of Contemporary Hospitality Management, 21(7): 816-835
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
o`Neill Martin, A., Palmer, A. (2004) Wine Production and Tourism. Cornell Hotel and Restaurant Administration Quarterly, 45(3): 269-284
Olsen, J.E., Atkin, T., Thach, L., Cuellar, S.S. (2015) Variety seeking by wine consumers in the southern states of the US. International Journal of Wine Business Research, 27(4): 260-280
Quadri-Felitti, D., Fiore, A.M. (2016) Wine tourism suppliers’ and visitors’ experiential priorities. International Journal of Contemporary Hospitality Management, 28(2): 397-417
Salai, S., Gašović, M., Čelić, M. (2013) Marketing research into wine consumption determinants in Vojvodina. Marketing, vol. 44, br. 2, str. 103-114
Sekulić, D., Mandarić, M., Milovanović, V. (2016) Motivation of travelers for participation in wine tourism in Serbia. Ekonomika poljoprivrede, vol. 63, br. 4, str. 1237-1252