{"id":17324,"date":"2022-05-20T09:15:54","date_gmt":"2022-05-20T06:15:54","guid":{"rendered":"https:\/\/modecon.mnau.edu.ua\/?p=17324"},"modified":"2022-06-07T19:02:31","modified_gmt":"2022-06-07T16:02:31","slug":"marketing-research-%d0%bef-consumers-for","status":"publish","type":"post","link":"https:\/\/modecon.mnau.edu.ua\/en\/marketing-research-%d0%bef-consumers-for\/","title":{"rendered":"Braiko \u041c., Holubonkova \u041e. Marketing research \u043ef consumers for the project \u00abwine routes of the Ukrainian Black Sea Region\u00bb"},"content":{"rendered":"

[vc_row][vc_column][vc_column_text]<\/p>\n\n\n\n
JEL Classification<\/strong>: M31; L10; L89.
\n<\/span><\/td>\n		DOI<\/b>: https:\/\/doi.org\/10.31521\/modecon.V32(2022)-03<\/a><\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

[\/vc_column_text][vc_column_text]Braiko \u041c., <\/strong>Senior Lecturer of the Marketing, Entrepreneurship and Trade Department, Odesa National Technological University, Odesa, Ukraine<\/p>\n

ORCID ID:<\/strong> 0000-0002-1185-6539<\/a>
\ne-mail:\u00a0<\/strong>marina.g.braiko@gmail.com<\/a><\/p>\n

Holubonkova \u041e., <\/strong>Candidate of Economical Sciences, Associate Professor of the Marketing, Entrepreneurship and Trade Department, Odesa National Technological University, Odesa, Ukraine<\/p>\n

ORCID ID:<\/strong> 0000-0001-9846-2948<\/a>
\ne-mail:\u00a0<\/strong>Lena.golubenkova@gmail.com<\/a><\/p>\n

Marketing Research of Consumers for the Project \u00abWine Routes of the Ukrainian Black Sea Region\u00bb<\/strong><\/h2>\n

 <\/p>\n

Abstract. <\/strong>Introduction. Theoretical and practical approaches to marketing research of consumers in the field of wine tourism are considered. Reasonable decision-making is needed for the effective development of the Black Sea Wine Roads project. For this purpose, marketing research was conducted using qualitative and quantitative marketing research (survey, structured interview, content analysis of the text).<\/p>\n

Purpose. <\/strong>The purpose of the research is to substantiate management decisions for the development of wine tourism in the Black Sea region based on marketing research.<\/p>\n

Results.<\/strong> A structured interview was conducted with the participants of the ODESSA VINE WEEK event (May 19, 2021), who are stakeholders – the State Agency for Tourism Development of Ukraine, heads of travel agencies, owners and marketers of wineries, etc. The result of the interview was a \u00abportrait of a wine tourist\u00bb. A survey of owners of 16 wineries from different regions of Ukraine concluded that the main motives for wine tourists to visit them are the opportunity to try unique local or original wines, high quality wine and use of modern equipment, specially created museums, cultural centers with excursions and wonderful landscapes and picturesque vineyards around. The results of a survey of consumers of wine tourism services are presented.<\/p>\n

Four main segments among wine tourism connoisseurs have been identified. The first segment is advanced wine connoisseurs, who are mostly united in wine clubs. They have experience in tasting both domestic and foreign wines. They have experience of tasting at wineries. The second segment is Ukrainian tourists who are interested in everything new. They have experience in travel, especially domestic tourism. The third segment \u2013 people whose professional activity and purpose of a trip to wineries are directly related to winemaking and tourism. The fourth segment is foreign tourists.<\/p>\n

Conclusions.<\/strong> The research showed that among modern tourists, the share of those who are looking for an opportunity to add more celebration and pleasure to their holiday in terms of culture and discover new gastronomic feelings combined with fine wines is growing. It is recommended to use the results of the study to form a marketing strategy for the development of the project of wine roads of the Black Sea coast of Ukraine.<\/p>\n

Keywords:<\/strong> wine tourism, wine routes; marketing research; stakeholders; structured interviews; hypotheses; target segment; consumer portrait.<\/p>\n

References:<\/strong><\/p>\n

    \n
  1. Basyuk, D. I. (2015). Theoretical and methodological bases of management of wine tourism development in Ukraine. Kyyiv. 42 [in Ukrainian].<\/li>\n
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  3. Bozhuk, T. I., & Prokopchuk, L. A. (2021). The current state and prospects for the development of wine tourism (on the example of the Transcarpathian region). Tourism industry: current state and development prospects : VI mizhnar. nauk.-prakt. konf. (28\u201329 kvitnya 2011 r.). Luhans\u02b9k, 2. 6. 171-177 [in Ukrainian].<\/li>\n
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    [\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]Received:<\/strong> 08 January 2022<\/p>\n

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    Braiko \u041c., Holubonkova \u041e. (2022). Marketing research \u043ef consumers for the project \u00abwine routes of the Ukrainian Black Sea Region\u00bb. Modern Economics, 32(2022), 24-32. DOI: https:\/\/doi.org\/10.31521\/modecon.V32(2022)-03.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
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    [vc_row][vc_column][vc_column_text] JEL Classification: M31; L10; L89. DOI: https:\/\/doi.org\/10.31521\/modecon.V32(2022)-03 [\/vc_column_text][vc_column_text]Braiko \u041c., Senior Lecturer of the Marketing, Entrepreneurship and Trade Department, Odesa National Technological University, Odesa, Ukraine ORCID ID: 0000-0002-1185-6539 e-mail:\u00a0marina.g.braiko@gmail.com Holubonkova \u041e., Candidate of Economical Sciences, Associate Professor of the Marketing, Entrepreneurship and Trade Department, Odesa National Technological University, Odesa, Ukraine ORCID ID: 0000-0001-9846-2948 e-mail:\u00a0Lena.golubenkova@gmail.com Marketing
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