KEEP THE PACE: THE UNCORKED POTENTIAL OF WINE TOURISM IN ŠUMADIJA
Patrik Kubát - Mendel University in Brno, Faculty of Business and Economics, Department of Marketing and Trade, Zemědělská
1665/1, 613 00 Brno-sever, Czech Republic
DOI: https://doi.org/10.31410/Balkans.JETSS.2021.4.1.43-53
Patrik Kubát - Mendel University in Brno, Faculty of Business and Economics, Department of Marketing and Trade, Zemědělská
1665/1, 613 00 Brno-sever, Czech Republic
DOI: https://doi.org/10.31410/Balkans.JETSS.2021.4.1.43-53
Balkans Journal of Emerging Trends in Social Sciences, (2021) , Vol 4, No 1
ISSN: 2620-164X
ISSN: 2620-164X
Abstract: In the last two decades, Serbia has begun to re-establish itself within other wine-producing countries. One of the Serbian wine regions – Šumadija – caught hold of this opportunity and launched in the wine tourism industry. This paper, based on visits to Šumadija wineries and interviews with winemakers, is a survey of the present tourism infrastructures and wine histories. The aim is to explore the capacity of the wine industry in its attempt to develop tourism as a component of regional developmental progress. It is a review of the wine tourism situation and development in the Šumadija region, a survey of where it is today, and an assessment of its potential in the future. The author conducted interviews with winemakers and collected primary data from tourists at the regional wine event in 2017. In conclusion, recommendations are made for the further development of the area as a wine destination.
Keywords: Enotourism, Serbia, Tourism development, Wine region.
JEL Classification Z32 · L83
REFERENCES
Butler, A. (2019, October 22). The best-value destinations for 2020. Lonely Planet. https://www.
lonelyplanet.com/articles/affordable-destinations-best-in-travel
Byrd, E.T., Canziani, B., Hsieh, Y.C.J., Debbage, K., & Sonmez, S. (2016). Wine tourism: Motivating
visitors through core and supplementary services. Tourism Management, 52(C), 19-29. https://
doi.org/10.1016/j.tourman.2015.06.009
Corbetta, P. (2003). Social Research: Theory Methods and Techniques. SAGE Publications Ltd.
Đenadić, M., & Rudež, J. (2018, June 2). Wine tourism as factor of tourism positioning in Serbia.
Tourism International Scientific Conference Vrnjačka Banja - TISC, 3(2), 645-662. Retrieved
from http://www.tisc.rs/proceedings/index.php/hitmc/article/view/80
Enoteka Premier. (2002). Serbian wines. http://www.enotekapremier.rs/en/
Erdeji, I., Gagić, S., Jovičić, A., & Medić, S. (2013). Development of rural tourism in Serbia. J. Settel.
Spat. Plann, 4(2), 309-315.
Getz, D. (2000). Explore wine tourism: management, development & destinations. Cognizant Communication
Corporation.
Getz, D., & Brown, G. (2006). Critical success factors for wine tourism regions: a demand analysis.
Tourism Management, 27(1), 146-158. https://doi.org/10.1016/j.tourman.2004.08.002
Hall, C.M., Sharples, L., Cambourne, B., & Macionis, N. (Eds.). (2000). Wine Tourism Around the
World: Development, Management and Markets. Butterworth- Heinemann.
Hudelson, J. (2014a). Eastern Promises: The Potential Future for Wine Tourism in the Balkans. American
Journal of Tourism Management, 3(1B), 34-50. https://doi.org/10.5923/s.tourism.201402.05
Hudelson, J. (2014b). Sustainable Mountain Tourism: An Analysis of Bosnia-Herzegovina’s Wine Tourism
and its Future. SHS Web of Conferences, 12. http://dx.doi.org/10.1051/shsconf/20141201020
Ilieş A., Ilieş D.C., Tătar, C., & Ilieş, M. (2017). Geography of Tourism in Romania. In Widawski K.,
Wyrzykowski J. (Eds.), The Geography of Tourism of Central and Eastern European Countries
(pp. 329-374). Springer, Cham. https://doi.org/10.1007/978-3-319-42205-3_9
Ivanišević, D., Jakšić, D., & Korać, N. (2015). Vinogradarski atlas Srbije. Republički zavod za statistiku
Republike Srbije. http://publikacije.stat.gov.rs/G2015/Pdf/G201514009.pdf
Kubát, P. (2019a). Vývoj vinařského turismu a jeho úroveň v České republice, Chile a Srbsku. [Published
master’s thesis, Mendel University in Brno]. ProQuest Theses.cz.
Kubát, P. (2019b). Development of Wine Tourism in Šumadija Region. In D. Hampel (Ed.), PEFnet
2019 – 23rd European Scientific Conference of Doctoral Students (pp. 79-80). Mendel University
in Brno.
Lekić, N., Savić, G., Knežević, S., & Mitrovic, A. (2018). The efficiency analysis in small wineries
in the Republic of Serbia. Economics of Agriculture, 65(4), 1529-1544. https://doi.org/10.5937/
ekoPolj1804529L
Lonely Planet. (2013). Eastern Europe. Lonely Planet.
Mandarić, M., Milićević, S., & Sekulić, D. (2017). Traditional values in the function of promotion of
Šumadija and Pomoravlje as rural tourism destinations. Ekonomika Poljoprivrede (1979), 64,
787-803. https://doi.org/10.5937/ekoPolj1702787M
Marinoski, N., Korunovski, S., & Risteski, M. (2017). Possibilities for sustainable development of
wine tourism in Demir Kapija and Florina. Yearbook-Faculty of Tourism and Business Logistics,
3(2), 58-67.
Mclellan, E., Macqueen, K.M., & Neidig, J. L. (2003). Beyond the Qualitative Interview: Data Preparation
and Transcription. Field Methods, 15(1), 63-84. https://doi.org/10.1177/1525822X02239573
Oplenacka Berba. (2019). Oplenac harvest – Municipality of Topola. https://oplenackaberba.com/
Pivac, T., Maksimović, M., & Blesic, I. (2020). The Importance of Digital Marketing for Wineries
and Development of Wine Tourism: Case Study of Serbia. 5th International Thematic Monograph:
Modern Management Tools and Economy of Tourism Sector in Present Era, 241-251.
https://doi.org/10.31410/tmt.2020.241
Pivac, T. (2012). Vinski turizam Vojvodine. Prirodno-matematički fakultet, Departman za geografiju,
turizam i hotelijerstvo.
Radovanović, V., Đorđević, Ž.D., & Petrović, J. (2017). Wine Marketing: Impact of Demographic
Factors of Serbian Consumers on the Choice of Wine. Economic Themes 55(2), 199-215.
https://doi.org/10.1515/ethemes-2017-0012
Sekulić, D., Petrović, A., & Dimitrijević, V. (2017). Who are wine tourists? An empirical investigation
of segments in Serbian wine tourism. Economics of Agriculture, 64(4), 1571-1582. https://
doi.org/10.5937/ekoPolj1704571S
Sekulić, D., Mandarić, M., & Milovanović, V. (2016). Motivation of travelers for participation in
wine tourism in Serbia. Economics of Agriculture, 63(4), 1237-1252. https://doi.org/10.5937/
ekoPolj1604237S
SORS – Statistical Office of the Republic of Serbia. (2017). Statistical Yearbook of the Republic of
Serbia 2017. http://publikacije.stat.gov.rs/G2017/PdfE/G20172022.pdf
Stoykova, B. (2009). Successful practices in wine tourism following the example of Oryahovitsa
Winery in Stara Zagora Region. Trakia Journal of Sciences, 7(3), 74-80.
Tomljenović, R. (2006). Wine tourism destination life-cycle. In Conference paper: Perspective of the
rural tourism in the New Europe, GEOTOUR, Košice.
Tončev, M.J., Jovanović, D., Malićanin, M., & Dimitrijević, B. (2016). Push and pull factors determining
wine tourism development in the “Tri Morave” sub-region. Economics of Agriculture,
63(3), 781-800. https://doi.org/10.5937/ekoPolj1603781J
Vina Šumadije. (2017). Udruženje vinara Šumadije. http://vinasumadije.com
Wiluś, R. (2017). Geography of Tourism in Bulgaria. In Widawski K., Wyrzykowski J. (Eds.), The
Geography of Tourism of Central and Eastern European Countries (pp. 71-107). Springer,
Cham. https://doi.org/10.1007/978-3-319-42205-3_3
Yen, T.-F., & Wang, M.-H. (2020). Wine Cultural Event as a Growing Phenomenon: Role of Novelty,
Value and Satisfaction in Developing WOM. Asian Journal of Education and Social Studies,
10(2), 29-41. https://doi.org/10.9734/ajess/2020/v10i230264
Zuegg, I. (2016). Wine Tourism in South Tyrol. [Published bachelor thesis, Modul University].
Keywords: Enotourism, Serbia, Tourism development, Wine region.
JEL Classification Z32 · L83
REFERENCES
Butler, A. (2019, October 22). The best-value destinations for 2020. Lonely Planet. https://www.
lonelyplanet.com/articles/affordable-destinations-best-in-travel
Byrd, E.T., Canziani, B., Hsieh, Y.C.J., Debbage, K., & Sonmez, S. (2016). Wine tourism: Motivating
visitors through core and supplementary services. Tourism Management, 52(C), 19-29. https://
doi.org/10.1016/j.tourman.2015.06.009
Corbetta, P. (2003). Social Research: Theory Methods and Techniques. SAGE Publications Ltd.
Đenadić, M., & Rudež, J. (2018, June 2). Wine tourism as factor of tourism positioning in Serbia.
Tourism International Scientific Conference Vrnjačka Banja - TISC, 3(2), 645-662. Retrieved
from http://www.tisc.rs/proceedings/index.php/hitmc/article/view/80
Enoteka Premier. (2002). Serbian wines. http://www.enotekapremier.rs/en/
Erdeji, I., Gagić, S., Jovičić, A., & Medić, S. (2013). Development of rural tourism in Serbia. J. Settel.
Spat. Plann, 4(2), 309-315.
Getz, D. (2000). Explore wine tourism: management, development & destinations. Cognizant Communication
Corporation.
Getz, D., & Brown, G. (2006). Critical success factors for wine tourism regions: a demand analysis.
Tourism Management, 27(1), 146-158. https://doi.org/10.1016/j.tourman.2004.08.002
Hall, C.M., Sharples, L., Cambourne, B., & Macionis, N. (Eds.). (2000). Wine Tourism Around the
World: Development, Management and Markets. Butterworth- Heinemann.
Hudelson, J. (2014a). Eastern Promises: The Potential Future for Wine Tourism in the Balkans. American
Journal of Tourism Management, 3(1B), 34-50. https://doi.org/10.5923/s.tourism.201402.05
Hudelson, J. (2014b). Sustainable Mountain Tourism: An Analysis of Bosnia-Herzegovina’s Wine Tourism
and its Future. SHS Web of Conferences, 12. http://dx.doi.org/10.1051/shsconf/20141201020
Ilieş A., Ilieş D.C., Tătar, C., & Ilieş, M. (2017). Geography of Tourism in Romania. In Widawski K.,
Wyrzykowski J. (Eds.), The Geography of Tourism of Central and Eastern European Countries
(pp. 329-374). Springer, Cham. https://doi.org/10.1007/978-3-319-42205-3_9
Ivanišević, D., Jakšić, D., & Korać, N. (2015). Vinogradarski atlas Srbije. Republički zavod za statistiku
Republike Srbije. http://publikacije.stat.gov.rs/G2015/Pdf/G201514009.pdf
Kubát, P. (2019a). Vývoj vinařského turismu a jeho úroveň v České republice, Chile a Srbsku. [Published
master’s thesis, Mendel University in Brno]. ProQuest Theses.cz.
Kubát, P. (2019b). Development of Wine Tourism in Šumadija Region. In D. Hampel (Ed.), PEFnet
2019 – 23rd European Scientific Conference of Doctoral Students (pp. 79-80). Mendel University
in Brno.
Lekić, N., Savić, G., Knežević, S., & Mitrovic, A. (2018). The efficiency analysis in small wineries
in the Republic of Serbia. Economics of Agriculture, 65(4), 1529-1544. https://doi.org/10.5937/
ekoPolj1804529L
Lonely Planet. (2013). Eastern Europe. Lonely Planet.
Mandarić, M., Milićević, S., & Sekulić, D. (2017). Traditional values in the function of promotion of
Šumadija and Pomoravlje as rural tourism destinations. Ekonomika Poljoprivrede (1979), 64,
787-803. https://doi.org/10.5937/ekoPolj1702787M
Marinoski, N., Korunovski, S., & Risteski, M. (2017). Possibilities for sustainable development of
wine tourism in Demir Kapija and Florina. Yearbook-Faculty of Tourism and Business Logistics,
3(2), 58-67.
Mclellan, E., Macqueen, K.M., & Neidig, J. L. (2003). Beyond the Qualitative Interview: Data Preparation
and Transcription. Field Methods, 15(1), 63-84. https://doi.org/10.1177/1525822X02239573
Oplenacka Berba. (2019). Oplenac harvest – Municipality of Topola. https://oplenackaberba.com/
Pivac, T., Maksimović, M., & Blesic, I. (2020). The Importance of Digital Marketing for Wineries
and Development of Wine Tourism: Case Study of Serbia. 5th International Thematic Monograph:
Modern Management Tools and Economy of Tourism Sector in Present Era, 241-251.
https://doi.org/10.31410/tmt.2020.241
Pivac, T. (2012). Vinski turizam Vojvodine. Prirodno-matematički fakultet, Departman za geografiju,
turizam i hotelijerstvo.
Radovanović, V., Đorđević, Ž.D., & Petrović, J. (2017). Wine Marketing: Impact of Demographic
Factors of Serbian Consumers on the Choice of Wine. Economic Themes 55(2), 199-215.
https://doi.org/10.1515/ethemes-2017-0012
Sekulić, D., Petrović, A., & Dimitrijević, V. (2017). Who are wine tourists? An empirical investigation
of segments in Serbian wine tourism. Economics of Agriculture, 64(4), 1571-1582. https://
doi.org/10.5937/ekoPolj1704571S
Sekulić, D., Mandarić, M., & Milovanović, V. (2016). Motivation of travelers for participation in
wine tourism in Serbia. Economics of Agriculture, 63(4), 1237-1252. https://doi.org/10.5937/
ekoPolj1604237S
SORS – Statistical Office of the Republic of Serbia. (2017). Statistical Yearbook of the Republic of
Serbia 2017. http://publikacije.stat.gov.rs/G2017/PdfE/G20172022.pdf
Stoykova, B. (2009). Successful practices in wine tourism following the example of Oryahovitsa
Winery in Stara Zagora Region. Trakia Journal of Sciences, 7(3), 74-80.
Tomljenović, R. (2006). Wine tourism destination life-cycle. In Conference paper: Perspective of the
rural tourism in the New Europe, GEOTOUR, Košice.
Tončev, M.J., Jovanović, D., Malićanin, M., & Dimitrijević, B. (2016). Push and pull factors determining
wine tourism development in the “Tri Morave” sub-region. Economics of Agriculture,
63(3), 781-800. https://doi.org/10.5937/ekoPolj1603781J
Vina Šumadije. (2017). Udruženje vinara Šumadije. http://vinasumadije.com
Wiluś, R. (2017). Geography of Tourism in Bulgaria. In Widawski K., Wyrzykowski J. (Eds.), The
Geography of Tourism of Central and Eastern European Countries (pp. 71-107). Springer,
Cham. https://doi.org/10.1007/978-3-319-42205-3_3
Yen, T.-F., & Wang, M.-H. (2020). Wine Cultural Event as a Growing Phenomenon: Role of Novelty,
Value and Satisfaction in Developing WOM. Asian Journal of Education and Social Studies,
10(2), 29-41. https://doi.org/10.9734/ajess/2020/v10i230264
Zuegg, I. (2016). Wine Tourism in South Tyrol. [Published bachelor thesis, Modul University].
| balkans.jetss.2021.4.1.43-53.pdf |
Association of Economists and Managers of the Balkans
- UdEkoM Balkan -
179 Ustanicka St, 11000 Belgrade, Republic of Serbia
E-mail: [email protected]
www.udekom.org.rs
- UdEkoM Balkan -
179 Ustanicka St, 11000 Belgrade, Republic of Serbia
E-mail: [email protected]
www.udekom.org.rs
Tel. +381 62 812 5779
VAT number: 108747027
Registration number.: 28157347
Registration number.: 28157347