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ABOUT MARKETING STRATEGY FOR WINE ROUTE. CASE STUDY – CONSTANTINOPLE WINE ROUTE Mirjana Maksimović Association Women and Wine, Kumodraška 114, Belgrade, Serbia Tatjana Pivac University of Novi Sad, Faculty of Sciences, Department of Geography, Tourism and Hotel Management, Trg Dositeja Obradovića 3, Novi Sad, Serbia Anđelija Ivkov-Džigurski University of Novi Sad, Faculty of Sciences, Department of Geography, Tourism and Hotel Management, Trg Dositeja Obradovića 3, Novi Sad, Serbia Kristina Košić University of Novi Sad, Faculty of Sciences, Department of Geography, Tourism and Hotel Management, Trg Dositeja Obradovića 3, Novi Sad, Serbia DOI: https://doi.org/10.31410/tmt.2019.685 4th International Thematic Monograph - Modern Management Tools and Economy of Tourism Sector in Present Era, Belgrade, 2019, Published by: Association of Economists and Managers of the Balkans in cooperation with the Faculty of Tourism and Hospitality, Ohrid, North Macedonia; ISSN 2683-5673, ISBN 978-86-80194-29-5; Editors: Vuk Bevanda, associate professor, Faculty of Social Sciences, Belgrade, Serbia; Snežana Štetić, full time professor, The College of Tourism, Belgrade, Serbia, Printed by: SKRIPTA International, Belgrade
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Abstract: The main goal of this paper is to present the diversity of the tourist offer of the Constantinople Wine Route (CWR). The paper contains PESTEL and SWOT analysis, two of the best strategic management techniques and research analysis through questionnaire that actually indicate how interested respondents are in wine tourism in Serbia, how much experience they have about it, and whether they are aware of the Constantinople Wine Route. The survey was conducted on the basis of random sample, in the territory of Serbia. At the very end, the results of this survey were crossed with those of interviewed winery owners about what their wineries can offer to tourists and what their expectations are from participating in this project. Cross-referenced analysis opens up new areas for research, but also provides clear guidance on how to communicate the tourist offer of the Constantinople Wine Route. Keywords: Wine, Wine Tourism, Cultural Route, Constantinople Wine Route. REFERENCES Akdag, G., Oyan, S., Kastenholz, E. (2017). Motivators for participating in Wine Tourism Activities – the case of Tourists on the Thrace Wine Route in Turkey. Revista Turismo & Desenvolvimento, N°27/28, 85-87, ISSN: 2182-1453 Alebaki, M. & Iakovidou, O. (2011). Market segmentation on wine tourism: a comparison of approaches. Tourismos: An International Multidisciplinary Journal of Tourism, Volume 6, Number 1, UDC: 338.48+640(050) Blazheska, D., Nickova, M. (2016). Creating Marketing Strategies for Development of the Wine Tourism. International Journal of Academic Research in Accounting, Finance and Management Sciences, Vol. 6, No. 4, pp. 177–184 Booth, A., Cardona-Sosa, L. & Nolen, P. (2014). Gender differences in risk aversion: Do single- sex environments affect their development?. Journal of Economic Behavior and Organization, 99(1), pp. 126-154, DOI: 10.1016/j.jebo.2013.12.017 Cant, M.C., Strydom, J.W., Jooste, C.J. & Du Plessis, P.J. (2007). Marketing management. 5th edition. Cape Town, South Africa: Juta. De la Broquère, B. (2002). Putopis – putovanje preko mora, Čigoja štampa, Beograd Fernández, A. G., Ruiz, L. M., Gómez, E. R. D. (2018). Wine Tourism and Wine Marketing in Family-Owned Micro Wineries in Guadalupe Valley, Mexico. Rosa dos Ventos, vol. 10, no. 4, DOI: https://doi.org/10.18226/21789061.v10i4p690 Gregorić, M. (2014). Pestel Analysis of Tourism Destinations in the Perspective of Business Tourism (Mice). Tourism and Hospitality Industry 2014, Congress Proceedings Trends in Tourism and Hospitality Industry, pp. 551-565. Hall, C.M., & Mitchell, R. (2002). The tourist terroir of New Zealand wine: the importance of region in the wine tourism experience. In A. Montanari (Eds.) Food and Environment: Geographies of Taste, Rome: Societa Geografica Italiana. Ivanova, S., Kireva, K., Dimitrov, D. (2017). On the way to the Thracian wine. Journal of Mountain Agriculture on the Balkans, 20 (4), 168-177. Kotler, P. & Armstrong, G. (2006). Principles of marketing. 11th edition. Upper Saddle River, NJ: Prentice-Hall. Maksimović, M., Pivac, T. & Alkier, R. (2019): Constantinople Wine Route – A New Wine Tourism Project in the Balkans. ToSEE – Tourism in Sothern and Eastern Europe, Vol.5, pp. 419-430, ISSN 1848-4050, https://doi.org/10.20867/tosee.05.43 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, Vol. 21, No. 7, 816-835. https://doi.org/10.1108/09596110910985304 Mitchell, R. (2006). Influences on post-visit wine purchase (and non-purchase) by New Zealand winery visitors. In J. Carlsen and S. Charters (Eds.) Global Wine Tourism: Research Management and Marketing, London: CABI Publishing. Pratt, M. (2014). Four wine tourist profiles. 8th International Conference, Academy of Wine Business Research, Geisenheim, Germany Strategija razvoja turizma Srbije 2016-2025, https://mtt.gov.rs/download/3/strategija.pdf (11.11.2019.) Zirojević, O. (1970). Carigradski drum od Beograda do Sofije (1459-1683). Zbornik Istorijskog muzeja Srbije 7, Beograd. 
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