4th International Thematic Monograph – Modern Management Tools and Economy of Tourism Sector in Present Era
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
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.

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