Push and pull factors determing wine tourism development in the 'Tri Morave' sub-region

Abstract

The subject of this paper are the factors affecting the decision of wine tourists to take a trip to a particular destination. These factors can be divided into internal (push) and external (pull) factors. The purpose of this study is to determine the development potential as well as the factors that influence participation in wine tourism in Tri Morave sub-region. In order to do that, two researches were conducted: one on the offer side and another on the demand side. Based on the results of the survey on the offer side, one can conclude that Tri Morave sub-region abounds in natural and anthropological resources that should be turned into an integrated wine product. On the other hand, research concerning tourist demand was conducted by polling winery visitors. The obtained data confirms assumptions about the appearance of modern tourists seeking authentic experience, satisfaction of hedonistic needs, and enjoyment of high-quality wine and food. Based on the results of the survey, the purchase of wine and wine tasting are the highest ranked benefits that tourists expect from visits to wineries. The application of Spearman's correlation coefficient points to statistically significant correlation between respondents, who referred to tasting, wine purchase, and authentic tourist experience as the basic motives of their visit, and future behavior of tourists in terms of revisiting and recommendations of the given wine destination to friends.

Predmet ovog rada predstavljaju push i pull faktori koji utiču na odluku vinskog turiste o preduzimanju putovanja u određenu destinaciju. Ovi faktori mogu biti podeljeni na interne (pull) i eksterne (push) faktore. Cilj rada je da se utvrdi razvojni potencijal, kao i faktori koji utiču na učesnike vinskog turizma u rejonu Tri Morave. U tu svrhu sprovedena su dva istraživanja: jedno na strani ponude, a drugo na strani tražnje. Na osnovu rezultata istraživanja na strani ponude, može se zaključiti da rejon Tri Morave obiluje prirodnim i antropogenim resursima koji bi trebalo biti oblikovani u integrisani vinski proizvod. Na drugoj strani, istraživanje koje se tiče turističke tražnje je sprovedeno ispitivanjem posetilaca vinarija.Prikupljeni podaci potvrđuju pretpostavke o pojavi modernog turiste u potrazi za autentičnim iskustvom, zadovoljenjem hedonističkih potreba i uživanjem u kvalitetnom vinu i hrani. Na osnovu rezultata istraživanja, kupovina i degustacija vina su najviše rangirane koristi koje turisti očekuju od posete vinarijama.Primenom Spearmanovog koeficijenta korelacije je utvrđeno da postoji statistički značajna veza između ispitanika koji su kao osnovne motive svoje posete naveli degustaciju, kupovinu vina i sticanje autentičnog turističkog doživljaja i budućeg ponašanja turista u smislu ponovne posete i preporuke prijateljima date vinske destinacije.