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Marketing complex development for the project “Wine routes of Ukrainian Black Sea region” on the basis of marketing research
(2022) Braiko, V.; Tkachenko, T.
The scientific paper reviews theoretical approaches to wine tourism marketing, identifies management and marketing problems of wine tourism development in Ukraine. The results of processing interviews with stakeholders are presented, macro- and microenvironment factors are analyzed, consumers of wine tours are segmented, and the motivation of visiting wineries is studied. Basic, competitive and functional (commodity, price, distribution, communication) strategies of the project of wine routes of the Black Sea region of Ukraine are proposed.