Marketing complex development for the project “Wine routes of Ukrainian Black Sea region” on the basis of marketing research
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Дата
2022
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Анотація
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.
Опис
Braiko V. Marketing complex development for the project “Wine routes of Ukrainian Black Sea region” on the basis of marketing research / V. Braiko, T. Tkachenko ; advisors O. Holubonkova, M. Braiko // Black Sea Science 2022 : proc. of the Intern. Competition of Student Scientific Works / Odesa National University of Technology ; eds. B. Yegorov, M. Mardar [et al.]. – Odessa : ONUT, 2022. – P. 263–282 : tabl., fig. – Ref.: 16 tit.
Ключові слова
wine tourism, wine routes, marketing complex, marketing research, stakeholders, structured interviews, hypotheses, target segment, consumer portrait, communication channels