Analysis of the Promotion of Small Wine Producers in Wine Regions of Montenegro and the Perspective of Wine Tourism in Cooperation With Local Tourism Organizations
Year: 2024
Type: article
Study design: Observational Study
Abstract: Grape and wine production has a long tradition in Montenegro.Its potential is not used to its utmost considering that a large number of small wine producers exists in this agricultural production segment.This study analyses the production and promotion of small wine producers in Montenegro and their cooperation with local tourism organisations.The aim is to analyse the representation of small wine producers in the domestic market and the participation of local tourism organisations in promoting wine as one of the most critical Montenegrin agricultural products.A survey was conducted among small wine producers and regional tourism organisations.The survey determined that most Montenegrin small wine producers sell their products in their vineyards in the domestic market.Only 24.2% of the surveyed wine producers exported their wine.Regarding wine promotion, 75.8% think they need to promote their wines more.The most effective and cost-effective promotional activities worldwide are underrated and underused in Montenegro.Small wine producers' promotions through festivals and other cultural events were used by 42.4% of survey participants, whereas only 46.5% use digital marketing for promotional purposes for their wines.There is a similar trend in local tourism organisations.Regarding their overall promotional strategies, only 38% fell under digital marketing (website), 8% social networks and 46% fell under festivals and other cultural events.While considering survey results and based on determined deficiencies in the wine promotion of small wine producers in the domestic market, measures are observed and suggested to both small wine 1 Nataša Perović, (
Institutions: University of Nis, Izmail State University of Humanities
Language: English
Topic: Wine Industry and Tourism
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4394581899