ДЕГУСТАЦІЙНИЙ СКЛАДНИК У КОМПЛЕКСНІЙ СТРАТЕГІЇ РОЗВИТКУ ЕНОТУРИСТИЧНОГО БІЗНЕСУ

Abstract

The purpose of this paper is to study the place of the tasting component in the integrated strategy of not big wineries, depending on the stage of the trajectory of winery development the winery and highlighting practical recommendations for obtaining a positive experience of visiting the tasting room by tourists. The Ukrainian wine market is characterized by an increase in the number of small and medium enterprises, as well as family wineries. This is due to the cancellation in 2016 for small producers of the license for the wholesale of alcoholic beverages produced from their own raw materials. Ukrainian wineries operate in a very competitive environment. However, strategic planning for small wine producers to improve their competitive advantage is still marginal. They still lack a deep understanding of strategic behavior and the role of the tasting room in strategic planning, where wine tourism is a strategic lever. Building a competitive wine tourism business and winery management involves addressing several issues: from the production of quality wine, the provision of ecotourism services to the design of an attractive tasting room. Based on these considerations, the role of the tasting room is essential at all stages of the development trajectory of the winery. After all, knowledge of the additional capabilities of the tasting room will help determine the ways to obtain sustainable competitive advantages of the winery. The study considers the development of a winery as a cyclical process, and the formation of a strategy as a process of transformation, involving the life cycle of a winery in the formation of a strategy. This study examines three stages of the development trajectory of wineries, when it goes from a wine-producing enterprise to a winery as a structured system based on the logic of the dominance of wine tourism services. The trajectory of the winery's development goes through stages: wine production, wine sales and wine experience, revolving around the tasting room. It has been proven that a winemaking strategy depends on the stage of its life cycle, and the role of the tasting room in this strategy especially increases at the stage of providing wine tourism services.