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Residents’ perceptions of wine tourism on the rural destinations development

Darko B. Vukovic (Department of Finance, Faculty of Economics, RUDN University, Moscow, Russian Federation) (Geografski Institut Jovan Cvijic Srpska Akademija Nauka i Umetnosti, Belgrade, Serbia)
Moinak Maiti (Department for Finance, St Petersburg School of Economics and Management, National Research University Higher School of Economics, Saint Petersburg, Russian Federation)
Aleksandra Vujko (Novi Sad Business School, Novi Sad, Serbia) (Institute of Sports, Tourism and Service, South Ural State University, Chelyabinsk, Russian Federation)
Riad Shams (Northumbria University, Newcastle Business School, Newcastle upon Tyne, UK)

British Food Journal

ISSN: 0007-070X

Article publication date: 3 February 2020

Issue publication date: 23 June 2020




The purpose of this paper is to study the impact of wine tourism on rural destination development. Consequently, this study attempts to develop contemporary insights on this under-researched area such as residents’ perceptions of wine tourism and its impact on the rural destination development.


In this study, the authors used a structured survey questionnaire from a random sample of 318 respondents based on the Fruška Gora Mountain in Serbia. Research also used structural equational modeling for empirical econometric testing in this data sample. This technique is appropriate for multivariate analysis.


Personal resident benefit associated with wineries is positively related to resident perceived economic impact (H1) R2=0.624; socio-cultural impact (H2) R2=0.685 and environmental impact (H3) R2=0.716 of wineries on local communities. Looking at the path diagram, the authors concluded that personal resident benefit associated with wineries is strongly related to resident perceived impact of wineries on local communities as regression weights are higher. Other findings relate those residents’ positive perceptions of wine tourism to increases in sales revenue, environmental protection, intrapersonal and interpersonal communication.

Research limitations/implications

The positive attitude of the local population is an essential link of development. Such understanding of residents’ perceptions optimizes destination management in the future and, more importantly, local sustainable development. This has high policy implications.


The present study contributes to the scientific circles by connecting perception research with wine tourism.



The authors would like to thank Russian Foundation for basic research for the financial support provided within the Project No. 17-22-07001-ОГН “Complex algorithm for cultural regeneration of minor industrial cities within the context of agglomeration processes in Russia and Europe,” to Ministry of Education, Science and Technological Development, Serbia (Grant No. III 47007) and to RUDN University in Program 5-100 in Russian Federation.


Vukovic, D.B., Maiti, M., Vujko, A. and Shams, R. (2020), "Residents’ perceptions of wine tourism on the rural destinations development", British Food Journal, Vol. 122 No. 8, pp. 2739-2753.



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