WINE CLUBS AS A DYNAMIC MARKETING INNOVATION IN THE TASTING BUSINESS IN THE MARKET OF WINE TOURISM SERVICES
Abstract
The article is devoted to the topical issue of the introduction of innovation, which includes such a model of wine sales and communication with consumers as a wine club at a winery tasting room. The purpose of the article is to describe the potential of wine clubs for the tasting business, their advantages and role in stimulating the sale of wine directly to the final consumer, and attracting wine tourists in the market of wine tourism services, as well as to evaluate the effectiveness of the implementation of a marketing innovation related to the organization of a wine club at a tasting room in the wine tourism business. The following methods are used to obtain the results of the study: analytical – to process the latest research and publications; comparative – to define the wine club as an innovation; systemic – to substantiate the integrated model of the wine club; tabular – for summarizing the evaluation of the economic efficiency of the innovative project; abstract and logical – for summarizing the presented material and formulating conclusions. It is shown that the creation of a wine club at the tasting room is one of the most effective marketing strategies in the field of wine tourism, which managers successfully use to encourage wine consumers to pay attention to the winery's products and maintain long-term brand loyalty. It was determined that the wine club is a dynamic marketing innovation of the winery and tasting room, which is based on close communication with the target audience of wine consumers through a loyalty program. An assessment of the economic efficiency of the introduction of the wine club at the tasting room in the wine tourism business was carried out. An integrated wine club model is proposed as a system of its interaction with the winery, tasting room and club members to increase direct sales of wine to consumers and ensure their loyalty to the brand. The results of the research can be used when implementing such a marketing innovation as a wine club at a city tasting room or at a winery. They can also help investors understand the possible economic potential of implementing an innovative project in the wine tasting business on the market of wine tourism services in Ukraine.
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