Сучасний стан інфраструктури винного туризму: досвід Молдови та України

Abstract

Стаття присвячена актуальним питанням дослідження сучасного стану інфраструктури винного туризму в Молдові та Україні. Систематизовано передумови розвитку винного туризму в обох країнах, сформовано та охарактеризовано складові його інфраструктури. Проаналізовано основні елементи інфраструктури винного туризму, ґрунтуючись на дослідженні певних виноробень Молдови та України. Підкреслено негативний вплив російської збройної агресії на розвиток виноробства та винного туризму в Україні. Встановлено, що наша країна має багато інших проблем в цій сфері діяльності (недостатня державна підтримка, недосконале галузеве законодавство, слабке використання маркетингових заходів із просування українського винного туризму тощо). На підставі вивчення успішного досвіду Молдови, запропоновано комплекс заходів, які сприятимуть розвитку винного туризму в Україні та вдосконаленню його інфраструктури. The article is devoted to the current issues of research into the current state of wine tourism infrastructure in Moldova and Ukraine. The prerequisites for the development of wine tourism in both countries are systematized, taking into account such indicators as the share of grape plantations on a global scale; the country's place among wine-producing countries; the number of awards received by wines at world competitions; information about the state institution involved in the implementation of a set of programs for the promotion of wine; the presence in the country of a national wine route certified by Iter Vitis; the number of registered wineries, etc. It has been established that the potential for the development of wine tourism exists in both countries, but is much better utilized in Moldova, where the state pays a lot of attention to this area of activity, providing financial and marketing support. Based on scientific works of scientists, professional sources, wineries' websites, and own observations, an idea of the wine tourism infrastructure has been formed, the components of which are: winery, hotel, restaurant, trade and tasting, cultural and entertainment, educational, etc. It is noted that the central place in the infrastructure of wine tourism belongs to the winery, which is able to combine almost all its elements, that is, to have a production workshop, cellars, tasting room, restaurant, wine boutique, hotel or villa or glamping, a hall for holding business and cultural events, a museum, a cinema. The main elements of the wine tourism infrastructure are analyzed, based on the study of certain wineries in Moldova and Ukraine. The negative impact of Russian armed aggression on the development of winemaking and wine tourism in Ukraine is emphasized. It has been established that our country has many other problems in this area of activity (insufficient state support, imperfect industry legislation, weak use of marketing measures to promote Ukrainian wine tourism). Based on the study of the successful experience of Moldova, a set of measures has been proposed that will contribute to the development of wine tourism in Ukraine and the improvement of its infrastructure.