Uman National University | today: 12/28/2025
| Author(s) |
Чернега І. І., , , Tymchuk S.V., Candidate of Economics, , Uman National University of Horticulture, Ukraine Соколюк С. Ю., , , Цимбалюк Ю. А., , , Гайдай І. В., , , Кірбай Т. В., , , |
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| Category | Economics | ||
| year | 2025 | issue | Issue 107 part 2 |
| pages | 76-86 | index UDK | 338.48-44:663.2:640.4 | DOI | 10.32782/2415-8240-2025-107-2-76-86 (Link) |
| Abstract | The article examines the integration of trading activities of wine-producing enterprises into the restaurant-type tourist infrastructure as a factor in strengthening the competitiveness and sustainability of Ukraine’s wine industry. The relevance of the study lies in the growing role of enogastronomic tourism and the potential of intersectoral cooperation between wineries, restaurants, and tour operators to promote local products and form a positive national brand. The purpose of the research is to develop a methodological approach to assessing the effectiveness of integrating wine producers’ commercial activities into restaurant-type tourism infrastructure, which can optimize distribution channels, increase profitability, and enhance Ukraine’s image as a wine-producing country. The study applies a comprehensive methodological approach based on systemic, economic, marketing, and statistical methods. It identifies the current state and dynamics of Ukraine’s wine market, emphasizing the impact of war, logistics disruptions, and digital transformation on sales mechanisms. The research results reveal a decline in wine production and limited diversification of sales channels, along with fragmented cooperation between wineries and the HoReCa sector. However, growing wine tourism and the rise of regional clusters in Odesa, Zakarpattia, and Central Ukraine demonstrate significant potential for integration. Key barriers include underdeveloped logistics, insufficient institutional coordination, restrictive licensing policies, and low public awareness of domestic wine brands. The study proposes an evaluation model based on key performance indicators (KPIs), including the growth rate of wine sales in the HoReCa segment and the share of this segment in total revenue. These indicators allow for assessing integration effectiveness, monitoring strategic outcomes, and identifying areas for improvement. The findings confirm that the integration of wine-producing enterprises into restaurant-type tourism infrastructure fosters sustainable regional development, strengthens local brands, and contributes to Ukraine’s competitiveness in both domestic and international markets. | ||
| Key words | trading activities, wine production, tourist infrastructure, restaurant business, integration, wine tourism, HoReCa | ||