ИСТИНА

Wine tourism is a dynamically developed direction of tourist industry in recent time on the European tourist market. The problem of wine tourism in Italy is search of rational organization of this industry in different regions, infrastructure, provision and definition of the role of tourism in wine business and market strategies. During this research literature on the topic of wine tourism in Italy was analysed, expert interviews were condacted, Strengths, Weaknesses, Opportunities, Threats (SWOT) analysis was used, a comparison of two wine regions in Italy was carried out. As a result, strategies of development of wine tourism in these regions of Italy are releaved. So, the main advantages and disadvantages of this industry at present stage, opportunities and threats for ots development are noted. Recommendations on elimination of weaknesses are given. Cooperation of various wine farms and wine tourism organizations as the most effective model of existence in the market is offered. Research explains which methods can be used for exploration of wine tourism in Russia. These methods will be used in a research about wine business in Krasnodarskii krai and Republic of Crimea.