| Summary: | Viticulture, like any economic sector, undergoes structural changes caused by changes in the business environment. From the era of the "green revolution", viticulture today develops in the framework of sustainable competitive development. Competitive development is based on new approaches to management and development of the economy. Today, sustainable competitive development of the industry is understood as this development that combines the principles of the circular economy and the use of bio-based technologies and products. Applying these principles requires tools such as internet connectivity, the internet of things, and digitization of business processes in viticulture. The aim of the present study is to identify the main determinants of the demand for digital services in viticulture. The main method used to identify these determinants is the questionnaire survey. Through a specially designed, tested, and validated survey, information on the main determinants is collected
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