Izvorni znanstveni članak
Wine tourism development: The case of the wine district in Slovenia
Igor Jurinčić
orcid.org/0000-0003-1896-7466
; Faculty of Tourism Studies Portorož Turistica, Portorož, Slovenia
Štefan Bojnec
; Faculty of Management, Koper, Slovenia
Sažetak
The focus of the analyses is on the determinants in the life-cycle of wine tourist product development and the growth of the wineries entrepreneurship in the Goriška Brda wine district situated on the Slovenian border with Italy. This is one of the fastest growing wine tourism districts in Slovenia. The analysis was based on the in-depth survey of 20 most active family wineries. Almost one-third of them started with wine production before 1991, around half of the wineries inherited the winery from the parents, often husband and wife are full-time self-employed in the winery, and they gain some support from other family members, and sometimes also from non-family members. The importance and growth of wine tourism is quantified by the number of wineries that are open for visits with guided tours and sale of wine in the winery, employment specialization into the wine tourism, specialized tourist products such as local traditional food and accommodation, the increasing importance of the marketing communication tools and promotion methods for visits of the winery, and the increasing revenues from the wine tourism. Relatively high wine prices provide survival opportunities also for smaller wineries, which have made several innovations by the shifts in the growing types of grapes from traditional towards grapes for high quality wine, and improvements in wine making, but the main innovations are in the wineries entrepreneurial efforts for wine sales in the winery and through activities that are related to the wine tourism.
Ključne riječi
wine; wineries; wine tourism; entrepreneurship; marketing; Goriška Brda; Slovenia
Hrčak ID:
52996
URI
Datum izdavanja:
30.4.2010.
Posjeta: 3.059 *