Agroeconomia Croatica, Vol. 15 No. 1, 2025.
Prethodno priopćenje
https://doi.org/10.69680/ac.15.1.6
Wine Events in Zagreb: Visitors’ Motives, Experiences, and Satisfaction
Željka Mesić
orcid.org/0000-0002-9349-1560
; Sveučilište u Zagrebu Agronomski fakultet, Zavod za marketing i inovacije u agrobiznisu, Svetošimunska cesta 25, Zagreb, Hrvatska
*
Nika Smolković Slivarić
; Sveučilište u Zagrebu Agronomski fakultet, diplomski studij Agrobiznis i ruralni razvitak, Svetošimunska cesta 25, Zagreb, Hrvatska
Marina Tomić Maksan
; Sveučilište u Zagrebu Agronomski fakultet, Zavod za marketing i inovacije u agrobiznisu, Svetošimunska cesta 25, Zagreb, Hrvatska
Darija Borović
orcid.org/0009-0005-1318-4552
; Sveučilište u Zagrebu Agronomski fakultet, Zavod za marketing i inovacije u agrobiznisu, Svetošimunska cesta 25, Zagreb, Hrvatska
* Dopisni autor.
Sažetak
Wine events are becoming an increasingly popular form of cultural and tourist gathering. The aim of this study was to investigate the motives, behavior, and satisfaction level of the visitors to the wine events in the City of Zagreb. The results of a survey of 100 respondents demonstrate that 74% of them have attended at least one wine event in the last year, with the most frequently attended forms being the tastings in the restaurants and wineries and at the wine festivals. The main motives for the attendance of an event are socialization, eating and drinking, and entertainment. An event’s location and program are the key factors when passing a decision to attend the event, while promotions and price have a lesser influence. Satisfaction with the events is positive, especially with regard to the overall offer and organization. However, the educational aspects and offered wine variety were rated slightly lower. A majority of respondents believe that the wine‐event market in Zagreb is moderately developed, which indicates a need for further improvement and promotion. Recommendations include the development of content that combines the education and entertainment (i.e., edutainment), better audience information, targeted communication with regard to the different visitor groups and strengthening the attractiveness and quality of events themselves.
Ključne riječi
wine events, consumer behavior, visitor satisfaction, City of Zagreb
Hrčak ID:
334401
URI
Datum izdavanja:
1.8.2025.
Posjeta: 512 *