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Wine Tourism

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Although this presentation has a lot of text, it is very informative on the basics of wine tourism.

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Wine Tourism

  1. 1. WINE TOURISM AS A CENTRIPETAL FORCE IN THE DEVELOPMENT OF RURAL TOURISM Marcel Meler, Ph. D., Full professor in tenure University of Osijek, Faculty of Economics in Osijek
  2. 2. ToSEE - Tourism in South East Europe 3rd InternaDonal ScienDfic Conference Sustainable Tourism, Economic Development and Quality of Life University of Rijeka, Faculty of Tourism and Hospitality Management OpaDja Rural tourism as a selec.ve form of tourism includes a number of ac.vi.es, primarily various services and addi.onal facili.es which are provided by rural popula.on for the purpose of a9rac.ng tourists, genera.ng extra revenue on behalf of rela.ng family businesses, raising the standard of living, decreasing the ou<low of rural households, all on the principles of sustainable development and preserva.on of the exis.ng natural resources. Rural tourism may, as its components and in the principle, involve agro-tourism, outdoor ac.vi.es, ecotourism, wine tourism, cultural tourism, adventure tourism, excursion tourism and similar. 2
  3. 3. ToSEE - Tourism in South East Europe 3rd InternaDonal ScienDfic Conference Sustainable Tourism, Economic Development and Quality of Life University of Rijeka, Faculty of Tourism and Hospitality Management OpaDja Wine tourism can be defined as visits to vineyard, wineries, wine fesDvals and wine events whereat wine tasDng and acquisiDon of the knowledge on a parDcular vineyard represent primary moDvaDng factors for the visitors. Wine tourism as a form of selecDve tourism is gaining more importance as a gradually more interesDng component of the tourism product in the coastal and conDnental tourism of the Republic of CroaDa, parDcularly from the standpoint of creaDng experience and atmosphere for tourists during their stay in a certain tourist desDnaDon. 3
  4. 4. ToSEE - Tourism in South East Europe 3rd InternaDonal ScienDfic Conference Sustainable Tourism, Economic Development and Quality of Life University of Rijeka, Faculty of Tourism and Hospitality Management OpaDja The basic moDvaDon to visit wine tourism desDnaDons is generally wine tasDng while other moDfs include, for instance, acquisiDon/expansion of the knowledge on wine and appertaining producDon processes, gaining new experiences, introducDon to wine and food pairing, purchase of wine and similar. Therefore, wine tourism should not be exclusively based on wine tasDng and sales but it should be bound to the gastronomic, natural, cultural, historical, entertainment and other aSracDons of a concrete desDnaDon. This is what our wine tourism truly lacks and it reflects in a lack of stakeholders of desDnaDon management, the role of which should be taken over by desDnaDon management companies (DMC) and/or desDnaDon management organizaDons (DMO). 4
  5. 5. ToSEE - Tourism in South East Europe 3rd InternaDonal ScienDfic Conference Sustainable Tourism, Economic Development and Quality of Life University of Rijeka, Faculty of Tourism and Hospitality Management OpaDja The link between wine and tourism arises from the nature of wine as a drink connected with pleasure, social gathering, food consumpDon, new experiences and hospitality. Moreover, there is a study suggesDng that winery visitors spend on average 7.5 EUR on purchase of bulk wine, 10 EUR on purchase of boSled wine, 5 EUR on wine tasDng and 10 EUR on food/meals 5
  6. 6. ToSEE - Tourism in South East Europe 3rd InternaDonal ScienDfic Conference Sustainable Tourism, Economic Development and Quality of Life University of Rijeka, Faculty of Tourism and Hospitality Management OpaDja Wine tourism can be compaDble with other forms of tourism if it appears as tourism of specific interests in popular regions. It can also be a fundamental primary centripetal force or an embryo of tourism development in wine-rich areas which are o]en popular tourist desDnaDons as well. Wine tourism can be perceived from the viewpoint of interested parDes, meaning from the viewpoint of wineries, consumers (tourists) and the tourist desDnaDon. 6
  7. 7. ToSEE - Tourism in South East Europe 3rd InternaDonal ScienDfic Conference Sustainable Tourism, Economic Development and Quality of Life University of Rijeka, Faculty of Tourism and Hospitality Management OpaDja The advantages of wine tourism regarding wine producers are as follows: •  aSracDng visitors •  beSer understanding of the needs of wine consumers/visitors •  promoDon of direct sales with a higher margin •  brand promoDon •  prompt and comprehensive tesDng of new wine brands •  diversificaDon of the wine consumers’ profile •  public relaDons •  cross-selling •  possibility of educaDng visitors •  approaching wine consumers. 7
  8. 8. ToSEE - Tourism in South East Europe 3rd InternaDonal ScienDfic Conference Sustainable Tourism, Economic Development and Quality of Life University of Rijeka, Faculty of Tourism and Hospitality Management OpaDja The flaws of wine tourism concerning wine producers are as follows: •  investment of financial resources in equipping wine tasDng shops and addiDonal faciliDes •  emergence of extra costs, parDcularly if wine tasDng is free of charge •  wasDng Dme on conducDng some other acDviDes or employment of necessary staff which results in a cost increase •  possible infeasibility due to a small quanDty of sold wine. 8
  9. 9. ToSEE - Tourism in South East Europe 3rd InternaDonal ScienDfic Conference Sustainable Tourism, Economic Development and Quality of Life University of Rijeka, Faculty of Tourism and Hospitality Management OpaDja The advantages of wine tourism considering wine consumers are as follows: •  visitors can communicate in person with grape growers or winemakers •  gecng familiar with the wine producDon process •  visiDng the tourist aSracDons of a desDnaDon •  sharing the acquired experience with others. On the other hand, the flaws of wine tourism with respect to wine consumers do not actually exist. 9
  10. 10. ToSEE - Tourism in South East Europe 3rd InternaDonal ScienDfic Conference Sustainable Tourism, Economic Development and Quality of Life University of Rijeka, Faculty of Tourism and Hospitality Management OpaDja The advantages of wine tourism regarding relaDng tourist desDnaDons are as follows: •  valorisaDon of the natural and social aSracDons of a parDcular tourist desDnaDon •  contribuDon to the development basis of a parDcular tourist desDnaDon •  full integraDon of the tourism product of a concrete tourist desDnaDon. 10
  11. 11. ToSEE - Tourism in South East Europe 3rd InternaDonal ScienDfic Conference Sustainable Tourism, Economic Development and Quality of Life University of Rijeka, Faculty of Tourism and Hospitality Management OpaDja Wine tasDng shops or wineries-wine cellars occur to be a significant wine distribuDon channel, parDcularly within the framework of wine routes or broadly speaking, within wine tourism. A wine tasDng shop/winery-wine cellar is a facility in which not more than 50 guests at a Dme are offered and served with wine and/or fruit wine and/or products made from wine and/or fruit wine and/or other alcohol drinks and/or cold plates (smoked sausages, cheese and similar) which are paired with the said drinks and/or spreads. On the other hand, wine route is a special form of selling agricultural, catering and tourism products of a certain wine-rich area in which family farms and other natural persons and legal enDDes associated under the joint name – wine routes offer their products, especially wine, homemade beverages and other homemade specialDes. 11
  12. 12. ToSEE - Tourism in South East Europe 3rd InternaDonal ScienDfic Conference Sustainable Tourism, Economic Development and Quality of Life University of Rijeka, Faculty of Tourism and Hospitality Management OpaDja Together with gastronomy, wine tourism represents one of the relevant strategic guidelines of the tourism development in the Republic of CroaDa. Likewise, gastronomy and oenology are represented as products with a disDncDve development perspecDve in the Tourism Development Strategy of the Republic of CroaDa unDl the Year 2020. 12
  13. 13. ToSEE - Tourism in South East Europe 3rd InternaDonal ScienDfic Conference Sustainable Tourism, Economic Development and Quality of Life University of Rijeka, Faculty of Tourism and Hospitality Management OpaDja Considering that CroaDa can really be proud of its high quality wine and gastronomic offer dispersed throughout the whole country, it is to be expected that this form of tourism gains momentum and experiences a rapid growth in the future. This asserDon is supported by the fact that the European wine tourism brings about app. 700,000 internaDonal travels per year. It should also be stressed that the annual revenue received from wine and gastronomic businesses in Europe reaches 900 million EUR, the daily consumpDon ranges from 150 to 450 EUR per person and the average rise of the number of internaDonal travels ranges from 7 to 12 %, which certainly represents a great challenge for the Republic of CroaDa to bravely aSack this undoubtedly promising niche tourism market in a near future. 13
  14. 14. ToSEE - Tourism in South East Europe 3rd InternaDonal ScienDfic Conference Sustainable Tourism, Economic Development and Quality of Life University of Rijeka, Faculty of Tourism and Hospitality Management OpaDja CONCLUSION As far as the tourism in a concrete desDnaDon is concerned, wine can be its component with a strong centripetal force in the sense of aSracDng interested tourist segments within a country and worldwide. The centripetal force of such desDnaDons may, if the desDnaDons are managed in compliance with the rules of contemporary markeDng and management, be vastly gaining its intensity towards their epicentre according to the principle of concentric circles, but it cannot greatly weaken by moving away from the epicentre. Anyway, stressing their main advantages and eliminaDng or miDgaDng their main obstacles, the CroaDan wine and gastronomic tourism may reach a level they both deserve and contribute to the development of the CroaDan tourism in general, parDcularly with respect to high season extension on one hand and increase in the consumpDon of CroaDan wines on the other hand. 14
  15. 15. Thank you for your a=en?on! E-mail: marcel.meler@os.ht.hr
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