engleski

Wine tourism destinations benchmarking: A case study of selected Croatian wine tourism regions

In currently highly competitive climate wine tourism has emerged as a strategic product development option for many destinations. For established destinations it offers product differentiation, while for emerging rural destinations in wine growing regions wine tourism can be primary attraction. Furthermore, from an economic perspective, it creates growth opportunities for many small and family owned enterprises that dominate both wine-making and tourism sectors and offers synergy with many other complimentary products. However, wine tourism is complex product and, at the individual enterprise level, requires significant capital investment as well as tourism and hospitality related skills and, above else, willingness of winemakers to become a part of wine tourism. The aim of the research reported here is to profile current level of wine tourism development in two wine growing regions of Croatia and assess winery owners’ attitudes towards to and perceptions of wine tourism.

tourism destination benchmarking; wine tourism; Croatia

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