engleski

Reommendations in marketing of wine exhibitions the case of Vinistra, Croatia

Wine exhibitions as a part of special interest tourism represent one of the emerging tourism niches. They are focused on a specific segment of consumers who are interested in wine. The main aim of this paper was to determine the relationship between recommendations and various marketing aspects of wine exhibitions. Data was collected on 1st May 2010 as a part of a research on visitors attending wine exhibition Vinistra in Poreč, Croatia. Responders were grouped based on their usage of recommendations. Differences between the two groups were tested using t-test. Significant differences were found from the aspect of attractiveness and arrangements of stands, intention to acquire wines tasted during wine exhibition and improvement of wine quality and bottle design. The results suggest that recommendations are important part in marketing wine exhibitions, so they can be used in further development of this kind of special interest tourism which is not necessary related to main tourism season.

wine exhibitions; marketing; recommendations; special interest tourism; Croatia

Radovi su indeksirani u: The Journal of Economic Literature - the electronic publications (e-JEL, JEL and EconLit) of the American Economic Association.