Croatian wine tourism from the winery perspective: the case of the Grand Cro

Matea Hanžek, Gordi Sušić

Research output: Chapter in Book/Conference proceeding with ISSN or ISBNChapterpeer-review

Abstract

The paper focuses on the importance of wine tourism and explores how Croatian premium small to medium-size wineries can successfully expand into wine tourism and thus enhance and expand their core business activity. In order to access the required data, a survey questionnaire was created, conducted, and analyzed. The sample consists of eight premium Croatian wine estates that form The Grand Cro and encompass: Baković, Bibich, Boškinac, Duboković, Galić, Meneghetti, Petrač, and Saint Hill. The research conducted has proved that vintners have justifiable reason to include transition to wine tourism into their future medium-term development strategy because it might help them to drive bottle sales and increases the number of tourists visiting their wineries. More so, through the development of complementary tourist-oriented services, wineries might enhance their brand loyalty and awareness, creating a positive image of their wine product, and consequently the wine region.

Original languageEnglish
Title of host publication4th International Thematic Monograph - Modern Management Tools and Economy of Tourism Sector in Present Era
Place of PublicationBeograd
Pages669-684
ISBN (Electronic)9788680194295
DOIs
Publication statusPublished - 2019

Publication series

Name
ISSN (Print)2683-5673

Keywords

  • Wine Tourism
  • Croatia
  • Winery
  • Tourism
  • branding

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