Развитие на селата посредством налагането им като винена дестинация
Development of Villages through their Application as Wine Destination

Summary/Abstract: In recent years, there has been a growing interest in wine tourism, both on the part of wine producers and its consumers - Bulgarian and foreign tourists. The latter have the opportunity to be part of the overall process of production visiting vineyards, familiarization with wine making technologies, storage and aging of wine, tasting of selected harvests and buying on the spot. Thus, the article examines the determinant role of local conditions for business competitiveness enhancement and region development. The idea is that products are not the same, when produced outside the environment they come from. This is part of the ‘terroir concept’ (a sense of a place) that is considered fundamental for the specialization of a given region and largely shapes the opportunities for the competitive positioning and development of the companies operating in it. The results are based on the example of small wine cellars in Plovdiv region and the placement of the region as a local wine destination. They show that wine tourism has significant potential for rural development, but still little is being used. To implement it in practice, three key conditions are needed: awareness of the opportunities it provides, deliberate actions by wine producers, and support and assistance from the institutions.

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