CROATIAN WINE TOURISM FROM THE WINERY PERSPECTIVE: THE CASE OF THE GRAND CRO
CROATIAN WINE TOURISM FROM THE WINERY PERSPECTIVE: THE CASE OF THE GRAND CRO

Author(s): Matea Hanžek, Gordi Sušić
Subject(s): Agriculture, Tourism
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Wine Tourism; Winery; Croatia; Grand CRO.
Summary/Abstract: The paper focuses on importance on 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, survey questionnaire was created, conducted and analysed. 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.

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