Wine Tourism and Winescape Experiences in Croatia: Understanding Motivations of Generation Z Wine Tourists
Wine Tourism and Winescape Experiences in Croatia: Understanding Motivations of Generation Z Wine Tourists

Author(s): Matea Hanžek, Gordi Sušić
Subject(s): Agriculture, Tourism
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Wine tourism; Motivations; Experience; Croatia; Generation Z; Winescape; Wine tourist
Summary/Abstract: This paper explores the importance of understanding the nature of wine tourist motivations. It examines perceptions, experiences, and expectations of winery visitors in Croatia, particularly focusing on the perspective of Generation Z as a generation cohort. Understanding Generation Z and their expectations of winery visits are very important in developing and adapting winery products that correspond with their needs and expectations, and thus positively influencing the increase of loyalty and returning visitations to the winery. The two separate focus groups were conducted, with altogether 17 participants who are all members of the Generation Z cohort groups from Croatia. The key findings of the paper show that in search for winery experiences members of the Generation Z cohort are not only in search for the inside winery experiences but are rather attracted by hedonic experiences evolving around something much wider - the winescape. Finally, research offers a scientific contribution to Generation Z's motivations for winery visits, and a practical contribution to wineries’ management, owners and entrepreneurs that can use findings in their further strategic management and marketing decisions.

• Details
• Contents