engleski

Wine Brand in the Function of Promotion and Development of Istria as a Tourist Destination

In todays world, marked by the impact of information technologies and the growing competitive markets, a large number if Istrian wineries have developed their foreign brands by high quality of their wines, becoming so a recognizable part of the development of the integrated and versatile touristic offers of the Istrian peninsula. There is a thousand year old tradition of growing grapes and making wine on the peninsula, just like there is a wide range of winaries which produce and sell high quality wines. Istria has become one of the largest winegrowing regions in Croatia with more than 6, 000 hectares of vineyards. During the past 20 years there has been made a great step forward in terms of wine quality. During this time private family farms have become more important and recognized. Istrian winemakers have earned their place on the global market and amongst a harsh competition by producing high quality products. The tourism in Istria is based on autochtonous varieties of wine (Istrian Malvasia, Teran and Muscat Momiano) and by Istria itself being a recognized tourist destination. The focus of the study is on the regional tourism of Istria and the role of Istrian winemaking in the promotion and development of Istria as a tourist destination. On the case of Istrian wineries, this thesis studies the development of the wine brand that has become an integral part of Istria's tourist offer. It includes five distinguished wineries which have given a great contribute to the development of eno-tourism in Istria and creating a wine brand with the mark of Istrian Quality. The analysis is based on conversations and interviews with the owners and workers at the wineries with the aim of presenting the entire tradition, success and way of doing business of Istrian wineries. The analysis includes the following wineries: Veralda, Kozlovic, Cattunar, Deklic and Marceta. Furthermore, the thesis refers to other Istrian wineries that make a significant contribution to the creation of a wine brand and the development of eno-tourism in Istria. A SWOT analysis of Istria as an eno-tourist destination was made based on the analysis and interpretation of winemakers' answers and secondary sources.

Istria, tourist destination, tourist offer, gastro-tourism, eno-tourism, wine brand, Istrian wineries, autochtonous varieties of wine, Istrian Quality, branding, promotion

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