engleski

Wine offer and tourism: synergy of entrepreneurship in the development of Kvarner wine offer

Wine tourism as a specific form of tourism has become much more present in the last 20 years. The wine offer has become an important part of the products associated with the experience of a destination. Entrepreneurial initiatives by winemakers, as well as tourism and hospitality entrepreneurs, are increasingly focused on creating an indigenous tourism product by linking wine products with cultural heritage and identity. Such a link creates competitiveness and destination recognizability. The objective of this paper is to provide insight into how entrepreneurs can connect and create entrepreneurial initiatives by identifying key guidelines to promote further development in line with sustainable development. The paper aims to explore the attitudes and preferences of stakeholders towards wine tourism entrepreneurial initiatives in the destination in the fields of supply development and promotion, with a particular focus on creating cultural identity and strengthening local culture. Using an appropriate sample of key stakeholders, focus groups are used to collect data on the constructs of wine tourism route management and the economic, social, and environmental aspects of entrepreneurship in wine tourism in the destination. The conceptual model of this piece of research indicates the need for further research to explore the economic, social, and environmental aspects of developing the wine tourism of a destination.

Wine Tourism ; Entrepreneurship ; Tourism Destination ; Kvarner

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