engleski

Evaluation of wine consumation trought Croatian tourist supply

Correlation between wine production and tourism is useful for both sides. Integration of wine producers in scope of tourism, can increase direct wine sale, which is more profitable than other, more complicated and more expensive distribution ways. Since the awareness of high quality of our wines at the global level is rather low, building awareness about that quality through tourism, can provoke export opportunity and better international reputation of Croatian wines. The aim of this study was to identify the profile of wine consumer, consumption habits during their summer holidays and their familiarity with Croatian autochthonous cultivars. The experimental design included distribution of questionnaire of tourist consumption habits (tourist is a person who is staying at desired destination at least seven days) at different spots (airport, bus-station, rail-station). Number of 303 examinees were involved in the survey. General results can be presented as: even 86 % of examinees spent summer holiday at Adriatic coast, 62 % were men, 45 % were foreigners, while 45 % were younger then 25. Consumption habits during holiday are: 44 % examinees occasionally drunk wine, 48 % when going out and 33 % with meal. Most frequently tourists were buying wine by their own choice. Most tasted red wines were Plavac mali and Babic, while white wines were Welsh Riesling and Chardonnay. 52 % examinees consumed quality wine while for 13% the quality category was irrelevant. For wine selection, the price was important for even 64% examinees, but nevertheless 60 % examinees presumed that quality of Croatian wines match the price. The knowledge about Croatian autochthonous cultivars was very poor. In relating to socio-demographic characteristics and consumption predisposition, results of this survey are indicative for creation qualitative individual approach and providing targeted information for costumers.

tourism; wine consumption; young people

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