engleski

The role and the importance of promotion in the development of oenotourism in Baranja

Touristic trends and the crisis of mass tourism for passive relaxation influenced the creation of new, selective forms of tourism and tourist offer, which increases the development opportunities of continental tourism in Croatia. One of the selective type of tourism, which offers Baranja, as part of the Osijek- Baranja County, is the wine tourism. Leadership of Osijek – Baranja County, local and regional tourist boards and local entrepreneurs-vintners recognized the opportunity of wine tourism and launched the project "Wine Tour“ financed by the European Union. Thanks to the project "Wine Tour", the current wine routes were regulated and new one were built with cultural and tourist attractions through which tourists will be able to meet the production of wine and other local products in the region. Improved infrastructure is the basis for the development of wine tourism. Appropriate promotion of Baranja is necessary along with development of infrastructure of wine roads which will help Baranja to be recognized as an area of wine roads and one of the ascending wine destinations in Croatia. The aim of this paper is to highlight the role and importance of the promotion of wine tourism in Baranja as one of the most important marketing activities which transmitted created authentic values and experiences to consumers and tourists. The optimal marketing mix and well-selected media for the transmission of information to domestic and foreign tourists are an important factor that affects the identification and development of wine tourism and positioning Baranja as a unique wine region and tourist destination.

Baranja ; marketing ; promotion ; wine roads ; wine tourism

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