ࡱ> vxu`hbjbjss2n&9 xxx8D D*E2\(c  %D'D'D'D'D'D'D$\FhHKDxO&_cO&O&KDD':':':O&<x%D':O&%D':':rCT|xCP  5^YCD$D0*EgCVzIo8ZzICzIxCDu ':!%#*KDKD9^*EO&O&O&O& The impact of consumers preferences on Istrian Malvasia wine consumption Ru~i, P., Ilak Perauri A.S., A. Milohanovi Institute of Agriculture and Tourism, C. Hugues 8, 52440 Pore , Croatia  HYPERLINK "mailto:Anita@iptpo.hr" Anita@iptpo.hr Abstract Global trends in tourism are changing toward consumption of autochthonous products, which create recognizable tourist products and specific tourist destinations. The research subject in this paper refers to consumers (tourists) preferences in Istra County toward autochthonous wines. This paper had two aims. The first aim was to determine situations when consumers (tourists) consume wine. The second aim was to explain how demographic features affect wine consumption, especially Istrian Malvasia. Upon set aims we will determine the image of Istrian wines in general and for Malvasia as the most represented wine type on the market. Also we will determine if Malvasia is the most consumed wine and if demographic features of consumers affect on consumation preferences. This paper is based on a research carried out on 407 tourists in Istra County during 2002. In data processing we used univariant and bivariant data analysis. Key words: demographic features, tourists, preferences, wine, Istrian Malvasia. LE PREFERENZE DEI CONSUMATORI NEL CONSUMO DEL VINO MALVASIA ISTRIANA Ru~i, P., Ilak Perauri A.S., A. Milohanovi Instituto della agricoltura e turismo, C. Hugues 8, 52440 Pore , Croazia  HYPERLINK "mailto:Anita@iptpo.hr" Anita@iptpo.hr Sommario Le tendenze globali nel turismo stanno cambiando verso il consumo dei prodotti tipici, i quali influenzano la formazione del prodotto turistico e si riflettono sulla offerta della destinazione turistica. L'oggetto di ricerca in questo articolo sono le preferenze dei consumatori (turisti) nella Contea d` Istria verso i vini tipici del territorio. Nel articolo si sono posti due scopi. Il primo scopo di individuare le situazioni in cui i consumatori (turisti) consumano il vino, mentre il secondo scopo spiegare come le caratteristiche demografiche del consumatore si riflettono sul consumo dei vini, particolarmente il vino Malvasia Istriana. In questo modo si potra` stabilire l`immagine che i vini tipici Istriani hanno in generale, e particolarmente del vino Malvasia Istriana che il piu` rappresentato nell'offerta sul mercato. Per di piu, nell` articolo si tentera` di confermare che il vino Malvasia Istriana il vino piu richiesto dai consumatori e di dimostrare in quale modo le caratteristiche demografiche del consumatore hanno influenza sul consumo. L`articolo si basa sulla ricerca che stata condotta nell` anno 2002. nella Contea d`Istria, sul campione di 407 turisti. Nella elaborazione del questionario si usera` il univariante e bivariante metodo statistico. Parole chiave: caratteristica demografica, turisti, Malvasia Istriana, preferenze, tendenze. INTRODUCTION Tourism as a socio-economic phenomenon affects a number of economy branches, as well on agriculture. Effects of tourism on agriculture are evident through several ways, for example agricultural products consumption. Wine as one agricultural product which supplies the tourist market represents an important segment of tourist destination offer. Istra County has a long tradition of wine supply and marketing that is continuously developing in quality and identity. According to Statistical census, in 2001., 93,6% of tourist demand in Istra County was consisted of foreign tourist demand. Most tourists were from Germany (24,2%), Italy, (20,2%), Slovenia (18,3%) and Austria (12,6%). In total tourism expenditures, beverage consumption has a share of 11,4%, in which wine has a major role. In this paper we surveyed preferences of wine consumption according to different demographical features of tourists (gender, age, state of residence, profession and monthly income). In this way we endeavour to assure necessary knowledge about tourist demand for the wine branch. The final consequence could be better achievements of adaptation to demands and better economic effects of tourism on agriculture. 2. METHODS OF RESEARCH The basic method used for data collecting was polling. The polling questionnaire contained open questions (tourists answer) and closed questions type (offered answer). Questions were grouped by segments: demographic features of consumers, attitudes and opinions about the tourist offer, tourist preferences toward beverages taken with meals and preferences toward Istrian wine consumption. The basic group for research consisted of tourists which stayed for vacation in Istra County. From this basic group a random sample was selected of 407 tourists, which stayed in Istra during summer 2002. Technical base for processing research data was a computer with suitable software. Data were put through standard statistic procedures: univariant analysis (determination of frequencies, percentages) bivariant analysis (2, measures of freedom, correlation coefficients). By univariant analysis frequencies and percentages shares were selected about all surveyed consumers (tourists). Through bivariant analysis variables which describe consumer s features as a social group were determined. From correlation coefficients of chosen independent and dependent variables significances of correlation strengths were determined. 3. RESEARCH RESULTS Research results came out of a random sample of 407 questioned tourists. From the total sample of surveyed tourists, 52,1% were women, 47,9% were men. According to state of residence in the sample 45,5% were German, 10,3% Slovene, 23,6% Italian, 8,4% Austrian, 6,9% East European (Czechs, Slovaks, Hungarian, Polish), and 5,4% from other states (Croats, British, Swiss, Netherlands, Belgium, Swedish etc.). Questioned tourists by age level were divided in three groups: young age (18-44 years) which contained 39,8% tourists, middle age (45-64 years) which contained 38,8% tourists, and older age (over 64 years) which contained 21,5% questioned tourists. The structure of questioned tourists was divided in groups as follows: retired 32,6%, workers 22,6%, different occupations with faculty education (doctors, lawyers, teachers, engineers) 14,0%, clerks 11,6%, entrepreneurs and craftsmen 5,5%, housewives 4,9% and other occupations (pupils and students) 8,8%. Questioned tourists were divided by monthly income in three groups as follows: low income (0-1000 $) which contained 39,2% tourists, middle income (1000-2000 $) which contained 44,2% tourists, high income (over 2000 $) which contained 16,6% questioned tourists. 3.1. Preferences toward beverages taken with meals People have everyday needs for beverages taking them as refreshments or along with meals. In this paper tourist preferences were surveyed toward certain beverages, especially toward wines as a beverage consumed with meals. Data showed certain preferences of tourists to Istrian wines. A great number of tourists were consuming wine with meals. Therefore wine is necessary in the tourist offer of Istra County as a destination. Data from Graph 1. point out that tourists prefer wine as a beverage taken with meals among other ones. The majority of 62,7% had confirmed this statement. After wine as the most requested beverage, follows beer and water (32,4% and 38,6% of questioned tourists). Juice was a preferred beverage for 16,0% tourists. Preferences for typical Istrian wines consumption Consumers preferred the following typical Istrian wines: Malvasia, Teran, Borgonja, Hrvatica, what is shown in the following graphs (2-7). Graph 2. shows wine types which tourists had preferred for consumption during their stay in Istra. By their answers it can be noticed that Malvasia was the most common consumed wine; 44,2 questioned tourists confirmed this statement. Subsequently, Teran was consumed by 24,8% tourists and Borgonja by 16,2% tourists. Hrvatica was the least preferred wine type for consumation 9,6% tourists had drink it. About 17,0% questioned tourists stated that they hadnt consumed any typical Istrian wine. One part of tourists (18,2%) had tried some other wines like Merlot (52%), Prosek (12%), some house-wine (8%), Muscat (8%), while 20% had no idea or forgot which wine they had consumed. Graph 3. shows data concerning preferences for typical Istrian wines consumption regarding tourists gender. Regardless on gender tourists prefer Malvasia for consumption as most common; 47,7% male and 41,0% female. Subsequently, tourists prefer Teran, after that Borgonja, while the least frequently prefered wine was Hrvatica. A part of tourists had not consumed any of typical Istrian wine - 16,4% males and 17,5% females. Wine consumption regarding tourist age varies in a great deal. Thus, younger tourists had answered more frequent then older ones that they hadnt consumed any type of Istrian wines (23%). Nevertheless, all three age groups had consumed most frequently wine Malvasia. Subsequently younger and middle aged tourists had frequently consumed wine Teran. Regardless to age group, about 20% of tourists consume wine types not typical for Istra County. Data from graph 5. show consumption of typical Istrian wines regarding tourists state of residence. All surveyed tourists regardless state of residence preferred wine Malvasia in consumption. However, tourists from certain states showed frequencies in preferences that differed: 65,6% Italian and 63,4% Slovene tourists preferred mostly Malvasia, while much less Austrian tourists (20,6%) preferred Malvasia. Teran was most frequently preferred by Slovene tourists (52,4%) and the least preferred by Austrian ones (8,8%). Tourists from East European countries preferred Borgonja (21,4%), while Borgonja was least preferred by Italian tourists (11,5%). Wine Hrvatica was least preferred for consumption. This wine was most frequently consumed by German tourists (23,8%), while East European tourists had not consumed this wine at all. In general, Italian and Austrian tourists stated (2635 and 22,9%) that they do not prefer any typical Istrian wine. Graph 6. points out preferences regarding typical Istrian wines consumption according to tourists profession. A closer insight on data showed that tourists regardless to their profession consume most frequently Malvasia between other wines. Survey data showed that most entrepreneurs (72,2%) and housewives (68,8%) preferred Malvasia for consumption. Subsequently, Teran was preferred by workers, clerks and faculty educated people (about 30%), and retired, pupils and students (about 20%). Considerately different, entrepreneurs and craftsmen were more frequent in consumption of Borgonja (22,2%), while housewives preferred wine Hrvatica (18,8%). Preferences to typical Istrian wine consumption regarding tourist monthly income is shown in graph 7. based upon tourists statements according to income, it was noticed that the most frequent preferd wine was Malvasia. Subsequently, most preferred wines were Teran, Borgonja, Hrvatica. Consumers with lowest income up to 1000$ consumed malvasia most frequently (46,9%) and Borgonja (17,4%). Consumers with middle monthly income range 1000 to 2000$ - preferred most frequently wine Hrvatica for consumption. Tourists with highest incomes over 20004 monthly were most prominent in consumption of Teran (31,5%) and other wines. The share of superficially acquainted tourists about typical Istrian wines were equal in all three groups: 18% low, 17,4% middle, 16,7% high income. Correlation levels of preferences for typical Istrian wines consumption Correlation levels of relations between demographical features and preferences toward wine consumption are shown in figure 1. From figure 1. it is noticeable that demographic features impact very strongly wine consumption, especially Istrian Malvasia. From surveyed demographic features we determined following correlations: for gender and monthly income correlation levels ere weaker, while for profession and state of residence correlations were stronger. This survey showed that men were more frequent in consumption of typical istrian wines. They had consumed Malvasia in more cases (6,7%) than women. Subsequently men had consumed more Teran, 6,5%, more Borgonja, 4,3%, and more Hrvatica wine. Therefore correlation analysis has shown low figures and weak relations: Cc=0,168, df=13, 2=10,6. Correlation of monthly income level with consumption of typical istrian wines was medium strong Cc=0,349, df=52, 2=45,8. Incomes impact wine consumption preferences in most various ways. For example tourists with highest income showed most preferences toward Teran. Tourists with middle income showed most preferences toward Hrvatica, while tourists with lowest incomes showed most preferences toward Borgonja. Regardless their income level all showed that Malvasia was their favourite wine type. State of residence and tourists profession showed stronger impact (correlation) toward preferences in wine consumption. Obtained survey data showed strong relations between state of residence: Cc=0,612, df=13,6, 2=26,6. Italian and Slovene tourists were most frequent in Malvasia consumption. Tourists profession was also strongly related to preferences in wine consumption Cc=0,534 df=14,6, 2=10,4. Entrepreneurs and housewives were most frequent in Malvasia consumption. The age level had high impact on preferences toward certain wines, especially Malvasia: Cc=0,437 df=56, 2=28,64. 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Noticeable strong impact was observed for age levels, where tourists beyond 44 years were more frequent in wine consumption. Also significant impact on wine consumption was noticed for tourists state of residence. Italian tourists were more frequent in consumption, while Austrian and German were less frequent. This situation was expected, because beer is a national beverage in Germanic countries. Having in mind research results and showed relations and impacts it could be suggested that typical Istrian wine offer should be more strongly directed to following groups of tourists: to younger tourists as a healthy beverage taken with meals and to Germanic tourists as a beverage with typical Istrian dishes, fish and pasta.  Istra, Istra County are synonyms in this paper  Malvasia, Istrian Malvasia are synonyms in this paper  Ilak Perauri, A.S., Tom i, Z.(2002): Business chains of agriculture and tourism, Conference book:'' Kontinentalni gospodarski resursi u funkciji razvitka turizma Republike Hrvatske  , pp. 43-55, Osijek, Croatia  Ru~i, P.,Milohanovi, Acccccccccddd dddddeeeeeeeeeeeeeeeeeefhhhhh h*h,h2hտՒՒճهՇՇՇՇՅ}q}q}q}hhuJ6mHsHh&~khuJ6UhhuJmHsH hhuJ huJ6]hhuJ6]huJ6mHsHhhuJ6mHsHhuJmHsH hvK-huJ hXtDhuJhuJjhuJ0JUhhVQhuJaJ hC5aJh^huJaJ,.: Tendencije u potroanji hrane i pia turista u Istri, G.E.M. Pula, 2003.     2h4h>h@hBhDhHhJhLhNh\h^h`hbhlhphrhthvhxhzh~hhhhhhhhhhhhhhhhh-4jh7]Uh7]huJhhuJmHsHh&~khuJ6hhuJ6mHsH#hhhhhhhhhhhhhhhh$a$gd-40&P 1. A!"#$% DyK Anita@iptpo.hryK ,mailto:Anita@iptpo.hrDyK Anita@iptpo.hryK ,mailto:Anita@iptpo.hr<@< uJNormalCJ_HmH sH tH>A@> Zadani font odlomkaViV Obi na tablica4 l4a .k. 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[ [ ^[ `o(.........hh^h`o(.hh^h`o(..0^`0o(...0^`0o(.... 88^8`o( ..... 88^8`o( ...... `^``o(....... `^``o(........ ^`o(.........88^8`OJPJQJ^Jo(-^`OJQJ^Jo(hHo  ^ `OJQJo(hH  ^ `OJQJo(hHxx^x`OJQJ^Jo(hHoHH^H`OJQJo(hH^`OJQJo(hH^`OJQJ^Jo(hHo^`OJQJo(hH ^`OJQJo(.c%B3 L)2V  tSu.w`4uJXI7]C-4J#$9:BB@w-01359::``@`` @``@@`<`|@`@`@`d`hUnknownGz Times New Roman5Symbol3& z Arial?5 z Courier New;Wingdings"1SS&0g0g!4 9 92QHX ?XI27THE IMPACT OF CONSUMERS PREFERENCES ON ISTRIAN MALVASIA ANITA ILAKAnita    Oh+'0  0< \ h t8THE IMPACT OF CONSUMERS PREFERENCES ON ISTRIAN MALVASIA ANITA ILAKNormalAnita4Microsoft Office Word@q@?m@`` 0՜.+,D՜.+,h$ hp  IPTPOg 9 8THE IMPACT OF CONSUMERS PREFERENCES ON ISTRIAN MALVASIA Naslov  8@ _PID_HLINKSA >mailto:Anita@iptpo.hr>mailto:Anita@iptpo.hr  !"#$%&'()*+,-./012345679:;<=>?ABCDEFGHIJKLMNOPQRSTUVWXYZ[\]^_`abcdfghijklnopqrstwRoot Entry Fp  yData 81Table@IWordDocument2nSummaryInformation(eDocumentSummaryInformation8mCompObjs  F!Microsoft Office Wordov dokument MSWordDocWord.Document.89q