Wine tourism development: the case of the wine district in Slovenia.

Abstract

Wine tourism development: Th e case of the wine district in SloveniaTh e focus of the analyses is on the determinants in the life-cycle of wine tourist product development and the growth of the wineries entrepreneurship in the Goriška Brda wine district situated on the Slovenian border with Italy.Th is is one of the fastest growing wine tourism districts in Slovenia.Th e analysis was based on the in-depth survey of 20 most active family wineries.Almost one-third of them started with wine production before 1991, around half of the wineries inherited the winery from the parents, often husband and wife are full-time self-employed in the winery, and they gain some support from other family members, and sometimes also from non-family members.Th e importance and growth of wine tourism is quantifi ed by the number of wineries that are open for visits with guided tours and sale of wine in the winery, employment specialization into the wine tourism, specialized tourist products such as local traditional food and accommodation, the increasing importance of the marketing communication tools and promotion methods for visits of the winery, and the increasing revenues from the wine tourism.Relatively high wine prices provide survival opportunities also for smaller wineries, which have made several innovations by the shifts in the growing types of grapes from traditional towards grapes for high quality wine, and improvements in wine making, but the main innovations are in the wineries entrepreneurial eff orts for wine sales in the winery and through activities that are related to the wine tourism.

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