NEW TENDENCIES IN WINE TOURISM IN TOKAJ WINE REGION (HUNGARY): THE DECREASING ROLE OF TOKAJI ASZÚ AS A DOMINANT BRAND

Abstract

: The aim of paper is to explore the economic, social and political changes in Tokaj Wine Region (Hungary) in last 30 years and present their consequences on wine tourism. We analysed the data regarding European Union grant application of economic enterprises and we conducted personal interviews with the leaders of some of the major wineries of the region. Among significant changes which have taken place in Tokaj Wine Region since 1990s the following have to be mentioned: change in ownership of wineries, the evolution in the techn ology of winemaking, the new activity of state government and local authorities, the increase in the number of wine varieties produced and European Union financial support. Wine tourism in the region has undergone significant changes (increase role of smaller wineries and wine varieties). Settlements on the western side of the region are becoming increasingly important.

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