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Purpose: The aim of the research was to determine consumers' expectations regarding enotourism, examine the possibilities for its development in central Poland, and explore strategies to enhance profitability for vineyard owners. Methodology: The study was conducted in 2024 using quantitative PAPI (paper and personal interview) and CAWI (computer-assisted web interview) methods among Polish residents. The representative sample was 1067 people. A total 984 correctly completed surveys which were used for analysis. The questionnaire consisted of three parts: general questions on the use of enotourism services, knowledge and use of services in central Poland and demographic in information. using survey forms with 984 participants from 16 voivodeships across Poland. The questionnaire covered three parts: general enotourism behaviors, specific knowledge and demographic data. The model’s dependent variable was the frequency of visiting enotoursim sites in Poland. Due to its dichotomous nature a logistic regression model was applied, including only statistically significant variables. Model quality was evaluated using the Hosmer Lemeshow test and C-statistics. Findings: The positive perception of central Poland as an enotourism destination strongly correlates with visitors’ frequency of vineyards visits. Central Poland has the potential to become an important enotourism center; however, this requires a well-organized, strategic approach and coordination of various stakeholder activities. Originality/value: The article introduces a fresh perspective on the potential for enotourism development in central Poland, highlighting opportunities from climate change and shifting wine growing zones. It uniquely analyzes specific factors attracting enotourists, such as prior visitor experience and interest in local wine production, within a region without strong wine traditions. The article is aimed at tourism policymakers, vineyard owners, local uthorities and tourism development organizations. It also serves research in enotourism and those interested in the tourism potential linked to horticultural adaptation to changing climate conditions.
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