Unapređenje poduzetničke aktivnosti u vinskom turizmu istraživanjem ključnih razloga dolazaka korisnika

master's thesis

• Title (english): Improving entrepreneurial activity in wine tourism: research framework of the key determinants of tourist arrivals
• Author: Katarina Ćorić
• Mentor: Miroslav Mandić (mentor); MBZ: 257553
• Committee member: Mirko Palić (predsjednik povjerenstva)
• Committee member: Mladen Turuk (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2021-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Economics of Entrepreneurship

Abstract

Turističko vinsko tržište postaje sve konkurentnije, dok su u razvoju i razvitku turističkih proizvoda vino i enogastronomija ključni elementi u vinskom turizmu. Evidentno je da je vinski turizam zadnjih godina doživio ekspanziju i razvoj u turizmu. Većina suvremenih znanstvenika koji se bave tematikom vinskog turizma će definirati vinski turizam kao obilazak festivala i izložba vina, posjet vinogradima, vinarijama, pri čemu je osnovni motiv posjetitelja kušanje različitih vrsta vina ili doživljavanje atributa regija vinove loze. Temeljni cilj ovog empirijskog istraživanja je bilo istražiti motive i razloge sudjelovanja korisnika u vinskom turizmu kako bi se otkrili glavni čimbenici koji utječu na te motive. Istraživanjem je obuhvaćeno 111 ispitanika, od kojih su 83 bili vinski turisti. Osim provedenog opisnog istraživanja u kojem se kao instrument istraživanja koristio anketni upitnik, provedeno je izviđajno istraživanje kroz pet dubinskih intervjua s nositeljima poduzetničke aktivnosti. Rezultati istraživanja govore kako ispitanici nemaju dovoljno znanja o vinu, no žele o njemu učiti. Istraživanjem je utvrđeno da su motivi posjete vinskim turama najčešće kušanje i kupovina vina, druženja s obiteljima i prijateljima, učenje o vinu i zabava.

Abstract (english)

The tourist wine market is becoming increasingly competitive, while wine and enogastronomy are becoming key elements in the development of tourism products in wine tourism. It is evident that wine tourism has experienced expansion and development in tourism in recent years. Most modern scientists dealing with the topic of wine tourism will define wine tourism as a visit to wine festivals and wine exhibitions, vineyards, wineries, where the basic motive of visitors is to taste different types of wine or experience the attributes of vine regions. The basic goal of this empirical research was to investigate the motives and reasons for user participation in wine tourism in order to discover the main factors influencing these motives. The research included 111 respondents, of which 83 were wine tourists. In addition to the conducted descriptive research in which a survey questionnaire was used as a research instrument, a survey was conducted through five in-depth interviews with the holders of entrepreneurial activity. The results of the research show that the respondents do not have enough knowledge about wine, but they want to learn about it. The research found that the motives for visiting wine tours are most often tasting and buying wine, hanging out with family and friends, learning about wine and having fun.

• Keywords: poduzetništvo; vinski turizam; vino; vinski turisti
• Keywords (english): entrepreneurship; wine tourism; wine; wine tourists
• Language: croatian
• URN:NBN: urn:nbn:hr:148:588296
• Study programme: Title: Economics of Entrepreneurship; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni specijalist/specijalistica poduzetništva (stručni specijalist/specijalistica poduzetništva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2021-10-12 16:58:39