Promotion of Wine Tourism in the South Moravian Region: Predominant Use of Printed Materials?
Patrik Kubát - Mendel University in Brno, Faculty of Business and Economics, Department of Marketing and Trade, Zemědělská
1665/1, 613 00 Brno, Czech Republic
Andrea Králiková - Mendel University in Brno, Faculty of Business and Economics, Department of Marketing and Trade, Zemědělská
1665/1, 613 00 Brno, Czech Republic
DOI: https://doi.org/10.31410/Balkans.JETSS.2024.7.1.49-58
Patrik Kubát - Mendel University in Brno, Faculty of Business and Economics, Department of Marketing and Trade, Zemědělská
1665/1, 613 00 Brno, Czech Republic
Andrea Králiková - Mendel University in Brno, Faculty of Business and Economics, Department of Marketing and Trade, Zemědělská
1665/1, 613 00 Brno, Czech Republic
DOI: https://doi.org/10.31410/Balkans.JETSS.2024.7.1.49-58
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Balkans Journal of Emerging Trends in Social Sciences, (2024) , Vol 7, No 1
ISSN: 2620-164X |
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Abstract: In today’s world, the online environment is used every day. As online advertising comes to the fore in the tourism sector, all those who produce printed materials should also adapt to this form of materials and build a bridge to this new form of advertising. This is an important prerequisite for the development between promoters and recipients. The aim of this article is to define the importance of printed promotional materials for wine tourism from the point of view of the creators of these materials, that is, from the point of view of the suppliers in the wine tourism sector. A qualitative method with semi-structured interviews was chosen for the research. Representatives of the National Wine Centre, Wine Fund, CzechTourism, and other institutions that promote and develop wine tourism in the Czech Republic were selected for this study. The analysis of the answers showed that printed promotional materials are still relevant in wine tourism and the supply side still considers this form of advertising important and necessary. Even in this current „online era”, the printed form has a segment that still prefers it in comparison to the online form.
Keywords: Printed promotional materials, Czech Republic, South Moravian Region, Wine tourism, National Wine Centre.
JEL Classification Z32 ∙ L83
Keywords: Printed promotional materials, Czech Republic, South Moravian Region, Wine tourism, National Wine Centre.
JEL Classification Z32 ∙ L83
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Cohen, E., & Ben-Nun, L. (2009). The Important Dimensions of Wine Tourism Experience From Potential Visitors’ Perception. Tourism and Hospitality Research 9(1), 20–31. https://doi.org/https://doi.org/10.1057/thr.2008.42
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Getz, D., & Brown, G. (2006). Critical success factors for wine tourism regions: A demand analysis. Tourism Management, 27(1), 146–158. https://doi.org/10.1016/j.tourman.2004.08.002.
Karlíček, M. (2018). Základy marketingu. 2. edition. Praha: Grada.
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Kubát, P., & Kerma, S. (2022). Preconditions of Wine Tourism Development in Slovenia and the Czech Republic – Selected Aspects. In 6th International Scientific Conference EMAN 2022 - Economics & Management: How to Cope with Disrupted Times: Selected Papers (pp. 135–143). Association of Economists and Managers of the Balkans. https://doi.org/10.31410/eman.s.p.2022.135
Kubát, P., Prášilová, A., Ranincová, M., & Králiková, A. (2023a). Vnímání kvality a spokojenosti ve vinařském regionu. In Aktuální problémy cestovního ruchu „Historie jako součást produktů cestovního ruchu” (pp. 154–163). Vysoká škola polytechnická Jihlava. https://kcr.vspj.cz/uvod/konference/aktualni-problemy-cestovniho-ruchu-2023
Kubát, P., Králiková, A., & Ryglová, K. (2023b). Shifting the Focus From Mere Wine (and) Tourism to the Wine Destination and Winescape Concept. DETUROPE - The Central European Journal of Regional Development and Tourism, 15(3), 78–92. https://doi.org/10.32725/det.2023.018
Hall, M., Sharples, L., Cambourne, B., & Macionis, N. (2000). Wine tourism around the world: development management and markets. Oxford: Butterworth-Heinemann.
Mišovič, J. (2019). Kvalitativní výzkum se zaměřením na polostrukturovaný rozhovor. Praha: Slon.
Nadace Partnerství. (2023). https://www.nadacepartnerstvi.cz
National Wine Centre. (2023). https://www.vinarskecentrum.cz
National Wine Centre. (2021). Edice Krajem vína 2021-2022. Vína z Moravy vína z Čech. https://www.vinazmoravyvinazcech.cz/cs/aktuality/25352539-edice-krajem-vina-2021-2022
Novotná, S. (2023). Propagace vinařské turistiky v Jihomoravském kraji. [Bachelor thesis]. Brno: Mendel University in Brno.
Sigala, M., & Robinson, R. (2019). Wine tourism destination management and marketing: Theory and cases. Switzerland: Springer.
REFERENCES
Alebaki, M., & Iakovidou, O. (2011). Market segmentation in wine tourism: A comparison of approaches. Tourismos, 6(1), 123–140. https://doi.org/10.26215/tourismos.v6i1.199
Cohen, E., & Ben-Nun, L. (2009). The Important Dimensions of Wine Tourism Experience From Potential Visitors’ Perception. Tourism and Hospitality Research 9(1), 20–31. https://doi.org/https://doi.org/10.1057/thr.2008.42
CzechTourism. (2023). V Česku je turistů téměř stejně jako v roce 2019 [There are almost as many tourists in the Czech Republic as in 2019]. CzechTourism. https://www.czechtourism.cz/cs-CZ/Novinky/Archiv/2023/08/V-Cesku-je-turistu-temer-stejne-jako-v-roce-2019
Dixit, S. K. (2023). Routledge handbook of wine tourism. Oxon: Routledge.
Frochot, I. (2003). An analysis of regional positioning and its associated food images in French Tourism regional brochures. Journal of Travel & Tourism Marketing, 14(3–4), 77–96. https://doi.org/10.1300/j073v14n03_05
Getz, D., & Brown, G. (2006). Critical success factors for wine tourism regions: A demand analysis. Tourism Management, 27(1), 146–158. https://doi.org/10.1016/j.tourman.2004.08.002.
Karlíček, M. (2018). Základy marketingu. 2. edition. Praha: Grada.
Kemp, S. (2022). Digital 2022: Czechia. Datareportal. https://datareportal.com/reports/digital-2022-czechia p
Křůpala, C., Honzáková, I., & Štefáčková, D. (2007). Příprava informačních a propagačních materiálů v cestovním ruchu. Praha: Ministerstvo pro místní rozvoj ČR. https://lenka.tomanova.eu/download/informace/Priprava_inform_a_propag_materialu.pdf
Kubát, P., & Kerma, S. (2022). Preconditions of Wine Tourism Development in Slovenia and the Czech Republic – Selected Aspects. In 6th International Scientific Conference EMAN 2022 - Economics & Management: How to Cope with Disrupted Times: Selected Papers (pp. 135–143). Association of Economists and Managers of the Balkans. https://doi.org/10.31410/eman.s.p.2022.135
Kubát, P., Prášilová, A., Ranincová, M., & Králiková, A. (2023a). Vnímání kvality a spokojenosti ve vinařském regionu. In Aktuální problémy cestovního ruchu „Historie jako součást produktů cestovního ruchu” (pp. 154–163). Vysoká škola polytechnická Jihlava. https://kcr.vspj.cz/uvod/konference/aktualni-problemy-cestovniho-ruchu-2023
Kubát, P., Králiková, A., & Ryglová, K. (2023b). Shifting the Focus From Mere Wine (and) Tourism to the Wine Destination and Winescape Concept. DETUROPE - The Central European Journal of Regional Development and Tourism, 15(3), 78–92. https://doi.org/10.32725/det.2023.018
Hall, M., Sharples, L., Cambourne, B., & Macionis, N. (2000). Wine tourism around the world: development management and markets. Oxford: Butterworth-Heinemann.
Mišovič, J. (2019). Kvalitativní výzkum se zaměřením na polostrukturovaný rozhovor. Praha: Slon.
Nadace Partnerství. (2023). https://www.nadacepartnerstvi.cz
National Wine Centre. (2023). https://www.vinarskecentrum.cz
National Wine Centre. (2021). Edice Krajem vína 2021-2022. Vína z Moravy vína z Čech. https://www.vinazmoravyvinazcech.cz/cs/aktuality/25352539-edice-krajem-vina-2021-2022
Novotná, S. (2023). Propagace vinařské turistiky v Jihomoravském kraji. [Bachelor thesis]. Brno: Mendel University in Brno.
Sigala, M., & Robinson, R. (2019). Wine tourism destination management and marketing: Theory and cases. Switzerland: Springer.
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