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4th International Thematic Monograph - Modern Management Tools and Economy of Tourism Sector in Present Era

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CROATIAN WINE TOURISM FROM THE WINERY PERSPECTIVE: THE CASE OF THE GRAND CRO

Matea Hanžek
Zagreb School of Economics and Management (ZSEM), Jordanovac 110, Zagreb, Croatia

Gordi Sušić
Zagreb School of Economics and Management (ZSEM), Jordanovac 110, Zagreb, Croatia

DOI:   ​​https://doi.org/10.31410/tmt.2019.669
​
4th International Thematic Monograph -   Modern Management Tools and Economy of Tourism Sector in Present Era, Belgrade, 2019,   Published by:  Association of Economists and Managers of the Balkans in cooperation with the Faculty of Tourism and Hospitality, Ohrid, North Macedonia;   ISSN 2683-5673,  ISBN 978-86-80194-29-5;   Editors:   Vuk Bevanda, associate professor, Faculty of Social Sciences, Belgrade, Serbia;   Snežana Štetić, full time professor, The College of Tourism, Belgrade, Serbia,   Printed by:  SKRIPTA International, Belgrade

Abstract: The paper focuses on importance on wine tourism and explores how Croatian premium small
to medium-size wineries can successfully expand into wine tourism and thus enhance and expand their
core business activity. In order to access the required data, survey questionnaire was created, conducted
and analysed. The sample consists of eight premium Croatian wine estates that form The Grand
Cro and encompass: Baković, Bibich, Boškinac, Duboković, Galić, Meneghetti, Petrač and Saint Hill.
The research conducted has proved that vintners have justifiable reason to include transition to wine
tourism into their future medium-term development strategy because it might help them to drive bottle
sales and increases the number of tourists visiting their wineries. More so, through the development of
complementary tourist-oriented services, wineries might enhance their brand loyalty and awareness,
creating a positive image of their wine product, and consequently the wine region.

Keywords: Wine Tourism, Winery, Croatia, Grand CRO.

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