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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
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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. REFERENCES Asero, V., & Patti, S. (2011). Wine tourism experience and consumer behaviour: the case of Sicily. Tourism Analysis, 16(4), 431-442. Bakalović, R. (2018). Premium Croatian wine estates. Zagreb: GrandCRO. Bruwer, J. (2003). South African wine routes: some perspectives on the wine tourism industry’s structural dimensions and wine tourism product. Tourism Management, 24(4), 423-435. Bruwer, J., & Alant, K. (2009). The hedonic nature of wine tourism consumption: an experiential view. International Journal of Wine Business Research, 21(3), 235e257. Bruwer, J., & Lesschaeve, I. (2012). Wine tourists’ destination region brand image perceptions and antecedents: conceptualization of a winescape framework. Journal of Travel & Tourism Marketing, 29(7), 611-628. Byrd, E.T., Canziani B., Hseih, Y., Debbage, K., & Sonmez, S. (2016). Wine Tourism: Motivating visitors through core and supplementary services. Tourism Management, 52(2016), 19-29. Cambourne, B., Macionis, N., Hall, C. M., & Sharples, L. (2000). The future of wine tourism. In C. M. Hall, L. Sharpies, B. Cambourne, & N. Maciones (Eds.), Wine tourism around the world: Development, management and markets (pp. 297-320). Oxford: Elsevier Science. 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. Dodd, T. (1995). Opportunities and pitfalls of tourism in a developing wine industry. International Journal of Wine Marketing, 7(1), 5-16. Drvenkar, N. & Banožić, M. (2013). Regionalna Vinska Cesta Panonske Hrvatske. UDK, 634(8), 497-5. Getz, D. (2000). Explore wine tourism: Management, development & destinations. New York: Cognizant Communication Corporation. Getz, D., & Brown, G. (2006). Critical success factors for wine tourism regions: a demand analysis. Tourism Management, 27(1), 146-158. Hall, C. M., Johnson, G., Cambourne, B., Macionis, N., Mitchell, R., & Sharples, L. (Eds.). (2000). Wine tourism around the world: Development, management and markets. Oxford: Butterworth-Heinemann. Jakšić, L., Njavro, M. & August, H. (2016). Croatian Wine Market, Support Policy and Specific Obstacles to Wine Exports. Applied Studies in Agribusiness and Commerce, (10), 19-22. McDonnell, A. and Hall, C.M. (2008). A framework for the evaluation of winery servicescapes: A New Zealand case. Pasos revista de tourismo Wine Tourism Research, 6(2), 231-47. Telfer, D. J. (2000). The Northeast wine Route: wine tourism in Ontario, Canada and New York state. In C. M. Hall, L. Sharples, B. Cambourne, & N. Macionis (Eds.), Wine tourism around the world (pp. 253-271). Jordan Hill, Oxford: Butterworth- Heinemann. UNESCO (2019). World Heritage Sites. https://whc.unesco.org/en/tentativelists/5102/. Accessed 18th November 2019. Via Michelin (2019). https://www.viamichelin.com/web/Restaurants/Restaurants-Croatia? stars=1. Accessed 18th November 2019. Williams, P. (2001). Positioning wine tourism destinations: an image analysis. International Journal of Wine Marketing, 13(3), 42-58. 
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