CURRENT STATE AND POTENTIAL OF WINE TOURISM IN NORTHERN GREECE: WEIGHING WINEMAKERS��� PERCEPTIONS
| Autor: | Alebaki, Maria, Iakovidou, Olga, Menexes, George |
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| Jazyk: | angličtina |
| Rok vydání: | 2014 |
| DOI: | 10.26215/tourismos.v9i2.418 |
| Popis: | Over the last two decades, the mutual cooperation between the wine and the tourism industry led to the development of a rapidly growing sector, namely wine tourism. The profitability and success of this venture are affected by a wide range of factors. Thus, wine tourism has been viewed as a form of consumer behavior, as a developmental strategy that destinations adopt in order to utilize their distinct ���wine tourism terroir��� and as a direct selling and educational opportunity for wineries. A stream of research focuses on both the ���winery��� and the ���wine region��� perspectives, employing case-study approaches. However, the need for data collection from multiple destinations has been stressed, as systematic comparison could shed light on the broader picture of the phenomenon. Within this framework, this paper adds to the existing empirical literature by providing aspects of wine tourism development in Northern Greece region. In particular, the current study aims to compile the profile of the wine industry, to examine the winemakers��� level of involvement with tourism activities, as well as to explore their perceptions towards the factors that could expand the potential of wine tourism. A census approach was undertaken, with the use of a structured questionnaire which was sent to each winery directly. Results indicate that wineries in Northern Greece are predominantly small and privately-owned. The majority of them have engaged in wine tourism during the last five years, in an attempt to gain promotional benefits. Apart from descriptive statistics, Principal Component Analysis (PCA) showed that wine tourism can be further developed by variable combinations of five components, labeled as: ���Political-institutional���, ���Regional infrastructure���, ���Tourism facilities in the winery���, ���Promotion��� and ���Wine tourism events���. tourismos, Vol. 9 No. 2 (2014) |
| Databáze: | OpenAIRE |
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