Vpliv enoturizma na uspešnost prodaje vin

magistrsko delo

Sara Stadler (Author), Aleš Kuhar (Reviewer), Vlado Dimovski (Mentor)

Abstract

Enoturizem je presek kmetijstva, turizma, gastronomije, naravne dediščine, kulture in znanosti. Je pomemben člen v vinski tržni verigi. Vinska klet lahko z dejavnostmi enoturizma močno doprinese k svoji prepoznavnosti in grajenju blagovne znamke. Na tak način lažje gradijo osebni odnos z obiskovalci. Raznolikost in avtentičnost ponudbe privabi večje število enoturistov, ki so tudi morebitni kupci. Enoturist je oseba, ki potuje po enoturističnih destinacijah z namenom spoznavanja vina in odkrivanja kulture povezane z le tem. Intervjuvali smo več vinskih kleti in s pomočjo njihovih odgovorov opredelili kateri dejavniki najbolj vplivajo na uspešnost prodaje vina. Razčlenili smo njihove prodajne poti, ponudbo, marketinške strategije in izzive, s katerimi se spopadajo. Vinski festivali in vinske prireditve so pomemben člen promocije in se jih udeležujejo vse intervjuvane vinske kleti. Najcenejše in učinkovito oglaševanje so socialna omrežja, ki jih uporabljajo tako večje kot manjše kleti. Izbira poslovnih partnerjev je ključnega pomena, ki pripomore k boljšemu obvladovanju trga, večji pokritosti in učinkovitejši prodaji. Vsi dejavniki, ki se jih v vinskih kleteh poslužujejo, ugodno vplivajo na prepoznavnost in prodajo njihovega vina.

Keywords

vinarstvo;vinski turizem;blagovne znamke;trženje;intervjuji;Slovenija;magistrska dela;

Data

Language:	Slovenian
Year of publishing:	2022
Typology:	2.09 - Master's Thesis
Organization:	UL EF - Faculty of Economics
Publisher:	[S. Stadler]
UDC:	338.48:663.2(043.2)
COBISS:	132548611
Views:	19
Downloads:	3
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Impact of wine tourism on the wine market
Secondary abstract:	Enotourism is an intersection of agriculture, tourism, gastronomy, natural heritage, culture and science. It is an important link in the chain of the wine market. A winery can significantly contribute to its visibility and can increase the recognition of its brand through enoutourism activities. It is easier to establish a personal contact with visitors and get a first impression and opinion. The diversity and authenticity of the offer attracts a grater number of enotourists, who are also potential buyers. An enotourist is a person who travels through enotourist destinations to learn about wine and the culture associated with it. We surveyed several wineries and used their responses to define which factors have the greatest impact on the success of wine sales. We broke down their sales channels, their offerings, their marketing strategies and the challenges they face. Wine festivals and wine events are an important element of promotion and are attended by all wineries surveyed. The cheapest and most effective advertising is social networks, which are used by both large and small wineries. The choice of business partners is crucial, as it contributes to better market control, greater reach and more effective sales. All the factors used in the wineries have a positive effect on the visibility and sales of their wines.
Secondary keywords:	viticulture;wine business;wine tourism;brands;marketing;interviews;Slovenia;
Type (COBISS):	Master's thesis/paper
Study programme:	0
Embargo end date (OpenAIRE):	1970-01-01
Thesis comment:	Univ. v Ljubljani, Biotehniška fak., Oddelek za zootehniko, Magistrsko delo magistrskega študijskega programa 2. stopnje Ekonomika naravnih virov
Pages:	1 spletni vir (1 datoteka PDF (IX, 57 str., 7 str. pril.))
ID:	17321178