Page 167 - Kerma, Simon. 2018. Vinski turizem z geografskim poreklom. Koper: Založba Univerze na Primorskem.
P. 167
Summary: Wine Tourism with Geographic Origin 167
Based on the data collected with the field research, we can safely con-
clude that the development of wine tourism in Slovenian Istria is in the
second (developing) stage, according to the four-stage model by Toml-
jenović and Getz (Jurinčič and Bojnec 2009), as well as the three-stage
model, designed by Carmichael and Senese (2012). In the vast majority of
the analysed wine cellars, the winemakers are seriously considering wine
tourism and have, to a certain extent, developed an additional offer (to
supplement the basic wine tasting). The number of tourists (wine cellar
visitors) is increasing, which is confirmed by the data from the “Hiša re-
foška” (Vinakoper) and some major family-owned wine cellars. The find-
ings show that for most wine cellars in Slovenian Istria, wine tourism is
becoming increasingly important as it represents an aspect of promotion
and especially the cellar door sales. One could even say that individual
wine cellars have already approached the mature stage of development in
this sense. The importance of wine tourism for the entire wine region has
undoubtedly been recognized, as confirmed by the opinions of experts re-
sponsible for the tourism development in the researched area. In spite of
a strong desire to develop wine tourism, this remains a poorly exploited
potential for the time being, as due to certain problems it has not yet re-
sulted in the increased creation of new jobs. The key problem seems to be
the weak link between the main actors, the absence of not only a vision
but, consequently, a strategy that would be integrated into the common
tourism development policy for the region, also being a prerequisite for a
systematic approach in the promotion and marketing of a wine-tourism
destination. There are enough initiatives for joint promotion, especially
at frequent wine events and festivals, but this has not yet culminated into
a complex regional wine-tourism product and promotion at tourist fairs,
because Slovenian Istria - unlike the Croatian part of Istria - has not yet
developed its own regional brand, around which quality providers would
be clustered. In this context, it makes sense to consider the integration of
the cross-border Istrian region into a common wine (and tourist) region,
which would undoubtedly have a wider international reach, since (Croa-
tian) Istria has already been recognized and positioned as a “top wine and
culinary destination”.
So, which are the keys or most characteristic elements that on the one
hand determine the identity of the studied wine region and at the same
time present the foundation of its wine-tourism development? The results
of a parallel Delphi conference among a panel of experts from the wine
sector (WS) on one side and the tourism and hospitality sector (THS)
on the other show a high level of correlation between the related respons-
Based on the data collected with the field research, we can safely con-
clude that the development of wine tourism in Slovenian Istria is in the
second (developing) stage, according to the four-stage model by Toml-
jenović and Getz (Jurinčič and Bojnec 2009), as well as the three-stage
model, designed by Carmichael and Senese (2012). In the vast majority of
the analysed wine cellars, the winemakers are seriously considering wine
tourism and have, to a certain extent, developed an additional offer (to
supplement the basic wine tasting). The number of tourists (wine cellar
visitors) is increasing, which is confirmed by the data from the “Hiša re-
foška” (Vinakoper) and some major family-owned wine cellars. The find-
ings show that for most wine cellars in Slovenian Istria, wine tourism is
becoming increasingly important as it represents an aspect of promotion
and especially the cellar door sales. One could even say that individual
wine cellars have already approached the mature stage of development in
this sense. The importance of wine tourism for the entire wine region has
undoubtedly been recognized, as confirmed by the opinions of experts re-
sponsible for the tourism development in the researched area. In spite of
a strong desire to develop wine tourism, this remains a poorly exploited
potential for the time being, as due to certain problems it has not yet re-
sulted in the increased creation of new jobs. The key problem seems to be
the weak link between the main actors, the absence of not only a vision
but, consequently, a strategy that would be integrated into the common
tourism development policy for the region, also being a prerequisite for a
systematic approach in the promotion and marketing of a wine-tourism
destination. There are enough initiatives for joint promotion, especially
at frequent wine events and festivals, but this has not yet culminated into
a complex regional wine-tourism product and promotion at tourist fairs,
because Slovenian Istria - unlike the Croatian part of Istria - has not yet
developed its own regional brand, around which quality providers would
be clustered. In this context, it makes sense to consider the integration of
the cross-border Istrian region into a common wine (and tourist) region,
which would undoubtedly have a wider international reach, since (Croa-
tian) Istria has already been recognized and positioned as a “top wine and
culinary destination”.
So, which are the keys or most characteristic elements that on the one
hand determine the identity of the studied wine region and at the same
time present the foundation of its wine-tourism development? The results
of a parallel Delphi conference among a panel of experts from the wine
sector (WS) on one side and the tourism and hospitality sector (THS)
on the other show a high level of correlation between the related respons-
