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Wine Tourism—A Sustainable Management Tool for Rural Development and Vineyards: Cross-Cultural Analysis of the Consumer Profile from Romania and Moldova

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  • Flavia Dana Oltean

    (ED1 Department of Economic Science, Faculty of Economisc and Law, “George Emil Palade” University of Medicine, Pharmacy, Science and Technology of Târgu Mureș, 540369 Tîrgu Mureș, Romania)

  • Manuela Rozalia Gabor

    (ED1 Department of Economic Science, Faculty of Economisc and Law, “George Emil Palade” University of Medicine, Pharmacy, Science and Technology of Târgu Mureș, 540369 Tîrgu Mureș, Romania)

Abstract

In recent years, tourism products and services have been oriented to offer more experiences than those of classical leisure activities for tourists. More, the COVID-19 pandemic drew a new trend in travel: the tourists are now oriented to internal offers rather than the external ones, to rural regions instead of urban ones. Romania and Moldova are two well-known international countries that are both producers and exporters of Protected Designation of Origin (PDO) and Protected Geographical Indication (PGI) wine. The aim of the paper is to analyze (qualitative and quantitative) the motivation of tourists from Romania and Moldova for wine tourism, to model the motivation according to the socio-demographic characteristics of tourists and the specific elements for travel (accommodation, frequencies of visit, average stay). For quantitative analysis, an online questionnaire by convenience sampling was used to collect the data, and statistical methods were used for analysis. Even if these countries have cultural similarities, our results indicate statistically significant different motivations and different profiles of wine tourists. By using a co-occurrence link between the terms from WoS and Scopus scientific articles with VOSviewer software, our results indicate a link between wine tourism, rural and festivals tourism, and cultural heritage. Our research fills a gap in the literature, being the first comparative research on wine tourism in Romania and Moldova.

Suggested Citation

  • Flavia Dana Oltean & Manuela Rozalia Gabor, 2022. "Wine Tourism—A Sustainable Management Tool for Rural Development and Vineyards: Cross-Cultural Analysis of the Consumer Profile from Romania and Moldova," Agriculture, MDPI, vol. 12(10), pages 1-24, October.
    • Handle: RePEc:gam:jagris:v:12:y:2022:i:10:p:1614-:d:933786
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    References listed on IDEAS

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    1. Elisabeth Kastenholz & Diana Cunha & Ainhize Eletxigerra & Mariana Carvalho & Isabel Silva, 2022. "The Experience Economy in a Wine Destination—Analysing Visitor Reviews," Sustainability, MDPI, vol. 14(15), pages 1-19, July.
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    7. Dajana Vukojević & Nemanja Tomić & Nenad Marković & Branislav Mašić & Tijana Banjanin & Radomir Bodiroga & Tijana Đorđević & Miloš Marjanović, 2022. "Exploring Wineries and Wine Tourism Potential in the Republic of Srpska, an Emerging Wine Region of Bosnia and Herzegovina," Sustainability, MDPI, vol. 14(5), pages 1-22, February.
    8. Mann, Stefan & Stefan, Petrica, 2018. "Wine Farms between Specialisation and Diversification – Empirical Insights from Switzerland and Romania," German Journal of Agricultural Economics, Humboldt-Universitaet zu Berlin, Department for Agricultural Economics, vol. 67(3), September.
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    Cited by:

    1. Viorica Gutan & Ina Mogildea & Ionica Soare & Gheorghe Adrian Zugravu, 2024. "The Composition, Benefits and Risks of Wine Consumption," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 2, pages 146-154.
    2. František Synák, 2023. "Problems and Opportunities within the Wine Industry in Terms of the COVID-19 Pandemic," Agriculture, MDPI, vol. 13(3), pages 1-20, March.
    3. Ivana Nikolić & Jelena Milutinović & Darko Božanić & Momčilo Dobrodolac, 2023. "Using an Interval Type-2 Fuzzy AROMAN Decision-Making Method to Improve the Sustainability of the Postal Network in Rural Areas," Mathematics, MDPI, vol. 11(14), pages 1-26, July.
    4. Rosana Fuentes-Fernández & Javier Martínez-Falcó & Eduardo Sánchez-García & Bartolomé Marco-Lajara, 2022. "Does Ecological Agriculture Moderate the Relationship between Wine Tourism and Economic Performance? A Structural Equation Analysis Applied to the Ribera del Duero Wine Context," Agriculture, MDPI, vol. 12(12), pages 1-17, December.

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