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Wine Trails in the Czech Republic

In: Wine Tourism Destination Management and Marketing

Author

Listed:
  • Martin Prokeš

    (Mendel University)

Abstract

The development of wine tourism has helped to create a completely new structure of wine trails. Significant assumptions were made in the region of South Moravia in the southeastern part of the Czech Republic. The main research objective of this paper was to define and evaluate the benefits of establishing and developing wine trails for winegrowers and wine producers. To achieve the objective, it was necessary to analyze the degree of incorporation of the program wine trails in the marketing mix of companies and compare similar programs in neighboring countries. The main results include the finding that customers often visiting winemakers and the wine trails increased orders after visits. A separate and rather important fact is the increased motivation to start new businesses providing tourism services which lead to longer stays in the region. For the development of the entire wine sector is linked to the need to create new jobs directly in the industry, but also multiplier effects of related industry suppliers, as well as in tourism. The dynamic development of the wine category, major changes in Czech market and consumer demand are the main causes for the formation of associations of small and medium-sized wineries. The application of the results of the research was a plan for the establishment of a new alliance—a wine cluster, where there is potential cooperation between associations with VOC appellation and other entities involving suppliers, customers, research institutions, and universities.

Suggested Citation

  • Martin Prokeš, 2019. "Wine Trails in the Czech Republic," Springer Books, in: Marianna Sigala & Richard N. S. Robinson (ed.), Wine Tourism Destination Management and Marketing, chapter 0, pages 341-355, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-00437-8_22
    DOI: 10.1007/978-3-030-00437-8_22
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