Development of wine tourism in South Moravia

Martin Prokeš
Additional contact information
Martin Prokeš: Department of Marketing and Trade, Mendel University in Brno, Zemědělská 1, 613 00 Brno, Czech Republic

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2013, vol. 61, issue 7, 2669-2675

Abstract: Wine tourism development and the resulting formation of regional strategic alliances in the form of clusters may lead to increasing the competitiveness of wineries in South Moravia in the southeastern part of the Czech Republic.The main research objective of this paper was to find potential for wine tourism development and creating a plan for newly formed strategic alliance coordinating services offer all wineries in the region. This study describes the potential to offer services and products of wine growing areas in South Moravia region, suitable for promotion offers wine tourism destinations and services. In principle, it is used the calculation for the establishment of the wine cluster according to Porter's formula, and was designed by concentration coefficient of vineyards for wine cluster formation, which is based on the unique and specific conditions of the wine region of South Moravia.To achieve the objective of the study was conducted marketing research data collection and mapping current events and activities taking place in the wine-growing region of Moravia, promoting or offering specific local products and services associated with gastronomy and wine.The dynamic development of the wine category, major changes in 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 research was a plan for the establishment of new alliance - wine cluster, where is potential co-operation between associations VOC appellation and other entities involving suppliers, customers, research institutions and universities. The plan to create a wine tourism cluster was proposed to establish cooperation between the newly emerging associations of VOC at three sub-regions of South Moravia, in order to achieve competitive advantage.

Keywords: association; cluster; strategic alliances; VOC; wine marketing; wine tourism (search for similar items in EconPapers)
Date: 2013
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://acta.mendelu.cz/doi/10.11118/actaun201361072669.html (text/html)
http://acta.mendelu.cz/doi/10.11118/actaun201361072669.pdf (application/pdf)
free of charge

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:mup:actaun:actaun_2013061072669

DOI: 10.11118/actaun201361072669

Access Statistics for this article

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis is currently edited by Markéta Havlásková

More articles in Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis from Mendel University Press
Bibliographic data for series maintained by Ivo Andrle ().