Tokaj Wine Region as a World Heritage Site Complex Development Opportunities

Szakál Zoltán ()
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Szakál Zoltán: University of Miskolc, Tourism Institute and Department, Miskolc, Hungary

Marketing – from Information to Decision Journal, 2018, vol. 1, issue 1, 41-48

Abstract: The Tokaj wine region is a unique, over a thousand-year-old wine-growing tradition in the world, which is a survival of a living cultural landscape. The Tokaj Wine Region Development Council was established in 2014 to lead the wine region’s Tokaj-Hegyalja National Program. The development concept in this priority program is aimed at promoting complex developments in the ecological balance of the Tokaj Wine Region, which are both natural, social, economic and cultural. The purpose of the paper is to present the region marketing idea in a world heritage wine region. This can be supported by primary and secondary research. The organization of the examined wine region development council and the key actors were asked. There was an inquiry at the wineries, 41 companies answered the questions. There are excellent specialists and the natural endowments are also suitable. The newly established Hungarian Tourism Office is the only hope that Community wine marketing can be really effective, and wineries can also experience its positive effect. There are 27 settlements in the wine region, there is a national park, and the tourism sector is only one that can be complementary to wine-making opportunities. Directions of development: winery, viticulture, infrared structure, tourism extension, culture, traditions, value preservation, hotel, attraction development, uniform appearance and coordination.

Keywords: Wine marketing; Tourism strategy; Wine tourism marketing (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mfitdj:v:1:y:2018:i:1:p:41-48:n:4

DOI: 10.2478/midj-2018-0004

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