Vinski brend u funkciji promocije i razvoja Istre kao turističke destinacije - na primjeru istarskih vinarija

master's thesis

• Title (english): Wine Brand in the Function of Promotion and Developing Istria as a Tourist Destination: The Case of Istrian Wineries
• Author: Tena Šola Vujčić
• Mentor: Božo Skoko (mentor)
• Mentor: Dejan Gluvačević (komentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Hrvoje Jakopović (član povjerenstva)
• Committee member: Boris Beck (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2020-09-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

U današnjem svijetu, sve više obilježenom utjecajem informacijske tehnologije i rastućim konkurentskim tržištem, brojne istarske vinarije razvile su prekogranični brend kvalitetom svojih vina i postale su prepoznatljivi element u stvaranju integrirane i raznovrsne turističke ponude istarskog poluotoka.
Na poluotoku postoji tisućljetna tradicija proizvodnje grožđa i vina, kao i čitav niz vinarija koje proizvode i prodaju visokokvalitetna vina. Danas je Istra, s više od 6000 hektara vinograda, jedna od najvećih hrvatskih vinogradarskih regija. Značajan iskorak u unaprjeđenju kvalitete istarskog vina napravljen je u posljednjih 20-ak godina, kada se počinju jače razvijati obiteljska privatna gospodarstva. Mjesto na globaliziranom tržištu i među oštrom konkurencijom, istarski su vinari postigli visokokvalitetnim proizvodima. Vinski turizam Istre temelji se na proizvodnji autohtonih sorti vina (malvazija istarska, teran i muškat momjanski) te prepoznatljivosti Istre kao turističke destinacije.
Fokus rada je na regionalnom turizmu Istre i ulozi istarskog vinarstva u promociji i razvoju Istre kao turističke destinacije. Na primjeru istarskih vinarija, rad proučava razvoj vinskog brenda koji je postao sastavnim dijelom turističke ponude Istre. U analizu je uključeno pet istaknutih vinarija koje su dale značajan doprinos razvoju eno-turizma Istre i stvaranju vinskog brenda s oznakom istarske kvalitete. Analiza se temelji na razgovoru i intervjuima s vlasnicima i djelatnicima vinarija s ciljem predstavljanja cjelokupne tradicije, uspjeha i načina poslovanja istarskih vinarija. U analizu su uključene sljedeće vinarije: Veralda, Kozlović, Cattunar, Deklić i Marčeta. Na temelju analize i interpretacije odgovora vinara te sekundarnih izvora podataka, napravljena je SWOT analiza Istre kao eno-turističke destinacije.

Abstract (english)

In todays world, marked by the impact of information technologies and the growing competitive markets, a large number if Istrian wineries have developed their foreign brands by high quality of their wines, becoming so a recognizable part of the development of the integrated and versatile touristic offers of the Istrian peninsula.
There is a thousand year old tradition of growing grapes and making wine on the peninsula, just like there is a wide range of winaries which produce and sell high quality wines. Istria has become one of the largest wine-growing regions in Croatia with more than 6,000 hectares of vineyards. During the past 20 years there has been made a great step forward in terms of wine quality. During this time private family farms have become more important and recognized. Istrian winemakers have earned their place on the global market and amongst a harsh competition by producing high quality products. The tourism in Istria is based on autochtonous varieties of wine (Istrian Malvasia, Teran and Muscat Momiano) and by Istria itself being a recognized tourist destination.
The focus of the study is on the regional tourism of Istria and the role of Istrian winemaking in the promotion and development of Istria as a tourist destination. On the case of Istrian wineries, this thesis studies the development of the wine brand that has become an integral part of Istria's tourist offer. It includes five distinguished wineries which have given a great contribute to the development of eno-tourism in Istria and creating a wine brand with the mark of Istrian Quality. The analysis is based on conversations and interviews with the owners and workers at the wineries with the aim of presenting the entire tradition, success and way of doing business of Istrian wineries. The analysis includes the following wineries: Veralda, Kozlovic, Cattunar, Deklic and Marceta. A SWOT analysis of Istria as an eno-tourist destination was made based on the analysis and interpretation of winemakers' answers and secondary sources.

• Keywords: Istra; turistička destinacija; turistička ponuda; gastro-turizam; eno-turizam; vinski brend; istarske vinarije; autohtone sorte vina; istarska kvaliteta; brendiranje; promocija
• Keywords (english): Istria; tourist destination; tourist offer; gastro-tourism; eno-tourism; wine brand; Istrian wineries; autochtonous varieties of wine; Istrian Quality; branding; promotion
• Language: croatian
• URN:NBN: urn:nbn:hr:114:683231
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2020-10-29 13:36:06