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WINE	TOURISM	AS	A	
CENTRIPETAL	FORCE	IN	THE	
DEVELOPMENT	OF	RURAL	
TOURISM	
Marcel	Meler,	Ph.	D.,	Full	professor	in	tenure	
University	of	Osijek,	Faculty	of	Economics	in	
Osijek
ToSEE	-	Tourism	in	South	East	Europe		
3rd	InternaDonal	ScienDfic	Conference		
Sustainable	Tourism,	Economic	Development	and	Quality	of	Life	
University	of	Rijeka,	Faculty	of	Tourism	and	Hospitality	Management	OpaDja	
Rural	tourism	as	a	selec.ve	form	of	tourism	includes	a	
number	of	ac.vi.es,	primarily	various	services	and	
addi.onal	facili.es	which	are	provided	by	rural	
popula.on	for	the	purpose	of	a9rac.ng	tourists,	
genera.ng	extra	revenue	on	behalf	of	rela.ng	family	
businesses,	raising	the	standard	of	living,	decreasing	
the	ou<low	of	rural	households,	all	on	the	principles	of	
sustainable	development	and	preserva.on	of	the	
exis.ng	natural	resources.	Rural	tourism	may,	as	its	
components	and	in	the	principle,	involve	agro-tourism,	
outdoor	ac.vi.es,	ecotourism,	wine	tourism,	cultural	
tourism,	adventure	tourism,	excursion	tourism	and	
similar.		 2
ToSEE	-	Tourism	in	South	East	Europe		
3rd	InternaDonal	ScienDfic	Conference		
Sustainable	Tourism,	Economic	Development	and	Quality	of	Life	
University	of	Rijeka,	Faculty	of	Tourism	and	Hospitality	Management	OpaDja	
Wine	tourism	can	be	defined	as	visits	to	vineyard,	
wineries,	wine	fesDvals	and	wine	events	whereat	wine	
tasDng	and	acquisiDon	of	the	knowledge	on	a	parDcular	
vineyard	represent	primary	moDvaDng	factors	for	the	
visitors.	Wine	tourism	as	a	form	of	selecDve	tourism	is	
gaining	more	importance	as	a	gradually	more	
interesDng	component	of	the	tourism	product	in	the	
coastal	and	conDnental	tourism	of	the	Republic	of	
CroaDa,	parDcularly	from	the	standpoint	of	creaDng	
experience	and	atmosphere	for	tourists	during	their	
stay	in	a	certain	tourist	desDnaDon.		
3
ToSEE	-	Tourism	in	South	East	Europe		
3rd	InternaDonal	ScienDfic	Conference		
Sustainable	Tourism,	Economic	Development	and	Quality	of	Life	
University	of	Rijeka,	Faculty	of	Tourism	and	Hospitality	Management	OpaDja	
The	basic	moDvaDon	to	visit	wine	tourism	desDnaDons	is	
generally	wine	tasDng	while	other	moDfs	include,	for	instance,	
acquisiDon/expansion	of	the	knowledge	on	wine	and	
appertaining	producDon	processes,	gaining	new	experiences,	
introducDon	to	wine	and	food	pairing,	purchase	of	wine	and	
similar.	Therefore,	wine	tourism	should	not	be	exclusively	based	
on	wine	tasDng	and	sales	but	it	should	be	bound	to	the	
gastronomic,	natural,	cultural,	historical,	entertainment	and	
other	aSracDons	of	a	concrete	desDnaDon.	This	is	what	our	
wine	tourism	truly	lacks	and	it	reflects	in	a	lack	of	stakeholders	
of	desDnaDon	management,	the	role	of	which	should	be	taken	
over	by	desDnaDon	management	companies	(DMC)	and/or	
desDnaDon	management	organizaDons	(DMO).		
4
ToSEE	-	Tourism	in	South	East	Europe		
3rd	InternaDonal	ScienDfic	Conference		
Sustainable	Tourism,	Economic	Development	and	Quality	of	Life	
University	of	Rijeka,	Faculty	of	Tourism	and	Hospitality	Management	OpaDja	
The	link	between	wine	and	tourism	arises	from	the	
nature	of	wine	as	a	drink	connected	with	pleasure,	
social	gathering,	food	consumpDon,	new	experiences	
and	hospitality.	Moreover,	there	is	a	study	suggesDng	
that	winery	visitors	spend	on	average	7.5	EUR	on	
purchase	of	bulk	wine,	10	EUR	on	purchase	of	boSled	
wine,	5	EUR	on	wine	tasDng	and	10	EUR	on	food/meals	
5
ToSEE	-	Tourism	in	South	East	Europe		
3rd	InternaDonal	ScienDfic	Conference		
Sustainable	Tourism,	Economic	Development	and	Quality	of	Life	
University	of	Rijeka,	Faculty	of	Tourism	and	Hospitality	Management	OpaDja	
Wine	tourism	can	be	compaDble	with	other	forms	of	
tourism	if	it	appears	as	tourism	of	specific	interests	in	
popular	regions.	It	can	also	be	a	fundamental	primary	
centripetal	force	or	an	embryo	of	tourism	
development	in	wine-rich	areas	which	are	o]en	
popular	tourist	desDnaDons	as	well.	Wine	tourism	can	
be	perceived	from	the	viewpoint	of	interested	parDes,	
meaning	from	the	viewpoint	of	wineries,	consumers	
(tourists)	and	the	tourist	desDnaDon.	
6
ToSEE	-	Tourism	in	South	East	Europe		
3rd	InternaDonal	ScienDfic	Conference		
Sustainable	Tourism,	Economic	Development	and	Quality	of	Life	
University	of	Rijeka,	Faculty	of	Tourism	and	Hospitality	Management	OpaDja	
The	advantages	of	wine	tourism	regarding	wine	producers	are	
as	follows:	
• 	aSracDng	visitors	
• 	beSer	understanding	of	the	needs	of	wine	consumers/visitors		
• 	promoDon	of	direct	sales	with	a	higher	margin		
• 	brand	promoDon	
• 	prompt	and	comprehensive	tesDng	of	new	wine	brands			
• 	diversificaDon	of	the	wine	consumers’	profile		
• 	public	relaDons		
• 	cross-selling	
• 	possibility	of	educaDng	visitors			
• 	approaching	wine	consumers.	
7
ToSEE	-	Tourism	in	South	East	Europe		
3rd	InternaDonal	ScienDfic	Conference		
Sustainable	Tourism,	Economic	Development	and	Quality	of	Life	
University	of	Rijeka,	Faculty	of	Tourism	and	Hospitality	Management	OpaDja	
The	flaws	of	wine	tourism	concerning	wine	producers	
are	as	follows:	
• 	investment	of	financial	resources	in	equipping	wine			
		tasDng	shops	and	addiDonal	faciliDes						
• 	emergence	of	extra	costs,	parDcularly	if	wine	tasDng		
			is	free	of	charge				
• 	wasDng	Dme	on	conducDng	some	other	acDviDes	or		
		employment	of	necessary	staff	which	results	in	a	cost		
		increase				
• 	possible	infeasibility	due	to	a	small	quanDty	of	sold		
		wine.	
8
ToSEE	-	Tourism	in	South	East	Europe		
3rd	InternaDonal	ScienDfic	Conference		
Sustainable	Tourism,	Economic	Development	and	Quality	of	Life	
University	of	Rijeka,	Faculty	of	Tourism	and	Hospitality	Management	OpaDja	
The	advantages	of	wine	tourism	considering	wine	
consumers	are	as	follows:		
• 	visitors	can	communicate	in	person	with	grape		
		growers	or	winemakers		
• 	gecng	familiar	with	the	wine	producDon	process			
• 	visiDng	the	tourist	aSracDons	of	a	desDnaDon			
• 	sharing	the	acquired	experience	with	others.	
	
On	the	other	hand,	the	flaws	of	wine	tourism	with	
respect	to	wine	consumers	do	not	actually	exist.		
9
ToSEE	-	Tourism	in	South	East	Europe		
3rd	InternaDonal	ScienDfic	Conference		
Sustainable	Tourism,	Economic	Development	and	Quality	of	Life	
University	of	Rijeka,	Faculty	of	Tourism	and	Hospitality	Management	OpaDja	
The	advantages	of	wine	tourism	regarding	relaDng	
tourist	desDnaDons	are	as	follows:	
• 	valorisaDon	of	the	natural	and	social	aSracDons	of	a		
		parDcular	tourist	desDnaDon		
• 	contribuDon	to	the	development	basis	of	a	parDcular		
		tourist	desDnaDon		
• 	full	integraDon	of	the	tourism	product	of	a	concrete		
		tourist	desDnaDon.	
10
ToSEE	-	Tourism	in	South	East	Europe		
3rd	InternaDonal	ScienDfic	Conference		
Sustainable	Tourism,	Economic	Development	and	Quality	of	Life	
University	of	Rijeka,	Faculty	of	Tourism	and	Hospitality	Management	OpaDja	
Wine	tasDng	shops	or	wineries-wine	cellars	occur	to	be	a	
significant	wine	distribuDon	channel,	parDcularly	within	the	
framework	of	wine	routes	or	broadly	speaking,	within	wine	
tourism.		A	wine	tasDng	shop/winery-wine	cellar	is	a	facility	in	
which	not	more	than	50	guests	at	a	Dme	are	offered	and	served	
with	wine	and/or	fruit	wine	and/or	products	made	from	wine	
and/or	fruit	wine	and/or	other	alcohol	drinks	and/or	cold	plates	
(smoked	sausages,	cheese	and	similar)	which	are	paired	with	
the	said	drinks	and/or	spreads.	On	the	other	hand,	wine	route	is	
a	special	form	of	selling	agricultural,	catering	and	tourism	
products	of	a	certain	wine-rich	area	in	which	family	farms	and	
other	natural	persons	and	legal	enDDes	associated	under	the	
joint	name	–	wine	routes	offer	their	products,	especially	wine,	
homemade	beverages	and	other	homemade	specialDes.		
11
ToSEE	-	Tourism	in	South	East	Europe		
3rd	InternaDonal	ScienDfic	Conference		
Sustainable	Tourism,	Economic	Development	and	Quality	of	Life	
University	of	Rijeka,	Faculty	of	Tourism	and	Hospitality	Management	OpaDja	
Together	with	gastronomy,	wine	tourism	represents	
one	of	the	relevant	strategic	guidelines	of	the	tourism	
development	in	the	Republic	of	CroaDa.	Likewise,	
gastronomy	and	oenology	are	represented	as	products	
with	a	disDncDve	development	perspecDve	in	the	
Tourism	Development	Strategy	of	the	Republic	of	
CroaDa	unDl	the	Year	2020.	
12
ToSEE	-	Tourism	in	South	East	Europe		
3rd	InternaDonal	ScienDfic	Conference		
Sustainable	Tourism,	Economic	Development	and	Quality	of	Life	
University	of	Rijeka,	Faculty	of	Tourism	and	Hospitality	Management	OpaDja	
Considering	that	CroaDa	can	really	be	proud	of	its	high	quality	
wine	and	gastronomic	offer	dispersed	throughout	the	whole	
country,	it	is	to	be	expected	that	this	form	of	tourism	gains	
momentum	and	experiences	a	rapid	growth	in	the	future.	This	
asserDon	is	supported	by	the	fact	that	the	European	wine	
tourism	brings	about	app.	700,000	internaDonal	travels	per	
year.	It	should	also	be	stressed	that	the	annual	revenue	
received	from	wine	and	gastronomic	businesses	in	Europe	
reaches	900	million	EUR,	the	daily	consumpDon	ranges	from	
150	to	450	EUR	per	person	and	the	average	rise	of	the	number	
of	internaDonal	travels	ranges	from	7	to	12	%,	which	certainly	
represents	a	great	challenge	for	the	Republic	of	CroaDa	to	
bravely	aSack	this	undoubtedly	promising	niche	tourism	market	
in	a	near	future.	 13
ToSEE	-	Tourism	in	South	East	Europe		
3rd	InternaDonal	ScienDfic	Conference		
Sustainable	Tourism,	Economic	Development	and	Quality	of	Life	
University	of	Rijeka,	Faculty	of	Tourism	and	Hospitality	Management	OpaDja	
CONCLUSION		
As	far	as	the	tourism	in	a	concrete	desDnaDon	is	concerned,	wine	can	be	
its	component	with	a	strong	centripetal	force	in	the	sense	of	aSracDng	
interested	tourist	segments	within	a	country	and	worldwide.	The	
centripetal	force	of	such	desDnaDons	may,	if	the	desDnaDons	are	
managed	in	compliance	with	the	rules	of	contemporary	markeDng	and	
management,	be	vastly	gaining	its	intensity	towards	their	epicentre	
according	to	the	principle	of	concentric	circles,	but	it	cannot	greatly	
weaken	by	moving	away	from	the	epicentre.	Anyway,	stressing	their	main	
advantages	and	eliminaDng	or	miDgaDng	their	main	obstacles,	the	
CroaDan	wine	and	gastronomic	tourism	may	reach	a	level	they	both	
deserve	and	contribute	to	the	development	of	the	CroaDan	tourism	in	
general,	parDcularly	with	respect	to	high	season	extension	on	one	hand	
and	increase	in	the	consumpDon	of	CroaDan	wines	on	the	other	hand.		
14
Thank	you	for	your	a=en?on!	
E-mail:	marcel.meler@os.ht.hr
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