Zadovoljstvo posjetitelja ponudom vinskog turizma na području Zagrebačke županije

master's thesis

• Title (english): Visitors satisfaction of the wine tourism in the county of Zagreb
• Author: Mateja Lončar
• Mentor: Željka Mesić (mentor)
• Committee member: Željka Mesić (predsjednik povjerenstva)
• Committee member: Ivo Grgić (član povjerenstva)
• Committee member: Marin Mihaljević Žulj (član povjerenstva)
• Granter: University of Zagreb; Faculty of Agriculture; (Department of Marketing in Agriculture); Zagreb
• Defense date and country: 2019-02-18, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Agronomy

Abstract

Cilj rada je bio utvrditi zadovoljstvo posjetitelja ponudom vinskog turizma na području
Zagrebačke županije, utvrditi glavni razlog posjetitelja za korištenje proizvoda vinskog
turizma te glavna ograničenja za češće korištenje proizvoda vinskog turizma.
Osobno anketno ispitivanje provedeno je na uzorku od 100 ispitanika s područja Zagrebačke
županije.
Rezultati istraživanja pokazali su da od proizvoda vinskog turizma, ispitanici najčešće
posjećuju vinske ceste i vinarije, zatim vinograde i vinske manifestacije, dok ih najmanje
posjećuje vinske festivale. Najposjećenija je Plešivička vinska cesta, od vinskih festivala
"VINOcom", te od vinskih manifestacija "VINCEKOVO".
Glavni razlozi posjeta vinskom turizmu su posjet vinskim cestama, vinarijama i
kušanje/kupnja vina, te doživjeti različitost užitaka lokalnih vina i hrane. Za većinu
posjetitelja najvažniji motivi za posjet vinskim cestama i vinarijama su kušanje vina, druženje
s partnerom/icom, prijateljima, obitelji, uživanje u različitim vinima, te uživanje u jelu i piću.
Ispitanici su relativno zadovoljni ukupnom ponudom vinskog turizma. Kao ograničenja za
učestalije korištenje proizvoda vinskog turizma smatraju manjak slobodnog vremena te
financijske razloge. Kao razlog za češći odlazak/posjet proizvodima vinskog turizma navode
bolju promociju i ponudu lokalnih eno-gastro specijaliteta. U narednih godinu dana visok
udio ispitanika namjerava posjetiti neku vinsku cestu, vinariju, vinski festival i manifestaciju.
Rezultati istraživanja daju informativnu podlogu za izradu inovativnih marketinških strategija
za sve sudionike vinskog turizma na području Zagrebačke županije.

Abstract (english)

The aim of this thesis is to establish the satisfaction of visitors with the supply of wine
tourism in the Zagreb County, to determine the main reason why visitors enjoy the wine
tourism and to provide reasons of restrictions for a more frequent use of wine tourism
products.
A survey was conducted with questionnaires given to 100 participants living in the Zagreb
County. The results of the research have shown that when it comes to wine tourism, the
visitors most often visit wine roads and wineries, followed by vineyards and wine shows,
while the least visited being wine festivals. The most visited is the Plešivička Wine road, from
the wine festivals "VINOcom", and from the wine manifestations "VINCEKOVO".
The main reason people enjoy wine tourism are due to visiting wine roads, wineries and
tasting/buying wine, and experiencing the variety of delights of local wines and food. For
most participants, the biggest motive for visiting wine roads and wineries are tasting wine,
socialising with friends, family, enjoying different wines, and having a meal or a drink. The
participants are relatively satisfied with the overall offer of wine tourism. When it comes to
constrains, for a more frequent use of wine tourism participants consider the lack of free
time and financial reasons. As a reason for frequent visits to wine tourism products,
participants claim that it is due to good advertising and a great offer of local eno-gastro
specialties. In the following year, a large share of participants intends to visit some wine
roads, wineries, wine festivals and events.
The results of this research provide an informative basis for creating innovative marketing
strategies for all wine tourism participants in the Zagreb County.

• Keywords: vinski turizam; vinski turist; posjetitelj; zadovoljstvo posjetitelja; vino
• Keywords (english): wine tourism; wine tourist; visitor; visitors satisfaction; wine
• Language: croatian
• URN:NBN: urn:nbn:hr:204:184010
• Study programme: Title: Organic Agriculture with Agrotourism; Study programme type: university; Study level: graduate; Academic / professional title: magistar / magistra inženjer/inženjerka ekološke poljoprivrede i agroturizma (magistar / magistra inženjer/inženjerka ekološke poljoprivrede i agroturizma)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2019-02-28 13:15:40