ASSOCIATING TO CREATE UNIQUE TOURIST EXPERIENCES OF SMALL WINERIES IN CONTINENTAL CROATIA – OPPORTUNITIES AND CONSTRAINTS

Abstract

Purpose – the purpose of this paper is to explore the possibilities of creating an integrated tourist product based on traditional wine production, wine culture and gastronomy, heritage and customs on the example of a small wine-growing area in Virovitica-Podravina County. Methodology – the authors of this paper wanted to examine the views and attitudes of small winery owners considering possibilities of developing a wholesome oeno-gastro experience. Based on the studied literature connected with wine and gastrotourism and the experience economy, as well as based on a field research of the mentioned area, the authors have conducted a structured in-depth interview with the president of Pitomača vine growers’ association and focus group with five winery owners to obtain information on their familiarity with scattered hotel models and the concept of unique tourism products based on the experience economy. Following the interview and data obtained through a focus group, a survey was conducted on a sample of fifteen respondents with the purpose of examining the attitudes of winery owners towards the opportunities and limitations for the development of this tourist product. Findings – the data obtained through the survey indicate the fact that most of the respondents are not familiar with the concept of scattered hotels or the opportunities provided by the market with the development of modern, personalized tourist experiences. Even though the respondents see the potential for developing such tourist product in the examined area, they encounter many obstacles in their reflection, which limits their inclusion in the tourist offer. Contribution – this paper can contribute to raising the awareness of local stakeholders for developing a unique offer by evaluating the existing, unused resources.