The thesis focuses on the product modification in a wine hotel. Its aim is to suggest recommendations leading to greater consumer satisfaction and higher profitability of the hotel. The theoretical part explains the specifics of hotel services and their marketing. It also characterizes the wine tourism, as well as wine consumers and wine tourists as potential customers of the hotel. The practical part is oriented on the wine hotel Merlot in Prague. The main part of the thesis includes own survey of consumer behaviour conducted in the hotel. The competition analysis, SWOT analysis and analysis of meeting the requirements for official classification are presented as well.

The wine industries of Argentina and Spain have undergone significant structural change over the last thirty years that has coincided with a period of trade liberalisation and as part of neoliberal economic reforms. In addition new markets have emerged in North America, Europe and Australasia, domestic consumption has declined, competition has increased and there has been a shift in consumer tastes to better quality, fine wines. As a result the patterns of supply and demand have changed and there has been a transition from a protected productivist to a post-productivist regime. Wine tourism has provided the medium through which these post productive features of transition brought about by neoliberalism have been investigated. The analysis uses and extends the work of Marsden (1995) and Wilson (2001) by emphasising the importance of locally assembled networks and clusters and the integration of the producers with their local communities. It also reworks Le Heron (2001; 2005) to argue that reconfigurations of the supply chain are indicative of the post productive transition. The research specifically looks at the wine industries in Argentina and Spain from the point of view of the producer. It compares and contrasts wine tourism in these countries with wine tourism in the English speaking world and it looks at the rationale and benefits of wine tourism. Consequently, it broadens our knowledge of wine tourism and post productivism beyond the boundaries of the English speaking world where both have been adequately documented, to Spanish cultures in the Old and New Worlds, in Europe and Latin America.

Tourism plays a vital role in the success and sustainability of the wine industry in Kentucky. In order for the wine tourism industry to be successful in Kentucky, it is essential to continue to find ways to attract visitors to Kentucky wineries. Networking with competitors and other tourism industry stakeholders can be a successful way for winery owners to attract visitors to wineries; however, literature demonstrates that winery owners often need incentive to do so. This research explores the economic impacts of tourism on Kentuckys wineries that network with competitors and tourism industry stakeholders and those that do not. It is determined that those wineries that network, experience increased profitability and growth in sales and consequently, a growth in tourism activities to their winery. Implications related to government and winery owners for the sustained growth of wine tourism in Kentucky are included.

Preventing the environmental impacts of economic growth is an important goal in today’s marketplace. This concern for a sustainable future incentivises marketing based around sustainability. The food and beverage industry had its fair share of criticism as its production uses more natural resources than most industries. One industry that has been ahead of other food processors in adopting environmental practices is the wine industry. The close relationship between wine and places is undisputable and so strong that people frequently visit places of wine production in the form of wine tourism contributing significantly to regional economies. For wine to be associated with sustainability, regional stakeholders would be required to represent similar values. The branding of places is far more intricate than branding of products and needs the support of those stakeholders involved. Such support is often discussed as a shared place identity. Only limited previous research has addressed whether the communication of sustainability enhances business performance. No research to date has empirically tested whether a shared stakeholder identity influences the relationship between sustainability branding and business success. To close this gap, a sequential mixed methods procedure was specified using quantitative questionnaires with 420 subjects and 20 qualitative interviews. A model with consequences of sustainability branding and a shared place identity was established using extant research. Mostly existing scales were adapted to fit this research context and tested with a structural modelling approach among Australian and German wineries. It was found that practicing and communicating sustainability significantly influences performance on an individual winery and regional destination level. Furthermore, a shared place identity has been established as a critical success factor in the relationship between sustainability branding and place performance. Both theoretical and practical implications can be drawn from this research. The results have provided empirical evidence on the direct relationship between sustainability and performance, in addition to the moderating role of a shared place identity. These findings extend the tourism literature which states that businesses practicing sustainably, enhance their own performance as well as the overall regional performance. It also extends stakeholder theory by establishing that a shared place identity strengthens this relationship even further, highlighting the need for regional management to initiate a shared sense of identification. Practically, regional managers who are eager to enhance economic performance should be actively involved in developing relationships between the individual wineries and the regional management in order to foster a shared place identity. Furthermore, it is of major importance to establish positive attitudes toward sustainability among winery owners. This can be done by building the confidence of winery owners by offering infrastructures for learning and support about sustainability.

La thèse de doctorat avec le titre “Potentiel, valorisation et perspectives de développement de l’œnotourisme en Moldavie occidentale” a comme but l’identification, l’évaluation et l’utilisation des ressources œnotouristique de la Moldavie en prenant comme exemple le modèle français alsacien d’exploiter cette forme de tourisme. La thèse est divisée en 5 chapitres, premièrement on a fait une analyse générale de tout ce que signifie l’œnotourisme et ses modèles de développement dans les Etats de nouveau monde et de l’ancien monde. Ensuite, on a présenté la place de la Moldavie dans le contexte nationale concernant la viticulture et le tourisme pour argumenter le choix de choisir cette région. La Moldavie représente la région avec la plus grande surface viticole du pays. Le troisième chapitre est la plus importante partie de la thèse contenant la comparaison entre deux régions, l’Alsace et la Moldavie pour voir l’état de développement de la Moldavie par rapport à l’Alsace. La Moldavie doit adopter ce modèle car il y a la preuve que c’est un modèle de succès. Les derniers chapitres sont axés sur les questionnaires appliqués auprès les touristes et les viticulteurs de toutes les deux régions pour mettre en évidence leurs opinions concernant le développement de l’œnotourisme. / The doctoral thesis with the title "Potential, valorisation and development prospects of wine tourism in western Moldova" has as aim the identification, evaluation and use of the wine tourism Moldova resources by taking as an example the Alsatian model to exploit this form of tourism. The thesis is divided into five chapters, first made a general discussion of everything means wine tourism and its models of development in the states of New World and Old World. Then it is presented the place of Moldova in the national context concerning viticulture and tourism to argue the choice to choose this region. Moldova is the region with the largest wine area of the country. The third chapter is the most important part of the thesis containing the comparison between the two regions, Alsace and Moldova to see the state of development of Moldova and Alsace. Moldova must adopt this model because there is evidence that it is a model of success. The last chapters are focused on the questionnaires applied to tourists and winemakers of the two regions to highlight their views on the development of wine tourism.

This diploma thesis analyzes the importance of wine tourism - enotourism for viticulture and winemaking in Slovakia. The main aim of this work is determining the relevance and importance of this form of tourism for wine producers. The theoretical part states the base for the research design and provides the introduction into wine tourism. It also describes the current situation of the viticulture and winemaking in Slovakia as well as the situation of the tourism industry and its performance. The analytical part of the work deals with the evaluation of the current situation of wine tourism in Slovakia and assumptions of its development. The core of the analytical part is a questionnaire survey, which charts the attitudes and opinions of the wine producers on issues of winemaking, wine business and wine tourism in Slovakia. The final part analyzes the questionnaire survey supported by theoretical bases of the first part of the thesis and evaluates the importance of enotourism for viticulture and winemaking in Slovakia. This part includes also suggestions for improving the cross-sectorial links between tourism, viticulture and winemaking in Slovakia in order to expansion of this form of tourism.

This research is a case study on the wine producing region of Beaujolais, France. It investigates the potential that organic wine tourism, which promotes the benefits of responsible wine production methods, has to positively rebrand Beaujolais. Indeed, the region has suffered from a bad reputation for the past decades, even though an increasing number of small to medium domains have started producing organic wine. Mixed methods have been used to investigate the extent to which the demand of potential tourists meets the supply of organic wine tourism activities that the previously mentioned domains are able/willing to provide. A questionnaire analysis has revealed that a diverse range of people living in the nearby area are curious about organic wine tourism and would therefore enjoy tasting organic wines at small domains, even though they do not know much about the topic. However, interviews with owners/managers of small organic wine domains have revealed that they currently face too many obstacles to properly answer the demand for organic wine tourism. Furthermore, they identify wine industry professionals as their prefered visitor target, rather than regular tourists such as the ones having answered the questionnaire. As a result, the supply of alternative wine tourism initiatives by small organic domains does not currently live up to the expectations of the customer segment wishing to experience organic wine tourism.

This thesis sets out to investigate hedonic and cultural web interface design elements present on wine tourism destination websites. The thesis focuses on explaining several cultural frameworks and especially the notion of localization, globalization, culturability, and cultural markers, the high/low context theory as well as tenets of hedonics in user interface design. The aim of the thesis was to develop a better understanding and knowledge about which localized design elements that exist and are important in the cultural context of wine tourism destination websites. Hence, the patterns found can help understand how to create and design websites that are culturally sensitive and globally congruent, thus meeting the needs and behaviors of users across different cultures and backgrounds. A web design analysis was conducted to answer the research questions and results were analyzed qualitatively. The results from the web design analysis indicate several similarities and differences found in web interface design elements between the investigated websites. The results found, indicate that the use of hedonic and cultural web interface design elements present on the interfaces investigated are highly context-dependent. Meaning that the websites are preferably considered being culturally dependent, and to a greater extent reflect and are used to motivate the cultural context examined and regional differences. Hence, the patterns found in web interface design elements are considered to be culturally sensitive to the context of wine destination websites and marketing aims of the websites investigated.  The findings can increase knowledge about hedonic aspects in cross-cultural design and can thus be used to help create culturally congruent and globalized interfaces for this specific context.

This study examines how wineries in Skåne market themselves as a visitor business. What their work on marketing strategies looks like and what attractiveness wineries have. It is a qualitative study based on semi-structured interviews with winery owners and winemakers from four different wineries in Skåne. The vineyards that were selected are Flädie Mat & Vingård, Hällåkra Vingård, Kullabergs Vingård and Skepparps Vingård. The results show that wineries have become an attraction for foreign visitors and that there has been an increase in Swedish visitors to the wineries in recent years. People are curious and find vineyards as a new attraction in Sweden. Social media was considered as the most used marketing channels to market the vineyards and their offerings. Another strategy has been word-of-mouth to spread the word to friends and family. Many of the wineries see opportunities to further develop their business, partly their winery, but also to attract more visitors. Challenges for the vineyards are partly the climate but have mainly been the ban on farm trade, which prevents wine tourism from being fully experienced. The ban means that they cannot sell their wine directly to the consumer but need to either sell it at Systembolaget or have a restaurant business with full rights to serve wine to their visitors. The conclusion that can be drawn is that it showed that the pandemic has had an impact in that wineries have had more Swedish visitors in the past year as people have not been able to travel abroad during the summer due to the restrictions of the Covid-19 virus, several people from Sweden choose to spend their holiday in Sweden, hence a higher pressure on visits to vineyards. The marketing of wineries to be a niche attraction has also made more people visit the business by marketing it via social media, which is considered a powerful tool to reach out to people.

Tourism is considered as an economic force in modern society, not only is it asource of revenue, but also a means of connecting cultures and traditions withpeople from all over the world. Wine tourism especially is a form of tourismthat brings visitors to vineyards to experience the authentic taste of a region.Sweden as the youngest wine country that is still being discovered and thereare untapped potentials to be fully realized. Being involved in the wineindustry in Sweden means a direct relationship between the winemakers andSystembolaget as the main body that is responsible for sales of alcohol.Therefore, the major source of income for winemakers, called direct sales(sale at the cellar), is not a viable option for the Swedish winemaker. Whatchallenges these winemakers face and what opportunities lies within theemerging industry, that is wine tourism in Sweden, is the motivation behindthis project.