Design and development of touristic products Main author: Gábor Michalkó Szilvia Boros, János Csapó, Éva Happ, Pál Horváth, Anikó Husz, Mónika Jónás-Beri, Katalin Lőrinc, Andrea Máté, Gábor Michalkó, Erzsébet Printz-Markó, Krisztina Priszinger, Tamara



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Wine routes are spatial tourism products and community creations with the cooperation of all stakeholders – from private persons through enterprises to municipal governments – who are interested in the touristic development of the respective region and in strengthening the wine region, namely

·         Original producers, businesses and organisations dealing with grapes and wine;

·         Those engaged with catering, gastronomy, and the organisation of tourism;

·         “Owners” of the attractions: organisers of events, operators of museums, handicraftsmen, local producers, educational and traditionalist institutions and organisations;

·         Those engaged with the accommodation of guests, from rural hosts through boarding houses right to hotels;

·         Local and regional professional and non-governmental organisations; and

·         “Masters” of the settlements, i.e. municipal governments and their institutions.

The Hungarian national representation of wine routes, the Association of Hungarian Wine Routes [1] also defined the content of this concept. In their view wine routes are complex touristic products that have specific, unique supplies, operate as organised units; their access to the market is assisted by community marketing, their services are qualified and thus meet the international requirements. The definition emphasises the close interrelation of tourism, local culture and wine production and their significance in rural development, and also the selected role of non-governmental organisations in the coordination of the local stakeholders.

Wine routes as parts of the touristic supply became recognised in Hungary in the last 10-15 years, only. The first Hungarian route, the Villány-Siklós Wine Route was established in Baranya County, integrated into the wine route development programmes primarily designed to support the EU wine routes by the Assembly of European Wine Regions (AREV, Assemblée des regions Européennes Viticoles). The Villány-Siklós Wine Route Association was founded in 1994, whose membership includes, in addition to municipal self-governments and local inhabitants, also entrepreneurs. The wine route defined as their objective of operation “the creation of the wine route of the wine producing area, strengthening of the specific image and landscape of the wine route, the promotion of wine tourism and the full utilisation of the development potentials lying in the two-thousand year old wine culture”. The three pillars of the wine route programme implemented with the support of the Phare Fund are as follows: a qualification system of supplies and programmes; touristic information system; and community marketing activities. The programmes of the established wine route are of course closely related to wine: demonstration of the wine production and viticulturist traditions, promotion of handicrafts activities connected to cellars and wines, wine tasting and wine purchase in the qualified cellars of the wine route, catering, cellar programmes and holidaymaking at winemakers. This offer is enriched by auxiliary programmes:

§  rural tourism, village programmes,

§  gastronomic programmes,

§  hiking programmes,

§  cycling and equestrian programmes,

§  different hobby activities,

§  cultural and arts programmes,

§  events and local holidays,

§  religious tourism etc.




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