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

Participants of enological, wine tourism and wine gastronomy trainings

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Participants of enological, wine tourism and wine gastronomy trainings, the majority of whom are full-time and correspondent students studying at vocational trainings, BSc or MSc courses of higher education institutions, and also students of other courses. For them, wine regions and thus the centres of the wine routes can be locations of theoretical and practical trainings, which they can regularly use. They should also be considered as opinion makers who can activate new target groups, new circles of guests.

§  Those interested in enological and wine gastronomy programmes, wine route information and services, buyers of wines, who are the broad target group of customers. They may include guests visiting the wine regions and their towns and cities with different cultural, business or educational motivations. The guests of cities who are interested in wines, participants in conferences, tourists travelling in groups, the audience of events and guests just getting familiar with wine routes are the main target groups. They can be expected as regularly returning guests and the participants in group travels, especially if their programme is part of business tourism. At wine tourism service providers they show up as the audience of trainings, professional workshops and symposia. They are demanding consumers who use a wide range of services.

§  Special attention should be paid to the inhabitants living in the wine regions, who are the largest consumers of wines, drinking wine regularly, as national surveys show. The population, especially the urban part thereof, is dedicated to the wine producing areas of the wine regions, they happily make excursions to the wine producing areas and are the main participants in events organised on wine and gastronomy. They are an important target group; they are dedicated and conscious consumers and are also in a privileged situation, being in touch with the excellent producers and wine route service providers of their on wine producing areas.

§  Inhabitants of Budapest interested in wine, who consume wine regularly, are interested in wine culture and train themselves. They visit Hungarian wine producing areas with their friends or as family programmes. Their number is growing; they are very motivated and have substantial knowledge of wines. If they are satisfied guests, they can activate a significant number of acquaintances and wine friends to participate in the programmes fitting into the topics of the project location (e.g. Siller Festival), and to use the services of wine tourism. They are demanding and critical, but also relatively well-off – and they are consumers!

5. Environmental conditions of the operation of the market

5.1. The position of wine and gastronomy in development strategies

Wine and gastronomy in the National Tourism Development Strategy (NDTS 2005-2013)

The NTDS approved in 2005 defines selected and regional level priorities of touristic product development, new products built on innovation and the development of the selected destinations. Selected tourism products include health tourism, heritage tourism and congress tourism. Selected areas within heritage tourism are world heritages, national parks, equestrian tourism, gastronomy and selected events.

The objective of developing wine and gastronomy tourism is to

·         use the values of Hungarian gastronomy and wine culture as touristic products;

·         make restaurants meet the quality expectations of both domestic and foreign tourists;

·         make as many Hungarian restaurants as possible offer real Hungarian foods and quality Hungarian wines;

·         promote the breeding of indigenous Hungarian domestic animals and the cultivation of traditional plants, and increase their use in catering;

·         improve the quality of services in as many Hungarian restaurants as possible (menus in foreign languages, polite waiters speaking foreign languages);

·         decrease the number of abuses in the sector.

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