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 and gastronomy in the operational programmes built on the New Hungary Development Plan (NHDP 2007-2013)

The development objectives of the 2007-2013 European budgetary period were defined in the NHDP, and the development of tourism was included in the regional operational programmes (ROPs). The development of wine and gastronomy was given different emphasis across the regions, depending on the local endowments.

·         Under the measure called ‘Development of touristic products’ we can find the development of wine and gastronomy attractions and of theme routes.

·         The measure called ‘Expansion of the supply of touristic services and the development of touristic infrastructure’ included the development of restaurants.

Wine and gastronomy in the New Hungary Rural Development Programme (NHRDP 2007-2013)

In the NHRDP elaborated for the 2007-2013 period, among the measures of the axis called “Quality of rural life and diversification of the rural economy” we find “Promotion of touristic activities”. The objective of the measure is to develop the infrastructure conditions and the services of sustainable rural and agrotourism, from which the following can be connected to the topic of wine and gastronomy:

·         presentation of agricultural activities and products

·         creation of “heritage farms”: show farms, tasting of own products, development of handicraft workshops;

·         development of wine tourism services: development of wine route member cellars for catering purposes in the settlements of the wine routes;

·         organisation and support of local events.

Development objectives of wine tourism and gastronomy in the Community Wine Marketing Strategy (CWMS 2009-2013) (Alpár, L. – Farkas, Z. – Geönczeöl, A. – Nemes, R. – Sztakovics, K. 2008)

The Community Wine Marketing Ltd. founded by wine production organisations worked out in 2008 the Community Wine Marketing Strategy of Hungary. In this document, national, regional and exporting strategies were defined. The strategy includes, in addition to the propaganda of wine culture, the promotion of consumption and image building, the propaganda of wine tourism and the promotion of the local HORECA sector. The objectives of the development of the latter two are as follows:

·         working out publications and campaigns to advertise and promote wine tourism;

·         modernise the websites of the wine routes;

·         create a single information sign system and qualification system for the wine routes;

·         organisation of events, festivals and tastings;

·         assistance of the promotion of local events;

·         organisation of courses, e.g. sommelier courses for the actors of local gastronomy.

5.2. Social, economic, technological and natural environment of the touristic product

The external environment of tourism has considerably changed in the last twenty years, which has an impact on the possibilities of the product called wine tourism and gastronomy (Dávid, L. – Jancsik, A. – Rátz, T. 2007).

Impact of the economic, legal and political environment:

·         Frequent changes in the taxation system and the legal regulations make the operation of businesses more difficult.

·         Although company business tax was decreased to 10%, catering activities are taxed with the highest rate of VAT, 25%[1]. The taxation of food vouchers led to the decline in their use.

·         The changes in the exchange rate of Forint may have both positive and negative impact on turnover and revenues.

·         The uncertainties of the tendering systems slow down developments.

·         In the regional operational programmes, at the development of touristic infrastructure it is usually accommodations that are presented, catering is less important.

·         The popularity of the travel cheques strengthens domestic tourism.

Impact of the technological environment:

·         ICT developments promote computerised orders and invoicing and the management of the changes in the inventories.

·         Internet allows credit card payments and e-mail orders; websites provide information on the supply and accessibility.

Impact of the social environment:

·         The consumption habits and solvent demand of the population has an influence on the use of wine tourism and gastronomy services.

·         The strengthening local non-governmental organisations of wine and gastronomy may promote the survival of the sector.

·         There is a need for the further training of the actors in the sector, but it also requires the openness of the enterprises.

Impact of the natural environment:

·         Special natural endowments are the foundation of the existence of wine producing areas, so their preservation is of utmost importance.

·         The reasons for the decrease in the territory of the wine producing area include, in addition to the state-supported elimination of vineyards, urbanisation (spread of settlements) or the spatial expansion of holiday resorts.

·         Global climate change may influence the possibilities of planting and cultivation of vines, the time of the vintage and the character of the wines.

[1] Which will be raised to 27% in January 2012 (by the translator).

6. Cooperation with other products, synergy effect

Connection of wine tourism and gastronomy

In wine tourism the tight relationship of wine and gastronomy is very important, both in cellars receiving guests and in restaurants. Regional ties can be further strengthened by local wines and region specific (fish, game) or ethnic (Hungarian, Székely, German, Serb, Croat) dishes. The majority of the wine producing areas abound in other local agricultural products (cheese, red pepper, asparagus, ham, salami, brandy) that are worth trying to/besides wines but have received little attention so far (Máté, A. 2007a). Viticulture and wine making give work for producers all year long. The work processes can be accompanied by holidays and religious traditions, several of which wine producing areas have preserved or revived. Some of these include celebrations, balls, catering and feasts. The most typical example is the day of St. Martin, which has become almost identical by now with the new wine and the consumption of roast goose. This programme has gained a growing popularity with tourists in the recent years. The creation of gastronomic theme routes is in its infancy, so the experiences of the operation of wine routes can be of great use in the future in the establishment of theme routes built on agricultural products.  

Connection with village tourism

The special form of relationship between the values and traditions of agricultural production and its products and village tourism is the creation of very pleasant holidaymaking conditions in the wine producing areas, at wine producers. Holiday at a wine maker is a well-functioning rural tourism supply, in addition to Austria and Germany, in a number of European wine producing countries. The programmes called “Urlaub am Weinbauernhof” (Holiday at a wine farm, in Austria) and “Urlaub auf dem Winzerhof” (Holiday at a wine-dresser, in Germany) are not only well-known and popular but also qualified.

The factors of their attraction include the fact that operating agricultural small holdings receive guests who get to know the production methods of traditional local goods, with the care and discipline that accompany viticulture and wine making. Guests, with the competent guidance of the host, can gain direct experiences about the values of wine tasting and wine culture typical of the respective area. Wine is impossible without gastronomy in any place, so typical local foods matching wines are also part of the offer. Wine farmers are members in a wine producing area, typically a wine route, so they inform their guests about other sights of interests and programmes, and also the events of the wine producing area and the wine route.

This is similar in Hungary too. Hungary has 22 wine producing areas now, in which more than 30 wine route associations are organising the touristic supply of their own regions. In this offer of programmes, an important part is those wine producers who also provide accommodation. Supplies categorised as village tourism in the wine route of South Transdanubia cover 15-25% of the total range of services, so their significance for wine routes are outstanding.

The specialised products of village tourism include wine tourism also in Hungary. The table below (Table 8) demonstrates that in the relations system of agriculture and village tourism, supplies of utmost importance are, in addition to health inns and village gastronomy, programmes like “Holiday at a wine maker”.  


Special village tourism products

Connected rural tourism products

Values and products of agriculture

-          Health inn (herbs, bio-products, reform lifestyle, healthy local foods) -          “Village gastronomy” (gastronomic experiences, local products) -          Holiday at a wine maker (village tourism in the supply of wine route)

-          Health tourism         -          Agrotourism     -          Agrotourism, wine tourism and theme routes built on local products

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