7th International Thematic Monograph – Modern Management Tools and Economy of Tourism Sector in Present Era

Wine Tourism and Winescape Experiences in Croatia:    Understanding Motivations of Generation Z Wine Tourists

Matea Hanžek   –   Zagreb School of Economics and Management (ZSEM), Vukasovićeva ulica 1, Zagreb, Croatia
Gordi Sušić   –    Zagreb School of Economics and Management (ZSEM), Vukasovićeva ulica 1, Zagreb, Croatia
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DOI:   https://doi.org/10.31410/tmt.2022-2023.273

Abstract:  Thispaper explores the importance of understanding the nature of wine tourist motivations. It examines perceptions, experiences, and expectations of winery visitors in Croatia, particularly focusing on the perspective of Generation Z as a generation cohort. Understanding Generation Z and their expectations of winery visits are very important in developing and adapting winery products that correspond with their needs and expectations, and thus positively influencing the increase of loyalty and returning visitations to the winery. The two separate focus groups were conducted, with altogether 17 participants who are all members of the Generation Z co- hort groups from Croatia. The key findings of the paper show that in search for winery experiences members of the Generation Z cohort are not only in search for the inside winery experiences but are rather attracted by hedonic experiences evolving around something much wider – the winescape. Final- ly, research offers a scientific contribution to Generation Z’s motivations for winery visits, and a practical contribution to wineries’ management, owners and entrepreneurs that can use findings in their further strategic manage- ment and marketing decisions.

Keywords:   Wine tourism;  Motivations; Experience; Croatia; Generation Z; Winescape; Wine tourist

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Additional Reading 
Alebaki, M., & Lakovidou, O. (2011). Market segmentation in wine tourism: A comparison of approaches. Tourismos: An International Multidisciplinary Journal of Tourism, 6(1), 123–140.
O’Neill, M., & Charters, S. (2006). Service quality at the cellar door: a lesson in services marketing from Western Australia’s wine-tourism sector. Managing tourism and hospitality services: theory and international applications, 251-261. https://doi.org/10.1079/9781845930127.0251