Patrik Kubát – Mendel University in Brno, Department of Marketing and Trade, Faculty of Business and Economics, Czech Republic

Destination attributes;
Wine tourism;


Abstract: Wine destinations appeared as places where anyone can come to enjoy nature, food, cultural habits, food, and wine, whether they consume it or not. The intersection and combination of two different sectors (viticul­ture and tourism) became a new type of tourism and a new marketing tool to attract tourists, consumers, and customers to wine destinations as plac­es of new experiences. Similarly, Sergio Leone had no idea of the story of the sequel to his famous Spaghetti Western. Just as wine destinations had no idea of the possible interconnection of different sectors and how this devel­opment would evolve. Was that development intended or was it made more spontaneously by actors on the side of supply and participants on the side of demand, or cooperation of both as prosumers? In retrospect, this devel­opment can be evaluated as natural, as evidenced by the continued interest in this phenomenon. The article is a kind of contemplation and discusses the emergence and development of wine destinations from a regional, nation­al, and international perspective in the context of wine tourism. The method of synthesis is used to capture the connection of parts to a whole. The whole in this case is a wine destination composed of various attributes (as a desti­nation), activities (as a product and services), people (as a place to work), and values (as a catalyst for emotions and experiences). The so-called research from the table includes both the theoretical controversy and a look at the current wine tourism and wine destinations from a different angle in the field of marketing, management, or sustainability.

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7th International Scientific Conference – EMAN 2023 – Economics and Management: How to Cope With Disrupted Times, Ljubljana, Slovenia, March 23, 2023, CONFERENCE PROCEEDINGS, published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia; ISBN 978-86-80194-69-1, ISSN 2683-4510, DOI:

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License ( which permits non-commercial use, reproduction and distribution of the work without further permission. 

Suggested citation
Kubát, P. (2023). Emergence of Wine Destinations and Wine Products: For a Few Wine Experiences More. In V. Bevanda (Ed.), International Scientific Conference – EMAN 2023: Vol 7. Conference Proceedings (pp. 257-261). Association of Economists and Managers of the Balkans.


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