Cogita mundi agere localiter Martin Prokeš SEPTEMBER 04 07, 2013 Enometrics XX VDQS & EuAWE CONFERENCE TALCA, CHILE Source: CZSO, 2012
Consumers are placing more emphasis on the selection of wine on its origin from: a particular area a growing community/vineyard village/ a individual grower There is new system for appellations wine VínaOriginálníCertifikace VOC, which means wines of original certification to find potential for wine tourism development creating a plan for newly formed strategic alliance coordinating services offer all wineries in the region the research project follows the development of the regional associations of small and mediumsized wineries cooperating in system for appellations Vína Originální Certifikace(VOC) Viticulture and wine sector(industry)in the Czech Republic has undergone over the last twenty years extensive reform 38,3 tabel vs quality wines in 2002(%) 61,7 TABLE WINES (%) QUALITY WINES (%) has experienced a significant shift from the quantitative orientation of production towards high quality 52,7 47,3 tabel vsqualitywinesin 2012 (%) Source: Ministry ofagriculturecr, 2013
analysis of the behavior of consumers and providers of wine tourismby the method of marketing research 1700providers of wine tourism in the wine region in theczech Rep. 1873 wine tourism consumers -responded to the questionnaires Localization Quotient(LQ) (Porter, 1998) ConcentrationQuotient(CQ) x/x (LQ) = --------- y/y LQ -location quotient of employment in the region x -employees working in the sector in the region X -total number of employees in the region y -employees working in the sector in the state Y -total number of employees in the state Potential for regional clusters is where are groups of related industries with LQ greater than 1 a/a CQ = --------- b/b CQ -concentration quotientof vineyards in the region orin a certain area for theestablishment of an association of wine growers or cluster a -the number of vineyards in the region certified by the association rules (ha) A -total number of vineyards across the region (ha) b -the number of vineyards of the all associations (ha) B -the total area of vineyards in the country (ha) Source: own work, 2012 Categorized share answers Rate On the internet 69,67% At winemakers 3,28% Tourist information centre 4,10% In newspapers and magazines 1,64% In wine villages and wine-town 8,20% Wine Trail around 2,46% For relatives 6,56% official web sites 1,64% I do not know 2,46%
answers rate% Tourism& Travelling for Wine in W.Prod.area 19,67 Wine Tasting with exploring vineyards 16,39 Active Tourism with wine 13,11 Cycling 9,84 From door to door expploring wine cellars 9,02 overnight in wine cellar 9,02 unknown 6,56 Vine Harvest Festival 4,1 Wine Tasting 3,28 Tasting and excursion in wine cellar 3,28 wine festival, wine event 3,28 Source: own work, 2012 CATEGORY OF EVENTS IN TERMS OF THE OBJECTIVES OF THE STUDY 1 2 Festival, Celebration Tasting, Competition wine festival, traditional fest, folklore feast wine tasting competition, contest, exhibition 3 Fair Markets markets, sales presentations and contracts Courses, Seminars courses, workshops, lectures 4 Source: own work, 2012 5 Gastrofestival gastronomic festival, special menu 6 Adventure tour tour packages 7 Other events other events, sports and wine, art and wine, etc. Wine Region Potential VOC (ha) Vineyards in region (ha) share VOC potential (%) VOC Znojmo 392 552 71% VOC Modré Hory 129 1 138 11% Southern Moravia (3 VOCs) 3 241 12 376 26% Successful setting of strategic alliance VOC Blue Hills, 30 wineproducersof5 villages around the center Velké Pavlovice.
Wine Region LQ CQ VOC Znojmo 1,02 1,51 VOC Modré Hory 1,30 2,46 Associations VOC showed positive results of cooperation for Wine Tourism Development VOCAssoc. meet conditions for a cluster usedby someelementsofcooperationspecificto cluster togetherin the form, such as joint marketing, research and education Southern Moravia (3 VOC s) 2,26 2,81 could create an institutionalized cluster
The applicationofthe resultsoflq & CQ was a plan for the establishment of various associations of VOC s to obtain a full-fledged competitive advantage in Wine Tourism Development is proposedproject based on the results of research and based primarily on the factors for the establishment of the cluster strategic analysis defining the mission and alliance competence formation of an alliance strategy structuring alliances implementation of strategies adopted diagnostics, feedback THANK YOU FOR YOUR ATTENTION! Martin Prokeš Department of Marketing and Trade FACULTY OF BUSINESS AND ECONOMICS, MENDEL UNIVERSITY IN BRNO, CZECH REPUBLIC martin.prokes.umo@mendelu.cz www.proqin.cz