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Opportunities of cooperative marketing using the example of the wine region Saale-Unstrut

  • Axel DreyerEmail author
  • Juliane Müller
Conference paper

Abstract

This article shows which possibilities tourism and viniculture have for a better commercialisation of their products. It points out how the economic welfare of a whole region can benefit from the close cooperation between these two trade groups. Based on a mutual relationship between viniculture and tourism, various forms of cooperation are explained. Subsequently, marketing measures arising from this cooperation are presented both from the perspective of tourism service providers as well as vineyard owners. Product combinations of wine and other main attractions (sightseeing at cultural points of interest, cycling, and so forth) in the Saale-Unstrut-Region - one of 13 German wine-growing regions - are presented as an example to round off the article.

Zusammenfassung

Der Beitrag zeigt auf, welche Möglichkeiten Tourismus- und Weinbranche haben, um ihre Produkte besser zu vermarkten. Es wird verdeutlicht, dass mit Hilfe enger Zusammenarbeit beider Seiten das Wohlergehen einer gesamten Region profitieren kann. Ausgehend von den Zusammenhängen zwischen Weinbau und Tourismus werden verschiedene Formen der Kooperation erklärt. Anschließend werden die durch Zusammenarbeit entstehenden Vermarktungsmöglichkeiten sowohl aus dem Blickwinkel der touristischen Leistungsträger als auch der Weinbaubetriebe aufgezeigt. Am Beispiel der Saale-Unstrut-Region, einer von 13 deutschen Weinregionen, werden zur Abrundung Produktkombinationen von Wein und anderen touristischen Schwerpunkten (Besichtigung kultureller Sehenswürdigkeiten, Radfahren etc.) erläutert.

Riassunto

Il presente lavoro illustra quali possibilità hanno il turismo e la viticoltura per una migliore commercializzazione dei loro prodotti e sottolinea come un’intera regione può trarre beneficio dalla stretta collaborazione di queste due attività in termini di benessere economico. Vengono spiegate varie forme di collaborazione basate su un interscambio tra viticoltura e turismo. Successivamente si illustrano sistemi commerciali originati da tale cooperazione sia dal punto di vista degli operatori turistici che da quello dei viticoltori. La presente relazione si concentra sulla regione Saale- Unstrut, una delle 13 regioni vitivinicole della Germania, che presenta in modo esemplare alcune possibilità di abbinamento tra il vino e le altre principali attrazioni turistiche (visite ai luoghi d’interesse artistico-culturale, sport ciclistico e così via).

Keywords

Wine tourism Cooperation Destination marketing 

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References

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Copyright information

© Springer-Verlag Berlin Heidelberg 2011

Authors and Affiliations

  1. 1.Tourism MarketingUniversity of Applied Sciences of HarzWernigerodeGermany

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