„Innovation and Sustainable Development of

Special Interest Tourism Products“

April 5-6, 2016. - Hotel Panorama, Zagreb,

Croatia

Food & Wine Tourism – from

different perspective

Phd Romana Lekić, College prof.

Chair of the Tourism Department

University of Applied Sciences Vern’

From Wine Production to Wine

Tourism Experience

Typical products, mainly local food

and wine, are considered suitable

features to characterize the tourist

supply of a destination and in many

cases they are a major attraction of a

territory.

They simultaneously represent on the

market a geographic area, its traditions

and its cultural heritage, they identify a

local community and its identity as

well.

Wine routes, Wine &

Food routes

Wine tourism represents a particular type of tourism, whose principal feature is given by the wine and the wine-production territories.

Wine routes realize a model of district.

Both cultural and natural features are important as they endow distinctive attributes to the wine regions.

The wine route local stakeholders must build up a system of relations between wineries, restaurants and local attractions to be successful.

The tasting room as a tourist attraction

Essential interface between brand and

customer bypassing traditional retail

channels and allowing for development of

a direct relationship;

Tasting rooms no longer simply offer a

place to taste and buy wine - they can

offer food, accommodation, tours, picnic

and recreational facilities…

Today's tasting room is a place where

visitors can interact with the product, the

winemaker & experience first hand, the

rich diversity that the wine region has to

offer.

Location

Being close to, or preferably part of, a main tourist route

to target markets and/or high population areas

Being part of a strong tourism region and/or close to other

wineries

Signage

Strong entry statement that entices visitors to stop

Good directional signage into and throughout the property

Branding

Brand consistency through signage, buildings, grounds and

facilities

Professionally presented and maintained entrance, ground

and buildings

Authenticity and a clearly recognizable point of difference

Extra Selling Points

Adequate parking for a range of visitors

The ability to create a 'destination in its own right'

Family-friendly facilities

Links with nature-based activities

A range of facilities that lead to a 'total tourism experience'

Altar Wine – Shiraz and sisters

from Uganda

Altar Wine from Mbarara

Idea from president

Yoweri Museveni

Parfems and wine

Donatella Cinelli Colombini and

Shiseido together in totally new

concept of wine presentation

Wine celery as art

colony

Wine celery Vylyan (

Hungary)

Together with art

academz in Pecuh

Wine gods, morality and

history

The early pre-history of wine is thought to date back to the Neolithic period and the collection and eventual domestication of the wild grape.

Archaeological evidence points to the fact that

winemaking was common to Greece by the end of the Minoan civilization around 1500BC and certainly well established by the time of the establishment of the Greek city states in 750-550BC.

DREAMS OF DIONYSUS:

WINE, PHILOSOPHY AND EROS

New way of thinking in

terms of special interest

tourism…

Dreams, Philosophy and Eros

as intangible heritage and

innovative resource in Eno-

gastro tourism

Wine, bread and olive oil…

Eating and drinking had become part

of civilized society and culture.

Indeed, wine, along with bread and

olives (especially olive oil), were not

only the basic and necessary aspects

of the traditional Greek diet but were

considered part of the divine— a gift

from the gods—and accordingly took

on a sacred place in Greek life

elevated as part of religious and

cerebral cultural life.

Dionysus is the god of wine

Dionysus was the product of a union between Zeus

and Semele – the king of the gods and a mortal

woman – and in another version, Zeus and

Persephone, Queen of the underworld.

His childhood and early life are also the subject of

speculation and there are different versions of myths

surrounding him.

Dionysus as an adult discovered wine and taught the

culture of the vine in Asia and famously in India.

Dionysus is the god of wine and more widely known

as the patron deity of agriculture and theatre.

„Symposium” – male experience

Symposium’ as the Greek term

for a drinking-party and now

used to refer to an academic

conference, was a distinctive

ceremonial banquet occasion

where wine and food was shared

among men, young and old, who

enjoyed conversation, drinking

games, rhetorical contests,

music and dancing, and other

forms of entertainment…

Bacchic celebrations -

female experience

Rapturous group experience featuring dancing, costumes, music, wine, and ecstatic release out in nature away from the city (in the wild, potentially dangerous nature of the mountains, not in the safer cultivated areas).

Female experience, one which takes women of all ages away from their homes and their responsibilities in the polis and confers on them amazingly irrational powers, beyond the traditional controls exercised by the male rulers of the city, and brings them into harmony with wild nature (most obviously symbolized by the dancing in bare feet).

The rustic Dionysia

During the month of Poseidon (corresponding to our December).

A symbol of the phallus, sign of fertility, was carried through the dancing and singing procession which ended with a sacrifice consisting of baked bread or a gruel of cereal.

Tacuinum - Journal of Philosophy

of Wine

The journal is the result of thoughts created from the contact of the mind with the essence of the wine and materialized in the written form.

“Tacuinum” is a middle age Latin term meaning ‘notebook’, ‘small book of thoughts’. It has been inspired by the “Tacuinum Sanitatis”, a manuscript that was circulating in Europe during the 13th and 14th centuries

The journal aims therefore at emphasizing these intuitions: wine has embedded in it a profound nature that is revealed by the philosophical discourse.

Publishing a journal on philosophy of wine will be one of the first

steps toward stimulating an academic debate about the issue together

with promoting an alternative view on wine.

A view that regards the experience of wine as a genuine intellectual experience: it is refinement of the senses and refinement of the mind. It requires to be imaginative, to be critical and also to share thoughts for mutual growth.

More stories, entertainment, experiences

and invention”

Wine& mythology…

Wine & poetry…

Wine & music…

Wine in dreams…

Wine in religious ceremonies…

Wine saints…

Wine in rituals & magic…

Wine in therapy…

Wine and theory of colors…

Story about Moslavina

Every rural family tried to have its own vineyard. The main reason was to have wine

at home for various occasions and to sell some of it. But it had other roles, such as

creating opportunities for socializing. Folk customs incorporate wine-related feast

days:

St. Vinko - 22 January,

St. George - 23 April,

St. John the Baptist - 24 June,

St. Michael - 29 September and

St. Martin – 11 November.

Other feast days are: 15 May, the Day of St. Sofia, 24 August, the Day of St. Bartol, 30

November, the day of St. Andrew, and 21 May, the day of St. Urban.

Winemakers and farm owners sell their local products on the wine roads. Moslavina is

the home of domestic wine varieties Moslavac and Škrlet, which is also the most

sought after because it grows only in Moslavina. Pinot Blanc, Riesling (Riesling), and

the Frankovka are also produced.

Wine was once considered a magical, sacred drink whose properties allowed a man to

reach the divine, to reveal the supreme truth and show himself in a real light, without

false modesty, hypocrisy or deception (“A drunk mind speaks a sober heart,“ “In vino

veritas,” etc.).

BLESSING THE FIELD On St. George’s Day (April 23) and St. Mark’s Day (April 25) people in Moslavina used to hold a procession through

the fields; its purpose was praying for rain and a good yield. The ceremony began with Holy Mass, followed by a

procession which started from the church and with the pastor at the head came to the fields.

The peasants would take a handful of green wheat, the parish priest blessed it and peasants would take it home. This

rite is still kept, only it is performed just in the church, but believers still receive the blessed wheat. The end of the

harvest was celebrated in a special way. Harvesters knit wreaths or crowns, which they carried to their lords when the

first star appeared in the sky. Boys carry wheat bundles decorated with flowers and ribbons. Music accompanies the

procession. At the end of the harvest, they danced a ritual circle dance and chose the most beautiful and cheerful

female harvester

who wore a harvest wreath woven by all the workers on her head. The blessing of the fields is also related to an

ancient Slavic feast linked with summer sun cycles called kupalo or kupadlo

Food and meals during holiday are not only self-relevant, but

important ingredients for socializing.

It has been argued that food products make up markers

helping define social situations and eating may be a means of

facilitating inter- or intra-group socialization and signify

togetherness

The moment of coming together for a meal, is the moment of

greatest release from social constraint.

It creates and maintains social relations and sharing a meal is

a pleasurable activity for the tourists and also a performative

act through which they both construct a narrative of their

individual identities and are able to develop knowledge about

each other.

THE SOCIAL CONTEXT IN EXTRAORDINARY MEAL

EXPERIENCES

ENJOYING IN THE INTERCULTURAL DIFFERENCES

Cooking a dinner together with

locals

Interaction and customer

participation, e.g. cooking a

dinner together with locals

with regional, organic

ingredients and specialties.

This way people can take part

to the local community as

well as bring something from

their own culture.

SHARING IS SUSTAINABLE AND ADVENTURE FOR ALL!

“Look up information, discover, experience and share!”

To make experience even memorable

it’s necessary to take photos and share

them with friends and families.

Sharing good experiences in social

media is of course important coverage

for the destination, restaurant, wine

celery etc. too.

Activate customers to take photos,

videos and sounds and ask them

share those in social media.

Many forgets the power

of emotions and senses.

For example quiet nature

is not so everyday life for

all.

I try to encourage my

students to hug the trees,

smell the flowers, taste

the berries or share their

feelings each other.

Or then just relax and

listen to my stories.

There is no love sincerer than the

love of foodGeorge Bernard Shaw, Irish playwright (1856-1950)

Wine comes in at the mouth

And love comes in at the eye;

That's all we shall know for truth

Before we grow old and die.

I lift the glass to my mouth,

I look at, and I sigh.

William Butler Yeats (1865-1939)

Irish dramatist, poet

Celebrate life whilst

eating…. perfect

service, delicious food

and wonderful location

make every dinner or

lunch a celebration….