ENOTOURISM: A NICHE TENDENCY WITHIN THE TOURISM MARKET

This paper is aimed at establishing the required actions to be taken so as to improve perception on Romanian wine and vine tourism. In the Romanian wine and vine field, the main changes over the last ten years have been the modernization of wineries by maintaining the valuable local grape varieties and replanting soil with resistant and productive varieties, introducing new technologies in wine production processes and local producers’ relocation on the market. Besides all these, technical and material facilities were developed by rehabilitating, modernizing and opening of numerous wine cellars, constructing modern accommodation units within or close to vine areas and implementing marketing programmes aimed at promoting vine areas. The tendencies of hospitality industry corroborated with the change of interest and the perceptions of the tourism products consumers make us reach the following conclusion: enotourism has to be adapted to the innovative market spirit, an efficacious brand strategy has to be defined for the final goal of attracting as many consumers as possible. Eenotourism is that form of tourism which offers great local development opportunities to vineyards areas. To conclude, the study will describe the market features and tendencies, based on a large range of resources and it will present ideas connected to the tourism management and economic policies that may positively or negatively influence this field.