Tourists Perceptions of Istrian Wines

Istrian County, the Croatian most developed tourist region, has a long tradition in viticulture and wine production. In the last decade wines from Istrian County became more and more recognized in Croatia, and abroad. The purpose of this paper is to determine the level of tourist familiarity with Istrian wines and then to examine their perceptions and opinions about the quality, price, promotion and availability on Istrian wine market. Results are based on research which was conducted from June to August 2005 in major resorts on Istrian coast. A total of 802 questionnaires were collected. For analysing the survey data, appropriate statistical procedures were used (descriptive statistic, analysis of variance (ANOVA) and correlation analysis). The survey revealed tourist satisfaction with Istrian wines. Based on research findings, it can be concluded that Istrian wine is well known typical Istrian product. Relatively high consumers’ satisfaction is associated with the quality, promotional activities and availability of the product.