Local and International Trends in Hospitality and Gastronomy

Potential of the cooperation with higher education institutions and other stakeholders

Local and national cooperation is well considered by the greater part of respondents, and in some area is already taking place between wineries and between wineries and touristic players (e.g. hotels, restaurants, etc.): the wine makers see networking mostly as a form of reciprocal support/help.
“It would make sense, also between wineries and Heuringen [ed. kind of tavern in Eastern Austria, where a local winemaker serves his or her new wine under a special licence in alternate months during the growing season] share employees, this would be a good way of financing the costs” (Austria)

Besides the cooperation with universities, the research also addressed the network structure of the involved wineries. Being situated in a disadvantaged area, the SMEs do play a fundamental role in the local economy and society/community. At the same time, wine tourism is still seen as a ‘niche’, so the potential in the local economy is not yet fully exploited. Welcoming guests, the wineries are also part of the tourism value chain that results strong links with tourism managers. The third main pillar of the network is the similar business, so between wineries there is a knowledge sharing and partnership, as well. According to the results of the research, this can be seen rather as a cooperation instead of competition (Figure 1).

Figure 1. Network structure of the wineries

Source: The Wine Lab – Edited by the authors

Perceived potential for territorial development

Often being located in disadvantaged areas, wineries suffer from the lack of infrastructure, hindering the easy accessibility of the cellars and selling points, as well an increased cost of transport, or lack of services. As consequence, wineries have great influence and responsibility in forming the environment and establishing new facilities.

“Long distance from the big cities, inadequate infrastructures and not so good access to the markets, high costs for the transportation of our goods result in higher prices of our wines” (Greece)

Another fundamental role of wineries on the local level is to provide employment. Although these companies also addressed by labour shortages and the degree of professionalization of staff, their responsibility is unquestionable, because these areas are often nature protected areas that do not allow big industrial activities. Future potential developments can include the linkages of wine with the culture of the territory, as material and immaterial cultural heritage. This is addressed in particular to understand the interest of wineries to put themselves on the line in the creation of networks including also very different stakeholders. The opportunity is considered as positive, and somewhat as ‘natural evolution’, as wine

is closely related to cultural heritage as a product itself.
Wine tourism was mentioned in all four countries (Austria, Greece, Hungary, Italy) as very important for further development also of the wine sector. Gastronomy and local traditions are also among the most mentioned strengths by all regions involved in the research, even if other opportunities were mentioned.

“However, I believe that local wine and local gastronomy is always winning, while organizing events, for example wine tastings within museums, may be interesting to propose something new, but at a purely commercial level, I have never got great results.” (Italy)

Specific potential for development is given to linkages between tourism and wine (Austria, Greece) and to linkages with cultural heritage (Italy, Hungary, Austria).

“People are also looking for experiences during their travels and gastronomy. It is important for both older and younger generations to experience local experiences related to the area. This trend in tourism today appreciates the role of small businesses and local producers” (Hungary)

In relation to tourism, also lack of public investments are sometimes mentioned, and these are considered as indispensable to start the process, in regions that are not considered as touristic yet.

“Natural conditions are perfect for wine-growing in this county and this activity has long traditions here” (Hungary)