Οινοτουρισμός στην Ελλάδα : μελέτη περίπτωσης οινοτουρισμός στην Τήνο»
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Keywords
Τουρισμός ; Οινοτουρισμός ; Ανταγωνιστικό πλεονέκτημαAbstract
In recent years there has been a rapid increase in the choice of alternative forms of
tourism by more and more people. One of these forms is wine tourism, which can
contribute to resolving tourist seasonality, increasing revenue and promoting the
country around the world.
The wine sector is extremely important for the Greek economy, but at the same time
it is also characterized by intense competition. As there are enough wineries in Greece,
each company should choose the appropriate strategy to be able to create a competitive
advantage. In this work, the T-oinos winery located on the island of Tinos in the
Cyclades was chosen to be studied.
In chapter 1 the conceptual approach of tourism is presented and in chapter 2 the wine
tourism. Chapter 3 analyzes the term of strategy and the competitive advantage. The
4th chapter mentions the situation of wine tourism in Greece and specifically its
promotion strategies, its contribution to the Greek economy and its comparison with
the rest of Europe. Chapter 5 presents detailed information about T-oinos, while chapter
6 analyzes the external environment of the business and chapter 7 the internal
environment. Finally, chapter 8 lists the strategies proposed for the winery to follow.
Regarding the main conclusions, it is suggested that T-oinos should follow the
operational strategy of stability and not proceed with the one of growth or retrenchment.
In addition, it is recommended the winery follow the business strategy of focusing on
a specific target audience, i.e. people with a high income and people with wine
knowledge. The above strategies were chosen mainly because T-oinos has already
gained a competitive advantage due to the distinct aging process of the wines it has
adopted. Therefore, the labels produced are sold at high prices.