The diploma thesis entitled "Digitalization of promotion of wine tourism in Vipava" focuses on the development of an online platform that will centralize information about wine tourism in the Vipava Valley. The problem relates to the limited access to this information, the lack of digital presence of local winegrowers and the untapped potential of digital technologies. The purpose of the assignment is to investigate how digitalization can improve the experience of tourists and the promotion of tourism in this region. The research is based on a literature review, market analysis and the development of a web platform using WordPress and relevant plugins. The methodology includes a review of existing digital solutions in wine tourism, an analysis of legal and ethical aspects, and functional requirements for platform development. The results of the research show that a centralized online platform can significantly improve the user experience of tourists and increase the recognisability of local wine offers. The platform provides easier access to information, interactive maps and a calendar of events, which encourages visits to wineries and other tourist attractions. The practical contribution of the assignment is the development of a tool that can improve the promotion and attractiveness of the Vipava Valley as a wine tourism destination. This contributes to greater recognisability of the region, improved tourist experience and greater competitiveness on the tourist market. The results have applicative effects both for local winegrowers and for the tourism industry.
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