In the economic sector, wine tourism is directly linked to the development of wine tourism routes, which serve as an infrastructure for the organised promotion of wine-growing areas. The concept of wine tourism roads was introduced in Slovenia in 1993 by the Ministry of Agriculture, Forestry and Food, initially with 20 roads, but currently with 17 roads in 55 municipalities. In my master's thesis, I have examined where the development of the Vipava Wine Tourist Road has stalled and proposed solutions to improve the current situation. To ensure the relevance of the results and to improve the quality of the analysis, 14 interviews were conducted and an e-survey was completed by almost 200 respondents. The thematic analysis covered domestic and foreign literature on wine tourism roads and the Vipava River Valley, and data was also collected through active participation in wine tourism events. In the empirical part, the situation, vision and action plan for the long-term management of the Vipava Wine Tourism Route are presented with the help of the adapted Butler model and the project cycle management model.
The active management of wine-tourism roads in Slovenia lasted only until 2004, which led to a gradual deterioration of their condition over recent years. It is important to understand that the development of the Vipava Wine Tourism Route is not the same as the development of wine tourism in the region, but it is still an important element in the quality tourism offer of the Vipava River Valley. A local action group cooperation project (within LEADER/CLLD mechanism) is proposed as the main option for financing the revitalisation. After the project is completed, a membership fee for members is proposed, as well as municipal support with some funding according to specific criteria.
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