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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
Event Marketing—The Driver of Wine Culture
Author(s)
Zoltán Szabó
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DOI:10.17265/2328-2185/2018.02.005
Affiliation(s)
Budapest Business School—University of Applied Sciences, Budapest, Hungary
ABSTRACT
The
main goal of this paper is to underline that wine events can support very
efficiently the attraction of tourists and affect the wine culture positively.
Wine tourism crucially gains more regular and loyal customers. The basic aim of
the paper is to show the role of Hungary’s largest and most important wine
festival in the Hungarian wine. This paper will focus on the description of the
consumers visiting the Festival, the information channels, and consumer
satisfaction factors. The methodological background of the paper is based on a
continuous primary research work between 2004-2012 analysing more than 3,700
questionnaires and secondary data between 1999 and 2003 from the Viniculture
PBC and other secondary data related to the topic from professional sources
(Szabó, Komáromi-Gergely, & Széles, 2014). The main results of the paper
indicate that the case of the Budapest Wine Festival shows that wine events are
able to influence foreign and Hungarian consumers and improve the Hungarian
wine culture and products. In the last years the visitor number increased
almost exponentially. It can be stated that the Festival visitors are from all
over the world, representing three continents and numerous countries and
cultures. The Hungarian and the foreign visitors are satisfied with the
Festival, and many of them are regular guests to visit the Budapest Wine
Festival.
KEYWORDS
wine events, wine culture, wine tourism, wine festival
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