The Role of Slovenian Local Government in the Wine Tourism Promotion

  • Maja Žibert University of Maribor, Faculty of Agriculture and Life Sciences
  • Črtomir Rozman University of Maribor, Faculty of Agriculture and Life Sciences
  • Marjetka Rangus University of Maribor, Faculty of Tourism
  • Boštjan Brumen University of Maribor, Faculty of Tourism
Keywords: wine tourism promotion, local-self-government, local identity, mayors, Slovenia


Wine, viticulture, and winemaking are an important cornerstone of economic development, culture, and tourism. Especially in wine-growing parts of the world where symbols related to wine are used even as local or national symbols. Viticulture and its complementary branches are differently developed in different parts of the world – the predisposition of further development, however, is also influenced importantly by positions of different identification referential groups which they have towards the use of wine and further development of the profession. Based on the research of standpoints of the mayors in the Republic of Slovenia, which could be presented as “wine-growing country” with regards to the extent of the vine, we can assert that mayors with their relationship towards wine and their operations influence the use of local wine for the tourist promotion of destination importantly. According to that, we figure out that mayors play an important role in the development of “public policy” in the local environment. In the forming of the positions towards the use of wine for the promotion, the direct experiences are important, as well as the environment where the mayors come from and all identification elements in the sense of cultural heritage, tradition, and development of the branch.


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