Abstract
In recent years, the rise of environmentalism and the need for sustainability have been hugely discussed across all business areas. It is even more pronounced in the tourism sector, because of the strong competition among tourist destinations. Therefore, it is inevitable for tourist destinations to find the niche and focus more on sustainability. This can be seen in rural tourism, which respects sustainable development principles as well as the needs and requirements of the given rural area. Thus, the paper deals with the topic of loyalty in wine tourism as a sustainable development driver in rural areas of the Czech Republic. Based on data obtained, seventeen loyalty factors were evaluated. Using different statistical methods, the differences in perception of the loyalty factors based on gender, income and wine subregion were determined. Overall, women ranked the factors slightly higher, with the highest ranking of natural attractions and quality of wine. Furthermore, four loyalty factors influence the intention to revisit a certain Czech wine subregion and three loyalty factors have an impact on the recommending intention of the wine subregion to friends and family. Therefore, it is inevitable to focus, among other factors, on wine culture, natural attractions and traditions, as well as the quality of wine, as they have a substantial impact on the visitors’ loyalty. The research results in a thorough understanding of the wine subregions’ loyalty, which is not only essential for service providers but also helpful for growing sustainability levels of the wine subregions in the Czech Republic.
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Acknowledgements
This research paper was collaborating with projects of the Internal Grant Agency of the Faculty of Business and Economics of Mendel University in Brno in 2020 (PEF_DP_2020009 and PEF_DP_2020007) and in 2022 (IGA-PEF-DP-22-014 and IGA-PEF-DP-22-018).
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Králiková, A., Kubát, P. (2022). Wine Tourism as an Alternative of Sustainable Development of the Rural Region—A Case Study of the Czech Republic. In: Vujicic, M.D., Kasim, A., Kostopoulou, S., Chica Olmo, J., Aslam, M. (eds) Cultural Sustainable Tourism. Advances in Science, Technology & Innovation. Springer, Cham. https://doi.org/10.1007/978-3-031-07819-4_3
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