THE PASSION BEHIND A GLASS OF WINE : Five successful business-stories in Villány
Ilk, Bálint (2014)
Ilk, Bálint
Centria ammattikorkeakoulu (Keski-Pohjanmaan ammattikorkeakoulu)
2014
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014112717143
https://urn.fi/URN:NBN:fi:amk-2014112717143
Tiivistelmä
The purpose of the thesis was to outline the secrets of creating and maintaining a successful company within the wine tourism industry and more specifically in the Villány Wine Region in Hungary. The thesis explores future aspects of the wine industry and possible development of services and products provided by the current companies in the target area.
The qualitative research method was applied in the thesis. Semi-structured interviews were conducted among wine company owners and experts within the wine industry in Villány. The research took place in Villány, Hungary from the 19th to the 27th of June 2014. Five interviews were conducted and the result of them showed that there were a few factors contributing to a successful company. The interviewees all shared the same values of tradition and authenticity when it came to producing and selling wines, even if modern techniques were in some part implemented. Location is the key when starting up a business and Villány creates the perfect target area for wine business. When it comes to marketing, companies rely on direct marketing and word-of-mouth when gaining new customers. The services around wine businesses are vast, varying from cafés and restaurant to guided tours and festivals. These services all play important roles and add value to the companies. Nevertheless there will be failures along the way, but all companies agreed on the fact that the only way to get through these is to learn from them and always strive for a positive outcome.
The future of wine business is bright; however, the industry must live up to the high tech society and realize the advantages that it brings along. Introducing new technical software and virtual aids is the future and can create a new way of exploring wines.
The qualitative research method was applied in the thesis. Semi-structured interviews were conducted among wine company owners and experts within the wine industry in Villány. The research took place in Villány, Hungary from the 19th to the 27th of June 2014. Five interviews were conducted and the result of them showed that there were a few factors contributing to a successful company. The interviewees all shared the same values of tradition and authenticity when it came to producing and selling wines, even if modern techniques were in some part implemented. Location is the key when starting up a business and Villány creates the perfect target area for wine business. When it comes to marketing, companies rely on direct marketing and word-of-mouth when gaining new customers. The services around wine businesses are vast, varying from cafés and restaurant to guided tours and festivals. These services all play important roles and add value to the companies. Nevertheless there will be failures along the way, but all companies agreed on the fact that the only way to get through these is to learn from them and always strive for a positive outcome.
The future of wine business is bright; however, the industry must live up to the high tech society and realize the advantages that it brings along. Introducing new technical software and virtual aids is the future and can create a new way of exploring wines.