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Folia Geographica 2014, 56/1, pp. 130-141

TOKAJSKÁ VINÁRSKA OBLASŤ – ZDROJ REGIONÁLNYCH ŠPECIALÍT VYUŽÍVANÝCH V TURIZME

TOKAJ WINE REGION – SOURCE OF THE REGIONAL SPECIALTIES USED IN TOURIST TRADE

Juraj TEJ A*

Received: November 15, 2013 | Revised: December 10, 2013 | Accepted: February 10, 2014

A* University of Prešov, 17. novembra 1, 080 01 Prešov, Slovakia
juraj.tej@unipo.sk (corresponding author)

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Abstract
Regional development is necessary for the progress and growth of the country in areas, which are specific for region. Specific features form also regional specialties, which need to be managed properly to assist tourism of the region. Tokaj region is considered as exceptional in terms of universal value of area and production of wine belongs to the category of natural and cultural heritage. Points of region interest are questions concerning the management of regional specialties in the South Zemplin in the context of wine products and the possible local-patriotism of population. We surveyed the relationship between the local anchoring respondent (local-patriotism) and his opinions on the management of regional specialties with emphasis on Tokaj wine and opinions on the level of promotion and communication. Respondents strongly criticized management of regional specialties and also their promotion. Respondents require a higher level of management of regional specialties within a higher level of promotion and communication. In the Tokaj region they appeal to increasing of professionalism and expertise of personnel offering regional wines.

Key words
Management, regional specialties, regional development, Tokaj wine region, Zemplín, wine

SUMMARY

TOKAJ WINE REGION – SOURCE OF THE REGIONAL SPECIALTIES USED IN TOURIST TRADE
Regional development is necessary for the progress and growth of the country in areas, which are specific for region. Specific features form also regional specialties, which need to be managed properly to assist tourism of the region. Tokaj region is considered as exceptional in terms of universal value of area and production of wine belongs to the category of natural and cultural heritage. Points of region interest are questions concerning the management of regional specialties in the South Zemplin in the context of wine products and the possible local-patriotism of population. The survey results confirmed a significant critical opinion of population on the management of regional specialties and their promotion. Respondents consider as very weak communication from the side of management, propagation of products including Tokaj wine, but also services and knowledge of personnel in restaurant facilities in the field of sommelier. Tokaj wine is historically created brand that is well known in region, in country and in Europe. It is necessary to activate selfgoverning managements in the Tokaj region to intensify activities related to the promotion and communication in tourism local, national and international scale to attract more tourists, who may consume wine products and use many attractions in the form of festivals, hiking trails, bike routes and calm nature environment and rural environment. Introduction of integrated management seems to be perspective as strategy of cooperation. Development of Slovak part of Tokaj region, including development of talents and creativity is dependent on that cooperation. It must be connected also with new approaches in tourism business ethics, targeted communication, all in combination with sustainability of processes.

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