Motivations and Preferences of Domestic Wine Tourism Participants in Slovakia

Wine tourism represents a specific form of tourism combining wine consumption, experiential activities and direct contact with wine-producing regions. The aim of this paper is to identify the motives and preferences of domestic participants in wine tourism and to propose recommendations for the further development of wine tourism in Slovakia. The primary research was conducted by a structured questionnaire survey administered electronically to 128 respondents from Slovakia. The data were analysed using descriptive statistics and cluster analysis. The results show that the most preferred wine tourism activities are wine tastings, visits to wineries, open cellar events and wine routes. The strongest motivations for participation are social interaction, wine tasting, relaxation and recreation, while educational motivations play a less important role. The Cluster analysis identified four segments of wine tourism participants: uninterested wine consumers, beginners, wine enthusiasts and professionals. The findings suggest that wine tourism in Slovakia has considerable potential for development, especially through experiential products emphasising direct contact with wineries, social interaction and wine tasting experiences. The study also indicates that geographical distance does not represent a major barrier to participation in wine tourism in Slovakia. The results provide useful implications for the development and marketing of wine tourism products tailored to different visitor segments.