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Project Overview
The WINE4R project (Shaping Sustainable Futures: Understanding SME Winery Intentions towards Agritourism in the Visegrad Region) is an international research initiative born from the recognition of critical challenges facing the wine sector in the Visegrad countries and Ukraine. Rural communities, heavily reliant on viticulture, are increasingly impacted by climate change, economic volatility, and demographic shifts. This project addresses the urgent need for sustainable diversification strategies, with a particular focus on agritourism as a means to enhance rural resilience and economic viability. By investigating the behavioural intentions of SME winery owners, WINE4R aims to unlock pathways for successful and sustainable agritourism adoption.
Project Objectives
Our mission is to empower wineries to embrace sustainable agritourism through evidence-based insights and practical tools. We aim to achieve this by focusing on the following key objectives:
- Diagnose Behavioral Drivers: to identify and quantify the attitudes, subjective norms, and perceived control influencing SME winery owners’ intentions towards adopting sustainable agritourism practices.
- Bridge Country-Specific Gaps: to conduct a comparative analysis across the Visegrad countries and Ukraine, understanding universal drivers and identifying context-specific barriers and opportunities.
- Develop Practical Solutions: to co-create an implementable SME toolkit and policy recommendations that directly address the identified behavioral determinants and facilitate the transition to agritourism.
- Foster Cross-Border Cooperation: to build a robust network of researchers, policymakers, and industry stakeholders, promoting knowledge exchange and collaborative approaches to rural development.
Why Agritourism?
Agritourism offers a powerful synergy between wine production and rural development. For winery SMEs, it presents a vital opportunity to:
- Diversify Revenue Streams: Beyond wine sales, agritourism can generate income through tastings, accommodation, events, and local produce.
- Enhance Brand Value: By offering authentic experiences, wineries can build stronger connections with consumers and cultivate loyal customer bases.
- Promote Sustainability: Agritourism encourages environmentally responsible practices, the preservation of cultural heritage, and the revitalization of local communities.
- Strengthen Rural Economies: It creates employment opportunities, supports local supply chains, and contributes to the overall economic resilience and attractiveness of rural regions.
In essence, agritourism is not just a trend, but a strategic pathway for wineries to not only survive but to thrive, securing a sustainable future for their businesses and their communities.