WINE ROADS AS A TOURIST OFFER OF RURAL AREAS: ATTITUDES OF INHABITANTS OF ZAGREB CITY

Wine roads are a significant form of tourist offer of the modern age and have been specifically developed around the big cities. They are an important segment of the tourist offer and additional income of residents of rural areas. The study is based on the assumption that in the decision to go to visit the wine road there is no significant differences according to age and sex of respondents, but there are differences regard to household's income. The survey was conducted on a sample of 167 adult respondents in 2018. Hi-square test independence and nonparametric tests were used to determine the relation between the socio-demographic characteristics of the respondents and frequency, or motives in visiting the wine roads. According to the survey results, respondents visit the wine roads mostly because of wine tasting (39.3%) followed by tourist contents (16.8%) and occasional events (15.9%). They are relatively satisfied with the offer (57.9%) and believe that wine roads need better promotion. The research has shown that respondents with higher or high school degree visit the wine roads more often than those who have completed secondary school. The level of household income has a significant impact on the frequency of visits the wine roads. Respondents perceived wine roads in a rural area as the "guardian" of these areas, highly evaluate its role in promoting the development of rural economy and increasing the competitiveness of farms. Wine roads are a channel for local agricultural and other products selling and encouraging new employment.