Strategic positioning of Slovenia as a global wine destination : a case study of the Goriška Brda and Vipava valley regionsBuvaeva, Elizaveta (Avtor) Petek, Vita (Mentor) wine tourismstrategic positioningdigital visibilitystakeholder cooperationindigenous grape varietiesThe strategic positioning of Slovenia as an international wine tourism destination is analysed in this thesis, with particular attention given to Goriška Brda and the Vipava Valley. The main research problem is defined as the gap between the strong wine tourism potential of these regions and their still limited international visibility. A combination of theoretical analysis, regional case studies, semi-structured stakeholder interviews, a digital presence audit of selected wineries, and secondary tourism data was used. Important competitive advantages were identified in both regions, including attractive vineyard landscapes, boutique wineries, gastronomy, authentic visitor experiences, and indigenous or locally important grape varieties such as Rebula, Zelen, and Pinela. At the same time, several barriers were identified, including fragmented stakeholder cooperation, limited international branding, incomplete online booking information, and insufficient regional cross-promotion. The findings indicate that the international positioning of Goriška Brda and the Vipava Valley can be strengthened through improved digital visibility, clearer wine-tourism experiences, stronger stakeholder cooperation, and the strategic positioning of local grape varieties as distinctive identity markers. These findings may also provide relevant implications for the wider development of Slovenia as a boutique and sustainable wine-tourism destination, although their applicability to other Slovenian wine regions requires further research.[E. Buvaeva]20262026-08-25 09:48:34Diplomsko delo/naloga99729sl