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The paper describes the main reasons for the formation of new regional association of wineries, based on a different origin for wines in the wine region of Moravia in the southeast part of the Czech Republic. This research aim is to create a plan for new development of such strategic alliances on the basis of results of localization factors. There coefficient of localization is used for identification of cluster. Results are compared with already operating on associations for the appellation in Austria DAC. They were traced changes in consumer preferences in the Czech wine market. Consumers are placing more emphasis on the selection of wine on its descent from a particular area, growing community and the individual grower. This paper specifically introduces new associations for appellation system VOC. This alliance is described in the context of the establishment, operation, development and expansion, respectively the possibility of involvement of additional organizations suppliers and research institutions. The application of the results of research was a plan for the establishment of new alliance VOC Modré Hory, where are associated 30 wine producers of wine in 5 villages around the center Velké Pavlovice. Based on the experience of newly emerging VOC system of appellations was setting up a plan of formation association with the proposed methodological approach. Open cooperation between associations VOC appellation and other entities involving suppliers, customers, research institutions and universities has the possibility of creating an institutionalized wine cluster. The plan to create a wine cluster was proposed to establish cooperation between the newly emerging associations of VOC at three sub-regions of South Moravia, in order to achieve competitive advantage.

Abstract:The paper describes the main reasons for the formation of new regional association of wineries, based on a different origin of wines in the wine region of Moravia in the southeast part of the Czech Republic. This research aim is to create a plan for a new development of such strategic alliances on the basis of results of the localization factors. The coefficient of localization is used for the identification of the cluster. The results are compared with the already operating associations for the appellation in Austria (DAC). There were traced changes in the consumer preferences in the Czech wine market. Consumers are placing more emphasis on the selection of wine on its descent from a particular area, the growing community and the individual grower. The dynamic development of the wine category, major changes in the market and the consumer demand are the main causes for the formation of associations of small and medium-sized wineries. This paper specifically introduces new associations for the appellation system VOC. This alliance is described in the context of the establishment, operation, development and expansion, respectively the possibility of the involvement of additional organizations suppliers and research institutions. The application of the results of research was a plan for the establishment of a new alliance VOC Modré Hory, where there are associated 30 wine producers of wine in 5 villages around the centre Velké Pavlovice. Based on the experience of the newly emerging VOC system of appellations, there was set up a plan of formation of the association with the proposed methodological approach. Open cooperation between the associations VOC appellation and other entities involving suppliers, customers, research institutions and universities has the possibility of creating an institutionalized wine cluster. The plan to create a wine cluster was proposed to establish the cooperation between the newly emerging associations of the VOC at three sub-regions of South Moravia, in order to achieve a competitive advantage.

Abstract:PROKEŠ MARTIN: Development of wine tourism in South Moravia. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2013, LXI, No. 7, pp. 2669-2675 Wine tourism development and the resulting formation of regional strategic alliances in the form of clusters may lead to increasing the competitiveness of wineries in South Moravia in the southeastern part of the Czech Republic. The main research objective of this paper was to fi nd potential for wine tourism development and creating a plan for newly formed strategic alliance coordinating services off er all wineries in the region. This study describes the potential to off er services and products of wine growing areas in South Moravia region, suitable for promotion off ers wine tourism destinations and services. In principle, it is used the calculation for the establishment of the wine cluster according to Porter's formula, and was designed by concentration coeffi cient of vineyards for wine cluster formation, which is based on the unique and specifi c conditions of the wine region of South Moravia. To achieve the objective of the study was conducted marketing research data collection and mapping current events and activities taking place in the wine-growing region of Moravia, promoting or off ering specifi c local products and services associated with gastronomy and wine. The dynamic development of the wine category, major changes in market and consumer demand are the main causes for the formation of associations of small and medium-sized wineries. The application of the results of research was a plan for the establishment of new alliance -wine cluster, where is potential co-operation between associations VOC appellation and other entities involving suppliers, customers, research institutions and universities. The plan to create a wine tourism cluster was proposed to establish cooperation between the newly emerging associations of VOC at three subregions of South Moravia, in order to achieve competitive advantage. association, cluster, strategic alliances, VOC, wine marketing, wine tourism Development of wine tourism is important for the South Moravian region. In addition, the wine tourism brings revenue side entities operating in agriculture, thereby increasing the standard of living of the population, also brings to the region more jobs and higher income. Wine tourism also supports the maintenance of the rural population and maintains a local tradition and folklore. With wine services off er program can also tourism in the South Moravian region partially suppress seasonality. Open cellars during the year, the production of ice and straw wine, St. Martin's wine and gastronomic festivals associated brings tourists to the wine region outside the main tourist season.