Due to the COVID-19 pandemic, tourists’ loyalty is more pronounced than ever. It is therefore inevitable to know what factors can contribute to the higher levels of loyalty among potential visitors. Since none of the previously researched factors are reflecting visitors’ feelings and emotions, and because wine tourism can build long-lasting emotional ties with tourists, this study focuses on Moravian wine region visitors’ happiness within the context of loyalty. Overall, seven loyalty factors influence the happiness indicators: quality of wine, relaxation, information about wine, natural attractions, friendly acceptance by the locals, wine culture and traditions, as well as vineyard excursions. Furthermore, this study also confirms the dependence the happiness perception has on visitors’ characteristics, such as gender, income, or with whom they visited the destination. The results of the study can be used to restart and support the development of sustainable tourism in the regions.

Wine tourism is considered to be niche tourism. The synergy of tourism and viticulture, which has become a significant phenomenon, is the focus of interest not only in European countries but also in other parts of the world. Old World wine regions have been inspired by the recognized and remarkable practices of New World wine producers. Two small wine pro­ducing countries, Slovenia and the Czech Republic were chosen for a study of tourism concerning grape growing and wine production. The countries appear to be very similar and share many similarities, for instance, in wine tourism development, and wine production tradition but also with the size of the vineyard area. However, these two countries are not renowned as leading wine producers. This, therefore, is a problem when endeavoring to attract potential visitors, customers, and the public in general. This paper fo­cuses on introducing the above countries as wine destinations and illustrat­ing their common characteristics. Methods such as description and compar­ison are presented to show the trends and strategies used to sustain wine tourism in small wine countries. Slovenia and the Czech Republic are coun­tries with a long winemaking tradition. Drinking wine or wine tasting is seen by wine visitors as a social activity, often accompanied by authentic local food amid rural surroundings and natural landscapes. Above all, this paper draws attention to two small wine-producing countries.

In the last two decades, Serbia has begun to re-establish itself within other wine-producing countries. One of the Serbian wine regions – Šumadija – caught hold of this opportunity and launched in the wine tourism industry. This paper, based on visits to Šumadija wineries and interviews with winemakers, is a survey of the present tourism infrastructures and wine histories. The aim is to explore the capacity of the wine industry in its attempt to develop tourism as a component of regional developmental progress. It is a review of the wine tourism situation and development in the Šumadija region, a survey of where it is today, and an assessment of its potential in the future. The author conducted interviews with winemakers and collected primary data from tourists at the regional wine event in 2017. In conclusion, recommendations are made for the further development of the area as a wine destination.

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Conspicuous consumption is constantly evolving due to the availability of goods and the technology development. People have many opportunities to express their values, beliefs, and personalities through product and price is no longer the main factors determining whether a product is suitable for conspicuous consumption. With the development of social networks such as Instagram, the influence of recommendations by influencers are gaining momentum. By consuming similar products (and brands) as those consumed by influencers, consumers seek to demonstrate their similarity to influencers and thus join a particular social group. The purpose of this study is to examine the relationship between influencer marketing and the perception of sports products as conspicuous and to specify the purchasing behavior for sportswear. Primary data were collected using an online questionnaire focusing on Generation Z (n = 240) and in-depth interviews (n = 10). The questionnaire was based on previous studies of conspicuousness and status consumption and included a set of 22 statements. Data were processed using a factorial analysis in which statements were grouped into several main factors. These factors were examined through regression analysis, with the explanatory variable being the tendency toward conspicuous consumption. Although, the quantitative data analysis did not reveal a tendency toward conspicuous consumption of sports products, the qualitative analysis supports this relationship.