Wine labeling in Mělník wine subregion and self-identification towards cultural heritage

• Název práce v češtině: Klasifikace vín Mělnického region a jejich sebereprezentace prostřednictvím kulturního dědictví
• Název v anglickém jazyce: Wine labeling in Mělník wine subregion and self-identification towards cultural heritage
• Klíčová slova: víno|dědictví|identita|Čechy|Mělník
• Klíčová slova anglicky: wine|heritage|identity|Bohemia|Mělník
• Akademický rok vypsání: 2022/2023
• Typ práce: diplomová práce
• Jazyk práce: angličtina
• Ústav: Ústav světových dějin (21-USD)
• Vedoucí / školitel: Mgr. Eva Hajdinová, Ph.D.
• Řešitel: skrytý - zadáno a potvrzeno stud. odd.
• Datum přihlášení: 06.01.2023
• Datum zadání: 10.01.2023
• Schválení administrátorem: bylo schváleno
• Datum potvrzení stud. oddělením: 28.04.2023
• Datum a čas obhajoby: 19.06.2023 12:00
• Datum odevzdání elektronické podoby: 24.05.2023
• Datum proběhlé obhajoby: 19.06.2023
• Odevzdaná/finalizovaná: odevzdaná studentem a finalizovaná
• Oponenti: Péter Erdösi

Zásady pro vypracování

The focus of this research project is on wine Protected Certification of Origin (PDO) labels, self-identification, and potential cultural heritage status. Most of the European wine industry today revolves around the regional labeling status. Regional wine labeling recognition has become one of the paths to having a product able to compete internationally for a portion of the selling and tourism markets. Cases like Tokaj in Northeastern Hungary are the example of first, having a regional label, and second, having pursued a cultural heritage status recognition which has assured them a double certification on their wines. Therefore, the concept of Cultural Landscape is intrinsically entangled with the study and planning of the contemporary policies for the development of a wine region. Vineyards worldwide have undertaken the challenge of working towards either an origin label certification or a cultural landscape recognition (or both) to attract more visibility and market shares. This thesis focuses on one of the cases of Origin label recognition in the Czech Republic: The wine-producing sub-region of Mělník VOC in the region of Bohemia, this region has evaded to present itself globally as a united brand which is one of the objectives of pursuing this kind of label, especially regarding tourism visibility if compared to other regions in the Czech Republic, as this project will exemplify. Today Mělník VOC stands in a sort of ambivalence between using the brand for commercial purposes exclusively or making it visible to the larger public attracting more attention and branding itself as a major wine tourism destination. Therefore, this area presents a remarkably interesting case to explore the obstacles that hold back the abovementioned region to develop this visibility and face the different approaches that can help overcome them.

Seznam odborné literatury

SOURCES:
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