The annual regional wine tasting in Burgenland is an blind, expert tasting and accessible to all wineries in the Burgenland region. A modern objective annual tasting in the region of Burgenland according to the needs and requirements of all stakeholders enables the chamber of agriculture in Burgenland to work with focused Public Relations in a more and more competitive national and international wine market. The aim of this Master thesis is to compare the self-image of the annual wine tasting with the various public images.
The focus of the qualitative research is to answer the question, in what way the self- image by the employees of the chamber of agriculture and the public images by experts in the fields of Gastronomy, Media, Viticulture and Wine Marketing show differences.
As the results show, there are some severe differences in the self-image and the public image of the annual wine tasting in Burgenland. Especially in the configuration of the tasting procedure, the execution of Public Relations, the image perception and the significance of this wine tasting. This analysis could be the base for adaptions in the Marketing strategy and Public Relations concept by the chamber of agriculture in Burgenland.