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  • 标题:Political implications of preserving traditional rural industries in Eastern Europe: evidence from the Romanian wine sector.
  • 作者:Pavel, Silvia-Mihaela
  • 期刊名称:Revista de Stiinte Politice
  • 印刷版ISSN:1584-224X
  • 出版年度:2013
  • 期号:January
  • 语种:English
  • 出版社:University of Craiova
  • 摘要:Globalization, an inevitable development process (Frank and Hershner, 2003), having as objective to integrate the world economies and build bridges over large territories for the sake of prosperity, has shaken the foundations of many industries and nations in the irreversible process of change. Europe, in its rich heritage and diversity (Lowenthal, 2000) is changing forever--changes that include transforming the rural landscape in many geographic regions. It is worthy of note the impact that urbanization has on rural areas of Western Europe, manifested as severe changes in traditional countryside, as a crisis of the traditional functions such as agriculture, declined as a consequence of globalization and the associated business processes: the landscape does not suffer less from degradation in terms of fragmentation, standardization and progress of pests (Buijs, Pedrola, and Luginbuhl, 2006).
  • 关键词:Globalization

Political implications of preserving traditional rural industries in Eastern Europe: evidence from the Romanian wine sector.


Pavel, Silvia-Mihaela


1. Introduction

Globalization, an inevitable development process (Frank and Hershner, 2003), having as objective to integrate the world economies and build bridges over large territories for the sake of prosperity, has shaken the foundations of many industries and nations in the irreversible process of change. Europe, in its rich heritage and diversity (Lowenthal, 2000) is changing forever--changes that include transforming the rural landscape in many geographic regions. It is worthy of note the impact that urbanization has on rural areas of Western Europe, manifested as severe changes in traditional countryside, as a crisis of the traditional functions such as agriculture, declined as a consequence of globalization and the associated business processes: the landscape does not suffer less from degradation in terms of fragmentation, standardization and progress of pests (Buijs, Pedrola, and Luginbuhl, 2006).

Romania, a former communist country, illustrates the struggles of European rural regions due to the lack of economic and trade opportunities. Depopulation and alarmingly low birth rate, coupled with an aging population and the implicit decline of generational renewal, i.e. the insufficient number of new entrants to compensate for the gap that those retired from farming, are issues that present serious challenges for many rural regions of the country (Pinilla, Ayuda, and Saez, 2008). The demographic and economic decline of agriculture can also be exacerbated by land ownership inventory. After almost half of century, land ownership reconstitution can be depicted as a slow motion, syncopal episode, most often grounding on unfair and incorrect premises.

The decline of the agricultural sector may result in the sale of rustic or arable land, leaving room for speculators to take advantage of the unfavorable economic climate, buying devalued land and fragmentizing it in order to raise domestic constructions. Thinking ahead, this process leads to the extinction of culture and traditions in rural areas. The reality of rural abandonment in the Romanian mountain areas occurs when the land "ceases to generate an income flow for businesses or households and the opportunities for resource adjustment through changes in farming practices and farm structure are exhausted" (MacDonald et al., 2000).

In this analysis we try to focus on the changes taking place in the Romanian rural areas, in terms of vine-growing and wine-making business operators. The challenges that Romanian rural areas are facing are supplied by the complexity of the backwardness as compared to urban areas, these too ruined by the political and governmental actions which led to the construction of post-revolutionary democracy that depleted the industry landscape competitive in an era already bygone, which limits the potential and resources necessary for the rising of new industries. On small wine businesses in rural and semirural areas it was less discussed at academic level, with a tendency towards issues as generational renewal or decline of the industry in which they operate. On the other hand, in this paper we analyze the hypothesis according to which businesses of small producers in the traditional wine industry face severe challenges related to their viability and continuity. In order to know the background and to approach the hypothesis, we will discuss the following questions:

(1) What are the main reasons for operators to get involved in the wine industry?

(2) What are the main challenges they are facing?

(3) If the winegrowing farms are located in a popular tourist destination, to what extent are they related to tourism?

2. Problem Formulation

2.1. Culture and Tradition under the Sign of Change

Although Europe's economy has become, in the last 20 years, disintegrated and global, in a faster pace than expected one can also notice the negative parts of the individualization of nations: large scale denationalization and de-institutionalization of culture. Mazzarella (2004) explains that "world after globalization is one in which culture is everywhere", while Shields (1999) notes that "rather than mutually exclusive categories, culture and economy in general, represent sets of overlapping and interdependent actions". Coincident with the effects of globalization, in recent decades, the role of agriculture in much of the advanced world as a pillar of economic and social life is redefined (Marsden, 1995). One of the implications resulting is that the preservation of local cultures, and the potential impact of losing them, is alarming to government and non-government agencies.

Despite the continuing effects of globalization, some regions have found ways to counter them. Several countries in southern Europe, for example, opposed what they perceive as an excessive influence or impact of globalization, which has its roots in the processes of standardization and mechanization of food production. These developments were seen as a threat to agricultural and culinary traditions (Mulholland, 2000; Miele, 2001, as cited in Parrot, Wilson, and Murdoch, 2002).

Rural communities fighting against globalization in order to preserve their ancient identity and unspoiled traditions, appear as opposed to rural communities united in the goal of innovation in order to increase economic prosperity, designed as a final showdown of local traditional products for the world "beyond". Wine production in Romanian regions has ancient roots, the notoriety of such territories, obtained through the wine quality steadfastness, promotion and marketing as part of concerted efforts to propel this valuable resource of the domestic economy, is currently a mix of tradition and innovation.

A more comprehensive and radical demonstration of the progress that small communities have faced is the evolution of forms of tourism in rural destinations by exploiting the local specific and traditional products, in some cases resulting in the creation of the major tourist resorts, reflecting especially in the developed countries, where over two thirds of the occupied population is hired in services sector, a transition from pure agricultural activities towards services (Georgescu, 2012). The tourism sector must therefore be alert, following every step of their development, adapting and reacting in order to optimize its resources and add more value to its organizations and to the experience of 21st-century travellers (Nistorescu and Constantinescu, 2011). Kneafsey (2000), explains the implementation of tourism related activities as alternative development strategies in some rural areas of Europe.

However, at the opposite end of the spectrum, the reality also confirms European rural regions where, despite a steady decline, farmers were not receptive to such changes, showing resistance by adopting pluriactivity, which resulted in poor performance levels in the activities implemented (Maestro, Gallego, and Requejo, 2007).

The creation of accommodation units inside the wine holdings (enoturism) is a phenomenon that has been gaining ground (Albadalejo-Up, Diaz-Delfa, 2009) in Romania too, suggesting both the involvement of farmers in using these opportunities as a source of additional income, and tourists' interest and demand for this concept of tourism. The concept of ecocultural tourism has also been suggested as a tool that could help support marginalized cultural regions and landscapes (Wallace, Russell, 2004). Combining cultural aspects with tourism is also seen as a valid strategy. Herrero, Sanz, Devesa, Bedat and del Barrio (2006) emphasize the importance of cultural economy, as well as the cultural events impacting social, cultural and economic life.

Merciu et al. (2011) also consider that the Romanian rural area is a space that, in the context of the transition from centralized economy to market economy, has accumulated multiple dysfunctions, whose resolution requires the identification of viable solutions, matching local potential and at the same time preserving traditional specificity. Taking into consideration the cultural, historical, natural and economic values of the Romanian village, it has proved to be and can be capitalized as a highly original tourism product.

Thus, while some studies claim that tourism development could lead to negative effects in the form of social change and social exclusion in some rural societies, there is evidence that tourism could act as an economic force in many European regions, considering the influence between the evolution of tourism product and services market and the evolution of other sectors of activity and the national economy (Georgescu, 2011).

Hereinafter, it is important to discuss the impacts of rural tourism, seen as both rewards and risks of rural tourism in an effort to paint a picture of the potential issues that may be experienced by Romanian rural areas experiencing an influx of tourists. Due to the unique nature of wine tourism, both in terms of product and visitor, there are some benefits are particular to this type of tourism. We present these below (Table 1).

Tourism research also points to several possible drawbacks or issues that may be experienced by host communities. Table 2 presents these issues and the causes of their occurrence:
Risks              Explanation

                   Many rural villages, especially in isolated areas,
                   are ill equipped for a sudden influx of population,
    Traffic        causing an increase in traffic. Just like traffic
                   congestion in urban areas, congestion in rural
                   areas is frustrating, especially because it
                   interrupts the isolated character of the place.

                   When an isolated rural area experiences an influx
                   of new people, it is possible for the existing
Loss of Cultural   people to experience a shift in culture and values.
    or Rural       "Wine tourism leads to a shift from a mind-set
    Identity       associated with agricultural production to one in
                   which rural residents view themselves and their
                   countryside as being <<consumed>> by visitors within
                   a service economy".

                   Beyond a shift in culture, visitors to rural areas
                   can have other adverse effects. In areas
                   experiencing wine tourism it is often the case that
Social Exclusion   the new visitors are more affluent than the
                   existing populations. The lifestyles of the
                   tourists can be different than the one enjoyed by
                   the current residents of a rural area which can
                   lead to a feeling of "social exclusion".

                   Because wine tourists are more affluent than
                   general tourists, they generally have the financial
                   force to purchase properties in the visited areas.
                   This increased interest in the existing real estate
                   drives up the value of land in the host community
                   and can increase property taxes and make homes
Increase in Real   unaffordable for people who have lived there for
  Estate Costs     generations. In addition, this would turn
                   construction very expensive, rendering difficult
                   homeownership and tourism estate development. Young
                   people who grew up in the area may find it
                   difficult to purchase property and choose to move
                   elsewhere, resulting in an outflow of the original
                   population and further affecting the shift in
                   cultural values.

                   There are two ways the increase in tourism can
                   decrease agricultural lands. (1a) loss of land as a
                   result of development to service the tourism
                   industry (housing new grocery stores and
                   restaurants).
                   (1b) many visitors to places may later decide to
                   move there, so as rural towns are often surrounded
    Loss of        by agricultural land, the only place for new
  agricultural     development to accommodate new residents is onto
     lands         those lands.
                   (2) as tourism is related to recreation, the
                   agricultural lands will be developed as trails or
                   green-ways, in the case of wine tourism it may be
                   lost to the development of vineyards or tasting
                   rooms; it can be argued that vineyards are still
                   agricultural lands and thus do not count as a loss
                   of agricultural lands, but this overlooks the loss
                   of crop diversification.

                   As wine tourism becomes an even larger part of the
                   landscape, it is possible that bigger wineries will
                   opt to do business in rural villages, creating a
                   dichotomy between the small independent wine
                   producers and the larger corporate wineries. With
Influx of large    the increase in number of large wineries, the
    wineries       character of the village will once again shift, as
                   these larger wineries may gain more influence in
                   local politics, but may not have to experience the
                   outcomes of their decisions as keenly as the
                   smaller artisan wineries.

Source: Adaptation after Roberts and Hall, 2001


Successful economic development in Romanian rural areas should follow some best practices encountered in other rural communities experiencing rapid tourism growth, and at the same time striving to maintain the productivity of existing agriculture important in an area:

* Safeguardation of rural character by maintaining clear boundaries between urban and rural

* Preservation of historic assets

* Creation value and lasting beauty

* Enhancement of the economic vitality of small towns through a series of reinvestment in the core town

* Anticipation and strengthening of domestic needs of all community residents

* Preservation and presentation of the natural assets of communities

* Maintenance of the economic productivity of agricultural lands and forests of a region

* Maintenance of the health of natural systems that sustain life in the region

* Expansion of local and regional transportation options to reduce traffic congestion

The conditions to maximize the benefits of economic development through enological tourism include:

* Maximizing the length of stay;

* Ownership of cellars and other businesses remains local;

* Most products, including wine and food, are produced locally and include local ingredients;

* Employees in the wine industry are mostly locals.

These aspects remain important for our contry to consider as it continues to encourage wine tourism to develop in its rural areas. Political strategies should maintain a strong emphasis on 'local' throughout recommendations, which is important for several reasons. Firstly, keeping ownership of wineries and other businesses local allows a larger amount of capital to remain in the community; secondly, limiting the outflow of capital helps to build the economic base within the community more quickly than the case when capital is being redistributed to large national or international interests.

2.2. Romania's Rural Regions

Most studies from the Accession Agreement to the EU and from the National Program for Agricultural and Rural Development (NPARD) underlie Romania's needs for a multifunctional, competitive agriculture, at the same time complementary to the agriculture of the other EU Member States, and simultaneously our country's decision making in respect of the support given to different competing farming systems, such as food production vs. biofuel production, conventional agriculture vs. biotechnological agriculture, conventional farming vs. organic farming, modern agriculture vs. traditional agriculture, family farm agriculture vs. large farm agriculture, semi-subsistence agriculture versus commercial agriculture.

Sustainable rural development, considered the newest and most impacting philosophy on development in rural areas, implies the balanced intermingling of the rural economy's agricultural and non-agricultural components, standing on principles such as economy--ecology equilibrium, medium and long term sustainable development programs, preservation of rural natural environment, preservation of a natural-like anthropized environment, the use of domestic renewable resources, diversification of the agricultural economy structure through pluriactivity, by supporting the development of agri-food economy, non-agricultural economy and services (Otiman, 2008).

The European Charter describes the rural area in Europe as a precious landscape, having a long historical background, and a perspective under the society's concern. The relationship between the rural area and society is conditioned by the safe-keeping of an attractive and original living space that could guarantee under these conditions the supply, recreation and equilibrium functions, through a well-adjusted infrastructure, a healthy agricultural and forestry sector, nonagricultural economic activities whipped up by favorable local conditions, and un unspoiled environment with a green landscape.

By analyzing the present agricultural structures and their underperformances, the rural economy with predominantly primary character and the rural population's resource consumption, any rude observer can reckon the high poverty rate of the Romanian countryside, determining a shift towards the natural, subsistence economy and getting isolated from the market economy.

Agritourism, alternative form of tourism strongly developed in the last decade in many European regions, is able to capitalize on existing accommodation surplus existing in peasant households by involving tourists in farm life and supplying them with services and activities (meals, accommodation, interaction with the socio-natural environment) specific to a rural household, without disturb its specificity. Rural tourism embraces all tourist activities carried out in rural areas, aiming at making the most of the natural and human potential of villages (Nistoreanu, Gheres, 2010), by involving farm families usually, whose customs and traditions are preserved.

"Vinitourism" seems to be incomplete without the "eno" component. And the latter is limited without the "viti" part. From the point of view of those who work in the wine industry, the benefit that the public gets to know the wineries, to see the plantations, to hear the words of winemakers, is undeniable. (http://catalinpaduraru.ro/2011/12/turism-oenoturism-turism-viticol/)

Distrust, false myths disappear and are replaced with understanding, empathy towards effort, emotion associated with great life stories. Thus, we believe that we will increase responsible and endorsed consumption of wine, as a sign of a maturing market within a country, once important component of the viticulture world, a position to regain by this beautiful way.

We find it imperatively necessary to redefine the meaning of horticulture product. A proper understanding of the phenomenon brings under one umbrella grape, wine, enotourism, pharmacosmetic essences, but also wellness resorts dedicated to "wine" or traditional caterers. The immediate result would be the improvement of many economic and social parameters, the reactivation of deprived areas, and turning hitherto unseen veins of the cultural layer, contributing to the preservation of the architectural and cultural heritage.

Fixing the domestic capital or attracting the foreign one, the total capitalization of products, by-products, derivatives and even waste, the "on spot" export, the import-export balance equilibration, the absorption of an important category of educated young people, the creation of new jobs in interrelated industries, new possibilities for recovery of emigration or, equally important, setting in the home area for young people, in one meaning--the former bohemia, the effervescence of creative writing--can be considered "restorations" in the new world of wine.

The development of a rural area can and should mean ecological conducting, material contribution towards the construction of waste-to-energy powered microplants, water purification plants, and at human level--cohesion and identity of the local community.

The presentation of wine routes, lodging, entertainment, sports opportunities, and cultural and historical objectives becomes advocate for wine tourism.

3. Problem Solution

3.1. The Implications of Generational Renewal

To the decline of rural areas a pervasive problem was added, that of generational renewal decrease. Ruiz (2006, 2007) argues that market liberalization has caused a strong foreign competition, whose consequences were the increase in rural areas abandonment, the emergence of so-called rustic soil, and the discouragement of young people from following their parents' occupation and engaging in agriculture, and once with these, the loss of traditional industries. This analysis addresses these dimensions by exploring the context of small family businesses in the wine industry.

The review of the literature on family business stresses the fact that succession and economic viability are the biggest challenges that small wine producers in the Romanian area are facing. The founders of many wineries have indicated a high probability that their business operations cease once they reach retirement age, thus confirming the hypothesis that the viability and continuity of small businesses in traditional industries in rural areas is threatened. The disappearance of traditional entertainment, the preference of not being self employed, business sustainability implications, impediments to succession and generational transfer, make it difficult even for people with personal motivation by family tradition to take the decision of becoming successors in family businesses.

As for the Romanian wine farms, the lack of young people entering the industry is the result of aging of farmers, but also of the high financial investment which involves the establishment and development of a winegrowing domain. Grape growers (associates or partners) are getting old, while the younger generation is running from agriculture. In some cases, the generational problem is not triggered only by costs, but also by the operators' young age. A solution for attracting revenues to finance the winegrowing holdings' activity is to include them in tourist itineraries marketed by tour operators.

3.2. Wealth in Perspective: Passion, Tradition and Performance

The motivations and reasons for entering the wine industry have always been maintaining tradition, the existence of a passion for wine making technology, following a hobby, and the primary source of income it represents. This industry flourished in the seventeenth and eighteenth centuries, currently maintaining the significance of keeping a national tradition. Generally speaking, an important tool for the preservation of this and any other industry are government subsidies. Agriculture is neglected in discussions on strategy and the future of the European Union, the danger of food security and many farmers and rural areas extinction being obvious (www.ziare.com). In recent years, the financial assistance offered by the European Union and local government agencies aimed at encouraging young people to engage in agriculture, reducing rural abandonment and preventing the loss of traditional industries.

Tradition and commercial benefits are the main motivations of operators activating in the wine industry. Generally, these family wine farms are inherited, on generational line, the last generation being that put in a position to decide to sell or urbanize the land which they inherited, or remain rooted in family tradition and exploit the vineyard as sole proprietor or together with a couple partner or with children.

Many winegrowers describe innovation and modernization as important steps to progress beyond the purely artisan winemaking process towards a more professional wine production, while firmly remaining a family exploitation. However, despite the obvious strengths that suggest the positive progress and the potential of grapes growing in the famous Romanian areas, there are several clues that the industry is also faced with threats such as saturation of Romanian wine market with imported wines, the pressures on the development of the wine industry and difficulties related to the generational transfer, a complicated process primarily because the old winegrowing farmers' descendants have other careers or are not prepared to spend money in an investment that would eventually not bring profits, which determines them to closely monitor the legislative changes in order to sell their land to developers.

Observations from the winemakers suggest that the number of persons employed in agricultural activities declined dramatically in recent years, which hampers the smooth conduct of certain vine-growing processes due to the lack of human labor, knowing that small, traditional producers are not followers of mechanization. It is important to story the dramatic changes that have taken place in terms of land availability, indicating the existence of a plethora of vineyards in some parts of Europe, making it virtually impossible to purchase land in some regions as a result of fierce competition, while producers today would give their product for free but not to abandon the land.

Today, from the point of view of policy makers, winegrowers are endangered animals.... Therefore, the current situation is critical, despite the extraordinary efforts of wine local operators and other stakeholders, including regulatory measures of local councils, made to boost the wine industry, many winemakers are very apprehensive about what the future reserves them.

3.3. Creating Industry Viability through Traditional Product--A Wine to Remember

The winery, retail stores, wine fairs, hospitality chains and the retail free service are distribution channels for the wine industry products. But not incidentally, engaging in tourism to show visitors how old ways of working are kept and how an ancient industry is transmitted is a major source of attracting visitors and promoting winery direct sales, bringing on the one hand profits from accommodation, on the other hand encouraging wine selling by allowing lower prices. For any passionate of wine and travelling, wine tasting at the winery has a special flavor--that of the story of the place and people, wine whispering its secrets among nicely appointed barrels and smell of fermenting, inviting us to explore its lands (Nistorescu, Pavel and Constantinescu, 2012).

Thus, the cost factors both from production and the finished product, global competition and the lack of understanding and appreciation for authentic local products, all hamper the efforts to make traditional industries financially viable. The family business status, without a need for external labor force, appears to be an important factor in the financial viability of these small traditional businesses in the wine industry.

In some cases, the abandonment of rural areas may benefit the family businesses. At European level, only 7% of farmers are younger than 35, so the intervention of Romanian Europarlamentarians manifested in the application for the provision of specific measures to encourage young farmers. The document calls on the European Commission to also support, through special programs and EU funds, the traditional agriculture, family estates, small farms and green agriculture.

Although Romania is the sixth-largest wine producer in the European Union, making 4 million hectoliters a year, its viticultural heritage was trampled during more than four decades of communist dictatorship. The communists collectivized landholdings and focused on the quantity produced regardless of the quality, consequently the image of Romanian wines deteriorated. At almost 24 years after communism fall in Romania, the country's wine producers are proclaiming their revitalized industry as the next big thing in Europe, hoping to re-establish the ancient tradition of making the type of high-quality wines that were praised by the poet Ovid (43 B.C.-A.D. 18). Winemakers and grape growers have rediscovered Romania's best sites and embarked on a long-term project to restore the country's reputation, by bringing vineyards back to life, with millions of Euros investments, by planting scores of hectares of vines, by rebuilding modern and welcoming cellars, along with tasting rooms looking out over the hills, and creating jobs. The country has been given a boost by European funding following its accession to the European Union in 2007, stimulating local and foreign investment.

Many advantages are capitalized: Romanian wine regions' location, on the same latitude as the vineyards of Bordeaux and Tuscany, is facilitating the culture of white, red and rose grapes, gaining a reputation for making high-quality cabernet sauvignon, merlot or feteasca neagra. Foreign investors in Romanian wine regions, such as Dealu Mare, Samburesti, Dragasani, consider Romania and Bulgaria the European Union's Australia and Chile. While some quality wines have started to win over international markets, producers agree that a major national marketing effort is required to overcome negative stereotypes and achieve prices commensurate with the product's quality. The answer could lie in a portfolio of international varieties such as merlot, cabernet sauvignon and pinot noir, together with indigenous grape varieties which contribute to the wines' unique character--such as feteasca neagra, with its hints of dried plum, or feteasca alba and tamaiosa, giving the country a unique selling point.

4. Discussion and Conclusions

Succession and financial viability, the two concerns raised in this paper, are closely related. Domestic and international product competition of the greatest producers using modern technologies can not be beaten on price. Except family farms, high labor costs make it extremely difficult to keep the business financially viable. Younger generations may not be prepared to manage the risk of entering a family business, mainly characterized by strong competition intensified by market liberalization. Pressure of globalization, added to the economic, environmental and demographic pressures, negatively affect the social component of many rural communities worldwide. Depopulation problems and difficulties of generational renewal and succession process are not unique to Romania, but have been reported in the rest of Europe too.

In an effort to improve commercial opportunities for wine producers, the introduction of designations of origin for quality control, coupled with the winegrowers' efforts and the focus on quality, contributes to the development of the wine industry, helps winemakers to gain international reputation, to rehabilitate after a time in the shadow of anonymity due to agricultural pests and other factors of decline. France has several classification systems based on production site; Spain, Greece and Italy have classifications based on a dual system of quality and origin of the grapes. Outside Europe, the wines tend to be classified by grape variety rather than by place of production or region of origin, and there are some informal attempts of classification by quality. In Romania, ONDOV (National Office of Appellations of Origin for Wines), a public institution with legal personality established in 2002 and subordinated to the Ministry of Agriculture and Rural Development, develops the technical standards to produce wines with designation of origin (DOC) and wines with a geographical indication (GI), in consultation with the National Office of Vine and Wine (ONVV) and wine producers' organizations in the area concerned and issues the authorization for producer of grapes to obtain wines with protected designation of origin, and the certificates attesting the right to market wines with a protected designation of origin. The regulation of these aspects related to product has as ultimate purpose the progressive and successful development of the national wine industry that can ensure the future preservation of this traditional sector.

Vineyards have been part of the Romanian rural landscape ever since our ancestors. Geto-Dacians, ancient inhabitants of the land from the Danube, the Black Sea and Carpathians, particularly valued wine, and vine was one of the most prominent of their riches. However, the lack of incentives for younger generations for vine cultivation, the lack of labor force in agriculture--an aspect that hinders all stages from the work in the vineyard until the must is put to ferment in barrels in cellars -, the temptation to sell owned land for other uses, for some ridiculous prices because of the lack of generational continuity at the helm of small family farms, the growing pressure on owners to sell the land they inherited to get cash on the expense of the real estate boom, may seal the fate of this local industry; unique landscapes may be lost forever in this destructive process.

In recent years, the financial assistance offered by the European Union and local government agencies aimed at slowing down the process of urbanization, reducing rural abandonment and preventing the loss of traditional industries. However, lifestyle and demographic changes seem to contribute to the rapid decline of traditional industries. The local authorities' dilemma is whether to support local industries and the conservation of rustic soil, while providing trade opportunities and incentives for entrepreneurs to stay on the land or in cellars, helping to keep alive the traditions. Preserving and encouraging passion and traditions are not enough. It becomes really necessary to differentiate quality local products to cheaper imported products. Opportunity lies not in unnecessary competition by price, but in emphasis on uniqueness, local tradition, and being truly authentic and manufactured. In addition, addressing many forms of tourism, such as enological tourism, can meet changes in tourists' expectations over time. This process involves providing a wider range of attractiveness and accommodation services, including those facilities that meet the high demands of comfort, to satisfy demand.

Construction sector crisis was a rude awakening of local authorities and population about the dangers of short-term, damaging, unsustainable strategies, wanted to promote economic development. The illusion of high salaries obtained easily in nontraditional industries quickly vanishes, appearing in contrast to more modest rewards in commercial terms, assuming a higher volume of work.

In addition, abandonment and loss of generational renewal in rural areas will undoubtedly affect the social structure of rural communities, leading to loss of traditions and local gastronomic culture. In turn, these events can have complex consequences for the local population, such as negative social ramifications, already noticed. Future research should focus on exploring the challenges, opportunities and stages of Romanian traditional industries. A longitudinal perspective is recommended to identify and monitor potential changes and facilitate government and nongovernment agencies to support development and assist preservation of local traditions and lifestyles.

5. Acknowledgement

This work was supported by the strategic grant POSDRU/CPP107/DMI1.5/S/78421, Project ID 78421 (2010), co-financed by the European Social Fund--Investing in People, within the Sectoral Operational Programme Human Resources Development 2007-2013.

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Silvia-Mihaela PAVEL, University of Craiova, Faculty of Economics and Business Administration

E-mail_silvia.pavel@ymail.com
Table 1: Benefits of wine tourism

Benefits            Explanation

                    Tourism usually manages to bring a large amount of
  Job Creation      job creation because new facilities and amenities
                    are built to attract visitors to the area.

                    Economic development usually brings redevelopment
                    with it, especially true in historically rich
  Redevelopment     areas. Old buildings are rehabilitated to
                    accommodate new uses, vacant lots are cleared of
                    weeds and new structures are built.

                    Small rural villages often have limited options in
                    terms of retail and living choice, increasing
                    tourism can change both of these things. With an
 New Development    influx of visitors comes new construction such as
                    restaurants, hotels and boutiques. This has the
                    double benefit of creating more options for local
                    residents in terms of spending capital, but also
                    creates even more jobs.

                    Because growing and producing wine is primarily an
 Preservation of    agricultural pursuit, a large amount of
  open space or     agricultural land is often preserved than might
agricultural land   otherwise be the case in rural villages that
                    experience sudden economic growth.

                    Wine tourists are often affluent, so they are
                    likely to spend a larger amount of money than most
                    tourists in an average visit, a large amount of
Influx of capital   capital flowing this way into the community
into the economy    because most of wineries are locally owned and
                    operated. In addition, tourism increases the tax
                    base for the community which increases local
                    government's ability to develop and enhance the
                    community.

                    Because wine tourists are a unique breed, they
                    will often travel great distances to taste and
  Promotion of      experience the wines of a certain region, so the
  products and      toured region might achieve great notoriety
region at a wide    without much promotion costs. Additionally,
      scope         because wine can be mass distributed to grocery
                    and wine outlets, a person tasting the wine could
                    consider visiting the rural area found on the
                    label.

Source: Adaptation after Roberts and Hall, 2001
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