01959nas a2200145   4500000000100000000000100001008004100002100001800043700001400061245009400075856003800169300001400207490000600221520158600227                                       d1 aT. Floričić1 aK. Jurica00aWine Hotels—Intangible Heritage, Storytelling and Co-Creation in Specific Tourism Offer  uhttp://hdl.handle.net/10810/52978  a2990-30040 v63 aThis paper researches aspects of affirmation of intangible heritage and the valorisation of viniculture through themed wine hotels that offer integral wine experiences as well as satisfy tourists’ needs for individualism. This paper aims to explore the intangible cultural heritage through thematic wine hotels and identify special tourism products and experiences created via storytelling and co-creation that impact its competitiveness. The research design includes the selection process of wine hotels in the international context, a comparative analysis of themed hotel offers online promotions, and original research of themed offers. Data is analysed using qualitative and quantitative methodology, including statistical processing. Developed under the concept of wine tourism, themed accommodation facilities—wine hotels—are the core value in the creation of an integral wine experience. However, the research results indicate that international wine hotels do not affirm all the potential and possibilities of creating specific products and do not realise their full competitiveness. The results form a platform for the proposal of a competitiveness model, which synergically affirms hotel core competencies, expressed through tangible and intangible features, sustainability, experiences, co-creation, special advantages and marketing mix elements. Recommendations for wine hotels’ new competitiveness represent an additional contribution of the paper and point to new considerations directed towards innovations, creativity and affirmation of intangible heritage.