Authenticity of gastronomic events as a function of branding a destination

Authors

DOI:

https://doi.org/10.5937/menhottur2101089C

Keywords:

gastronomic events, destination branding, Vojvodina

Abstract

The promotion of authentic food and beverages in Vojvodina is most commonly carried out in gastronomic events. Vojvodina is rich in gastronomic products coming from the households of different nations that inhabit its territory. Gastronomic events with their authenticity can contribute to the creation of the destination brand. The aim of the present study is to explore the authenticity of gastronomic events, which could contribute to a better promotion of Vojvodina and the creation of a recognizable brand of this tourist destination. The research was conducted through the method of survey, using a questionnaire on a sample of 150 respondents. Using statistical methods of binary logistic regression, Chi – square and Fisher‘s test, the analysis was performed and the results were presented. The findings of the research indicate that the authenticity of gastronomic events is recognized by the tourists; however, this should be better utilized in destination branding, as this feature could be the key in attracting tourists.

References

Bjeljac, Ž. (2010). Turističke manifestacije u Srbiji [Tourist events in Serbia]. Belgrade: Serbian Academy of Sciences and Arts.

Brzaković, A., Brzaković, T., & Brzaković, P. (2019). Creating brand market value. The Annals of the Faculty of Economics in Subotica, 55(42), 17–33. https://doi.org/10.5937/AnEkSub1942017B

Carvache-Franco, M., Carvache-Franco, O., Carvache-Franco, W., & Villagómez-Buele, C. (2020). Relationship between sociodemographic aspects, satisfaction and loyalty in gastronomic festivals. GeoJournal of Tourism and Geosites, 32(4), 1324–1329. https://doi.org/10.30892/gtg.32420-576

Čavić, S., & Stojanović, D. (2018). Gastronomske manifestacije kao vid očuvanja autentičnih jela, poslastica i vina u Vojvodini [Gastronomic events as a form of preserving authentic dishes, sweets and wines in Vojvodina]. Znanstveno stručni skup s međunarodnim sudjelovanjem “130 godina organiziranoga vinogradarstva i vinarstva u Bosni i Hercegovini” [Scientific and Expert Meeting with International Participation “130 Years of Organized Viticulture and Winemaking in Bosnia and Herzegovina”]. Federal Agro-Mediterranean Institute Mostar, Faculty of Agriculture and Food technology, University of Mostar.

Fox, R. (2007). Reinventing the gastronomic identity of Croatian tourist destinations . Hospitality Management, 26, 546–59. https://doi.org/10.1016/j.ijhm.2006.03.001

Jojić Novaković, Đ., & Mandarić, M. (2019). Do events contribute to the brand of Novi Sad? A millennials‘ perspective. Menadžment u hotelijerstvu i turizmu – Hotel and Tourism Management, 7(1), 47–59. https://doi.org/10.5937/menhottur1901047J

Jovanović, V. (2015). Tematski turizam [Thematic tourism]. Belgrade: Singidunum University.

Leech, N., Barrett, K., & Morgan, G. (2005). SPSS for intermediate statistics: Use and interpretation (2nd ed.). New Jersey: Lawrence Erlbaum Associates, Publishers.

Mandarić, M. (2016). Strategijski brend menadžment [Strategic Brand Management]. Vrnjačka Banja: University of Kragujevac, Faculty of Hotel Management and Tourism in Vrnjačka Banja.

Mandarić, M., Milišević, S., & Sekulić, D. (2017). Traditional values in the function of promotion of Šumadija and Pomoravlje as rural tourism destinations. Economics of Agriculture, 64(2), 787–803. https://doi.org/10.1016/j.ijhm.2006.03.001

Mandarić, M., & Stamenković, I. (2017). Istraživanje značaja manifestacija za razvoj i brendiranje grada Niša kao turističke destinacije [The research of the importance of events for the development and branding of the city of Niš as a tourism destination]. Menadžment u hotelijerstvu i turizmu – Hotel and Tourism Management, 5(1) 64–74.

Marić, D., Leković, K., & Tomić, S. (2020). E-WOM through the prism of sociodemigraphic analysis of users of tourist services. Ekonomika, 66(4), 1–12. https://doi.org/10.5937/ekonomika2004001M

Milišević, S., & Đorđević, N. (2016). Glavni gradovi kao turističke destinacije [Capital cities as tourist destinations]. Menadžmentu hotelijerstvu i turizmu – Hotel and Tourism Management, 4(1), 21–30.

Ministarstvo trgovine, turizma i telekomunikacija [Ministry of Trade, Tourism and Telecommunications] (2016). Strategija razvoja turizma Republike Srbije za period 2016-2025. [Tourism Development Strategy of the Republic of Serbia for the period 2016-2025]. Retrieved May 1, 2021 from http://mtt.gov.rs/download/3/strategija.pdf

Mohanty, P. P., Himanshu, B. R., & Sapan, K. S. (2020). Food, culture and tourism: A gastronomy trilogy enhancing destination marketing, case study of Odisha, India . International Journal of Tourism & Hospitality in Asia Pasific, 3(1), 15–30. https://doi.org/10.32535/ijthap.v3i1.721

Pallant, J. (2011). SPSS survival manual (4th ed.). Australia: Allen & Unwin.

Periš, G., & Mandariš, M. (2020). Challenges in tourist destination branding in Serbia: The case of Prolom Banja. Ekonomika Preduzeća, 68(5-6), 442–456. https://doi.org/10.5937/EKOPRE2006442P

Sheskin, D. (2004). Handbook of parametric and nonparametric statistical procedures (3rd ed.). United States of America: Library of Congres.

Stojanović, D. (2013). Gastronomija kao faktor razvoja ruralnog turizma u Srbiji [Gastronomy as a factor of the development of rural tourism in Serbia] (Unpublished master‘s thesis). Singidunum University, Department for Postgraduate Studies and International Cooperation, Belgrade.

Stojanović, D., Čavić, S., & Stojanović, Đ. (2018). Importance of gastronomic manifestations of Eastern Serbia for tourism development. The 2nd International Conference on Management, Engineering and Environment ICMNEE 2018, Belgrade.

Stojanović, D., Vukić, M., Vukić, K., & Jovanović, V. (2020). Satisfaction of visitors with food offer at gastronomic festivals in rural areas. Economics of Agriculture, 67(2), 523–536. https://doi.org/10.5937/ekoPolj2002523S

Terzić, S., & Đalić, I. (2019). Analysis of brand valuation based on a combination of valuation models. The Annals of the Faculty of Economics in Subotica, 55(42), 33–48. https://doi.org/10.5937/AnEkSub1942033T

Tourist Organization of Vojvodina. (2021). Retrieved May 5, 2021 from https://vojvodina.travel/

Tsaur, S. H., Yen, C. H., & Yan, Y. T. (2016). Destination brand identity: Scale development and validation. Asia Pacific Journal of Tourism Research, 21(12), 1310–1323. https://doi.org/10.1016/j.ijhm.2006.03.001

Unković, S., & Zečević, B. (2011). Ekonomika turizma [Economics of tourism]. Belgrade: Faculty of Economics.

Višentijević, D. (2015). Stanje i perspektive razvoja turističkog proizvoda: Događaji/ manifestacije u Srbiji [Status and prospects of tourism product development: Events/ festivals in Serbia]. Menadžment u hotelijerstvu i turizmu – Hotel and Tourism Management, 3(1), 11–19.

Vojvođanska kuhinja [Vojvodinian cuisine]. (2021). Retrieved May 6, 2021 from http://vojvodinacafe.rs/forum/kulinarstvo-i-ishrana/vojvodjanska-kuhinja-9975/

Vukić, M. (2019). Nacionalne gastronomije [National gastronomies] . Belgrade: The College of Hotel Management.

Vuković, P., & Mosurović Ružičić, M. (2020). Potentials for development food tourism in AP Vojvodina in the Republic of Serbia. Ekonomika, 66(1), 77–92. https://doi.org/10.5937/ekonomika2001077V

Wargenau, A., & Che, D. (2006). Wine tourism development and marketing strategies in Southwest Michigan. International Journal of Wine Marketing, 18(1), 45–60. https://doi.org/10.1108/09547540610657678

Downloads

Published

2021-06-24

How to Cite

Čavić, S., & Mandarić, M. (2021). Authenticity of gastronomic events as a function of branding a destination. Hotel and Tourism Management, 9(1), 89–101. https://doi.org/10.5937/menhottur2101089C

Issue

Section

Original Scientific Papers