SATISFACTION OF VISITORS WITH FOOD OFFER AT GASTRONOMIC FESTIVALS IN RURAL AREAS
DOI:
https://doi.org/10.5937/ekoPolj2002523SKeywords:
Gastronomic festivals, local food, rural area, satisfaction, SerbiaAbstract
The purpose of this paper is to explore visitors experience, habits and attributes that have significant impact on their satisfaction with food offer at "Plum Fair" held in Osečina. Collected data were analyzed and interpreted using some basic descriptive statistics techniques as well as non-parametric test such as Spearman's Rho. The results of the study showed that the majority of visitors come from the surrounding municipalities, motivated by the preservation of traditions and countryside. Purchase of food products was motivated by novelty as well as supporting local producers. Visitors were most satisfied with the taste of food products and least satisfied with their price. It might be noted that the rural gastronomic festivals and products have a great promotional and entrepreneurial potential by offering these products in the local restaurants as well as retail chains, which would positively affect the revitalization of rural area of Western Serbia.
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References
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44. Stanišić, T., Kostić, M., & Mišeljić, M. (2018). Gastronomic manifestations as a factor of improvement of serbias tourism offer. Economics of Agriculture, 65(1), 111-124.
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48. Szivas, E (1999). The development of wine tourism in Hungary. International Journal of Wine Marketing, 11(2), 7-17.
49. Vujko, A., Petrović, M. D., Dragosavac, M., Ćurčić, N., Gajić, T. (2017): The linkage between traditional food and loyalty of tourists to the rural destination, Teme, vol. XLI, no. 2, pp. 475-487, University of Niš, Niš, Serbia
50. Vukić, M. (2008) Osnovi gastronomije. Visoka hotelijerska škola, Beograd
51. Vukic, M., Kuzmanovic, M., & Vukic, K. (2016). Gastronomic festivals as a form of branding Serbia as a tourist destination. In Proceedings of the XV International Symposium SYMORG 2016 (pp. 913-919).
52. Vukic, M., Popovic, M. & Kuzmanovic, M. (2012). Branding in Serbian Rural Tourism. Journal of Economics and Behavioral Studies, 4(11), 671-676.
53. Wan, Y. K. P., & Chan, S. H. J. (2013). Factors that affect the levels of tourists' satisfaction and loyalty towards food festivals: A case study of Macau. International journal of tourism research, 15(3), 226-240.
54. Wilson, J., Arshed, N., Shaw, E., & Pret, T. (2017). Expanding the domain of festival research: A review and research agenda. International Journal of Management Reviews, 19(2), 195-213.
55. Wu, H.-C.,Wong, J.W.-C., & Cheng C.-C. (2013). An empirical study of behavioral intentions in the food festival: The case of Macau. Asia Pacific Journal of Tourism Research, 19(11), 1278–1305. doi:10.1080/10941665.2013.844182
56. Yun, D., Hennessey, S. M., & MacDonald, R. (2011). Understanding culinary tourists: Segmentations based on past culinary experiences and attitudes toward food-related behaviour. (available at: https://scholarworks.umass.edu)
2. Anil, N. K. (2012). Festival visitors satisfaction and loyalty: An example of small, local, and municipality organized festival. Turizam: međunarodni znanstveno-stručni časopis, 60(3), 255-271.
3. Bjeljac, Z. (2006). Events in less developed regions of Serbia (Turisticke manifestacije u nedovoljno razvijenim prostorima Srbije). Bulletin of Serbian Geographical Society, 86(1), 245-256.
4. Bjeljac, Ž., Petrović, M., Terzić, A. (2016): Gastronomic events as a part of tourist offer: a case study of Serbia, Book of proceedings of IV International scientific-practical conference Sustainable development of tourism market: International practice and Russian experience, Stavropol, Russia, 11-16 March, 2016, pp. 12-17.
5. Black, N. H. (2016). Festival connections: How consistent and innovative connections enable small-scale rural festivals to contribute to socially sustainable communities. International Journal of Event and Festival Management.
6. Blichfeldt, B. S., & Halkier, H. (2014). Mussels, tourism and community development: a case study of place branding through food festivals in rural North Jutland, Denmark. European Planning Studies, 22(8), 1587-1603.
7. Bruwer, J. (2014). Service quality perception and satisfaction: Buying behaviour prediction in an Australian Festivalscape. International Journal of Tourism Research, 16(1), 76-86.
8. Çela, A., Knowles-Lankford, J., & Lankford, S. (2007). Local food festivals in Northeast Iowa communities: A visitor and economic impact study. Managing Leisure, 12(2-3), 171-186.
9. Clark, J., & Rice, G. (2019). Revitalizing rural Scotland: Loch Fyne, branding and belonging. Journal of Place Management and Development.
10. Cong, L., Zhang, Y., Su, C. H. J., Chen, M. H., & Wang, J. (2019). Understanding Tourists Willingness-to-Pay for Rural Landscape Improvement and Preference Heterogeneity. Sustainability, 11(24), 7001.
11. Cvijanović, D., Ružić, P. (2017), Ruralni turizam, Fakultet za hotelijerstvo i turizam u Vrnjačkoj Banji, Vrnjačka Banja, Srbija.
12. Dimitrovski, D. (2016). Urban gastronomic festivals—Non-food related attributes and food quality in satisfaction construct: A pilot study. In Journal of Convention & Event Tourism (Vol. 17, No. 4, pp. 247-265). Routledge.
13. Domanović, V., Vujičić, M., & Ristić, L. (2018), Profitability of food industry companies in the Republic of Serbia, Economic of Agriculture, 65(1), 11-32. doi:10.5937/ekoPolj1801011D
14. Ducros, H. B. (2018). "Fête de la Soupe": rural identity, self-representation, and the (re)-making of the village in France. Journal of Place Management and Development.
15. Duvnjak, N., Vrakela, J., Mlađenović, M., & Petrović, N. (2014). Gastronomical manifestations in the tourism of South-Eastern Serbia. Researches Reviews of the Department of Geography, Tourism and Hotel Management, 43(2), 210-220.
16. Eusébio, C., Carneiro, M. J., Kastenholz, E., Figueiredo, E., & da Silva, D. S. (2017). Who is consuming the countryside? An activity-based segmentation analysis of the domestic rural tourism market in Portugal. Journal of Hospitality and Tourism Management, 31, 197-210.
17. Everett, S., & Aitchison, C. (2008). The role of food tourism in sustaining regional identity: A case study of Cornwall, South West England. Journal of sustainable tourism, 16(2), 150-167.
18. Grigorova, Z., Shopova, I & Timareva, S. (2016). Rural food tourism,. Balkan and Near Eastern Journal of Social Sciences, 02(01), 35-41
19. Hjalager, A. M., & Kwiatkowski, G. (2018). Entrepreneurial implications, prospects and dilemmas in rural festivals. Journal of Rural Studies, 63, 217-228.
20. Jamieson, N. (2014, January). Sport tourism events as community builders—how social capital helps the "locals" cope. In Journal of convention & event tourism (Vol. 15, No. 1, pp. 57-68). Taylor & Francis Group.
21. Jung, T., Ineson, E.M., Kim, M., Yap, M.H., (2015). Influence of festival attribute qualities on slow food tourists' experience, satisfaction level and revisit intention: the case of the mold food and drink festival. J. Vacat. Mark. 21 (3), 277e288.
22. Kim, Y. H., Duncan, J., & Chung, B. W. (2015). Involvement, satisfaction, perceived value, and revisit intention: A case study of a food festival. Journal of culinary science & technology, 13(2), 133-158.
23. Kim, Y. H., Duncan, J., & Chung, B. W. (2015). Involvement, satisfaction, perceived value, and revisit intention: A case study of a food festival. Journal of culinary science & technology, 13(2), 133-158.
24. Krajíčková, A., & Šauer, M. (2018). Differences in motivation of food festivals visitors: A view from the Czech Republic. Geographica Pannonica, 22(3), 189-200.
25. Kwiatkowski, G., Oklevik, O., Hjalager, A. M., & Maristuen, H. (2019). The assemblers of rural festivals: organizers, visitors and locals. European Planning Studies, 1-18.
26. Lee, H., Hwang, H., & Shim, C. (2019). Experiential festival attributes, perceived value, satisfaction, and behavioral intention for Korean festivalgoers. Tourism and Hospitality Research, 19(2), 199-212.
27. Lee, I., & Arcodia, C. (2011). The role of regional food festivals for destination branding. International Journal of Tourism Research, 13(4), 355-367.
28. Markovic, S., Dorcic, J., & Krnetić, M. (2015). Visitor satisfaction and loyalty measurement of a local food festival: Application of FESTPERF scale. In 3rd International Scientific Conference Tourism in Southern and Eastern Europe.
29. Mićović, A. (2017). Tourism Development and Evolution of Tourism Related Rules, 2nd International Scientific Conference – Thematic Proceedings II, Faculty of Hotel Management and Tourism, Vrnjačka Banja, 181-202.
30. Ministry of culture and information republic of Serbia (2019) (available at http://www.nkns.rs/cyr/elementi-nkns).
31. Morgan, M. J. (2015). Food festivals, food marketing and the re-invention of a rural community. The Journal of New Business Ideas & Trends, 13(2), 57.
32. Municipality of Osečina. (2019) (available at https://osecina.com)
33. National Tourism Organization of Serbia (2019). (available at: www.tos.rs)
34. Nwokorie, E. C. (2015). Food tourism in local economic development and national branding in Nigeria. HATMAN Journal of Hospitality and Tourism, 5(1).
35. Organization for Economic Co-operation and Development (2018) (available at: https://www.oecd.org/cfe/regional-policy/Rural-3.0-Policy-Note.pdf).
36. Pesonen, J. A. (2015). Targeting rural tourists in the internet: Comparing travel motivation and activity-based segments. Journal of Travel & Tourism Marketing, 32(3), 211-226.
37. Picard, D. & Robinson, M. (Eds.) (2006). Festivals, tourism and social change: Remaking worlds. Clevedon: Channel View
38. Renting, H., Marsden, T.K., & Banks, J. (2003). Understanding alternative food networks: Exploring the role of short food supply chains in rural development. Environment and Planning A, 35(3), 393–411.
39. Rinaldi, C. (2017). Food and gastronomy for sustainable place development: A multidisciplinary analysis of different theoretical approaches. Sustainability, 9(10), 1748.
40. Sidali, K. L., Kastenholz, E., & Bianchi, R. (2015). Food tourism, niche markets and products in rural tourism: Combining the intimacy model and the experience economy as a rural development strategy. Journal of Sustainable Tourism, 23(8-9), 1179-1197.
41. Sims, R. (2009). Food, place, and authenticity: Local food and the sustainable tourism experience. Journal of Sustainable Tourism, 17(3), 321–336.
42. Smith, A. (2012). Events and urban regeneration: The strategic use of events to revitalise cities. Routledge.
43. Sohn, H. K., Lee, T. J., & Yoon, Y. S. (2016). Relationship between perceived risk, evaluation, satisfaction, and behavioral intention: A case of local-festival visitors. Journal of Travel & Tourism Marketing, 33(1), 28–45. doi:10.1080/10548408.2015.1024912
44. Stanišić, T., Kostić, M., & Mišeljić, M. (2018). Gastronomic manifestations as a factor of improvement of serbias tourism offer. Economics of Agriculture, 65(1), 111-124.
45. Statistical Office of the Republic of Serbia (2018): Farm structure survey, 2018. (available at: https://publikacije.stat.gov.rs/G2019/Pdf/G20196004.pdf).
46. Stojanović, D. (2013). Gastronomija kao faktor razvoja ruralnog turizma, master teza Univerzitet Singidunum, Beograd, Srbija.
47. Stošić, L., & Stošić, I. (2013). Diffusion of innovation in modern school. International Journal Of Cognitive Research In Science, Engineering And Education (IJCRSEE), 1(1), 12-24.
48. Szivas, E (1999). The development of wine tourism in Hungary. International Journal of Wine Marketing, 11(2), 7-17.
49. Vujko, A., Petrović, M. D., Dragosavac, M., Ćurčić, N., Gajić, T. (2017): The linkage between traditional food and loyalty of tourists to the rural destination, Teme, vol. XLI, no. 2, pp. 475-487, University of Niš, Niš, Serbia
50. Vukić, M. (2008) Osnovi gastronomije. Visoka hotelijerska škola, Beograd
51. Vukic, M., Kuzmanovic, M., & Vukic, K. (2016). Gastronomic festivals as a form of branding Serbia as a tourist destination. In Proceedings of the XV International Symposium SYMORG 2016 (pp. 913-919).
52. Vukic, M., Popovic, M. & Kuzmanovic, M. (2012). Branding in Serbian Rural Tourism. Journal of Economics and Behavioral Studies, 4(11), 671-676.
53. Wan, Y. K. P., & Chan, S. H. J. (2013). Factors that affect the levels of tourists' satisfaction and loyalty towards food festivals: A case study of Macau. International journal of tourism research, 15(3), 226-240.
54. Wilson, J., Arshed, N., Shaw, E., & Pret, T. (2017). Expanding the domain of festival research: A review and research agenda. International Journal of Management Reviews, 19(2), 195-213.
55. Wu, H.-C.,Wong, J.W.-C., & Cheng C.-C. (2013). An empirical study of behavioral intentions in the food festival: The case of Macau. Asia Pacific Journal of Tourism Research, 19(11), 1278–1305. doi:10.1080/10941665.2013.844182
56. Yun, D., Hennessey, S. M., & MacDonald, R. (2011). Understanding culinary tourists: Segmentations based on past culinary experiences and attitudes toward food-related behaviour. (available at: https://scholarworks.umass.edu)
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Published
2020-06-24
How to Cite
Stojanović, D., Vukić, M., Vukić, K., & Jovanović, V. (2020). SATISFACTION OF VISITORS WITH FOOD OFFER AT GASTRONOMIC FESTIVALS IN RURAL AREAS. Ekonomika Poljoprivrede, 67(2), 523–536. https://doi.org/10.5937/ekoPolj2002523S
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Review articles
