GASTRONOMIC EVENTS IN THE FUNCTION OF CREATING A BRAND OF A TOURIST DESTINATION: THE EXAMPLE OF STRUDEL FESTIVAL IN DOLOVO
DOI:
https://doi.org/10.5937/ekoPolj2103659CKeywords:
strudel, brand, gastronomic events, tourist destinationsAbstract
Gastronomic events in recent years represent a very significant segment for the development of tourism. There are numerous events traditionally taking place in Vojvodina. Each of these events is unique and represents a rich variety of customs, culture and traditions. The authentic gastronomic offer, which is promoted through these events, is an important segment for creating a brand of a particular place and tourist destination. The aim of this study is to investigate the recognizability of the Strudel festival in Dolovo, as well as the authenticity of this gastronomic event, in terms of creating a brand of the tourist destination. The research was carried out using the survey method, through a questionnaire, on a sample of 150 respondents. Based on the collected data, using statistical methods of binary logistic regression, chi-square and Fishers test, the analysis was performed and the results were presented. The results of the research show that the Strudel festival in Dolovo and its brand – strudels – have a high level of recognizability among visitors. However, the Strudel festival in Dolovo should be promoted more intensively, as it is currently recognized locally, and has the potential to attract more tourists.
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References
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2. Backman, K, Backman, S., Uysal, M. & Mohr Sunshine, K. (1995), Event tourism An examination of motivations and activities, Festival Management & Event Tourism, 3 (1), pp. 15-24.
3. Čavić, S. & Stojanović, D. (2018), Gastronomske manifestacije kao vid očuvanja autentičnih jela, poslastica i vina u Vojvodini, Znanstveno stručni skup s međunarodnim sudjelovanjem "130 godina organiziranoga vinogradarstva i vinarstva u Bosni i Hercegovini", Federalni agromediteranski zavod Mostar, Agronomski i prehrambeno-tehnološki fakultet Sveučilišta u Mostaru. [In English: Čavić, S. & Stojanović, D. (2018), Gastronomic events as a form of preserving authentic dishes, sweets and wines in Vojvodina, 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]
4. Čavić, S. & Mandarić, M. (2021), Authenticity of gastronomic events as a function of branding a destination, Hotel and Tourism Management, 9 (1) 89-101, http://doi.org/10.5937/menhottur2101089C
5. Доловачка штрудлијада [In English: Dolovo Strudel Festival], Retrieved from https://www.manifestacije.com (September 01,2020.)
6. Fox, R. (2007), Reinventing the gastronomic identity of Croatian tourist destinations, Hospitality Management, 26, pp. 546-59. https://doi.org/10.1016/j.ijhm.2006.03.001
7. Getz, D. & Wicks, J. (1993), Editorial. Festival Management & Event Тоurism, 1(1), pp. 1-3.
8. Hall, C.M. & Mitchell, R. (1998), We are what we eat: food, tourism and globalisation, paper presented at Innovative Approaches to Culture and Tourism, ATLAS conference, 22–24 October 1998, Rethymnon, Crete
9. Hall, C.M., Sharples, E., Mitchell, R., Cambourne, B. & Macionis, N. (eds.) (2003), Food Tourism Around the World: Development, Management and Markets . Butterworth- Heinemann , Oxford
10. Јовановић, В. (2015), Тематски туризам. Београд: Универзитет Сингидунум [In English: Jovanović, V. (2015), Тhematic tourism. Belgrade: Singidunum University]
11. Jojić Novaković, Đ. & Mandarić, M. (2019), Do events contribute to the brand of Novi Sad? A millennials perspective, Hotel and Tourism Management, 7(1), 47-59. https://doi.org/10.1016/j.ijhm.2006.03.001
12. Long, L.M. (2004), Culinary Tourism. The University Press of Kentucky: Lexington.
13. Leech, N., Barrett, K. & Morgan, G. (2005), SPSS for Intermediate Statistics: Use and Interpretation. Second Edition. New Jersey: LAWRENCE ERLBAUM ASSOCIATES, PUBLISHERS
14. Мандарић, М. (2016), Стратегијски бренд менаџмент. Врњачка Бања: Факултет за хотелијерство и туризам у Врњачкој Бањи. [In English: Mandarić, М. (2016), Strategic brand management. Vrnjačka Banja: Faculty of Hotel Management and Tourism in Vrnjačka Banja.]
15. Mandarić, M., Milićević, S. & Sekulić, D. (2017), Traditional values in the function of promotion of Šumadija and Pomoravlje as rural tourism destinations, Ekonomika poljoprivrede, Economics of Agriculture (64) 2., 787-803. https://doi.org/10.1016/j.ijhm.2006.03.001
16. Мандарић, М. & Стаменковић, И. (2017), Истраживање значаја манифестација за развој и брендирање града Ниша као туристичке дестинације, ХиТ МЕНАЏМЕНТ, Менаџмент у хотелијерству и туризму, 5(1) 64 -74. [In English: Mandarić, М. & Stamenković, I. (2017), Exploring the significance of events for the development and branding of the city of Niš as a tourist destination, H&Т MANAGEMENT, Hotel Management and Mnagement in Tourism, 5(1) 64 -74]
17. Perić, G. & Mandarić, M. (2020), Challenges in tourist destination branding in Serbia: The case of Prolom Banja, Ekonomika preduzeća, Serbian Association of Economists Journal of Business Economics and Management, 442-456. https://doi.org/10.5937/EKOPRE2006442P
18. Pallant, J. (2011), SPSS Survival manual, 4rd edition. Australia: Allen & Unwin
19. Stanišić, T., Kostić, M. & Mišeljić, M. (2018), Gastronomic manifestations as a factor of improvement of Serbias tourism offer, Ekonomika poljoprivrede, Economics of Agriculture (65) 1., 111-124. https://doi.org/10.5937/ekoPolj1801111S
20. Стевановић, С. & Малинић, В. (2016), Значај манифестација за развој туризма у Београду, ХиТ МЕНАЏМЕНТ, Менаџмент у хотелијерству и туризму, 4(1), 53-63. [In English: Stevanović, S. & Malinić, V. (2016), Signifcance of events for the development of tourism in Belgrade, H&T МANAGEMENT, Hotel Management and Mnagement in Tourism, 4(1), 53-63.]
21. Стојановић, Д. (2017), Гастрономске манифестације источне Србије као фактор развоја туризма, Хотел Линк, Висока хотелијерска школа струковних студија Београд, 192-201 [In English: Stojanović, D. (2017), Gastronomic events of eastern Serbia as a factor in the development of tourism, Hotel Link, College of Hotel Management Belgrade, 192-201]
22. 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.
23. Stojanović, D., Vukić, M., Vukić, K. & Jovanović, V. (2020), Satisfaction of visitors with food offer at gastronomic festivals in rural areas, Ekonomika poljoprivrede, Economics of Agriculture (67) 2., 523-536. https://doi.org/10.5937/ekoPolj2002523S
24. Стратегија развоја туризма Републике Србије за период 2016-2025. Министарство трговине, туризма и телекомуникација, [In English: Tourism Development Strategy of the Republic of Serbia for the Period 2016-2025. Мinistry of Trade, Tourism and Telecommunications], Retrieved from http://mtt.gov.rs/download/3/strategija.pdf (September 05,2018.)
25. Sheskin, D. (2004), Handbook of Parametric and Nonparametric Statistical Procedures, 3rdedition. United States of America: Library of Congres
26. Вељковић, С. (2010), Бренд менаџмент у савременим тржишним условима. Београд: Центар за издавачку делатност Економског факултета у Београду. [In English: Veljković, S. (2010), Brand management in modern market conditions. Belgrade: Publishing Center of the Faculty of Economics in Belgrade.]
27. Wargenau, A & Che, D. (2006), Wine tourism development and marketing strategies in Southwest Michigan. International Journal of Wine Marketing, 18(1), pp. 45–60. https://doi.org/10.1108/09547540610657678
28. Завод за интелектуалну својину Републике Србије [In English: Intellectual Property Offce of the Republic of Serbia], Retrieved from http://reg.zis.gov.rs/regis/detail.php?entity=mark&lang=sr&fle_nbr=2010_00001199 (September 20,.2020 )
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Published
2021-09-24
How to Cite
Čavić, S., Mandarić, M., & Sekulić, D. (2021). GASTRONOMIC EVENTS IN THE FUNCTION OF CREATING A BRAND OF A TOURIST DESTINATION: THE EXAMPLE OF STRUDEL FESTIVAL IN DOLOVO. Ekonomika Poljoprivrede, 68(3), 659–674. https://doi.org/10.5937/ekoPolj2103659C
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Original scientific papers
