GASTRONOMY OFFER IN A FUNCTION OF CREATION AND CO-CREATION OF A RECOGNIZED HOTEL BRAND - ILLUSTRATIONS FROM HOTEL CRNI VRH

Authors

  • Tamara Gajić Geographical Institute “Jovan Cvijić” SASA, Đure Jakšića 9, 11000 Belgrade, Serbia. South Ural State University, Institute of Sports, Tourism and Service, Chelyabinsk, Russia. Faculty of Hotel and Tourism Management, University of Kragujevac, Vrnjačka Banja https://orcid.org/0000-0003-3016-8368
  • Miloš Zrnić Academy of Applied Studies – The College of Hotel Management, Belgrade, Serbia https://orcid.org/0000-0003-3454-6573
  • Tamara Vujić Academy of Applied Studies – The College of Hotel Management, Belgrade, Serbia https://orcid.org/0000-0003-3454-6573
  • Milan Vujić Academy of Applied Studies – The College of Hotel Management, Belgrade, Serbia https://orcid.org/0000-0002-5870-0224
  • Djorđe Stojanović Academy of Applied Studies – The College of Hotel Management, Belgrade, Serbia https://orcid.org/0000-0001-9771-3389

DOI:

https://doi.org/10.5937/ekoPolj2203749G

Keywords:

Brand, Gastronomy, Restaurant services, Crni vrh, Divčibare

Abstract

The aim of the paper is to point out the possibility of the influence of the quality of the gastronomic offer in the restaurant of the hotel Crni vrh, on the creation or co creation of the hotel brand. The quality items of the hotel’s complete catering offer were analyzed and grouped by exploratory factor analysis into three factors (Food, Space and Personality). The results of the multiple regression analysis determined the contribution of two quality factors to the creation of the hotel brand. Also, the research came to the conclusion that the majority of visitors, after the experience gained, decide to come again to the rural and mountainous areas, and a smaller percentage to the urban environment. The importance of the research is reflected in the contribution of the existing literature, in the contribution to future more important research, as well as in finding strategic solutions for better hotel operations.

Downloads

Download data is not yet available.

References

Aaker, D.A., & Jacobson, R. 1994. The financial information content of perceived quality. Journal of Marketing Research, 31(2), 191-201

Anselmsson, J., Bondesson, N. V., & Johansson, U. (2014). Brand image and customers’ willingness to pay a price premium for food brands. Journal of Product & Brand Management, 23(2), 90-102.

Baldwin, C., Wilberforce, N., & Kapur, A. (2011). Restaurant and food service life cycle assessment and development of a sustainability standard. The International Journal of Life Cycle Assessment, 16(1), 40-49.

Bekar, A., & Gövce, M. (2019). Restoran seçiminde çeşitlilik arama niyeti. Journal of Tourism and Gastronomy Studies, 7(4), 3108-3123.

Chen, W. J., & Chen, M. L. (2014). Factors affecting the hotel’s service quality: Relationship marketing and corporate image. Journal of hospitality marketing & management, 23(1), 77-96.

Demirçiftçi, T., & Kizilirmak, i. (2016). Strategic branding in hospitality: Case of Accor Hotels. Journal of Tourismology, 2(1), 50-64.

Dion, D., & Arnould, E. (2016). Persona-fed brands: managing branded persons through persona. Journal of Marketing Management, 32(1-2), 121-148.

Erkmen, E. (2019). Managing restaurant attributes for destination satisfaction: what goes beyond food? Administrative Sciences, 9(1), 19.

Errajaa, K., Legohérel, P., Daucé, B., & Bilgihan, A. (2021). Scent marketing: linking the scent congruence with brand image. International Journal of Contemporary Hospitality Management.

Gagić, S., Tešanović, D., & Jovičić, A. (2013). The vital components of restaurant quality that affect guest satisfaction. Tourism, 17(4), 166-176.

Gajić, T., Radovanović, M., Tretiakova, T., & Syromiatnikova, J. (2020). Creating brand confidence to gastronomic consumers through social networks–a report from Novi Sad. Journal of Place Management and Development, 14(1), 32-42.

Gajić, T., Raljić, J.P., Blešic, I., Aleksić, M., Petrović, M.D., Radovanović, M.M., Vuković, D.B., Sikimić, V., Pivac, T., Kostić, M., et al. (2022). Factors That Influence Sustainable Selection and Reselection Intentions Regarding Soluble/ Instant Coffee—The Case of Serbian Consumers. Sustainability, 14, 10701. https://doi.org/10.3390/ su141710701

Gilbert, G.R., Veloutsou, C., Goode, M.M.H.,&Moutinho, L. 2004. Measuring customersatisfaction in the fast food industry: a cross-national approach.The Journal of Services Marketing, 18(5), 371-83

Gordin, V., Trabskaya, J., & Zelenskaya, E. (2016). The role of hotel restaurants in gastronomic place branding. International Journal of Culture, Tourism and Hospitality Research, 10(1), 81-90.

Ha, J., & Jang, S. (2010). Effects of service quality and food quality: The moderating role of atmospherics in an ethnic restaurant segment. International Journal of Hospitality Management, 29(3), 520-529

Hanaysha, J. (2016). Testing the effects of food quality, price fairness, and physical environment on customer satisfaction in fast food restaurant industry. Journal of Asian Business Strategy, 6(2), 31-40.

Hernandez-Rojas, R. D., Folgado-Fernandez, J. A., & Palos-Sanchez, P. R. (2021). Influence of the restaurant brand and gastronomy on tourist loyalty. A study in Córdoba (Spain). International Journal of Gastronomy and Food Science, 23, 100305.

Ismail, T. A. T., Muhammad, R., Yusoff, N. M., & Shariff, M. S. M. (2016). The myth and reality of hotel brand and food quality: the case of hotel restaurants in Malaysia. Procedia-Social and Behavioral Sciences, 222, 382-389.

Jang, S., & Ha, J. (2015). The influence of cultural experience: Emotions in relation to authenticity at ethnic restaurants. Journal of Foodservice Business Research, 18(3), 287-306.

Kim, H. J., Park, J., Kim, M. J., & Ryu, K. (2013). Does perceived restaurant food healthiness matter? Its influence on value, satisfaction and revisit intentions in restaurant operations in South Korea. International Journal of Hospitality Management, 33, 397-405.

Konuk, F. A. (2019). The influence of perceived food quality, price fairness, perceived value and satisfaction on customers’ revisit and word-of-mouth intentions towards organic food restaurants. Journal of Retailing and Consumer Services, 50, 103-110.

Lu, A. C. C., Gursoy, D., & Lu, C. Y. (2015). Authenticity perceptions, brand equity and brand choice intention: The case of ethnic restaurants. International journal of hospitality management, 50, 36-45.

Luković, M., Pantović, D., Riznić, D., Lakićević, M., Milutinović, S. (2022). Place of biocultural heritage in post Covid-19 tourism destination choice, Ecologica, 29(107), 413-419. https://doi.org/10.18485/ecologica.2022.29.107.16

Manhas, P. S., & Tukamushaba, E. K. (2015). Understanding service experience and its impact on brand image in hospitality sector. International Journal of Hospitality Management, 45, 77-87.

Medić, S., Pivac, T., Džigurski, A., Košić, K., & Pavlović, N. (2015). Leasure time and Museums. J. Geogr. Inst. Cvijic. 65(3),391–406.

Mun, S. G., Park, E. O., & Woo, L. (2022). Strategic target customers of food and beverage offerings in full-service hotels: Outside-hotel customers. International Journal of Hospitality Management, 102, 103159.

Nam, J., Ekinci, Y., & Whyatt, G. (2011). Brand equity, brand loyalty and consumer satisfaction. Annals of tourism Research, 38(3), 1009-1030.

Namkung, Y., & Jang, S. (2007). Does food quality really matter in restaurants? Its impact on customer satisfaction and behavioral intentions. Journal of Hospitality & Tourism Research, 31(3), 387–409.

Nicolaides, A. (2018). Ethical hospitality marketing, brand-boosting and business sustainability. African Journal of Hospitality, Tourism and Leisure, 7(1), 1-12.

Nirwandy, N., & Awang, A. A. (2014). Conceptualizing public diplomacy social convention culinary: Engaging gastro diplomacy warfare for economic branding. Procedia-Social and Behavioral Sciences, 130, 325-332.

Pantić, N., Cvijanović, D., & Imamović, N. (2021). Economic analysis of the factors influencing the supply and demand of raspberry. Ekonomika poljoprivrede, 68(4), 1077-1087. https://doi.org/10.5937/ekoPolj2104077P

Pavlović, M. M., Popović, J., & Turnjanin, D. (2021). Development of small and medium enterprises in Serbia. Oditor, 7(2), 47-64. https://doi.org/10.5937/Oditor2102047P

Radović, V., & Keković, Z. (2014). Development a comprehensive food safety system in Serbia-A Narrative Review Article. Iranian journal of public health, 43(7), 889.

Rakić, M., & Rakić, B. (2010). Positioning and Differentiation of Traditional Serbian Food. ECONOMIC, 253.

Rather, R., & Sharma, J. (2016). Brand loyalty with hospitality brands: The role of customer brand identification, brand satisfaction and brand commitment. Pacific Business Review International, 1(3), 76-86.

Rodríguez-López, M. E., del Barrio-García, S., & Alcántara-Pilar, J. M. (2020). Formation of customer-based brand equity via authenticity: The mediating role of satisfaction and the moderating role of restaurant type. International Journal of Contemporary Hospitality Management, 12(2), 186-196.

Šerić, M., & Gil-Saura, I. (2012). ICT, IMC, and brand equity in high-quality hotels of Dalmatia: An analysis from guest perceptions. Journal of Hospitality Marketing & Management, 21(8), 821-851.

Šapić, S., Furtula, S., & Durkalić, D. (2018). Prestige and national identity as predictors of food products purchase. Economics of Agriculture, 65(2), 643-657., doi:10.5937/ekoPolj1802643S

Singh, R., & Nika, A. S. (2019). Influence of service quality on brand image and repeat patronage in hospitality industry: A content analysis. African Journal of Hospitality, Tourism and Leisure, 8(3), 1-19.

Solunoğlu, A. (2020). Perceived Food Quality, Satisfaction, Brand Image In Restaurants And Recommendation Intention Relation. Journal of Yasar University, 15/60, 833-849

Woodside, A. G., Megehee, C. M., & Ogle, A. (Eds.). (2009). Perspectives on cross-cultural, ethnographic, brand image, storytelling, unconscious needs, and hospitality guest research. Emerald Group Publishing.

Yi, S., & Choi, J. (2012). Exploratory study on effects of restaurant attributes on perception of price and brand reputation-comparison between locals and tourists. Journal of the Korean Society of Food Culture, 27(5), 481-489.

Yi, S., Zhao, J., & Joung, H. W. (2018). Influence of price and brand image on restaurant customers’ restaurant selection attribute. Journal of foodservice business research, 21(2), 200-217.

Zrnić, M., Brdar, I., & Kilibarda, N. (2021). The importance of traditional food quality—the viewpoint of the tourism. Scientifc journal Meat Technology, 62(1), 69-76.

Zrnić, M., Vujić, M., Košutić, J., Obradović, M., & Obradović, A. (2021). Gastronomic manifestations in the function of promoting Serbia as a tourist destination. Tourism business, (28), 47-55.

Downloads

Published

2022-09-30

How to Cite

Gajić, T. ., Zrnić, M. ., Vujić, T. ., Vujić, M., & Stojanović, D. (2022). GASTRONOMY OFFER IN A FUNCTION OF CREATION AND CO-CREATION OF A RECOGNIZED HOTEL BRAND - ILLUSTRATIONS FROM HOTEL CRNI VRH . Ekonomika Poljoprivrede, 69(3), 749–763. https://doi.org/10.5937/ekoPolj2203749G

Issue

Section

Original scientific papers

Most read articles by the same author(s)

<< < 1 2 3