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

Tamara  Gajić; Miloš  Zrnić; Tamara  Vujić; Milan Vujić; Djorđe Stojanović

doi:10.5937/ekoPolj2203749G

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.

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