Gastronomy as a catalyst for destination branding and sustainable tourism: Insights from rural Serbia and Italy
Gastronomija kao pokretač brendiranja destinacije i održivog turizma: uvidi iz ruralne Srbije i Italije
Abstract
Gastronomy plays a crucial role in shaping cultural identity and enhancing tourism, as travelers increasingly seek authentic culinary experiences that connect them to their destinations. The study conducted among 407 tourists in Radda in Chianti, Tuscany, Italy investigates how tourists‘ perceptions of a rural destination‘s food and wine culture influence their travel choices, satisfaction, and loyalty, emphasizing the importance of gastronomy in destination branding and sustainable tourism. Using Banoštor in Fruška Gora, Serbia, as a case study, the authors highlight that, despite its rich gastronomy, the destination struggles with international recognition compared to more established areas, such as Radda in Chianti. Through factor analysis and Structural Equation Modeling (SEM), the study identified key factors, including Local Influence, Gastronomic Identity, and Gastronomic Promotion, which significantly impact tourists‘ perceptions of the rural destination‘s gastronomy. These factors emphasize the importance of authentic, locally owned dining experiences and the strategic marketing of a destination’s culinary heritage to enhance tourist satisfaction, support local economies, and drive regional growth. Overall, the findings affirm that a robust gastronomic identity is essential for successful promotion and economic benefits in food tourism, positioning gastronomy as a key driver of sustainable tourism.
Apstrakt
Gastronomija igra ključnu ulogu u oblikovanju kulturnog identiteta i unapređenju turizma jer putnici sve više traže autentična kulinarska iskustva koja ih povezuju sa destinacijama. Studija sprovedena među 407 turista u Radi u Kjantiju, Toskana, Italija, istražuje kako percepcije turista o kulturi hrane i vina ruralne destinacije utiču na njihov izbor putovanja, zadovoljstvo i lojalnost, naglašavajući važnost gastronomije u brendiranju destinacije i održivom turizmu. Koristeći Banoštor na Fruškoj gori u Srbiji, kao studiju slučaja, autori ističu da uprkos bogatoj gastronomiji, destinacija se bori sa međunarodnim priznanjem u poređenju sa razvijenim destinacijama kao što je Rada u Kjantiju. Kroz faktorsku analizu i modeliranje strukturnih jednačina (SEM), studija je identifikovala ključne faktore kao što su lokalni uticaj, gastronomski identitet i gastronomska promocija, koji značajno utiču na percepciju turista o gastronomiji ruralne destinacije. Ovi faktori naglašavaju važnost autentičnih iskustava u restoranima u lokalnom vlasništvu i strateškog marketinga kulinarskog nasleđa destinacije kako bi se povećalo zadovoljstvo turista, podržala lokalna ekonomija i podstakao regionalni razvoj. Rezultati potvrđuju da je snažan gastronomski identitet neophodan za uspešnu promociju i ekonomsku korist u gastronomskom turizmu, pozicionirajući gastronomiju kao ključni pokretač održivog turizma.
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