Tourist potential of Balkan traditional food: locals’

perspective

Potencial turístico de la cocina tradicional

balcánica: la perspectiva local

Aleksandra Terzić

a.terzic@gi.sanu.ac.r

https://orcid.org/0000-0002-0272-696X

Geographical Institute "Jovan Cvijić", Serbian Academy of Sciences and Arts

Ana Jovičić Vuković

ana.jovicicvukovic@vps.ns.ac.rs

https://orcid.org/0000-0003-0022-674X

Bojana Kovačević Berleković

b.k.berlekovic@gmail.com

https://orcid.org/0000-0002-9315-3617

Novi Sad School of Business, Novi Sad, Serbia

Manuscrito recibido el 16 de marzo del 2022, y aceptado tras revisión editorial y de pares doble ciego

el 05 de agosto del 2022. Turismo, desarrollo y buen vivir. Revista de Investigación de la Ciencia Turística-

RICIT. no. 16 (2022) Publicación anual. ISSN: 1390-6305 ISSN-e: 2588-0861

Aleksandra Terzić. PhD is a Senior Research Associate at Geographical Institute “Jovan Cvijić “of Serbian

Academy of Sciences and Arts.

Ana Jovičić Vuković, PhD, works as a lecturer in field of tourism management at the Novi Sad School of

Business. Bojana Kovačević Berleko. PhD is a lecturer in field of tourism management at the Novi Sad

School of Business.

Tourist potential of Balkan traditional food: locals’ perspective

Aleksandra Terzić, Ana Jovičić Vuković, Bojana Kovačević Berlekov

RICIT no. 16 (diciembre 2022) pp. 29-46

Abstract

The main goal of this research is to highlight the specifics and tourist potential of Balkans

cuisine from the perspective of the local population. This study examines whether Balkan

cuisine's image is considered a multidimensional construct and whether there are differences in

traditional cuisine perception in different Balkan countries, indicating a relationship between the

extracted dimensions and the tourist potential. The research design was based on a semi-structured

survey conducted with a sample of 110 respondents from five Balkan countries (Southeast

Europe). Standard statistical testing was performed using SPSS version 24.0. The results

confirmed the multidimensionality of the perceived Balkan cuisine image, for which four

variables were selected. No statistically significant differences in the perception of the dimensions

of Balkan cuisine were found among residents of the five countries. The results indicate that

quality and uniqueness significantly contribute to the overall tourist potential of Balkan food,

whereas the contribution of the nutritive characteristics of food is considered insignificant.

Moreover, the recognition of the great value of Balkan gastronomy in tourism offers and tourism

branding of the entire region is outlined. Combined qualitative-quantitative approach confirmed

recognition of national food characteristics as common within a wider regional scope.

Key words: gastronomy, Balkan region, Balkan cuisine, food image, tourist potential

Resumen

El objetivo principal de esta investigación es resaltar las especificidades y el potencial

turístico de la cocina Balcánica desde la perspectiva de la población local. Este estudio examina

si la imagen de la cocina Balcánica se considera una construcción multidimensional y si existen

diferencias en la percepción de la cocina tradicional en diferentes países balcánicos. También esto

poder indicar relación entre las dimensiones extraídas y el potencial turístico. El diseño de la

investigación se basó en una encuesta realizada con una muestra de 110 encuestados de cinco

países de región Balcanes (Sureste de Europa). Las pruebas estadísticas estándar se realizaron con

SPSS versión 24.0. Los resultados confirmaron la imagen multidimensional percibida de la cocina

balcánica, para lo cual se seleccionaron cuatro variables. No se encontraron diferencias

estadísticamente significativas en la percepción de las dimensiones de la cocina balcánica entre

los residentes de los cinco países. Los resultados indican que la calidad y la singularidad

contribuyen significativamente al potencial turístico general de la gastronomía de los Balcanes.

Alrededor de eso, la contribución de las características nutritivas de la comida tradicional se

considera insignificante. Además, se destaca el reconocimiento del gran valor de la gastronomía

Balcánica en la oferta turística y la marca turística de toda la región. El enfoque cualitativo-

cuantitativo combinado confirmó el reconocimiento de las características alimentarias nacionales

como comunes dentro de un ámbito regional más amplio.

Palabras claves: gastronomía, región de los Balcanes, cocina Balcánica, imagen de

cocina, potencial turístico.

Tourist potential of Balkan traditional food: locals’ perspective

Aleksandra Terzić, Ana Jovičić Vuković, Bojana Kovačević Berlekov

RICIT no. 16 (diciembre 2022) pp. 29-46

Introduction

Food plays an important role in the promotion of tourism. Gastronomy is an

important aspect of tourism development, representing cultural heritage assets as well as

the climate, culture, and history of a place that affect food characteristics. Food and

nutrition reflect the cultural identity of a certain region, connecting places and identities,

and the social, cultural, and natural characteristics of certain areas. Hence, local

gastronomic traditions are important in creating tourism products and destination images

(Cordova-Buiza et al. 2021; Demirović et al., 2017). Local food provides a destination

with a unique strategic position (Horng & Tsai, 2010; Sánchez, et al., 2015), granting

tourists fully authentic gastronomic experiences.

Tourist destinations promote links between territory and gastronomy through the

development and improvement of tourist offers based on specific national cuisine or

regional/local dishes (Pamukçu et al. 2021; Timothy, 2016). Some scholars argue that

each region possesses authentic agricultural/food products and dishes that are interesting

to tourists (Kalenjuk & Đerčan, 2012; Sánchez-Cañizares & López-Guzmán, 2012). Such

gastronomic uniqueness might adhere to an easier differentiation process in the

competitive tourist market. The use of food as a brand creation resource allows the

incorporation of cultural resources into the urban planning process, as culture is a

significant factor in the image promotion and preservation of regional identity (Lin et al.,

2011). Guidelines for the development of gastronomic tourism (UNWTO, 2019) outline

the importance of raising awareness and recognizing local gastronomy as a cultural

heritage. Thus, strengthening culinary identity through local products is an important step

in the development of gastronomy tourism.

The preconditions for joint regional brand development are stakeholder

cooperation and the recognition of joint cultural heritage (reflected in gastronomy).

However, research has indicated insufficient willingness and incorporation of local

communities in the decision-making process, as well as a lack of inter-sectoral

connectivity, negatively affecting the general recognition and protection of cultural

resources (Terzić et al., 2015). Opinions and stands of locals about local cultural heritage

are important for recognizing the attractiveness and assessing the possibility of including

local tourism assets in the tourism development process (Terzić et al., 2015). Sustainable

tourism development refers to the development of tourism that provides direct benefits to

local populations. The Second Global Report on Gastronomy Tourism confirmed that the

development of gastronomy tourism enhances the livelihood of the local community

(UNWTO, 2017).

Balkan cuisine emerged because of the mixing of various nations and cultures

during the turbulent history of the Balkans, which left their marks on the gastronomic

traditions of the area. Characteristics of Balkan cuisine as particularly important in the

Tourist potential of Balkan traditional food: locals’ perspective

Aleksandra Terzić, Ana Jovičić Vuković, Bojana Kovačević Berlekov

RICIT no. 16 (diciembre 2022) pp. 29-46

context of the creation of a potential regional tourist brand (Jovičić Vuković & Terzić,

2020). Radović Marković and Pindžo (2020) indicate that, despite Western Balkan’s

economies having rich and varied gastronomic offers, they are insufficiently used for

marketing or added value of the overall tourist offer. The main aim of the research is to

analyze the locals' perceptions of Balkan cuisine's image and define the possibilities and

perspectives of gastronomy tourism development. The obtained results can serve as a tool

that destination managers can use to create a basis for tourism image-building strategy

and give a provision for the creation of a unique Gastronomy Tourism Brand of the

Balkan region.

Literature Review

Gastronomy and Tourism

The gastronomic offer is a key factor in the positioning of tourist destinations

worldwide. The dynamism of the global tourist environment has incorporated gastronomy

into existing tourist products to improve tourist offers, attract more tourists, and extend

the tourist season (Blešić et al., 2021; Getz & Robinson, 2014). One of the main reasons

is the strong connection between certain localities and certain types of food, such as the

unbreakable link between land, climate, and food product types in a particular country

(Gajić et al., 2020). According to UNWTO (2017) report, gastronomy is a distinctive and

strategic element that defines the image and destination brand.

Gastronomy tourism involves travel that focuses primarily on consuming local

food and beverages, including introducing different cultures, acquiring knowledge, and

understanding the quality or attributes of tourist products and culinary delights in certain

regions. In addition, gastronomy tourism includes activities such as visits to food

producers and gastro-events (Gajić et al., 2021; Kim et al., 2013; Son & Xu, 2013). Even

when food is not the primary motive for travel, gastronomy is an indispensable part of

every travel which adds value to traditional tourist visits and completes tourist

experiences. The development and popularization of this tourism niche are supported by

the creation of various theme routes based on gastronomy (Niedbała et al., 2020), TV

shows (Hall & Mitchell, 2007; Kim et al., 2012), and gastro-bloggers (Madriz & Tejedor,

2020), etc. Certain products with geographical indications guarantee product specificity

and quality (Pamukçu et al., 2021; UNWTO, 2012).

The development of gastronomy tourism brings synergistic economic effects

(Andersson et al., 2017), especially in developing countries (Mgonja et al., 2017): tourism

development outside the main tourist season (UNWTO, 2012), development of rural

areas, support and motivation for entrepreneurship, employment and self-employment,

increased consumer spending per tourist, marketing of local products, incentives for food

and wine producers, and greater demand for local food products (Niedbała et al., 2020;

Nikolić et al., 2020). Support for retaining authentic ambiance, culture, and traditions;

Tourist potential of Balkan traditional food: locals’ perspective

Aleksandra Terzić, Ana Jovičić Vuković, Bojana Kovačević Berlekov

RICIT no. 16 (diciembre 2022) pp. 29-46

improving destination image; creating of a regional brand; and designing high-quality

tourist products (Cordova-Buiza et al., 2021). Through the empowerment of local

communities unique and competitive gastronomy provides sustainable development of

destinations (especially in rural areas).

Relations between tourism and gastronomy can be observed from the point of

view of consumers (residents or tourists), as well from the standpoint of food producers,

and the impact that gastronomic tourism has on destinations. For an understanding of

gastronomy tourism, studies examining motivation and tourist interest in food are of great

importance (Cordova-Buiza et al., 2021), while pleasurable food experiences might

become a reason for repeated visits (López-Guzmán et al., 2017). Push and pull factors

determine gastronomy tourism. Su et al. (2020) indicates the existence of

multidimensionality of food travel motivations and singles out three push factors (taste

of food, socialization, and cultural experiences) and three pull factors (core food-tourism

appeals, traditional food appeals, and local destination appeals).

Food Image

An image might be defined as a set of beliefs, ideas, and impressions about a

product or a place. Extant literature explains food image (traditional cuisine) as a set of

attributes that reflect the role that food has in the creation of a brand image of a destination

(Lin et al., 2011; Sims, 2009). The study of Lin et al. (2011) describes the use of food as

a form of destination identity from stakeholders' perspectives. Her results show that

certain destinations and countries can increase their competitiveness by building

recognizable food and local cuisine images offered in the tourist market, particularly

through promotion campaigns based on gastronomy. As a result, greater visitation of

destinations is expected. Some studies have provided evidence of a significant

relationship between destination food image and revisit intentions (Kim et al., 2012).

Traditional gastronomic destinations such as France, Italy, Mexico, and Japan use

food as basic attractiveness attributes. These countries went even a step further in

legitimizing traditional cuisine and local food culture under the UNESCO Intangible

Cultural Heritage, to gain a competitive position in food and cuisine images that will

influence tourists' decision making (Cuccia et al., 2016; Pearson and Pearson, 2016). As

Mohanty et al. (2020) note, tourism enables the creation of a food pathway emphasizing

the biological sustenance performed by food functions that are essential for visitors. It

also provides them with opportunities to learn about various cultures through food and

local dishes.

More recently, various studies are dedicated to the connections between

gastronomy and tourism, published in leading international journals indexed by the SSCI

(Okumus et al., 2018), focusing on destinations renowned by food. In particular, Italy,

France, Japan, and Hong Kong are among destinations whose brand images are

Tourist potential of Balkan traditional food: locals’ perspective

Aleksandra Terzić, Ana Jovičić Vuković, Bojana Kovačević Berlekov

RICIT no. 16 (diciembre 2022) pp. 29-46

intrinsically connected with their national identity (UNWTO, 2012). Studies that examine

developing countries and destinations have appeared in the academic literature more

recently, and several studies have considered food cultures in the Balkan region (Jovičić

Vuković & Terzić, 2020; Nikolić et al., 2020; Peštek & Činjarević, 2014; Vuksanović et

al., 2019; Vuksanović & Demirović Bajrami, 2020; Uğurlu, 2015). Research devoted to

gastronomy tourism and food-related issues in developing countries, often labeled as

emerging tourism destinations, especially in the Western Balkans (Albania, Bosnia and

Herzegovina, the Former Yugoslav Republic of Macedonia and Serbia), is limited

(Yasami et al., 2020). Previous studies have shown that the perceived image of local food

is a multidimensional phenomenon, indicating that it is possible to identify the following

food dimensions: (1) appearance, (2) health-related characteristics, (3) uniqueness and (4)

other characteristics (Gupta et al., 2020). Lai et al. (2018) has different attributes: (1)

place and geographic environment; (2) food and cuisine culture; (3) food and people; (4)

food quality; (5) dining places/restaurants; and (6) food activities. Vuksanović and

Demirović Bajrami (2020) outline four dimensions of local gastronomy: (1) uniqueness

and cultural heritage, (2) food quality and price, (3) nutrition and health benefits of food,

and (4) effective image of food.

Most studies consider the multidimensionality of local food from the perspective

of tourist experiences (Chi et al., 2013; Vuksanović & Demirović Bajrami, 2020), while

only a few consider the perceptions of residents on the same issue (Jovičić Vuković &

Terzić, 2020; Lin et al., 2011). Previous studies dedicated to food images from a local

perspective are more geographically oriented. Geographical boundaries are also

important. They have implications for strategic management and destination planning, as

economic, cultural, and political unity is often established within boundaries. The general

focus of studies conducted on tourists overlooks the distinct local identities that are unique

to a region as a whole (Lai et al., 2018).

The aim of this research is to examine the traditional cuisine of the Balkan region from a

local perspective, seeking to:

• Identify dimensions of the perceived image of local cuisine.

• Examine whether there are any differences in the perceived image and

characteristics of the local cuisine among residents of five Balkan countries.

• Investigate the relationship between dimensions of the perceived image of Balkan

cuisine and tourist potential of gastronomy tourism within the Balkans.

The main aim of the research is operationalized through three hypotheses:

H1. Image of the Balkan cuisine is multidimensional based on its basic

characteristics.

H2. There are no differences between perceptions of Balkan cuisine

characteristics among residents of five Balkan countries.

H3. The main characteristics of Balkan food (uniqueness, quality, and nutrition)

have significant and positive effects on its tourist potential.

Tourist potential of Balkan traditional food: locals’ perspective

Aleksandra Terzić, Ana Jovičić Vuković, Bojana Kovačević Berlekov

RICIT no. 16 (diciembre 2022) pp. 29-46

Methodology

Study area

The Balkans signify the region that encompasses the Balkan Peninsula in

southeastern Europe, bordered by the Sava and Danube rivers in the north, Mediterranean,

Black, Mramor, Egean, Ionian, and Adriatic seas. There are seven states in the Balkans:

Albania, Bulgaria, Bosnia and Herzegovina, Greece, North Macedonia, Montenegro,

Serbia.

It also includes parts of Italy, Romania, Slovenia, Croatia, and Turkey. Different

nationalities, religious affiliations, customary practices, and cultures have influenced the

dietary practices of people inhabiting this region. There is obvious intermingling of

gastronomic characteristics and food preparation practices in its full variability. Nations

that live in the Balkan Peninsula have developed different national cuisines but with

multiple similarities (Jovičić Vuković & Terzić, 2020). Balkan cuisine is naturally diverse

due to ethnic diversity and turbulent history. The entire region has experienced various

influences, from ancient Greeks and Romans who started the production of olives and

wine, to the Byzantium, Ottomans, but also Italian and German (Austro-Hungarian).

Various cultures have determined the character of Balkan food culture, which goes

beyond the borders of the individual countries of the region (Krasteva-Blagoeva &

Bogueva, 2021), making Balkan cuisine and gastronomic customs more sophisticated

(Uğurlu, 2015). According to Krasteva-Blagoeva and Bogueva (2021), culinary traditions

in the Balkans are a complex system of joint cultural values and common nutritional

practices, establishing and maintaining national cuisines within the framework of regional

food culture.

To address the above-mentioned issues, non-probability sampling was used to

recruit participants to form special online focus groups gathered virtually on the Zoom

platform. The study included 110 respondents from five countries (Croatia, North

Macedonia, Bosnia and Herzegovina, Montenegro, and Serbia). Apart from the joint

discussion on various aspects of Balkan cuisine perception, a special questionnaire was

developed and distributed to participants to provide a more concrete analysis of their

traditional food perceptions. Data were coded and analyzed using the statistical software

IBM SPSS 24.0. The statistical data processing methods used in this study were frequency

analysis, descriptive statistics, and instrument reliability. Explanatory factor analysis,

ANOVA, and regression were used to test the hypotheses.

The questionnaire consisted of three parts. The first part included the socio-

demographic variables of the respondents, such as gender, age, country of origin, and

nationality. The second part, based on previous studies (Björk & Kauppinen-Räisänen,

2014), included questions about traveling habits (travel frequency, and travel motivation),

Tourist potential of Balkan traditional food: locals’ perspective

Aleksandra Terzić, Ana Jovičić Vuković, Bojana Kovačević Berlekov

RICIT no. 16 (diciembre 2022) pp. 29-46

as well as questions about the role of the gastronomic offer in the process of destination

choice as well as the role of gastronomy in the level of satisfaction with the destination.

The third part of the questionnaire included 15 attributes of Balkan foods. Some attributes

related to food were previously identified by Peštek and Činjarević (2014), such as:

authentic, recognizable, unique/original, part of the cultural heritage, tasty, high quality,

value for money/price, diverse, organic/natural, easily digestible, and healthy. Attributes

related to the general role of gastronomy as tourist potential such as Balkan cuisine is…”

significant for the promotion of the region", "has potential to improve tourist image of the

region", "significant for the creation of joint tourist offer", "has potential to become a

tourist brand" were added by authors. Respondents were asked to rate the attributes on a

Likert scale (1 - "completely disagree" to 5 - "completely agree").

Sample

Due to the low response rates in some countries, there was an unequal distribution

of sample sizes between countries. This resulted in respondents from Serbia having the

greatest share in the sample with a 33.3 %, followed by Montenegrins 21.4% share and

Bosnians – 17.9% share. The structure of nationalities differed from the country of living

in favor of the Serbian group of respondents (43.6% share). Such an ethnic distribution is

justified by the fact that in other countries, there are also Serbian ethnic communities

(Bosnia and Herzegovina, Montenegro, Croatia) (Table 1). The average age of the

respondents in the survey was 36.37 years, with the youngest respondent aged 16 and the

oldest 78.

Table 1. Sample Demographics

Variables

Category

Frequency

Percent

Valid Percent

Gender

Male

30.8

32.7

Female

63.2

67.3

Country

Croatia

10.3

10.9

North Macedonia

11.1

11.8

Bosnia and

Herzegovina

17.9

19.1

Montenegro

21.4

22.7

Serbia

33.3

35.5

Nationality

Croatian

11.1

11.8

Macedonian

11.1

11. 8

Bosnian

12.0

12.7

Montenegrin

16.2

17.3

Serbian

43.6

46.4

Source: Authors’ calculations

Results

Role of gastronomy in travel motivation

The results have shown that respondents travel 7.37 times within domestic

destinations and 2.63 times annually within regional scope (Balkans), while outbound

Tourist potential of Balkan traditional food: locals’ perspective

Aleksandra Terzić, Ana Jovičić Vuković, Bojana Kovačević Berlekov

RICIT no. 16 (diciembre 2022) pp. 29-46

travel scored 2.91 trips annually. The dominant motive of travel is vacation (70.9%) and

experience-related trips (19.1%), with relatively low results in socialization (7.3%) and

learning about new cultures (2.7%). It indicates that gastronomy is not a dominant travel

motive of respondents. Most respondents chose their travel destinations without

considering gastronomic offer as a significant factor in destination choice (M=3.35.

SD=1.17). Their overall satisfaction with destination tends to be highly influenced by

food quality and diversity of gastronomic offer (M=3.80, SD=0.98) (Jovičić Vuković &

Terzić, 2020), which is in line with previous studies (Andersson et al., 2017; Pearson et

al., 2011).

Multidimensionality of Balkan cuisine

To investigate the attributes of Balkan cuisine, we have conducted an Explanatory

Factor Analysis. All 15 variables presented in Table 2 showed acceptable to high-

standardized factor loadings (e.g., higher than the recommended minimum value of 0.5),

indicating that selected attributes adequately represent the domain of construct

(dimension of the gastronomic image of the Balkans). As presented in Table II, four

factors were labeled based on the consideration of basic attributes in the context of

gastronomy's role in tourist perception of destination (Nikolić, et al. 2020; Peštek &

Činjarević, 2014), which confirms hypothesis H1.

Table 2. Results of Explanatory Factor Analysis

Source: Authors’ calculations

The convergent validity of constructs was assessed by calculating the composite

reliability estimates (Cronbach's a coefficient). All four dimensions of the Balkan cuisine

Rotated Component Matrixa

ATTRIBUTES, n = 101

Factor Loadings

Eigen

value

Variance

Explained %

Cronbach α

F1 - TOURIST POTENTIAL

3.303

24.045

.925

Has potential to improve image of the region

.861

Significant for creation of joint tourist offer

.848

Has potential to become a tourist brand

.825

Significant for the promotion of the region

.769

F2 - UNIQUENESS

3.063

20.026

.878

Authentic

.870

Recognizable

.838

Unique/ Original

.814

Part of cultural heritage

.541

F3 - QUALITY

3.337

18.837

.860

Tasty

.835

High Quality

.719

Value for money/price

.719

Diverse

.605

Natural/Organic

.459

F4 - NUTRITION

1.645

12.312

.698

Easily Digestible

.862

Healthy

.783

Total variance extracted = 75.220; KMO = .870; Bartlett’s test of Sphericity (p<0.001); Cronbach α =.926

Extraction Method: PCA; Varimax Rotation with Kaiser Normalization.

a. Rotation converged in 6 iterations.

Tourist potential of Balkan traditional food: locals’ perspective

Aleksandra Terzić, Ana Jovičić Vuković, Bojana Kovačević Berlekov

RICIT no. 16 (diciembre 2022) pp. 29-46

image met the accepted cut-off value of 0.7 for Cronbach's Alpha, indicating high internal

consistency between variables within each factor. The results of the factor analysis are

presented in Table 2. Factor 1 labeled as "Tourist potential" accounted 24.05% out of total

variance gathering four items with reliability alpha calculated to 0.925; Factor 2 labeled

as "Uniqueness" explained 20.026% out of total variance with reliability alpha calculated

to 0.878 and incorporating four items; Factor 3 labeled "Quality" explained 18.837% of

total variance with reliability alpha calculated to .707, incorporating five items; and

Factor 4 labeled as "Nutrition" explained 12.312% of the total variance, with reliability

alpha calculated to 0.698, including two items – "easily digestible" and "healthy". The

reliability alpha for all factors is calculated α= 0.926, which indicates satisfaction of the

initial criterion (above 0.60).

Differences in Balkan cuisine perception

According to Table 3, there were no statistical differences in Balkan cuisine

perceptions between people from different countries considering defined factors related

to Food Uniqueness, Quality, Nutrition, and Tourism Potentials. The Eta coefficient

indicates that there is a very weak association between the two categories, which confirms

that there are no true statistical differences in Balkan cuisine characteristics among

respondents depending on their country of living. This confirms hypothesis H2.

Table 3. Results of ANOVA test

Country

Uniqueness

Quality

Nutrition

Tourist

potential

Croatia

4.021

0.607

4.338

0.555

2.958

0.656

4.271

.548

North Macedonia

3.846

1.048

4.200

0.688

2.923

0.862

4.153

1.179

Bosnia and

Herzegovina

4.262

1.038

4.438

0.877

3.095

0.983

4.452

0.897

Montenegro

4.080

0.831

4.040

0.698

2.780

1.109

4.010

0.920

Serbia

3.987

0.821

4.241

0.597

2.769

0.802

4.115

0.763

ANOVA

Difference Between

Groups

Sig.

.541

.706

1.030

.396

.542

.706

.853

.495

Measures of

Association

Eta

(ɳ)

ɳ2

.142

.020

.194

.038

.142

.020

.177

.031

*m=arithmetic mean; sd=standard deviation

Source: Authors’ calculations

Confirmed by the survey results, Balkan cuisine is generally perceived as

extremely tasty (4.7), of high quality and variety (4.3) and value for money (4.3). It is

also perceived to be a part of joint heritage (4.3), along with being perceived as relatively

recognizable, authentic, and original (3.9). On the other hand, its nutritive characteristics

(organic, healthy, and easily digestible) are far less valued (3.2). Joint perceptions on food

Tourist potential of Balkan traditional food: locals’ perspective

Aleksandra Terzić, Ana Jovičić Vuković, Bojana Kovačević Berlekov

RICIT no. 16 (diciembre 2022) pp. 29-46

characteristics are also present in most included individual variables, with the only

exception of the issue being "Natural/Organic" where the ANOVA test indicated

statistical difference (F=3.261; p=0.015), while other variables have high consistency in

respondent opinions. The issue of Balkan traditional cuisine being perceived as

natural/organic is more neutrally perceived by Macedonian (M=3.62, Std.=1.193),

Montenegrin (M=3.28, Std.=1.061) and Serbian (M=3.64, Std.=.959) respondents, while

the most positive opinion towards organic characteristics of Balkan cuisine was perceived

by Croatian (M=4.25, Std.=0.866) and Bosnian (M=4.19, Std.=0.981) respondents.

The Balkan cuisine tourist potential

Balkan gastronomy's role in the determination of tourist potential of the region is

rated very high. It is important for the promotion of the region and creation of a joint

regional tourist product (M=4.1), as well as important for the improvement of the Balkan

image and creation of the regional tourist brand (4.3). However, the role of Gastronomy

as a potential tourist brand has different importance levels in explored Balkan countries,

with extremely high importance in Bosnia and Herzegovina (4.52), Croatia (M=4.33) and

Serbia (4.31), and a bit less in North Macedonia (4.23) and Montenegro (4.08). Multiple

linear regression analysis was used to predict the pattern of relationship between the set

of independent variables (uniqueness, quality, and nutrition) and the dependent variable

(tourist potential) based on the proposed model summary R2 of 0.475 * (Table 4).

Table 4. Results of Regression Analysis

Model Summary

Model

Adjusted R2

Std. Error of the

Estimate

,700a

,490

,475

,62468

a. Predictors: (Constant), NUTRITION, UNIQUENESS, QUALITY

ANOVAa

Model

Sum of

Squares

Mean

Square

Sig.

Regression

39,679

13,226

33,894

,000b

Residual

41,364

106

,390

Total

81,043

109

a. Dependent Variable: TOURIST_POTENTIAL

b. Predictors: (Constant), NUTRITION, UNIQUENESS, QUALITY

Coefficientsa

Model

Unstandardized Coefficients

Standardized

Coefficients

Sig.

Std. Error

Beta

(Constant)

,450

,377

1,194

,235

UNIQUENESS

,233

,090

,236

2,594

,011

QUALITY

,636

,122

,508

5,223

,000

NUTRITION

,031

,077

,032

,398

,691

Tourist potential of Balkan traditional food: locals’ perspective

Aleksandra Terzić, Ana Jovičić Vuković, Bojana Kovačević Berlekov

RICIT no. 16 (diciembre 2022) pp. 29-46

a. Dependent Variable: TOURIST_POTENTIAL

Source: Authors’ calculations

F-test on the final regression equitation verified that two dimensions of local

cuisine - Quality (p = 0.000) and Uniqueness (p = 0.011) significantly contribute to the

overall tourist potential of the Balkan food, while the contribution of the Nutritive

characteristics of food (p = 0.691) is considered a rather insignificant factor, resulting

from the rejection of hypothesis H3. Findings of Vuksanović and Demirović Bajrami

(2020) related to the perceptions of various dimensions of regional food among foreign

tourists visiting the Vojvodina region (Serbia), indicated that food nutrition and health

benefits of food failed to enter regression equitation as well. It provided some certainty

that this dimension was not significantly related to tourist satisfaction with food

experience, and therefore placed its general contribution to the creation of tourist products

into the second plan. The same study confirmed a stand that food quality is the most

salient in explaining tourist satisfaction with food experience, followed by food

uniqueness (Vuksanović & Demirović Bajrami, 2020).

Discussion

According to previous research findings, a specific image of Balkan food exists,

and it is reflected in the perception of a typical continental culinary experience (Jovičić

Vuković & Terzić, 2020; Vuksanović et al., 2019). Balkan food culture is considered a

variegated blend of dishes and food ingredients typical for the whole region. However, it

is commonly considered unique and belongs to a particular national cuisine only

(Krasteva-Blagoeva & Bogueva, 2021). The level of recognition of a multitude of local

dishes as being regionally present, with just a few regarded as truly unique. This provides

some certainty of the potential of Balkan food positioning as a regional tourist brand.

Balkan food represents a common asset and representative cultural element of all Balkan

countries. The gastronomic offer of these countries should be positioned at the

international market as a complementary and not competitive aspect of tourist offer,

developing a specific regional gastronomic brand. Balkan gastronomy is already

recognizable on the tourist market, and in some cases, even became the primary

motivation of tourists exploring the region. Presented results confirmed relations between

food characteristics and interrelated cultural and tourism aspects.

This inevitably influences society's gross root level in social and economic

viability as well as the tourism destination marketing process (Mohanty et al., 2020). The

global trends affect the synergy between tourism and the food industry in a way that can

change tourists' food habits. Such changes go towards seeking more diverse food offers

at destinations (Čaušević & Hrelja, 2020). About a third of total tourist expenses at the

destination is spent on food and beverages. Like so, it is normal for tourists’ seeking more

value for money to be reflected in food diversity, authenticity, and quality. In the

globalization process, food systems and choices are continuously changing, revealing that

the critical factors influencing food choice are sensory appeal, purchase convenience,

Tourist potential of Balkan traditional food: locals’ perspective

Aleksandra Terzić, Ana Jovičić Vuković, Bojana Kovačević Berlekov

RICIT no. 16 (diciembre 2022) pp. 29-46

health, and natural content. In contrast, the least significant ones are familiarity and

ethical concerns.

Like our findings, the role of food quality seems to be decisive in defining tourist

potentials of the Balkan region. According to Vuksanović and Demirović Bajrami (2020)

the uniqueness of the food is more important than its nutritive characteristics. However,

the uniqueness of food as a dimension is more respected by residents than foreign tourists.

Such findings contribute to the stand that the uniqueness of the local food is nurtured as

a part of local identity. In the case of the Balkan region, the food characteristics blended

with the cultural essence of a destination. This opens a possibility for gastronomy to

become the fundamental aspect of the tourism offer of the region (Mohanty et al., 2020).

Despite the obvious potential of Balkan cuisine to contribute to tourism

development, availability and international food trade are hampered because of different

laws, standards, and requirements. Tekiner (2021) notes rather limited information

available on the nutritional and health aspects of traditional Balkan food. The same study

outlines that, within the region, traditional foods maintain positive image (Barjolle et al.,

2011). Such a general stand is resulting in people considering traditional cuisines to be

healthy, retaining their eating habits and food choices (Sproesser et al., 2019; Tekiner,

2021). Tekiner (2021) argues that Balkan food’s nutritional and hygienic status must be

considered more prior to international marketing. Based on European regulations and

some ongoing trends in food choices of Balkan people, the transformation of the food

consummation practices towards a healthier diet seems inevitable. Hence, the future of

Balkan gastronomy lies in the transformation of traditional food based on its nutritional

and health-related aspects (currently overlooked). Despite the underestimated role of

nutrition factors in people's perception, there are high expectations when it comes to the

tourism potentials of Balkan gastronomy.

Conclusion

This research contributes to the literature by representing food images from the

perspective of local population. It outlines that the recognition of local gastronomy as a

cultural heritage asset is crucial for its conversion into a tourist brand. The study results

indicate the multidimensionality of Balkan food, which the local population recognizes

through four dimensions: quality, uniqueness, nutrition, and tourist potential. Examining

the differences between people originating from different Balkan countries provides

evidence of the common perception of the main characteristics of Balkan food.

Additionally, the results showed that the quality and uniqueness of Balkan food

significantly contribute to the overall tourist potential of Balkan gastronomy, whereas the

contribution of the nutritive characteristics of traditional food is considered an

insignificant factor.

Gastronomy is an inseparable part of local and regional cultures that have been

passed down through generations. Thus, it represents the intangible cultural heritage asset

Tourist potential of Balkan traditional food: locals’ perspective

Aleksandra Terzić, Ana Jovičić Vuković, Bojana Kovačević Berlekov

RICIT no. 16 (diciembre 2022) pp. 29-46

that must be preserved, improved, and used in sustainable tourism development.

Obtaining the results on the Balkan food image, as perceived by inhabitants of five Balkan

countries, indicates specific unity in terms of perception, which is a good starting point

for creating a common regional brand. Such results can become the basis for further

research and the starting point of strategic planning, providing valuable information to

national tourism organizations (NTOs) and destination management destinations (DMOs)

in the creation of joint gastronomic tourist products and unique regional brands of the

Balkans. Traditional Balkan cuisine, with all its specifics, might become an attractive

factor for attracting international tourists. Creating cultural routes based on gastronomy,

popularizing gastronomic events, improving the presence and promotion of Balkan

traditional dishes in digitalized marketplaces, and supporting local producers' promotion

and entrepreneurship can provide significant positive synergic effects in tourism

development in the region.

Despite the contributions of this study, it has some limitations. The perceptions of

Balkan cuisine were considered from a limited and single-sided local perspective. Thus,

it is necessary to explore this issue using similar surveys conducted with larger samples

and covering a wider regional outreach. It is also important to consider the perceptions of

Balkan cuisine among stakeholders and tourists.

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Acknowledgements

The authors thank all participants and moderators who coordinated focus groups and

provided significant help in conducting interviews and surveys. The authors haven’t

received any institutional funding or financial support for the research reported in their

manuscript.