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Serbian Journal of Engineering Management
2020, vol. 5, br. 1, str. 1-13
jezik rada: engleski
vrsta rada: izvorni naučni članak
objavljeno: 08/06/2020
doi: 10.5937/SJEM2001001V
Gastronomija kao sredstvo upravljanja marketingom i razvoja ruralnih destinacija
aUniverzitet za poslovne studiјe, Fakultet za turizam i hoteliјerstvo, Banja Luka, Republika Srpska, BiH + Evropski univerzitet, Fakultet za evropski biznis i marketing (FEBM), Beograd
bUniverzitet za poslovne studiјe, Fakultet za turizam i hoteliјerstvo, Banja Luka, Republika Srpska, BiH
cEvropski univerzitet, Fakultet za evropski biznis i marketing (FEBM), Beograd

e-adresa: aleksandravujko@yahoo.com, mdelicjovic@yahoo.com

Sažetak

Kulinarski doživljaj je nezaboravno iskustvo i vrhunac za mnoge turiste. Hrana sadrži "energiju ljubavi" i može imati snažan "push-up efekat". Svrha ovog rada je da identifikuje faktore koji utiču na kulinarsko iskustvo, i u tom kontekstu, da uvede hedonističku hranu iz Srbije. Rad je zasnovan na empirijskom istraživanju provedenom među 328 stranih turista "tragača za ukusom" iz osam zemalja koji su od avgusta 2015. do avgusta 2017. posetili šest tradicionalnih seoskih imanja (Salaši) u seoskom odredištu Vojvodine (severna Srbija). Rezultati pokazuju da se hedonističko kulinarsko iskustvo smatra nepogrešivim elementom autentičnih putničkih iskustava (91,4%), te da adekvatni marketing veoma ukusne hrane (žuta supa od živine sa rezancima i jetricima, ćevapi, domaće kobasice itd.) najviše doprinose razvoju turističkih destinacija.

Ključne reči

kulinarski turizam; marketing menadžment; razvoj destinacije; Srbija

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