GASTRONOMY TOURISM AND DESTINATION BRANDING: THE STUDY OF MICHELIN-STARRED RESTAURANTS IN CROATIA
Matea Hanžek - Zagreb School of Economics and Management (ZSEM), Vukasovićeva ulica 1, Zagreb, Croatia
Gordi Sušić - Zagreb School of Economics and Management (ZSEM), Vukasovićeva ulica 1, Zagreb, Croatia
DOI: https://doi.org/10.31410/tmt.2020.211
5th International Thematic Monograph - Modern Management Tools and Economy of Tourism Sector in Present Era, Belgrade, 2020, Published by: Association of Economists and Managers of the Balkans in cooperation with the Faculty of Tourism and Hospitality, Ohrid, North Macedonia; ISSN 2683-5673, ISBN 978-86-80194-42-4; Editors: Vuk Bevanda, associate professor, Faculty of Social Sciences, Belgrade, Serbia; Snežana Štetić, full time professor, The College of Tourism, Belgrade, Serbia, Printed by: SKRIPTA International, Belgrade
Abstract: This paper explores the role of Michelin-starred restaurants and their chefs as change-makers and advocates of successful gastronomy tourism destination branding in Croatia. In this qualitative research, in-depth surveys were conducted with all of the seven chefs of Michelin-starred restaurants in Croatia. These restaurants are: Draga di Lovrana, Boškinac, Monte, Pelegrini, LD Restaurant and 360° located in Zagreb, Lovran, Novalja, Rovinj, Šibenik, Korčula and Dubrovnik. Results of research uncover whether and which are the significant forms of activities that Croatian Michelin-starred restaurants implement in order to enhance destination attractiveness and by that influence placing Croatia on the world gastronomy map, creating stronger gastronomy destination brands.
Keywords: Gastronomy, Tourism, Destination branding, Food, Luxury gastronomy, Michelin-starred restaurants, Croatia, Gastronomy tourism.
REFERENCES
Batat, W. (2019). Food and experiental marketing: Pleasure, wellbeing and consumption. London,
England: Routledge.
Batat, W., & De Kerviler, G. (2020). How can the art of living (art de vivre) make the French
luxury industry unique and competitive? Marche&Organisations, 17-34.
Batat, W., Peter, P. C., Moscato, E. M., Castro, I. A., Chan, S., Chungai, S., & Muldrow, A.
(2019). The experiental pleasure of food: A Savoring journey to food well-being. Journal
of Business Research, 392-399.
Batat, W. (2020). The role of luxury gastronomy in culinary tourism: An ethnographic study of
Michelin-Starred restaurants in France. Int J Tourism Res., 1-14.
Berg, P. O., & Sevón, G. (2014). Food-branding places – A sensory perspective. Place Branding
and Public Diplomacy, 289-304.
Bessiere, J. (1998). Local development and heritage: Traditional food and cuisine as tourist attractions
in rural areas. Sociologia Ruralis, 38(1), 21-34.
Dean, C., Donnellan, C., & Pratt, A. C. (2010). Tate Modern: Pushing the limits of regeneration.
London, UK: Tate Modern.
Denzin, N. K., & Lincoln, Y. S. (2018). The SAGE Handbook of Qualitative Research. London:
SAGE.
Ellis, A., Park, E., Kim, S., & Yeoman, I. (2018). Progress in tourism management. What is food
tourism? Tourism Management (68), 250-263.
Fox, R. (2007). Reinventing the gastronomic identity of Croatian tourist destinations. Hospitality
Management, 546-559.
Hall, M. C., & Mitchell, R. (2001). Wine and food tourism. In N. Douglas & R. Derrett (Eds.).
Special interest tourism, 307-325.
Hall, M. C. (2006). Culinary tourism and regional development: From slow food to slow tourism.
Tourism Review International, 9(4), 303-305.
Hanžek, M., & Sušić, G. (2019). Croatian wine tourism from the winery perspective: The case
of the Grand Cro. 4th International Thematic Monograph: Modern management tools and
economy of tourism sector in present era, 669-685.
Henderson, J. (2009). Food tourism reviewed. British Food Journal, 4(111), 317-326.
Long, L. (2004). Culinary tourism. Lexington, KY: The University Press of Kentucky.
Milotić, A., Knaus, K., & Oplanić, M. (2002). The adjustments of agriculture of coastal areas
to actual trends of tourist demand. Continental Economical Resources in the Function of
Development of Croatian Tourism. Osijek.
OCTA. (2014). Rise of food tourism trend report.
Pine, B., & Gilmore, J. (2011). The Experience Economy. Boston, Mass: Harvard Business Review
Press.
Richards, G. (1996). The scope of significance of cultural tourism. In G. Richards (Ed.). Cultural
tourism in Europe, 19-45.
Staiff, R., & Bushell, R. (2013). The Rhetoric of Lao/French fusion: Beyond the representation
of the Western tourist experience of cuisine in the world Heritage city of Luang Prabang,
Laos. Journal of Heritage Tourism, 133-144.
Šimić, M. L., & Pap, A. (2016). Can food be competitive advantage of Croatian tourism? Econviews,
9-20.
Šimundić, B., & Krešić, G. (2002). The nutritional valorization of food originating from the
continental part of Croatia. Continental Economical Resources in the Function of the Development
of Croatian Tourism. Osijek.
Šimundić, B. (2000). Gastronomy in the function of a higher quality of tourist offer. Management
in the function of Increasing Tourism Consumption. Opatija.
UNESCO. (2013). Mediterranean diet. From Intangible Cultural Heritage: https://ich.unesco.
org/en/RL/mediterranean-diet-00884
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ponudi. Naše more, 51, 227-238.
Keywords: Gastronomy, Tourism, Destination branding, Food, Luxury gastronomy, Michelin-starred restaurants, Croatia, Gastronomy tourism.
REFERENCES
Batat, W. (2019). Food and experiental marketing: Pleasure, wellbeing and consumption. London,
England: Routledge.
Batat, W., & De Kerviler, G. (2020). How can the art of living (art de vivre) make the French
luxury industry unique and competitive? Marche&Organisations, 17-34.
Batat, W., Peter, P. C., Moscato, E. M., Castro, I. A., Chan, S., Chungai, S., & Muldrow, A.
(2019). The experiental pleasure of food: A Savoring journey to food well-being. Journal
of Business Research, 392-399.
Batat, W. (2020). The role of luxury gastronomy in culinary tourism: An ethnographic study of
Michelin-Starred restaurants in France. Int J Tourism Res., 1-14.
Berg, P. O., & Sevón, G. (2014). Food-branding places – A sensory perspective. Place Branding
and Public Diplomacy, 289-304.
Bessiere, J. (1998). Local development and heritage: Traditional food and cuisine as tourist attractions
in rural areas. Sociologia Ruralis, 38(1), 21-34.
Dean, C., Donnellan, C., & Pratt, A. C. (2010). Tate Modern: Pushing the limits of regeneration.
London, UK: Tate Modern.
Denzin, N. K., & Lincoln, Y. S. (2018). The SAGE Handbook of Qualitative Research. London:
SAGE.
Ellis, A., Park, E., Kim, S., & Yeoman, I. (2018). Progress in tourism management. What is food
tourism? Tourism Management (68), 250-263.
Fox, R. (2007). Reinventing the gastronomic identity of Croatian tourist destinations. Hospitality
Management, 546-559.
Hall, M. C., & Mitchell, R. (2001). Wine and food tourism. In N. Douglas & R. Derrett (Eds.).
Special interest tourism, 307-325.
Hall, M. C. (2006). Culinary tourism and regional development: From slow food to slow tourism.
Tourism Review International, 9(4), 303-305.
Hanžek, M., & Sušić, G. (2019). Croatian wine tourism from the winery perspective: The case
of the Grand Cro. 4th International Thematic Monograph: Modern management tools and
economy of tourism sector in present era, 669-685.
Henderson, J. (2009). Food tourism reviewed. British Food Journal, 4(111), 317-326.
Long, L. (2004). Culinary tourism. Lexington, KY: The University Press of Kentucky.
Milotić, A., Knaus, K., & Oplanić, M. (2002). The adjustments of agriculture of coastal areas
to actual trends of tourist demand. Continental Economical Resources in the Function of
Development of Croatian Tourism. Osijek.
OCTA. (2014). Rise of food tourism trend report.
Pine, B., & Gilmore, J. (2011). The Experience Economy. Boston, Mass: Harvard Business Review
Press.
Richards, G. (1996). The scope of significance of cultural tourism. In G. Richards (Ed.). Cultural
tourism in Europe, 19-45.
Staiff, R., & Bushell, R. (2013). The Rhetoric of Lao/French fusion: Beyond the representation
of the Western tourist experience of cuisine in the world Heritage city of Luang Prabang,
Laos. Journal of Heritage Tourism, 133-144.
Šimić, M. L., & Pap, A. (2016). Can food be competitive advantage of Croatian tourism? Econviews,
9-20.
Šimundić, B., & Krešić, G. (2002). The nutritional valorization of food originating from the
continental part of Croatia. Continental Economical Resources in the Function of the Development
of Croatian Tourism. Osijek.
Šimundić, B. (2000). Gastronomy in the function of a higher quality of tourist offer. Management
in the function of Increasing Tourism Consumption. Opatija.
UNESCO. (2013). Mediterranean diet. From Intangible Cultural Heritage: https://ich.unesco.
org/en/RL/mediterranean-diet-00884
Žamper, A. (2004). Kulinarstvo - dio kulture življenja i duhovne baštine u hrvatskoj turističkoj
ponudi. Naše more, 51, 227-238.
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