Prelims

Half Title Page

Gastronomy for Tourism Development

Title Page

Gastronomy for Tourism Development: Potential of the Western Balkans

Edited by

Almir Peštek

University of Sarajevo, Bosnia & Herzegovina

Marko Kukanja

University of Primorska, Slovenia

Sanda Renko

University of Zagreb, Croatia

United Kingdom – North America – Japan – India – Malaysia – China

Copyright Page

Emerald Publishing Limited

Howard House, Wagon Lane, Bingley BD16 1WA, UK

First edition 2020

Copyright © 2020 Emerald Publishing Limited

Reprints and permissions service

Contact: permissions@emeraldinsight.com

No part of this book may be reproduced, stored in a retrieval system, transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise without either the prior written permission of the publisher or a licence permitting restricted copying issued in the UK by The Copyright Licensing Agency and in the USA by The Copyright Clearance Center. Any opinions expressed in the chapters are those of the authors. Whilst Emerald makes every effort to ensure the quality and accuracy of its content, Emerald makes no representation implied or otherwise, as to the chapters' suitability and application and disclaims any warranties, express or implied, to their use.

British Library Cataloguing in Publication Data

A catalogue record for this book is available from the British Library

ISBN: 978-1-78973-756-1 (Print)

ISBN: 978-1-78973-755-4 (Online)

ISBN: 978-1-78973-757-8 (Epub)

List of Figures

List of Tables

About the Contributors

Ana Jovičić Vuković, PhD, works as a Lecturer in the field of tourism management at the Novi Sad School of Business. She completed PhD studies in Tourism and Hospitality Management at the University of Novi Sad, Faculty of Sciences. She gained important research experience during her participation as a research associate in international, national and provincial scientific projects. As a result of her research activity, she published more than 70 scientific papers in international journals and conferences and is a co-author of the book Service management. She was awarded many times by different national and international organisations and programs (OeAD, DAAD, Erasmus Mundus, etc.). She has 10 years of working experience in lecturing. Her research interests are hotel management, sustainable tourism and innovations in tourism.

Aleksandra Terzić, PhD, is Research Associate at the Geographical Institute ‘Jovan Cvijić’ of the Serbian Academy of Sciences and Arts, Belgrade. The area of her expertise is in the field of Social Geography, Tourism and Cultural Studies. Her special interests are related to the research of the Danube region and the Balkans, while most of her previous works are related to the cultural heritage evaluation models, management and sustainable tourism development potentials. So far, she has published over 80 scientific papers in international journals and conference proceedings and one book. She was engaged on several national scientific projects and two tourism development projects since 2009.

Amra Čaušević holds a PhD in Management/Business. She completed all three cycles of studies at the School of Economics and Business, University of Sarajevo. She works as an Assistant Professor in the field of tourism at the Faculty of Science, Department of Geography, University of Sarajevo.

Edin Hrelja has a PhD in Geography. He completed first two cycles of studies at the Faculty of Science, Department of Geography, University of Sarajevo. The third cycle of study he completed at the Faculty of Science, University of Zagreb. He works as an Assistant Professor at the Faculty of Science, Department of Geography, University of Sarajevo. His fields of interest are physical geography, geographic information system and tourism.

Lea Kužnik, PhD, was born in 1975 in Ljubljana, Slovenia. Graduated in 1999, master's degree in 2004 and doctor's degree in 2007 at University of Ljubljana, Faculty of Arts, Department of Ethnology and Cultural Anthropology. She has been taking interests in museology, children's museums and interactive learning environments, pedagogical and psychological theories of learning and play and developmental theories of children for years. Her doctoral thesis ‘Interactive Learning Environments and Children's Museums: Theoretical Model and It's Planning’ presents first published scientific research on children's museums in Slovenia. She is an Assistant Professor for Tourism and Cultural Heritage at the University of Maribor, Faculty of Tourism. Her research is also focused on up-to-date technologies, virtual museums and possibilities for learning about heritage in virtual learning environments. Her latest research is focused on dark tourism, dark heritage in Slovenia in connection with both world wars, post-war killings, witches, castles, cemeteries, etc.

Assist. Prof. Marjetka Rangus, PhD, born on 18 June 1983, obtained her PhD in political science in 2011. She has previously worked as young researcher and teaching assistant at the Faculty of Social Sciences, University of Ljubljana. Since 2011 she is working at the University of Maribor, Faculty of Tourism, in different positions. She is working as Assistant Professor for tourism at the same faculty. She has published several scientific articles and monographs and parts of monograph on the field of political science and tourism and organises roundtable and conferences.

Aleksandra Nikolić, PhD, is a full professor, experienced in research and education for 30 years, more than 50 research publications, four international monographies and one student textbook, with strong international network of researchers and academics. Her work is focused on international trade and quality management (doctoral thesis on competitiveness). She participates in many international development and capacity building projects (pioneer work on organic agriculture introduction, development of community-based development strategies, application of area-based development approach and preparation of rural development strategies, programs and plans). In the scope of different international projects (Technical assistance, IPA, FP6, FP7, SWG, FAO, IFC, WB, IFAD, UNTAD, UNDP, USAID, SDA, etc.) she has been very active in preparation, development, coordination and execution of different intensive training sessions for different stakeholders: returnees, organic farmers, farmers, agricultural cooperatives, civil servants, political parties, experts, NGOs, university newcomers and business community. For each training, a set of teaching materials (presentation, literature and guidelines and brochures) has been developed.

Guna Salputra, MSc, is a Research Fellow with more than 15 years of expertise in modelling and agricultural policy analysis working with AGMEMOD and CAPRI models. She has developed the policy module of AGMEMOD model and contributed to extension of AGMEMOD to Bosnia and Herzegovina, Croatia, Montenegro, Serbia, Russia and Ukraine. She has been working with the application of CAPRI model for assessment of the impacts of agricultural, environmental and water policies. She published more than 30 publications and has participated in various EU Framework Programs and Joint Research Centre projects mostly related to modelling (Support for AGMEMOD model, baseline and database updates, Support for CAPRI water module update, SCENAR 2030, AGRICISTRADE, SOLID, ECAMPA, etc.).

Mirza Uzunović, PhD, is an Assistant Professor at the Faculty of Agriculture and Food Sciences, University of Sarajevo, and a researcher at the Institute of Agricultural and Food Industry Economics, within the same Faculty. He has more than seven years of experience in quantitative research of the agro-food sector, international trade, quality management in the agri-food sector and food value chain. His experience includes 5-day AGMEMOD training which he participated in Seville, JRC-D4, in October 2018. Besides the training, he published a paper considering problems in AGMEMOD baseline creation for Bosnia and Herzegovina. In addition, he has been involved in various international capacity building and research projects. He has participated in several Erasmus + projects including most recent LifeADA – Lifelong learning for sustainable agriculture in Alps-Danube-Adriatic Region. He is currently active as a WP6–Dissemination coordinator for UNSA – Faculty of Agriculture and Food Sciences on Erasmus + BUGI – Western Balkans Urban Agriculture Initiative project.

Alen Mujčinović, MA, is an Assistant Teacher and PhD student, extremely motivated and dedicated professional, described as a team player with excellent communication skills who thrives on challenges. He is an experienced researcher familiar with both qualitative and quantitative research methods with distinct ability to prepare a research plan, collect data, analyse them in a scientific manner and synthesise conclusions with a critical approach and independent judgement. His research interest includes public policies, organic and sustainable agriculture, agricultural modelling, competitiveness of agricultural and food sector, market orientation, markets and marketing of agricultural and food products. Alen actively participates in several international expert training in a field of agricultural and food industry economy, as well as implementation of Erasmus + project. He is currently working on his PhD thesis titled ‘Impact of public policies on quality of business of medicinal and aromatic plant producers in Bosnia and Herzegovina’.

Nikola Vuksanović, PhD, is a doctor of science, professor at the Faculty of Management in Sremski Karlovci, Serbia. He defended PhD thesis titled ‘Gastronomic dimension of the quality of the tourist product and its impact on the attitudes of visitors of the city centers of Serbia’. The narrow fields of his research are: Basics of gastronomy, Management in gastronomy, Food control and distribution and Food safety in catering. Since 2018, he has been a judge with B license of the World Association of Chefs' Societies.

Dunja Demirović Bajrami, PhD, works as a Research Associate at the Geographical Institute ‘Jovan Cvijić’ of Serbian Academy of Sciences and Arts, Belgrade, Serbia, and as a Senior Researcher at the Institute of Sports, Tourism and Service, South Ural State University, Chelyabinsk, Russian Federation. In 2016 she defended doctoral thesis entitled ‘The competitiveness of Vojvodina as a rural tourism destination’. Her research interests are: sustainable tourism, tourism development, rural tourism and tourism motivation. During her studies, she received several scholarships and she was a member of several regional and national research projects. She is the author and co-author of more than 60 scientific papers published in national and international scientific journals and proceedings. She had study visits in 2016 at the Institute for Landscape Development, Recreation and Conservation Planning, University of Natural Sciences in Vienna (Austria); in 2015 at the Department of Social Geography and Regional Development, Charles University, Prague (Czech Republic); and in 2014 at the Institute of Geography and Spatial Management, Jagelonian University in Krakow (Poland).

Marko Kukanja, PhD, is employed at the University of Primorska, Faculty of Tourism Studies - TURISTICA as Assistant Professor in the field of Business-Organizational Sciences in Tourism. His research and teaching work is based on more than 15 years of international work experience in the tourism economy. He has participated in numerous projects in the field of implementation of new tourism products, quality and optimisation of business processes in tourism companies. He has received professional training in Slovenia and abroad. He completed his specialisation in French gastronomy at the École Ritz-Escoffier in Paris. In 2015, he became a Doctor of Science in Quality Management. His primary research areas are food and beverage and hotel management, quality management and entrepreneurship. He is the author of numerous scientific and professional articles.

Almir Peštek, PhD, is a Full Professor at the Faculty of Economics in Sarajevo where he has been employed since 1999. As a Fulbright Postdoctoral Fellow, he attended Loyola University Chicago Quinlan School of Business during the 2014–2015 academic year where he worked on tourism development projects. As a consultant, he has been involved in more than 130 research and consulting projects for domestic and foreign partners. Prof. Peštek is also professionally involved at the Sarajevo Institute of Economics, the Faculty of Business, the Faculty of Economics, the E-Net Center of the Faculty of Economics and the Dutch consulting firm Larive Bosnia.

Prof. Peštek has also attended many courses and seminars in various fields at the London School of Economics; Queen's School of Business, Canada; University of Alberta, Canada; ISTUD Milan; University of Bologna; Charles University Prague; Bled School of Management; Central European University, Budapest; World Bank Institute and ILO; etc.

He is the author and co-author of 60 scientific papers published at national and international conferences, as well as in scientific and professional journals. He also authored 15 textbook chapters and four monographs.

Smiljana Pivčević, PhD, is an Associate Professor of Tourism and Head of Department of Tourism and Economy at the Faculty of Economics, Business and Tourism at the University of Split, Croatia. Her research has been focussing recently on innovation in tourism and hospitality, tourism development and event tourism. She has published over 30 papers in WOS and SCOPUS referred journals, conference proceedings and edited books. Her teaching is focused on tourism system organisation, hospitality business and events, and she has given classes on universities throughout Europe through ERASMUS exchange (Sweden, Portugal, Spain, Serbia and Bosnia and Herzegovina). In her teaching, she places special emphasis on bonding the teaching process with business practice and on community-based learning – both aspects were recognised and awarded by her home institution, Faculty of Economics, Business and Tourism. Prof. Pivčević has a wide experience in tourism-related projects and has worked as an expert and project team leader on EU-funded projects (ERDF MED, INTERREG, ERASMUS KA, ESF and Horizon 2020), regional and local tourism strategies, destination and site tourism marketing plans and tourists' surveys. Besides her home institution, her professional achievements have been awarded by the Split-Dalmatia County and the University of Split.

Klara Trošt Lesić, PhD, With her work, provides support to event organisers in the organisation of authentic and sustainable events with quality programmes which visitors will be able to remember forever. With her 10-year-long scientific and professional experience in the fields of event analysis and sustainable tourism at both international and national levels she wishes to share her knowledge and experience and to contribute to the improvement of event organisers' knowledge and skills by offering this training. In 2012, she gained a doctoral degree in social sciences at the Faculty of Economics in Split, with the topic entitled ‘Event evaluation for the purpose of sustainable development of tourism destinations’. She is a member of the Global Sustainable Tourism Council (GSTC), the Croatian Meeting Professionals Association (CMPA) and the European Association for Heritage Interpretation. She continues to invest in her education, and in 2017, she acquired the Certificate in Sustainable Tourism (Sustainable Tourism Training Program – STTP). In 2018 she became the Certified Croatian meeting and events professional (CCMEP) and in 2019 the Certified Interpretive Guide (Interpret Europe – CIG). Her other passion is olive oil; since 2009, she has been a member of the Panel for sensory analysis of virgin olive oils of the Institute of Agriculture and Tourism in Poreč and her name is included in the National list of virgin olive oil assessors. Since 2012, she has worked as an external associate staff member, assistant at the Faculty of Economics and Tourism ‘Dr Mijo Mirković’ at the University in Pula.

Ante Mandić, PhD, is an Assistant Professor at the University of Split, Faculty of Economics, Business and Tourism, Department of Tourism and Economy, Croatia. His research focuses on destination management, nature-based tourism and smart tourism. He has been enrolled as a researcher in several EU-funded projects including ShapeTourism (INTERREG MEDITERRANEAN (ERDF MED) Programme); BluTour System (INTERREG V-A 2014–2020, Italy-Croatia CBC Programme, Standard, Priority Axis: Blue innovation); CO-Evolve Tourism Sustainability at local scale through Sustainability Index: Tourism Sustainability Toolkit, Implementing ETIS: Maritime and Coastal Tourism Sustainability Toolkit (ERDF 2014–2020, INTERREG MEDITERRANEAN). Most recently he is enrolled as a researcher on Horizon 2020 SmartCulTour project. He is a member of the IUCN World Commission on Protected Areas (WCPA) and Tourism and Protected Areas Specialist Group (TAPAS Group) and Europarc Federation.

Personal web page: https://antemandic.com/.

ORCiD: https://orcid.org/0000-0002-2524-6387.

Lidija Petrić, PhD, is a Full Professor at the Faculty of Economics, University of Split. The primary areas of her scientific interest are the economics of tourism, the role of tourism in regional and urban development, destination strategic management and planning, visitor management strategies and cultural tourism. She wrote a number of scientific and professional papers, reviews, conference papers and scientific-professional studies. As a guest lecturer, she attended professional conferences and seminars, postgraduate studies as well as international conferences and seminars. As an expert, she cooperated with international associations such as UNDP, GEF, WWF, UNEP, the public bodies from national to the local level as well as non-governmental institutions, participating in and coordinating many projects. She currently participates in several international projects financed by the European Regional Development Fund (ERDF). She is a member of the editorial board of several scientific journals as well as of scientific committees of several international conferences. She is a member of the International Association of Regional Economists of Europe – the European Regional Scientists Association and the Scientific Committee for Tourism at the Croatian Academy of Sciences and Arts, and the National Committee for UNESCO.

Professor Mirjana Radović-Marković, PhD, was born in Belgrade. She gained complete expert education from the Faculty of Economics, Belgrade University. After her dissertation completing, she continued her advanced studies in the Netherlands, the US and Russia, where she specialised at Lomonosov on the multidisciplinary studies department. Since she was 25 she is a scientist. She was elected to the position of full professor in a number of universities worldwide.

By invitation, she has given a number of lectures abroad. She had presentation during the meeting of OECD experts in Istanbul (Turkey) (March 2010) and gave a lecture at Said Business School (June 2010), Oxford University, UK; Franklin College, Lugano, Switzerland (2011); University St. Kliment Ohridski, Sofia, Bulgaria (2012, 2013, 2014); VUZF University, Sofia, Bulgaria (2014); and UDG, Podgorica, Montenegro, 2019.

She has written 30 books and more than 250 peers' journal articles.

For her contribution to the science, she is Elected fellow (full fellowship) of the European Academy of Sciences and Arts, Salzburg, Austria, 2014; Elected academician (full fellowship) of Bulgarian Academy of Sciences and Arts, Sofia, Bulgaria, 2013; Elected fellow (full fellowship) of the Academia Europea, London, United Kingdom, 2012; Elected fellow (full fellowship) of the World Academy of Art and Science, United States, 2011; Elected academician (full fellowship) of the Euro Mediterranean Academy of Arts and Sciences (EMAAS), Athens, Greece, 2011; Elected fellow of the Royal Society of the Arts in the UK (the RSA), London, United Kingdom, 2010; and Elected academician of Serbian Royal Academy of Science and Arts, Belgrade, Serbia, 2012.

Renata Pindžo, PhD, is Associate Professor at the FEFA, Belgrade. Also, she holds lectures at the College of Tourism, Belgrade. Since July 2008, she has been in charge of the Tourism sector while working as Deputy Minister in the Government of the Republic of Serbia. Ms Pindžo has gained knowledge and rich experience with regard to tourism, public finance and state budget, realisation of infrastructure projects, launching new project opportunities, negotiating with potential investors, defining legal framework, etc. Since 2013, she has been a member of the National Council for Tourism Development of the Republic of Serbia. Ms Pindžo graduated from the Faculty of Economics, University of Belgrade, where she obtained a master's degree in 2003. In May 2011, she obtained her PhD degree.

Her experience includes more than 13 years in management consulting and financial advisory services. She has gained knowledge by providing consulting services to many domestic and international companies, including financial institutions and local municipalities during her employment at Deloitte. Also, as consultant, she was engaged in the World Bank's projects related to restructuring and improving competitiveness of the Serbian economy. At the Economics Institute, Dr Pindžo participated in research, market analysis and strategy development projects. She has cooperated with many international institutions (USAID, EAR, EBRD, DFID, GIZ and SDC) on complex projects of restructuring the Serbian economy. She is author of more than 70 scientific papers.

Sabina Hodžić is an Assistant Professor and Head of the Department of Public Finance at the Faculty of Tourism and Hospitality Management, University of Rijeka (Croatia). She received a PhD at the Faculty of Tourism and Hospitality Management, University of Rijeka, with the dissertation thesis ‘Profit taxation and research and development tax incentives’. Her main fields of research are finance, public finance, international taxation issues and local and regional government. She lectures on public finance and international taxation and is the author of several papers published in scientific journals. She has been involved in several scientific research projects. As a part of professional training, she stayed at Vienna University of Economics and Business (2018), University of New South Wales, Australia (2018), and University of Economics, Slovakia (2016). She is a member of the Network of Institutes and Schools of Public Administration in Central and Eastern Europe (NISPAcee), a member of the Croatian Academic Association in Vienna, a member of the Croatian Statistical Association and a member of International Fiscal Association of Bosnia and Herzegovina. The author can be contacted at sabinah@fthm.hr.

Siniša Bogdan is an Assistant Professor of the Department of Finance at the Faculty of Tourism and Hospitality Management, University of Rijeka (Croatia). He has completed Postgraduate University Doctoral Study: ‘Business Economics in Tourism and Hospitality Industry’ at the same faculty. His research interests are in the areas of corporate finance, investments and financial markets and institutions. He lectures on financial markets and institutions, capital budgeting and cost–benefit analysis and has published a number of articles in academic journals on the same subjects. In academic year 2015–2016 he has received Rector's Certification of Appreciation for contribution in work with students. He is also a member of International Editorial Board in few international scientific journals. The author can be contacted at sinisab@fthm.hr.

Suzana Bareša is an Assistant Professor of the Department of Finance at the Faculty of Tourism and Hospitality Management, University of Rijeka (Croatia). She has completed Postgraduate University Doctoral Study: ‘Business Economics in Tourism and Hospitality Industry’ at the same faculty. Her research interests are in the areas of investment projects planning, preparation and evaluation, business analysis and valuation, investments and financial markets and institutions. She lectures on financial management, financial planning and methodology of scientific research and has published a number of articles in academic journals in the field of finance. In academic year 2015–2016 she has received Rector's Certification of Appreciation for contribution in work with students. She is also a member of International Editorial Board in few international scientific journals. The author can be contacted at suzanab@fthm.hr.

Preface

The book, Gastronomy for Tourism Development: Potential of the Western Balkans, is dedicated to the countries belonging to the Western Balkans region (for this book, countries consisting of former Yugoslav republics belonging to the south-eastern Europe), except Slovenia (the Central Europe), which are all striving to foster their economic growth and social well-being by heavily relying on the tourism sector as their major source of income. Although this region has been a popular subject matter for the academic community, there is a lack of literature on the growing concern of gastronomy for the tourism development of the region. The common gastronomic heritage of the Western Balkans presents a unique opportunity to develop a unique gastronomic and tourism product that goes far beyond the different national identities. Today, several dishes, preparation methods and service procedures are recognised as the Gastronomy of the Balkans, presenting a fascinating ‘melange’ of Western Europe, Mediterranean and oriental culinary traditions with a special local (the Balkan) touch. Taking into consideration that the Western Balkan countries are following the most tourist developed countries of Central Europe which are nowadays keen to develop authentic and recognisable gastronomic tourism products, this book addresses the growing need for more research and expands the current knowledge base about tourism and gastronomic potentials of the region. Accordingly, the book can be considered as a theoretical and practical guide towards a gastronomic future for the Western Balkans, showing drivers, potentials and barriers affecting the region in its effort to become a prominent European food destination of the twenty-first century.

The book consists of 10 chapters and is the work of the team of renowned researchers from the region who attempted to multidisciplinary and holistically present the different aspects of gastronomy of the region, addressing topics such as gastronomy and regional identity, the importance of specific food products for gastronomy and tourism development, the challenges of gastro-tourism development in different countries of the region, the importance of the image of local cuisine for gastronomy and tourism development, the presentation of the best practices in strategic development of gastronomy, exploration of the interlinkages between gastronomy and events in DMOs' strategic activities, the importance of restaurants' online reputation for destination competitiveness, the importance of gastronomy for further tourism and economic development of the region and the financial potentials of gastronomy for future tourism development.

Therefore, this book can be considered as a systematic overview and critical examination of the situation in the region, providing some new insights into the area. Readers can also find theoretical explanations of specific phenomenon related to gastronomy development, supported by empirical explanations in the cases of different countries in the region. We strongly believe that this book will be of interest to academics, students, practitioners, policymakers, governmental and non-governmental organisations as well as other stakeholders that wish to be informed about the challenges, progress and current trends in regional gastronomy development.

The editors would like to express their sincere thanks to all the contributors and the reviewers of the manuscripts.

Editors