Promoting Gastronomy Tourism in Croatia: Comparing Food and Wine Experiences
Promoting Gastronomy Tourism in Croatia: Comparing Food and Wine Experiences

Author(s): Matea Hanžek, Gordi Sušić
Subject(s): Business Economy / Management, Tourism
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Gastronomy tourism; Wine tourism; Destination image; Croatia; Food; Wine; Destination branding
Summary/Abstract: At a time when tourism destinations are looking at prospects to expand their offering, it is of significant importance to echo on opportunities these offer for gastronomy tourism development. This paper provides an overview of gastronomy and tourism as an attraction for tourism, beforehand moving on to the case of Croatia, whose geographical position in the Southeast of Europe made it one of the ideal locations for gastronomy tourism developments. In attempting to at least partially answer the question of whether Croatia is portrayed and perceived as a destination with a rich gastronomy tourism offering, this research relies on content and semiotic analysis of the official Croatian National Tourist Board website in order to shed light on the modes in which representations of gastronomy tourism are included in the current tourism campaign. The research concludes with reflections on the overall importance of gastronomy tourism for the development of Croatia as an alluring gastronomy destination and highlights the role meaningful inclusions of representations of gastronomy tourism can play in contributing to strategically desirable shifts in the country’s overall destination image.

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