Gastronomic Identity Factors in the Function of Sustainable Gastronomy: A Case Study of Tourist Destinations in the Republic of Serbia and Bosnia and Herzegovina

Abstract

Gastronomic identity is a crucial segment of sustainable gastronomy and its successful positioning in the tourism market. As such, it calls for the creation of a suitable SusGastroIdentity scale that would identify influential factors. The research investigated the opinions of the employees in catering establishments in two tourist destinations in the Balkans: Fruška Gora Mountain, a tourist area in the Autonomous Province of Vojvodina in Serbia, and Jahorina Mountain, a tourist area in the Republic of Srpska entity in Bosnia and Herzegovina. The study involved 606 participants, 66% of whom work in à la carte restaurants. Of these participants, 68% hold operational roles in hospitality establishments, and 58.3% have over 5 years of experience in the hospitality industry. After conducting a survey using a questionnaire and performing appropriate statistical analysis of the responses, four factors of gastronomic identity and sustainable gastronomy were defined: geographic and cultural characteristics of gastronomy, gastro-tourism events, economic aspects of business operations, and commercial aspects of business operations. The present research has shown that employees in hospitality and tourism perceive geographic and cultural characteristics and the economic aspects of business as the significant factors of gastronomic identity that affect both the sustainability of gastronomy in tourism and the tourist destination itself.

1. Introduction

Gastronomic identity has significant potential for tourism development, as tourists seek authentic culinary experiences, even if they are not their primary travel motivators [1,2,3,4,5]. Authentic gastronomic products are most often distributed to consumers through ethnic cuisine restaurants, local farmer’s markets, farms, tourist events, and similar channels [6]. Notably, 30% of the tourist travel budget is allocated to food expenses [7,8]. These data indicate that gastronomic identity can not only attract tourists but also contribute to the sustainable development of tourism, in line with the Sustainable Development Goals (SDGs) established by the 2030 Agenda [9].

Tourists’ interest in and their search for local and traditional cuisine as a reflection of gastronomic identity in tourism have influenced the concept of sustainable gastronomy. The concept of sustainable gastronomy is based on the implementation of eco-friendly practices, the protection and improvement of consumers’ health, sociocultural quality, its intergenerational transfer, and also the economic aspects of business conduct [10,11,12]. All these aspects are connected to the production and supply of local products that reflect gastronomic identity, albeit with varying emphasis. The cultural and traditional values of gastronomy present a significant element of attraction, making gastronomic identity a frequently researched topic [1,13,14,15].

Gastronomic identity refers to the unique characteristics of a particular region that emerge from its culinary culture and traditions. It helps preserve cultural heritage and contributes to the recognition and differentiation of specific regions or communities on the global hospitality and tourism map [5,11,14]. The elements that comprise gastronomic identity are numerous [13,14,15]. Due to its particularities, different approaches to the research of gastronomic identity have been adopted [14,16,17], with an increase in the popularity of studying gastronomic identity within the context of sustainable gastronomy [5,18,19,20,21].

Various participants have taken part in previous research, with consumers and tourists being the most commonly focused groups [22,23,24,25]. However, insufficient research has been conducted among hospitality industry professionals, who are important contributors to the positioning of gastronomic identity in the context of tourism [15], which was the main motivation for establishing and conducting this research. In countries with well-developed tourism, hospitality employees are perceived as important stakeholders, significantly contributing to the development of tourism, while that is not the case in developing countries [10,12,26]. The topic of this research paper is the role of gastronomic identity in establishing and boosting sustainable gastronomy in tourism within two regions in the Balkans (Fruška Gora Mountain, a tourist area in the Autonomous Province of Vojvodina in Serbia, and Jahorina Mountain, a tourist area in the Republic of Srpska entity in Bosnia and Herzegovina).

An insight into the tourism development strategies implemented in Serbia and Bosnia and Herzegovina leads to the conclusion that the hospitality sector presents a significant component of the tourism infrastructure that shapes and gives authenticity to the tourism product [27,28]. However, practice-based evidence in the form of evaluations and similar indicators are still not available, so research into the role of the gastronomic identity in establishing and maintaining sustainable tourism development is crucial, especially from the viewpoint of hospitality professionals [29].

There is a notable lack of significant research on gastronomic identity in relation to the development of the hospitality and tourism sector in tourist destinations such as Fruška Gora and Jahorina. Kalenjuk et al. [15] highlight the need for promoting and conducting such research. These studies could significantly influence the understanding and preservation of cultural heritage, improve the implementation of sustainable practices in hospitality, and help establish a competitive advantage. The regions studied have strong potential for leveraging gastronomic identity to advance sustainable gastronomy. Key factors include their multiculturalism [30] and the production of agricultural, food, and gastronomic products within a 100 km radius [31]. Furthermore, both regions are experiencing a growing number of visitors from both domestic and international sources each year [27,28].

The aim of this study is to develop the SusGastroIdentity scale, a tool crafted to identify and assess key elements of gastronomic identity that support sustainable gastronomy. By applying this scale to the contexts of Serbia and Bosnia and Herzegovina, the study seeks to generate valuable insights for advancing sustainable gastronomic practices in developing countries. To achieve this goal, the study will address the following research questions:

-

Q₁: What are the attitudes of hospitality professionals toward gastronomic identity and sustainable gastronomy in their regions?

-

Q₂: What are the key factors that hospitality professionals consider most important for identifying elements of gastronomic identity?

-

Q₃: What factors influence the sustainable development of gastronomy in tourism within the studied tourist regions?

The research questions created also aim to partially fill the existing research gap and provide practical insights into gastronomic identity and sustainable development in the Balkans.

The research consists of six sections. In Section 1, the concepts of gastronomic identity and sustainable gastronomy and the research questions are defined. Section 2 shows relevant studies that are closely related to the topic of the paper and the justification of the set research questions. Section 3 of the paper clarifies the research area, the research instrument, the method of data collection and statistical processing. Section 4 contains a detailed statistical analysis. Section 5 and Section 6 provide answers to the research questions and closely examine the concept of gastronomic identity and sustainable gastronomy in the studied tourism destinations.

2. Literature Review

2.1. Catering Establishments as Crucial Factors in Gastronomic Identity

UNESCO and similar academic organizations have made significant efforts in the promotion of gastronomic heritage. However, food remains an underexplored, intangible tourist resource [5,29,30]. The market placement of authentic food is determined by the country, agricultural producers, and hospitality providers [31]. Visitors predominantly consume authentic cuisine in areas where tourism is well-developed.

The elements of gastronomic identity can evoke nostalgia in tourists. In these moments, the traditional way of life is turned into a tourist experience, which triggers the desire to revisit the destination and consume local food again. This type of influence emerges in countries with rich traditions and gastronomic heritage spanning generations [29].

The gastronomic identity of a microregion is best experienced by the consumption of traditional dishes because tourists establish a form of intimacy in those situations, which is in contrast to the social distance prevalent in urban lifestyles [1,5]. The popularity of traditional community values is on the rise [32]. The cultural habits of the areas where visitors stay significantly influence the attachment to authentic local elements, having a direct impact on the possible development and application of the concept of gastronomic identity [33].

It is worth investigating the channels used for distributing the food to tourists. The places where authentic food is most commonly consumed are catering establishments, which makes the hospitality sector a crucial link in the food distribution chain in the context of tourism [26]. Despite this, multiple authors note that the importance of catering in this chain has been overlooked as a research subject [34,35,36,37]. However, tourists generally create connections with local food [31], which has inspired studies on the role local restaurants play in the destination choice. Koc [38] highlights that 54% of respondents consider food and beverage establishments to be one of the main factors in destination selection [38], a finding corroborated by research conducted by Sparks et al. [39].

Research focusing on hospitality professionals’ attitudes toward gastronomic identity and sustainable gastronomy is relatively limited [15,40]. Available studies concentrate on identifying attitudes toward gastronomic identity [15] and the relationships between gastronomic identity and employee behavior [41]. They highlight that hospitality providers play a key role in shaping and preserving the gastronomic identity of a destination, and their practices directly affect the presentation and authenticity of local cuisine. Research conducted by Kalenjuk et al. [15] in Novi Sad and Sarajevo indicates that employees in the hospitality and tourism sector view gastronomic events as the most significant presenters of local gastronomy and guardians of gastronomic identity.

A study addressing ecological behavior suggests that hospitality employees are motivated by leadership styles that emphasize sustainability. This implies that their attitudes toward sustainable gastronomy and gastronomic identity are shaped by organizational practices and leadership [41].

Taking into account the results of previous research, the first research question (Q₁) was asked: what are the attitudes of hospitality professionals toward gastronomic identity and sustainable gastronomy in their regions?

2.2. Elements of Gastronomic Identity

Gastronomy in tourist destinations is a unique and authentic resource with great potential, varying across different tourist regions or destinations [42].

By virtue of gastronomy, a region’s authenticity and tourist destination identity are established. For this reason, researchers have started defining factors that may shape gastronomic identity. So far, the approaches have varied. Boniface [43] considers the following to be the factors in gastronomic identity: the use of local agricultural products grown and produced in the same region where they are consumed, religious principles, socio-cultural aspects, food authenticity, and traditional preparation processes. Danhi [44] highlights historical context, ethnic diversity, unique flavors, and traditional recipes. Lai et al. [45] identify six dimensions: geography, nutrition culture, food quality, food consumption places, emotional value of food, and the role of food in the lives of locals. Tsaur et al. [46], Suna, and Alvarez [13,14] identify geographic aspects, nutrition culture, dietary habits, and food-related activities and events.

Gastronomy as an intangible cultural heritage contributes to the creation of the destination’s identity [47]. Considering all that was mentioned, it is evident that gastronomic identity consists of numerous factors, which are in fact strategic resources of a tourist destination and its development [14]. In addition, Končenik and Go [48] emphasize the necessity of diverse research approaches to the perception of gastronomic identity from the perspective of the tourism service providers. Research on this topic remains limited [13,15]. Studies have shown that hospitality professionals consider the following factors important for the gastronomic identity of a destination: gastronomic culture and heritage, culinary activities, gastronomic events, and local food vendors. Additionally, the quality of food is seen as influencing the gastronomic identity of the destination. Among these, gastronomic culture and tradition are considered the most important in the development of gastronomic tourism.

Taking into account the presented results of previous research, the second research question (Q₂) was asked: what are the key factors that hospitality professionals consider most important for identifying elements of gastronomic identity?

2.3. Gastronomic Identity and Sustainable Gastronomy

So far, research in the field of hospitality has predominantly dealt with the issues of internal organization within the sector [26,49]. Multidisciplinary research based on the study of hospitality and gastronomic identity in the function of the development of sustainable gastronomy and tourism is scarce [14,15]. This approach creates a framework for understanding tourism as a global system through the prism of socio-economic phenomena [20,50,51]. The hospitality business as part of the tourism sector can accumulate economic capital [52,53]. If we observe the interaction between the hospitality sector as a segment of the tourism industry and the local gastronomic culture and tradition, it will provide valuable information for the development of the concept of regional sustainability. Kalenjuk Pivarski et al. [15] suggest that research into gastronomic identity needs to focus on a specific group of stakeholders within tourism. This would allow for an overview of the current state of affairs in the hospitality–tourism market and possible shortcomings.

Sustainable gastronomy encompasses numerous ecological, social, and economic business principles of different catering establishments that produce and serve food and beverages [10,54,55]. The function of this business approach to tourism and economic and social development has been particularly recognized in Agenda 2030 within the Sustainable Development Goals (SDG) [9]. Sustainable gastronomy unites a wide range of activities, highlighting the responsible procurement, supply, and consumption of food, but also waste management, and many other activities [56,57]. Socially responsible aspects of sustainable gastronomy include fair working practice in the food industry and support for local economies. In practice, sustainable gastronomy is also perceived through the practical competencies of caterers who establish it through their activity [58], and therefore, restaurants whose business is based on sustainable gastronomy hold the potential to offer an authentic experience to tourists [59] and develop business ideas successfully [60,61]. Therefore, a multidisciplinary approach encourages a holistic understanding of sustainable gastronomy, dealing with ecological, social, and economic dimensions and creating a resilient and ethically responsible future for gastronomic tourism [54,62,63].

Barrella et al. [64] take a stance that one’s understanding of the relation between their actual abilities and actions contributes to a high degree to their capability to act sustainably. One of the eight key competencies for establishing sustainable development identified by UNESCO is self-awareness. In this context, it represents the ability to think about one’s actions within the local community and global society with the continual evaluation of acts, emotions, and desires connected to issues of sustainability [65].

From the perspective of hospitality professionals, gastronomic identity and sustainable gastronomy are key components of successful business operations [66]. Integrating these elements can not only enhance market position and guest satisfaction but also contribute to preserving cultural and ecological values [40,67]. By carefully balancing tradition and innovation, considering ecological principles, and educating both employees and guests, hospitality providers can create unique and sustainable experiences that reflect their gastronomic identity and commitment to sustainability [41,68].

Based on the results presented, it is valid to raise the third research question (Q₃), which is: what factors influence the sustainable development of gastronomy in tourism within the studied tourist regions?

3. Research Methodology

3.1. The Researched Area

The research was conducted in the area of two tourist centers in the Balkans (Figure 1):

-

the tourist area of Fruška Gora Mountain in the Autonomous Province of Vojvodina in Serbia (a distinguished mountain resort and an important destination for sports, wellness, culture, and religion) located between the cities of Belgrade and Novi Sad, and

-

the tourist area of Jahorina Mountain in the Republic of Srpska entity of Bosnia and Herzegovina (a distinguished mountain resort and sports center) located near the cities of Sarajevo and East Sarajevo.

The researched areas are multicultural and have rich gastronomic culture and tradition [27,28]. Both regions show huge potential for food production adequate for the development of hospitality and tourism, namely the production and consumption of local agricultural and gastronomic products taking place within a radius of 100 km [27,31].

Both regions have been continuously recording an increasing number of tourists, and it is also important to emphasize that their tourist expenditure is mostly realized in catering establishments providing accommodation and meals [27,28].

3.2. Research Design

The creation of the SusGastroIdentity scale was conducted in three stages: an extensive literature review, pilot testing, and scale validation.

The extensive literature review focused on analyzing studies related to gastronomic identity and sustainable gastronomy. It concentrated on works included in the bibliometric analysis from 2001 to 2020, emphasizing research on gastronomy, its identity, and the cultural heritage of tourist destinations [5], as well as studies published after 2020. The key terms in the study searches were the same. They are: tourism, gastronomy, cultural heritage, authenticity, sustainability, and identity. Following a thorough review, the authors determined that the GastroIdentity scale developed by Kalenjuk et al. [15] had the potential to offer the most relevant insights into the research questions, given its implementation in the Balkans. This scale is grounded in the work of Suna and Alvarez [13,14], with a focus on the cultural, culinary, and economic factors of gastronomic identity. Food safety elements were excluded, since they represent a fundamental prerequisite for the preparation and delivery of gastronomic products in the hospitality industry.

The identified variables were refined with the help of experts specializing in gastronomy with relevant experience in the hospitality and tourism sector. A questionnaire was then developed, consisting of three sections. The first section addressed the socio-demographic characteristics of the respondents, with data analyzed using standard descriptive statistical methods. The second section explored the factors influencing respondents’ views on whether the gastronomic identity of a region significantly impacts sustainable development. For this part, a construct of the SusGastroIdentity scale was created, comprising 24 statements. Responses were measured using a 5-point Likert scale (1—strongly disagree, 5—strongly agree). The third section assessed whether respondents believed the gastronomic identity of a region has a significant impact on sustainable gastronomy in tourism. This was a closed-ended question with responses of either “yes” or “no”. This question was included, because Lin et al. [5] highlight the importance and popularity of examining the impact of gastronomic identity in their bibliometric analysis.

Following this, a pilot test was conducted with employees from restaurant facilities. The goal was to identify and correct any issues or ambiguities in the questionnaire. Respondents were able to provide feedback and indicate any questions they found poorly formulated or unclear. The pilot study revealed that all questions and statements were clear and comprehensible. The pilot test included 90 participants, in accordance with the recommendation that the sample size for a pilot study should be at least 10% of the planned sample size for the main study [69].

In the final phase, research was conducted among employees in hospitality establishments, who represent important stakeholders in the study of gastronomic identity and sustainable gastronomy. The respondents were selected randomly, based on the principle of probability sampling. The establishments that participated in the research are restaurant facilities operating within hospitality entities primarily providing accommodation services, but also offering food and beverage services. This includes independent hospitality establishments offering various types of food services. Both groups of hospitality establishments provide catering services on an à la carte basis.

The questionnaires were distributed in printed form. The number of distributed questionnaires was 720, out of which 66 were not returned, while 48 had technical shortcomings. Therefore, a total of 606 questionnaires from both locations were processed. The questionnaires were completed on the spot between 15 March and 15 April 2024. The respondents were first informed about the type and topic of the research beforehand, and then, they agreed to participate.

3.3. Statistical Data Analysis

The results were analyzed using the version 4.1.2 R software package. The survey results were first presented using descriptive statistics to provide an overview of the data before proceeding with further analysis. Then, the goal of the analysis was to assess the reliability and validity of the scales used to measure respondents’ attitudes and to apply factor analysis to identify the key factors related to gastronomic identity and the sustainability of gastronomy. To assess the internal consistency of the scales, Cronbach’s alpha test was applied. This test measures how closely related a set of items are as a group and is commonly used when working with Likert scales. Cronbach’s alpha values range from 0 to 1, with values above 0.7 indicating satisfactory reliability. If values are below the recommended threshold, it may suggest the need to revise or remove certain items from the scale. All the scales used in this study demonstrated acceptable reliability, ensuring that the items within each scale were consistent in measuring the intended constructs. It is also important to take into account the correlation of variables. In other words, highly correlated values (correlation coefficient above 0.8) may suggest that the variables are excessively correlated, while low values (below 0.3) indicate the absence of shared variance, which is a prerequisite for factor analysis [70]. To verify the validity of the data, the Kaiser–Meyer–Olkin (KMO) test and Bartlett’s test of sphericity were used. The KMO test measures the proportion of variance among variables that might be common variance. KMO values above 0.6 are considered acceptable for factor analysis, with values closer to 1 indicating better suitability of the data for further analysis.

Bartlett’s test of sphericity checks whether there are significant correlations between the variables in the sample. This test evaluates the null hypothesis that the correlation matrix is an identity matrix, meaning no significant correlations exist between the variables. If the test is statistically significant, this indicates that there are sufficient correlations to justify conducting factor analysis.

After confirming the reliability and validity of the data, exploratory factor analysis (EFA) was conducted to identify underlying factors within the dataset. EFA assumes the existence of p measured variables and n factors. The factors were extracted based on the following criteria: eigenvalues greater than 1.0, scree plot analysis, and factor loadings greater than 0.40 [71]. These criteria allow for the identification of factors that account for the largest proportion of shared variance between the variables. After extracting the factors, the non-rotated factor matrix was created, and then, rotation was used to explain the significance of each factor with more precision. Specifically, this research uses the varimax rotation with Keiser normalization to improve the interpretability of the factors. This method of rotation maximizes the variance between factor loadings, making it easier to distinguish which variables contribute most to each factor. After EFA, confirmatory factor analysis (CFA) was used to confirm the accuracy of the extracted factors. CFA tests how well the factor structure fits the observed data, using fit indices such as CFI (comparative fit index), GFI (goodness of fit index), AGFI (adjusted goodness of fit index), and RMSEA (root mean square error of approximation). These indices measure the degree to which the model matches the data, with CFI and GFI values closer to 1 indicating a good fit, and RMSEA values below 0.08 suggesting an acceptable level of model fit.

To determine the variables that affect the respondents’ opinions regarding how significantly the region’s gastronomic identity affects the sustainability of gastronomy, the method of binary logistic regression was applied after CFA. Binary logistic regression is a type of regressive analysis where the dependent variable is dichotomous, while the independent variables can be continuous or categorical [72]. The logistic function of the model is non-linear but can be linearized using a logit transformation, which allows us to evaluate the probability of a specific outcome based on independent variables. The coefficients β indicate the contribution of each independent variable to the model—a positive coefficient increases the likelihood of the outcome, while a negative coefficient decreases the likelihood. To test the model’s goodness of fit, the Hosmer–Lemeshow test was used, which evaluates how well the model fits the observed data. Additionally, checks for multicollinearity between independent variables were conducted using the variance inflation factor (VIF). No significant multicollinearity was detected, confirming the appropriateness of the independent variables used in the model.

4. Results

The detailed analysis of the data collected from both areas first focused on the socio-demographic characteristics of the respondents, which are presented in

Table 1. Socio-demographic characteristics of the respondents.

Variables	Categories	n	Percentage
Gender	Male	341	56.3%
	Female	265	43.7%
Age	≤30	271	44.7%
	31–40	172	28.4%
	≥41	163	26.9%
Place of Residence	Urban	448	73.9%
	Rural	158	26.1%
Education	Secondary	288	47.5%
	College	78	12.9%
	University	170	28.1%
	Master/PhD	70	11.6%
Field of Education	Economy, Law, Management	127	21.0%
	Technology, Agriculture, Chemistry	46	7.6%
	Tourism, Hospitality	228	37.6%
	Other	205	33.8%
Place of Work	Hospitality establishments with catering services	206	34%
	Independent catering establishments	400	66%
Position	Operations	412	68%
	Operations Management	110	18%
	Higher Management	84	14%
Work Experience in Hospitality	≤5 Years	253	41.7%
	6–10 Years	136	22.4%
	11–15 Years	81	13.4%
	≥16 Years	136	22.4%
Country	Serbia (A.P. Vojvodina)	304	50.2%
	Bosnia and Herzegovina (Republic of Srpska)	302	49.8%

Source: Authors’ data interpretation.

.

Based on the collected data, it can be stated that the study included a higher proportion of males (56.3%) compared to females (43.7%). The largest group of respondents is under 30 years old (44.7%), followed by those aged 31 to 40 (28.4%), with the fewest respondents being over 41 years old (26.9%). The higher representation of respondents under 30 years old is not surprising. The average age of employees in tourism and hospitality in Serbia and Bosnia and Herzegovina is 33. This trend can be explained by the fact that many young people start working after finishing high school [27,28].

In terms of educational level, the majority of respondents have completed high school (47.5%), followed by those who completed university education (28.1%). The next group includes respondents with a completed college education (12.9%), while the smallest group, making up only 11.6%, consists of those with master’s or doctoral degrees. More than half of the respondents (66%) are employed in independent restaurant establishments operating on an à la carte basis, while 34% are employed in hospitality establishments that provide both accommodation and catering services.

The results indicate that the majority of respondents (68%) are involved in operational roles, followed by those in operational management positions (18%), and the fewest belong to higher management (14%). When considering work experience in the hospitality industry, the largest group of respondents has up to 5 years of experience (41.7%), with equal representation (22.4%) of respondents having 6–10 years and 16 or more years of experience. The smallest group consists of respondents with 11–15 years of experience (13.4%). Additionally, the previous table shows that the representation of respondents from both observed countries was nearly equal.

To identify the key factors that affect the respondents’ attitudes regarding the significance of gastronomic identity for the sustainability of gastronomy in tourism, a descriptive statistical analysis of the values assigned to the research statements was performed, and its results are presented in

Table 2. Descriptive statistics of the variables used in factor analysis.

Variables	Mean	Std. Deviation
Specific geographic characteristics of the area are used when creating an authentic gastronomic offer	3.837	1.037
Multiculturalism of the region is used when creating an authentic gastronomic experience	3.748	0.999
Tourists can have the impression they are visiting regions where local agricultural–dietary products are produced	3.805	1.104
The area has an authentic gastronomic culture and tradition	3.942	0.965
The area has an appealing gastronomic culture and tradition, which contributes to the development of the hospitality–tourism sector	3.868	0.944
The area is characterized by food and beverages with unique and recognizable local flavors	3.993	0.975
Local and authentic dishes are made with local ingredients	3.781	1.006
The local gastronomic culture and tradition reflect the regional and local culture	3.959	0.931
Gastronomic culture and tradition reflect all the nationalities and ethnicities living in the region	3.980	0.991
The assortment of local and authentic dishes is available in restaurants	3.401	1.069
Establishments mark authentic and local gastronomic products in written offers	3.111	1.159
Local food offer is accompanied by the staff’s cordiality toward clients	3.683	0.998
There are farms that sell their products directly to tourists in the area	3.452	1.156
There are gastronomic events that present local products in the area	3.658	1.167
Tourists have the opportunity to engage in local dish preparation during their stay at the destination	2.974	1.221
Gastronomic events contribute to the branding of local gastronomy	3.820	1.058
Presenting local agricultural, dietary, and gastronomic products at events contributes to the establishment of the sustainable tourism concept	3.825	0.959
Gastronomic routes that tourists can visit have been established	2.891	1.152
Visiting gastronomic events allows tourists to familiarize themselves with the local gastronomic culture and tradition	3.696	1.007
Hospitality providers support and have a positive perception of gastronomic activities that occur outside hospitality establishments	3.459	1.093
The gastronomic identity of the region has a positive effect on the economic aspects of the catering establishment operations	3.985	0.9044
Tourists are willing to spend more money on local and authentic food	4.158	0.882
The gastronomic identity of the region contributes to the region’s sustainable development	4.050	0.863
The strengthening of a gastronomic identity contributes to the economic prosperity of everyone involved in its creation and presentation	4.155	0.858

Source: authors’ data interpretation.

.

Based on the results presented in the table above, it can be observed that the respondents have expressed the highest degree of agreement with the claims that tourists are willing to spend more money on local and authentic food (mean = 4.158), and that the strengthening of the local gastronomic identity contributes to the economic prosperity of everyone involved in its creation and presentation (mean = 4.155). The lowest degree of agreement was expressed for the claim that gastronomic routes that tourists can visit have been established (mean = 2.891), and the claim that tourists have the opportunity to engage in local dish preparation during their stay at the destination (mean = 2.974). The highest level of variability in respondents’ answers has been observed for the claim that tourists have the opportunity to engage in local dish preparation during their stay at the destination (SD = 1.221).

To assess the bias of the obtained results, i.e., to investigate if the data are suitable for further analysis, Harman’s single-factor test was performed. The results of this test show that by testing all the variables using the principal component analysis, the total extracted variance is below 38.36%, which is lower than the recommended value of 50%, i.e., it has been determined that there are no significant bias effects [73].

In the next phase, the justifiability of the application of factor analysis was tested using the Kaiser–Meyer–Olkin and Bartlett’s test of sphericity. The obtained value of the Kaiser–Meyer–Olkin coefficient is 0.936, which by far exceeds the recommended value of 0.6 [66], so the use of factor analysis for the given group of variables can be considered adequate. These results have been confirmed by the results of Bartlett’s test of sphericity (χ² = 8188.011; df = 276; p = 0.00), based on which it can be concluded that there is a statistically significant correlation between the examined variables. Likewise, the correlation matrix shows that there are sufficient coefficients with a value above 0.4 and that there are sufficient significant correlation coefficients.

To identify the factors in the correlation matrix, the principal component method was used (PCA), followed by the varimax rotation of the extracted factors. The results for four extracted factors are shown in

Table 3. Total variance explained.

Components	Initial Eigenvalues			Extraction Sums of Squared Loadings			Rotation Sums of Squared Loadings
	Total	% of Variance	Cumulative %	Total	% of Variance	Cumulative %	Total	% of Variance	Cumulative %
1	9.804	40.849	40.849	9.804	40.849	40.849	5.324	22.184	22.184
2	1.933	8.053	48.902	1.933	8.053	48.902	3.708	15.450	37.634
3	1.791	7.461	56.363	1.791	7.461	56.363	3.461	14.422	52.056
4	1.327	5.529	61.892	1.327	5.529	61.892	2.361	9.836	61.892

Source: authors’ data interpretation.

.

The results from the table above suggest that the principal component method extracted a total of four factors with a unique value above 1, and that these factors account for 61.89% of the total variance.

Table 4. Factor loading after rotation.

Variables	Component
	1	2	3	4
Geographic and cultural characteristics of gastronomy
Tourists can have the impression they are visiting regions where local agricultural–dietary products are produced	0.738
Gastronomic culture and tradition reflect all the nationalities and ethnicities living in the region	0.733
The area has an authentic gastronomic culture and tradition	0.725
Specific geographic characteristics of the area are used when creating an authentic gastronomic offer	0.724
The area is characterized by food and beverages with unique and recognizable local flavors	0.712
Local and authentic dishes are made with local ingredients	0.704
Multiculturalism of the region is used when creating an authentic gastronomic experience	0.693
The local gastronomic culture and tradition reflect the regional and local culture	0.686
The area has an appealing gastronomic culture and tradition, which contributes to the development of the hospitality–tourism sector	0.681
Gastro-tourist events
There are gastronomic events that present local products in the area		0.769
Tourists have the opportunity to engage in local dish preparation during their stay at the destination		0.702
Gastronomic events contribute to the branding of local gastronomy		0.702
There are farms that sell their products directly to tourists in the area		0.608
Presenting local agricultural, dietary, and gastronomic products at events contributes to the establishment of the sustainable tourism concept		0.599
Visiting gastronomic events allows tourists to familiarize themselves with the local gastronomic culture and tradition		0.581
Economic aspects of business operations
Tourists are willing to spend more money on local and authentic food			0.799
The strengthening of a gastronomic identity contributes to the economic prosperity of everyone involved in its creation and presentation			0.788
The gastronomic identity of the region contributes to the establishment of the region’s sustainable development			0.785
The gastronomic identity of the region has a positive effect on the economic aspects of the hospitality establishment operations			0.738
Commercial aspects of business operations
Establishments mark authentic and local gastronomic products in written offers				0.802
Local food offer is accompanied by the staff’s cordiality toward clients				0.585
The assortment of local and authentic dishes is available in restaurants				0.571
Gastronomic routes that tourists can visit have been established				0.499
Hospitality providers support and have a positive perception of gastronomic activities that occur outside hospitality establishments				0.436
Cronbach’s alpha	0.918	0.841	0.879	0.758

Source: authors’ data interpretation.

shows the values of factor loading after rotation. A claim was deemed significant if the factor loading was above 0.4.

Based on the results shown in Table 4, it can be observed that the first factor is loaded with seven claims. Upon analyzing them, the factor was labeled “Geographic and cultural characteristics of gastronomy”. The second factor is loaded with eight claims that refer to different aspects of gastronomic and tourist events, so this factor can be labeled “Gastro-tourist events”. The third factor is loaded with four claims that refer to the economic aspects of business operations, so this factor was labeled “Economic aspects of business operations”. The last factor is defined based on five claims that refer to the sales of local products, so this factor was labeled “Commercial aspects of business operations”.

Table 4 also shows different values of factor loadings of the claims across different factors. The highest factor loading for the “Geographic and cultural characteristics of gastronomy” is carried by the claim that tourists can have the impression they are visiting regions where local agricultural–dietary products are produced (0.738). The highest loading for the second factor is carried by the claim that there are gastronomic events that present local products in the area (0.769). The highest loading for the factor “Economic aspects of business operations” is carried by the claim that tourists are willing to spend more money on local and authentic food (0.799). The highest loading for the factor “Commercial aspects of business operations” is carried by the claim that establishments mark authentic and local gastronomic products in written offers (0.802).

The next part of the research implies the use of confirmatory factor analysis (CFA) to test the dimensionality of the scale obtained through EFA. The results of this analysis are shown in

Table 5. Results of confirmatory factor analysis.

Variables	Standardized Weights	z-Value	p-Value
Geographic and cultural characteristics of gastronomy
Tourists can have the impression they are visiting regions where local agricultural–dietary products are produced	1.000
Gastronomic culture and tradition reflect all the nationalities and ethnicities who live in the region	0.950	19.444	0.000
The area has an authentic gastronomic culture and tradition	0.942	19.858	0.000
Specific geographic characteristics of the area are used when creating an authentic gastronomic offer	0.933	18.061	0.000
The area is characterized by food and beverages with unique and recognizable local flavors	0.916	18.970	0.000
Local and authentic dishes are made with local ingredients	0.943	18.947	0.000
Multiculturalism of the region is used when creating an authentic gastronomic experience	0.897	18.024	0.000
The local gastronomic culture and tradition reflect the regional and local culture	0.876	19.020	0.000
The area has an appealing gastronomic culture and tradition, which contributes to the development of the hospitality–tourism sector	0.904	19.407	0.000
Gastro-tourist events
There are gastronomic events that present local products in the area	1.000
Tourists have the opportunity to engage in local dish preparation during their stay at the destination	0.910	14.032	0.000
Gastronomic events contribute to the branding of local gastronomy	0.968	17.037	0.000
There are farms that sell their products directly to tourists in the area	0.841	13.706	0.000
Presenting local agricultural, dietary, and gastronomic products at events contributes to the establishment of the sustainable tourism concept	0.835	16.264	0.000
Visiting gastronomic events allows tourists to familiarize themselves with the local gastronomic culture and tradition	0.901	16.962	0.000
Economic aspects of business operations
Tourists are willing to spend more money on local and authentic food	1.000
The strengthening of a gastronomic identity contributes to the economic prosperity of everyone involved in its creation and presentation	0.997	22.124	0.000
The gastronomic identity of the region contributes to the establishment of the region’s sustainable development	0.938	20.423	0.000
The gastronomic identity of the region has a positive effect on the economic aspects of the catering establishment operations	1.019	21.335	0.000
Commercial aspects of business operations
Establishments mark authentic and local gastronomic products in written offers	1.000
Local food offer is accompanied by the staff’s cordiality toward clients	0.902	10.555	0.000
The assortment of local and authentic dishes is available in restaurants	1.133	11.650	0.000
Gastronomic routes that tourists visit have been established	1.079	10.808	0.000
Hospitality providers support and have a positive perception of gastronomic activities that occur outside catering establishments	1.190	11.828	0.000
Chi-square = 1385.728; df = 246; p-value = 0.000
	CR	AVE	Cronbach’s alpha
Geographic and cultural characteristics of gastronomy	0.947	0.554	0.920
Gastro-tourist events	0.886	0.572	0.842
Economic aspects of business operations	0.935	0.645	0.880
Commercial aspects of business operations	0.884	0.483	0.760

Source: authors’ data interpretation.

. The reliability has been confirmed, since all the figures of composite reliability (CR) are above 0.8 or just below, which points to the internal consistency of constructs [74]. This is also backed by Cronbach’s alpha figures obtained for every extracted factor. In addition, the average variance extracted (AVE) has a value above 0.5 for every construct except for “Commercial aspects of business operations”, which is just below [74]. This result confirms the convergent validity of different dimensions of the gastronomic identity. The suitability of the model is further confirmed, as the AGFI is 0.78, CFI is 0.83, GFI is 0.83, and RMSEA is 0.08. All of these values fall within the recommended critical thresholds [75].

Based on the results of the CFA, it can be observed that the results of the EFA have been confirmed, so the next phase of the analysis examined the influence of four extracted factors and the location of the research (and the location of the respondents’ place of work) on the respondents’ attitudes regarding whether gastronomic identity affects the sustainability of gastronomy in tourism in a significant way (1—yes, 2—no). For that purpose, the method of binary logistic regression was used. Based on the results of the omnibus test, it can be concluded that the coefficients have shown that the model has been adjusted well to the data (χ²(5) = 50.160, p = 0.000). This result has also been confirmed by the results of the Hosmer–Lemeshow test (χ²(8) = 9.258, p = 0.321). The results of the binary logistic regression are presented in

Table 6. Logit model results.

Variables	B	S.E.	Wald	Df	Sig.	Exp(B)
Area—Country	1.118	0.409	7.483	1	0.006	3.057
Geographic and cultural characteristics of gastronomy	−0.615	0.165	13.937	1	0.000	0.540
Gastro-tourist events	0.025	0.200	0.015	1	0.902	1.025
Economic aspects of business operations	−0.769	0.163	22.401	1	0.000	0.463
Commercial aspects of business operations	0.211	0.177	1.423	1	0.233	1.235
Constant	−3.590	0.343	109.285	1	0.000	0.028

Source: authors’ data interpretation.

.

Based on the results of the binary logistic regression presented in Table 6, it can be observed that statistically significant factors, significance threshold 1% (p < 0.01), which affect the respondents’ attitude regarding the gastronomic identity of a region and its significant influence on the sustainability of gastronomy in tourism, are the location of the hospitality establishment whose employees were involved in the study (Fruška Gora Mountain in Serbia and Jahorina Mountain in Bosnia and Herzegovina), geographic and cultural characteristics of gastronomy, and economic aspects of business operation.

5. Discussion

Based on the obtained data, the validity of the SusGastroIdentity scale can be confirmed, as it gave clear results and answers to the research questions.

Upon examination, the general attitudes of the respondents toward the statements related to the first research question (Q₁) suggest that the respondents agree to the highest degree with the claims that tourists are willing to spend more money on local and authentic food and that the strengthening of gastronomic identity contributes to the economic prosperity of everyone involved in its creation and presentation. Such results are encouraging and worthy of deeper examination, as hospitality providers foster a positive attitude towards tourists’ expenditure, but it is up for debate whether they perceive themselves as specific carriers of authentic sustainable gastronomic offerings. Another noteworthy fact is that the food offered at restaurants on the territory of Vojvodina is predominantly international [31,76,77]. Such perceptions are often found in developing countries where sustainability in tourism has not been implemented into practice [78]. A superficial examination of these facts presents a risk for the creators of development policies [79]. The fact that the share of local products available in the hospitality sector in Vojvodina is negligible must be taken into consideration [80].

A positive attitude toward the economic aspect is commendable. Income management and sustainable practice in hospitality are growing in popularity [52]. The statements with which the respondents agree to the lowest degree could have been foreseen, since the locations where the research was conducted did not have well-developed gastronomic routes, and tourists did not get many opportunities to engage in the preparation of local dishes [81].

The analysis of the data obtained in relation to the second research question (Q₂) shows which factors of gastronomic identity are perceived as significant for the development of tourism offer. Based on the analyses, four factors have been established: geographic and cultural characteristics of gastronomy, gastro-tourist events, economic aspects of business operations, and commercial aspects of business operations (Figure 2). The factor tied to gastronomic culture and tradition carries the highest loading, and the result is similar to those of previous studies conducted in similar tourist areas [15]. In tourism, the significance of geographic microregions with rich cultural heritage is growing, and catering establishments in those areas are a resource for attracting tourists and, as such, present drivers of economic revitalization. For that reason, many tourist areas have recognized the significance of gastronomic culture and tradition and offer traditional products and services [82,83,84]. They provide tourists with unique experiences [85]. It is commendable that the respondents recognize the importance of gastronomic culture and tradition for the sustainable development of their region [86]. At the locations where the research has been conducted, positive attitudes of hospitality providers toward gastronomic heritage will make the implementation of existing development strategies significantly easier.

Identifying gastro-tourist events as a significant factor in this research is encouraging. Tourist events are particularly important for the development of tourism, attracting domestic and foreign visitors, and establishing the sustainable development of the region [87]. That is also proven by the fact that 584 events are recognized as the world’s intangible cultural heritage, out of which 33 are primarily motivated by food [65] and showcase the authenticity of gastronomic identity in different ways.

Hospitality providers consider economic aspects of business operations an important factor in gastronomic identity in creating and boosting sustainable gastronomy. In the studied regions, there is no notable research on the topic of economic investment and profit achieved from the placement of agricultural–dietary and gastronomic products in the hospitality–tourism market [31]. Lin et al. [5] note that a growing number of studies and statistical monitoring deal with the economic influence of gastronomic heritage on establishing the sustainable development of the region. Agricultural–dietary and gastronomic products are the focus of many business entities due to the realization of economic capital [5].

Considering the scarce availability of local agricultural products in the hospitality–tourism market, the creation of the commercial aspects factor is encouraging. Further research would need to investigate what employees perceive as local and authentic food [53].

The final research question refers to the examination of factors that affect the sustainability of gastronomy in tourism (Q₃). The respondents believe that the area, geographic and cultural characteristics of gastronomy, and economic aspects of business operations all significantly affect the sustainability of gastronomy. It is necessary for sustainability providers to recognize the benefits of tourist practice in order for a change to take place. The obtained results are similar to those of similar studies [85,88]. The situation is further complicated by the fact that there is no adequate long-term plan for investment into the hospitality–tourism sector, which is based on establishing connections between theoretical and practical principles. Taking into account that there is no planned and sustainable investment into the development of hospitality as a driver of the development of tourism, the perceptions of the respondents are commendable [31]. Hospitality employees perceive gastronomic culture and tradition as a priority, contrary to the research conducted by Suna and Alvaraz [14], who state that employees perceive this factor as completely unimportant for the development of the hospitality and tourism sector in Turkey. In the regions where tourism is still in development, an economic transformation of tourism is to be expected, which will cause tourism to have an effect on the development of hospitality and directly boost the efforts to preserve gastronomic identity with the help of the principles of sustainable gastronomy [15,89].

The present research has shown that hospitality employees do not perceive gastro-tourist events and the commercial aspects of business operations as significant, and this result was expected. Gastro-tourist events in tourism have not been sufficiently popularized in certain locations in the researched areas [90,91]. Both planned investment and government support are necessary for the development of gastronomic events to make them a recognizable segment of gastronomic identity [92]. Principles connected to commercial aspects are not applied in practice, not even by the providers and employees themselves, so it was expected they would not perceive them as significant for the development of hospitality–tourism offer.

6. Conclusions

The results of the research provide information about the general attitudes of the respondents regarding gastronomic identity in the context of sustainable gastronomy. Studies of this kind have never been conducted before in the region, which presented an additional challenge for our study that focused on the two tourist centers: Jahorina and Fruška Gora. The proposed SusGastroIdentity scale has been proven to be a valid instrument for identifying the factors of gastronomic identity, significant for the sustainability of gastronomy in tourism. Based on the conducted research, four significant factors have been extracted: geographic and cultural characteristics of gastronomy, gastro-tourist events, economic aspects of business operations, and commercial aspects of business operations. The research has led to the conclusion that the respondents believe that the factors in gastronomic identity affecting the sustainability of gastronomy are the tourist region (the research areas), geographic and cultural characteristics of gastronomy, and economic aspects of business operations.

6.1. Research Limitations

As with any study, this research faced certain limitations. These limitations included the geographical areas covered by the investigation, the dimensions used for measurement, and the characteristics of the respondents who participated in the study.

The geographical research area focused on the mountain-tourism centers of Fruška Gora and Jahorina, which are two significant tourist centers in the Balkans, located within the Autonomous Province of Vojvodina in the Republic of Serbia and the Republic of Srpska in Bosnia and Herzegovina, respectively. These two tourist centers are of exceptional importance due to the selective forms of tourism they offer. However, for such research in the economic–tourism context, conducting the study across a broader range of tourist locations would be more relevant.

Through conducting the research and reviewing similar studies, certain limitations regarding the examined dimensions were identified. An additional dimension, food safety, is significant for supplementing the SusGastroIdentity scale.

Defining the sample and establishing its relevance is another crucial element. The sample of respondents is proportional to the actual situation, with a predominance of respondents aged under 30. This raises questions about the relevance of their responses, as well as their level of understanding and interpretation of the concept of gastronomic identity in the context of sustainable gastronomy in tourism, especially in comparison to respondents with more extensive experience in the hospitality and tourism sector. The article focuses on employees in the hospitality and catering industries, which are indeed closely connected to gastronomic identity. However, focusing exclusively on this single group could limit the scope of the findings. Gastronomic identity is a multidimensional concept involving various stakeholders, including consumers, agricultural producers, and local governments. Incorporating these diverse groups into the study could offer a more comprehensive perspective and enhance the overall range and applicability of the research.

6.2. Propositions for Further Research

The SusGastroIdentity scale created for this research is a solid foundation for the identification of the sustainability level of the region. The examination of its connection with economic, social, and ecological aspects should be aligned with the long-term plans and proper exploitation of the factors in gastronomic identity as a way to create and boost sustainable gastronomy in the region [93,94].

The presented results suggest that this study needs to be conducted among tourists, agricultural producers, and other stakeholders who participate in the creation of the tourism product. Reviewing the attitudes of all stakeholders in the chain of creation and consumption of gastronomic identity will give a clearer picture of the concept. This will directly affect the development of the sustainable gastronomy concept. The research should examine the geographic location of catering establishments, because employees in restaurants located in the areas frequently visited by tourists express different views from those who work in less developed tourist areas [20,92].

It would be worth investigating the attitudes of the food industry employees whose primary business objective is not the placement of local products in hospitality and tourism market to those who have that goal.

6.3. Theoretical Implications of the Study

This study makes a significant theoretical contribution by addressing an underexplored area in tourism research—namely, the attitudes and perceptions of hospitality staff towards gastronomic identity and its role in fostering sustainable gastronomy. Through the development and application of the SusGastroIdentity scale, this research offers a novel tool for identifying and assessing key factors of gastronomic identity, which can be used in a variety of contexts. The scale is adaptable and can be modified to include additional dimensions relevant to different regions or stakeholder groups, making it valuable for multidisciplinary research.

Moreover, by exploring the interplay between local gastronomic culture and tourism sustainability, this study bridges the gap between theory and practice in hospitality and tourism. The findings underscore the importance of integrating cultural heritage with sustainable business practices, offering a framework for future research to examine how gastronomic identity influences not only economic outcomes but also social and ecological sustainability [95].

This research encourages future scholars to expand upon the SusGastroIdentity scale, fostering a broader understanding of how gastronomy contributes to regional development. It is expected that subsequent studies will explore this scale in more diverse geographical areas, contributing to a holistic theoretical model that encompasses the perspectives of all stakeholders—hospitality providers, tourists, local producers, and policy makers—in the creation of sustainable gastronomic tourism products.

6.4. Managerial Implications of the Study

The results of this study provide actionable insights for hospitality managers and tourism planners in the Republic of Serbia and the Republic of Srpska. The SusGastroIdentity scale is a practical tool that can be applied to monitor and evaluate the success of gastronomy-driven tourism initiatives before and after investments. By identifying the factors that contribute most to the sustainability of gastronomy, managers can make informed decisions about where to allocate resources and how to design experiences that align with sustainability goals.

One key implication is the promotion of local gastronomic identity through the integration of local products and gastronomic events. Managers can capitalize on the growing demand for authentic, local culinary experiences by forging stronger connections with local food producers and organizing gastronomic events that emphasize the region’s cultural and culinary heritage. Such strategies not only enhance the tourist experience but also contribute to the economic sustainability of local communities.

Furthermore, the study encourages hospitality managers to adopt sustainable practices in their daily operations. This includes reducing the environmental impact by sourcing ingredients locally, minimizing waste, and fostering eco-friendly tourism practices. By aligning business practices with sustainability principles, managers can improve guest satisfaction, enhance the reputation of the region as a sustainable destination, and contribute to long-term economic growth [93,94].

Ultimately, the study’s findings encourage a shift toward community-driven tourism development, where local actors—from restaurant owners to event organizers—play a pivotal role in shaping the region’s gastronomic identity and ensuring its sustainability for future generations.