Creating brand confidence to gastronomic consumers through social networks – a report from Novi Sad

Abstract

Purpose Novi Sad, as the second largest city in Serbia, is nominated for the European Capital of Culture for 2021. In addition, the city has a rich traditional gastronomic resource base, belonging to over 16 nationalities living in the Vojvodina area (Autonomous Province of Serbia). This study aims to analyze the impact of Instagram, on the choice of catering facility and type of food, and to discover the extent to which it creates confidence to gastronomic consumers and the brand of the product or service. Design/methodology/approach The study presents a survey, which involves sharing survey questionnaires and gathering information from research participants. The sample of the survey included only the local population during 2019 year, on a random sample of 155 participants. Findings Of the total number of respondents, the highest percentage of them follow Instagram posts related to gastronomic objects, compared to other social networks. The results of this study undoubtedly show that consumers have great confidence in this social network and that it creates a certain brand and attitude on the basis of which consumers will choose a catering facility or food. Practical implications The process of interviewing people in gastronomy, regarding the impact of social networks on brand, attitude and consumer confidence, can provide an excellent insight into the current situation as well as influence changes that would contribute to better business of restaurant facilities in Serbia. Social implications Doing survey research is much more significant in the field of tourism and gastronomy, as these are industries that are primarily the human sector. The personal attitude of the direct users of the services in the restaurant facilities can contribute to the overall picture of the state of gastronomy in this area. Originality/value The study contributes to the development of contemporary gastronomy, which is on the rise compared to many other branches of the economy in Serbia. Researching the impact of service providers, through social networks, on consumers is a way of reaching out to learn about the level of service quality and customer satisfaction achieved, as well as creating loyal consumers and better position in the market.

The influence of the names of the dishes in the menu on the choice in Serbian restaurants

“…Dining in a certain destination can amplify different moments of vacation so that in some cases, food can be the most impressive part of the trip and can greatly improve the travel experience of tourists. Dissatisfaction with the food service in the destination can ruin the overall experience of tourists, and can even distance tourists from the destination (Wasnik et al, 2001;Tešanović et al, 2016;Gajić et al, 2020a). The culinary tradition of a certain place can reveal the character of a society and, to a certain extent, the mentality of the members of that society (Stone & Sidel, 1992;Vukolić, 2020;Gajić et al, 2020a).…”

“…Dissatisfaction with the food service in the destination can ruin the overall experience of tourists, and can even distance tourists from the destination (Wasnik et al, 2001;Tešanović et al, 2016;Gajić et al, 2020a). The culinary tradition of a certain place can reveal the character of a society and, to a certain extent, the mentality of the members of that society (Stone & Sidel, 1992;Vukolić, 2020;Gajić et al, 2020a). Domestic, national cuisine is often one of the most interesting moments for many tourists.…”

Attitude of employees on the application and significance of HACCP system in rural tourist households in Serbia during Covid-19

“…About 50.000 people have lost their jobs in Serbia since March 2020. Predictions are, and it is now quite certain, that economic growth everywhere in the world will be significantly lower than planned (Gajić et al, 2020a;2020b). Some branches of the economy are extremely hard hit and the question is how long it will take them to recover.…”

“…The application of HACCP system in rural catering in relation to the food industry is related to the fact that the key difference is the existence of a large number of input and final products, numerous complex recipes, technology of individual production of different products in a small space and additional food serving (Aleksić et al, 2020, World Food Programme, 2020. Rural catering is specific in terms of providing healthy food, which would achieve a high level of quality (Gajić et al, 2020a). The COVID-19 pandemic that emerged in 2019. imposed enormous consequences, including economic losses and threats to human health, which continue to affect many aspects around the world (Han et al, 2021).…”

Guest satisfaction with the offer of European international dishes and products in Serbian restaurants

“…Gastronomija je značajna zbog svojih etičkih i održivih vrednosti koje se zasnivaju na lokalnoj hrani, kulturi, tradiciji, životnom stilu i praksi koja ne samo da privlači posetioce već istovremeno promoviše turističku destinaciju (Čavić & Mandarić, 2021). Razvoj savremene gastronomije je u porastu u poređenju sa mnogim drugim granama privrede u Srbiji (Gajic et al, 2021). Proizvod, generalno, je pokretač i cilj svake proizvod-nje.…”