Purpose The purpose of this study is to develop research questions and explore industry expert perceptions related to the process of transformative changes in post-COVID-19 gastronomy and wine ...tourism. Design/methodology/approach To achieve this purpose, the authors applied individual and collective brainwriting techniques using the digital whiteboard, Mural. The research questions were answered within Mural's Sailboat template, which helped industry experts describe four situational areas and their symbolic elements. These included transformative change – the island, strategies – the wind, challenges – the anchors and strengths – the coral. The exploration was conducted across interpersonal, organisational and intra-destination levels. Findings This study results yielded a know-how framework that synthesised the insights of industry experts. The framework underscores the importance of a sequential approach to embrace transformative change to mindsets, practices and systems. It also advocates strategies (new leadership style, business solutions and community empowerment), potential challenges (self-doubt, established organisational culture and inertia within large systems) and leveraging industry strengths (personality traits, human resources and organisational interdependence) to effectively navigate the evolving gastronomy and wine tourism environment. Originality/value This paper represents a pioneering effort in assessing the key areas in the gastronomy and wine business and drawing parallels to the essential levels of transformation required to effectively cope with upcoming uncertainties.
目的 本研究的目的是提出研究问题并探讨行业专家对新冠肺炎 (COVID-19) 后美食和葡萄酒旅游变革过程的看法。 方法 为了实现这一目的, 作者利用数字白板、壁画应用了个人和集体的脑力书写技术。 研究问题在 Mural 的帆船模板中得到了解答, 该模板帮助行业专家描述了四个情景区域及其象征元素。 其中包括变革 – 岛屿、策略 - 风、挑战 - 锚点和优势 - 珊瑚。 探索是在人际、组织和目的地内部层面进行的。 研究结果 研究结果产生了一个综合了行业专家见解的专业知识框架。 该框架强调了采用顺序方法来拥抱思维方式、实践和系统变革的重要性。 它还倡导战略（新的领导风格、业务解决方案和社区赋权）、潜在的挑战（自我怀疑、既定的组织文化和大型系统内的惰性）, 并利用行业优势（个性特征、人力资源、组织相互依赖）来 有效驾驭不断变化的美食和葡萄酒旅游环境。 原创性/价值 本文代表了通过了解有效应对新的不确定性所需的转型水平来评估美食和葡萄酒行业关键形势领域的开创性努力。
Objetivo La finalidad de este estudio fue desarrollar preguntas de investigación y explorar las percepciones de los expertos de la industria relacionadas con el proceso de cambios transformadores en la gastronomía y el enoturismo post-COVID-19. Enfoque Para lograr este objetivo, los autores aplicaron técnicas de escritura de ideas individuales y colectivas utilizando la pizarra digital Mural. Las preguntas de investigación fueron respondidas dentro de la plantilla Sailboat de Mural, que ayudó a los expertos de la industria a describir cuatro áreas situacionales y sus elementos simbólicos. Estos incluían cambios transformadores (la isla), estrategias (el viento), desafíos (las anclas) y fortalezas (el coral). La exploración se llevó a cabo a nivel interpersonal, organizacional e intradestino. Resultados Los resultados de la investigación generaron un marco de conocimientos que sintetizó los conocimientos de los expertos de la industria. El marco subraya la importancia de un enfoque secuencial para adoptar cambios transformadores en mentalidades, prácticas y sistemas. También aboga por estrategias (nuevo estilo de liderazgo, soluciones empresariales y empoderamiento de la comunidad), desafíos potenciales (inseguridad, cultura organizacional establecida e inercia dentro de grandes sistemas) y aprovechar las fortalezas de la industria (rasgos de personalidad, recursos humanos, interdependencia organizacional) para navegar eficazmente en el cambiante entorno de la gastronomía y el enoturismo. Originalidad/valor este artículo representa un esfuerzo pionero en la evaluación de áreas situacionales clave en los negocios de la gastronomía y enología al comprender los niveles de transformación necesarios para hacer frente de manera efectiva a las nuevas incertidumbres.
The aim of this study is to examine the nature of the relationship (direct and indirect) between perceived quality aspects (PQ), memorable gastronomic experiences (MGE) and tourist behavioral ...intentions (BI) in two sustainable destinations in Croatia - Istra and Međimurje. A sample of 414 respondents was collected through a questionnaire. To examine the relationships between PQ, MGE and BI, the primary data were then subjected to PLS-SEM analysis. The findings of this study indicate that a stronger direct relationship between MGE and BI was found in Istria compared to Međimurje. Moreover, among tourists who visited Istria, MGE proved to be a stronger moderator between local food (LF) and BI of tourists. By following the research results in both sustainable destinations, DMOs can create sustainable gastronomic routes with special attention to key elements of quality that promote the MGE.
Enogastronomic experiences are on the rise in the tourism industry, and the number of tourists travelling primarily to experience food and wine culture has increased. In addition, destination ...marketing organisations are increasingly using local food and wine as a differentiator when marketing a destination. Despite the growing interest in this field of tourism, there is a paucity of research on the importance and impact of enogastronomic tourism on a destination’s image. This study thus comprises a systematic literature review on these topics, summarising the current state of knowledge on these areas and highlighting the potential for future research. The purpose of this research is comprehensively presents the literature on enogastronomic experiences using descriptive statistics and cluster analysis. This paper reports on findings from a review of 85 peer-reviewed studies that focused on enogastronomic tourism from 2012 to 2023. The findings reveal evolving trends in this field of study, namely, the VOSviewer program was applied to identify the most frequently used keywords associated with the enogastronomic tourism and the most active countries in publications. To provide an even deeper understanding of this topic, future research should also include other research areas in which enogastronomy has been studied to provide an overview of interdisciplinary perspectives. In addition, further examination of the dependent and independent variables is recommended to understand what predictors and consequences of the enogastronomic experience are.
Suvremeni trendovi turističkih kretanja nameću potrebu konstantnog inoviranja turističke ponude i stvaranja dodatne vrijednosti. Primarni fokus svih turističkih sadržaja mora biti na zadovoljenju ...potreba i motiva turista te ispunjenu želje za dodatnim doživljajem. Zbog mogućnosti brze prilagodbe i raznovrsnosti upravo animacijski programi predstavljaju idealno rješenje u stvaranju takvih turističkih sadržaja. Suvremeni turisti u potrazi za kvalitetnim sadržajima, a motivirani kulturom, povijesnom baštinom, enogastonomijom, lokalnim življenjem, stapanjem sa zajednicom, predstavljaju izazov u kreiranju turističke ponude. U cilju obogaćivanja turističke ponude Varaždina i dodatne valorizacije postojećih turističkih sadržaja osmišljeno je istraživanje kojem je fokus definirati vrste animacijskih programa koji u najvećem opsegu mogu doprinijeti unapređenju postojeće turističke ponude. U tu svrhu, kao model istraživanja, korišten je primjer dvorca Trakošćan te se kroz ispitivanje lokalnog stanovništva, ujedno i posjetitelja dvorca, istražilo koje vrste animacijskih programa bi bilo najoptimalnije implementirati u turističku ponudu. Prema rezultatima istraživanja, velika većina ispitanika složna je u razmišljanju kako treba povećati broj i vrstu animacijskih programa dvorca Trakošćan, a najveći interes ispitanici su pokazali za animacijske programe sa enogastronomskim sadržajima. Današnje promjene na turističkom tržištu nisu iznimka već pravilo i jedini način uspješnog savladavanja svih izazova je praćenje trendova i osluškivanje želja i potreba turista. Enogastronomski sadržaji u turističkoj ponudi novi su trend koji je neophodno uključivati u sve segmente turističke ponude pa tako i u animacijske programe, budući da je u krajnji cilj destinaciju učiniti turistima privlačnijom i konkurentnijom.
Contemporary trends in tourism necessitate constant innovation of the tourism product and thecreation of added value. The main focus of all tourist facilities must be to meet the needs and motivesof tourists and to satisfy the desire for additional experiences. Due to the possibility of rapid adaptationand diversity, animation programs are the ideal solution for the creation of such tourist facilities.Contemporary tourists looking for quality content and motivated by culture, historical heritage,gastronomy, local life and community bonding are a challenge in creating a tourist offer. In order toenrich the tourist offer of Varaždin and further enhance the existing tourist content, a research wasconducted focusing on defining the types of animation programs that can contribute most to theimprovement of the existing tourist offer. For this purpose, the example of Trakošćan Castle was usedas a research model, and through a survey of the local population and visitors to the castle, it wasinvestigated what types of animation programs can best be integrated into the tourist offer. Accordingto the results of the survey, the vast majority of respondents believe that the number and type ofanimation programs in Trakošćan Castle should be increased, and respondents showed the greatestinterest in animation programs with enogastronomic content. Today’s changes in the tourism marketare not the exception, but the rule, and the only way to successfully overcome all challenges is to followtrends and listen to the wishes and needs of tourists. Enogastronomic content in the tourist offer is anew trend that must be included in all segments of the tourist offer, including animation programs, asthe ultimate goal is to make the destination more attractive and competitive for tourists.
Enogastronomski doživljaj u turizmu ima sve važniju ulogu, a broj turista koji putuje prvenstveno radi kulture hrane i vina sve je veći. Stoga, marketinške organizacije u destinacijama sve više ...koriste lokalnu hranu i vino kao dodanu vrijednost prilikom promocije destinacije. Unatoč rastućem interesu za ovo područje turizma, malo je istraživanja o važnosti i utjecaju enogastronomskog turizma na imidž destinacije. Istraživanje sadrži sustavni pregled literature, sumirajući aktualna znanja naglašavajući potencijal za buduća istraživanja. Svrha ovog istraživanja je cjelovito prikazati literaturu o enogastronomskim iskustvima korištenjem deskriptivne statistike i klaster analize. Rad donosi rezultate pregleda 85 znanstvenih članaka čiji je fokus na enogastronomskom turizmu od 2012. do 2023. godine. Rezultati istraživanja otkrivaju razvojne trendove u enogastronomskom turizmu, kroz program VOSviewer, identificiraju se najčešće korištene ključne riječi povezane s enogastronomskim turizmom i ističu se najaktivnije države zastupljene u publikacijama. Kako bi se omogućilo još dublje razumijevanje ove tematike, buduća bi istraživanja trebala uključiti i druga područja u kojima se enogastronomija proučava kako bi se dobio pregled interdisciplinarnih perspektiva. Osim toga, preporuča se daljnje ispitivanje zavisnih i nezavisnih varijabli kako bi se jasnije definirali prediktori i posljedice enogastronomskog iskustva.
