Title Sukreacija gastroturističkog doživljaja kao čimbenik povećanja atraktivnosti i rasta turističke potražnje : Doktorski rad Title (english) Co-creation of gastronomy tourism experience as a factor of increasing the attractiveness and growth of tourist : Doctoral thesis Author Rikard Bakan Mentor Mirna Leko-Šimić (mentor)Committee member Antun Biloš (predsjednik povjerenstva)Committee member Danijela Križman (član povjerenstva)Committee member Tihana Sudarić (član povjerenstva)Granter Josip Juraj Strossmayer University of Osijek Defense date and country 2024-09-25, Croatia Scientific / art field, SOCIAL SCIENCES Universal decimal classificationUDC ) 005 - Management Abstract Glavni cilj doktorske disertacije je, temeljem analize i sinteze znanstvenih i stručnih spoznaja te empirijskog istraživanja, konstruirati model gastroturističkog doživljaja u okviru sukreativnog iskustvenog okruženja i dati preporuke za razvoj inovativnih gastroturističkih proizvoda obogaćenih dodatnim turističkim iskustvima temeljenim na sukreaciji i aktivnom pristupu turista u regiji Slavonija. Sukreacija, kao proces stvaranja jedinstvenih turističkih doživljaja u navedenoj regiji, izabrana
... More je kao predmet istraživanja. Naime, postoje realne pretpostavke da bi model zaokruženog gastroturističkog proizvoda, s ključnim elementima participativnog i aktivnog pristupa gostiju i pružatelja usluga turističkom iskustvu, kao način za povećanje atraktivnosti na tržištu cjelogodišnjeg turizma, mogao primijeniti i na druge destinacije, pa i zemlje čija je turistička ponuda naglašeno maritimnoga karaktera. Kroz prikaz dosadašnjih istraživanja u području sukreacije i gastroturizma identificiran je istraživački jaz, pri čemu je utvrđeno kako je na razini globalne znanstvene zajednice zamijećen vrlo mali broj istraživanja u području gastroturističkih doživljaja temeljenih na sukreaciji, percipiranoj od strane potencijalnih turista. Prema sadašnjim spoznajama autora, u Hrvatskoj, pa stoga ni u Slavoniji, do sada nisu provođena znanstvena istraživanja ove tematike. Time je potvrđena opravdanost istraživanja, koji je sastavni dio ovog doktorskog rada. Pregledom dosadašnjih istraživanja znanstvene i stručne literature iz područja gastroturizma i ekonomije doživljaja dana je teorijska podloga kojom se potvrđuje da doživljajno obogaćeni gastroturistički proizvodi, nastali sukreacijom i aktivnim pristupom gosta, izazivaju značajan interes suvremenih turista, istovremeno povećavajući atraktivnost destinacija koje nude takvu vrstu turističkih proizvoda. U empirijskom dijelu istraživanja korištene su kvalitativne i kvantitativne analize. Najprije se pomoću metode analize sadržaja mrežnih sjedišta pet županijskih turističkih zajednica s područja Slavonije, te 24 odabrana turističko-ugostiteljska objekta, željelo utvrditi u kojoj mjeri i na koji način se gastronomija i s njom povezani doživljaji koriste kao sredstvo za izgradnju identiteta spomenute regije kao gastroturističke destinacije. Drugi dio empirijskog istraživanja kvantitativnog je karaktera, a provedeno je na uzorku od 397 ispitanika iz opće populacije, punoljetnih građana iz 19 hrvatskih županija. Svrha istraživanja bila je ispitati percipiraju li potencijalni turisti spomenutu regiju kao destinaciju zaokruženih gastroturističkih iskustava, kao i njihovi stavovi glede poželjnih doživljajnih elemenata gastroturističke ponude koju žele iskusiti u destinaciji te njihovu spremnost na aktivno uključivanje i sukreaciju doživljaja. Prikupljeni primarni podaci su inicijalno analizirani pokazateljima deskriptivne statistike, a nakon toga za korištene istraživačke čestice upotrebljena je faktorska analiza, neparametrijske korelacije (Kendallov Tau-b) te ordinalna regresijska analiza. Ordinalna regresijska analiza upotrijebljena je iz razloga što su varijable bile ordinalne naravi. Kako bi se ispitalo ima li i kakav utjecaj takav proaktivni stav na spremnost na povećano plaćanje i vjerojatnost posjete Slavoniji, a samim time i na povećanje atraktivnosti spomenute regije kao turističke destinacije, za odgovore ispitanika izračunat je Kaiser-Meyer-Olkin kriterij, a da bi se dodatno utvrdila pouzdanost faktorske analize proveden je Barlettov test te korištena Cronbachova alfa. Za provjeru utjecaja sukreacije i aktivnog pristupa gastroturističkom doživljaju na spremnost za povećano plaćanje i vjerojatnost posjete na multivarijantan način, napravljena je i ordinalna regresijska analiza. Rezultati istraživanja, interpretacija i rasprava dobivenih rezultata doprinijeli su konstrukciji modela i preporuka za razvoj zaokruženog gastroturističkog doživljaja u regiji Slavonija, temeljenih na sukreaciji i aktivnom pristupu gosta. Less Abstract (english) The main objective of this doctoral thesis is to construct a model of gastronomy tourism experiences within the framework of co-creative experiential surrounding based on the analysis and synthesis of scientific and professional knowledge, as well as on empirical research. Moreover, in this doctoral thesis the author aims to provide recommendations for the development of innovative gastronomy tourism products enriched with additional tourist experiences based on co-creation and active tourist
... More approach in the region of Slavonia. The cocreation of unique tourist experiences in the specified region was chosen as the subject of this research. There are, namely, realistic assumptions that building the identity of a gastronomy tourism destination offering a comprehensive and innovative gastronomy tourism product, i.e., an experientially enriched product with key elements of participatory, active engagement of guests and service providers in the tourist experience could serve as a model for other destinations, including countries with a prominently maritime character, to enhance their attractiveness in the year-round tourism market. A research gap has been identified through a presentation of previous research in the field of co-creation and gastronomy tourism whereby it was determined that there is a very limited number of studies on gastronomy tourism experiences based on co-creation perceived by potential tourists on the global basis. According to the author’s current knowledge, no scientific research on this topic has been conducted in Croatia, and therefore neither in Slavonia, which confirms the justification for research that is an integral part of this doctoral thesis. Through an overview of scientific and professional literature in the field of gastronomy tourism and experience economy, a theoretical foundation is provided, confirming that experientially enriched gastronomy tourism products created through co-creation and active guest engagement generate significant interest among contemporary tourists while simultaneously increasing the attractiveness of destinations that offer this type of tourism products. Qualitative and quantitative analyzes were used in the empirical part of the research. The aim was to determine to what extent and in what way gastronomy and related experiences are used as a means to build the identity of the mentioned region as a gastronomy tourism destination. This was done using the content analysis method on online platforms of five county tourist boards from the region of Slavonia, as well as 24 selected tourism and catering facilities. The second part of the empirical research is of quantitative nature and conducted on a sample of 397 respondents from the general population, comprising of adult citizens from 19 Croatian counties. The purpose of the research was to examine whether potential tourists perceive the mentioned region as a destination for rounded gastronomic experiences, as well as their attitudes towards desirable experiential elements of the gastronomic offer they want to experience in the destination, and their readiness for active involvement and co-creation of experiences.
The collected primary data were initially analyzed using descriptive statistical indicators, followed by factor analysis, non-parametric correlations (Kendall Tau-b), and ordinal regression analysis that were used for the research variables. Ordinal regression analysis was used since the variables were of ordinal nature. In order to examine whether and to what extent such proactive attitude influences the willingness to pay more and the likelihood of visiting Slavonia, and thus increasing the attractiveness of the mentioned region as a tourist destination, the Kaiser-Meyer-Olkin criterion was calculated for the respondents answers. Additionally, to further determine the reliability of the factor analysis, Bartlett's test was conducted, and Cronbach's alpha was used. To examine the impact of co-creation and active engagement in the gastronomic experience on the willingness to pay more and the likelihood of visiting in a multivariate manner, ordinal regression analysis was also performed. The research results, interpretation, and discussion of the obtained results contributed to the construction of a model and recommendations for the development of a comprehensive gastronomy experience in the Slavonia region based on cocreation and active guest engagement. Less Keywords
turističko odredište
gastroturizam
ekonomija doživljaja
sukreacija
experiencescape
Keywords (english)
tourist destination
gastro tourism
experience economy
co-creation
experiencescape
Language croatian URN:NBN urn:nbn:hr:145:240522 Promotion 2025 Study programme Title: Postgraduate doctoral study Management Type of resource Text File origin Born digital Access conditions Open access Terms of use Created on 2025-01-07 08:12:41
