Traditional food products and region recognition: Importance of geographical indication of origin in case of branding the tourist region of Western Serbia

Abstract

The challenge of tourists' expectations is predicated on more authentic and traditional experiences as modern tourism grows. Local traditional food, which comprises autochthonous goods that have been consumed in that area since ancient times, is one of the experiences that such tourists are looking for. European legislation establishes geographical indications of origin to ensure that the items are authentic for that destination. This study aimed to evaluate respondents' perceptions of the authenticity of locally produced goods from Western Serbia's tourist region. Additionally, consideration was given to the significance of the geographic origin label in the Republic of Serbia, particularly in light of tourists' consumption and purchase of regionally authentic goods. A total of 504 respondents participated in the study. The findings indicate that traditional foods from this area are well-known to tourists, and guest households that serve these foods will have a competitive advantage.