ОД УКУСА ДО ПРЕПОРУКЕ: УТИЦАЈ ГАСТРОНОМСКЕ МОТИВАЦИЈЕ И ОНЛАЈН ПОНАШАЊА НА еWOM ТУРИСТА У ВОЈВОДИНИ
Sažetak
Циљ овог истраживања је да се испита улога гастрономске понуде као фактора који повећава видљивост туристичких дестинација путем електронске усмене препоруке (eWOM), са посебним освртом на гастрономске догађаје у Војводини. Гастрономија се све више препознаје као значајан мотив доласка туриста, нарочито у регионалним и руралним дестинацијама, где аутентичност локалне кухиње представља додатну вредност у оквиру туристичке понуде. Истраживање је спроведено применом квантитативног приступа, коришћењем анкетног упитника међу туристима који су учествовали на одабраним гастрономским догађајима у Војводини. Анализирани су мотивациони фактори, ниво задовољства гастрономским искуством и спремност туриста да поделе своје утиске путем друштвених мрежа и онлајн платформи. Резултати указују на постојање позитивне корелације између квалитета гастрономске понуде и намере за учешћем у eWOM-у, што имплицира да гастрономски догађаји могу значајно допринети дигиталној промоцији дестинација. На основу добијених налаза формулисане су препоруке за унапређење гастрономске понуде као алата за одрживи развој туризма и јачање позиције Војводине на туристичкој мапи кроз савремене комуникационе канале.
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