Application of the analytic hierarchy process in the selection of traditional food criteria in Vojvodina (Serbia)

Journal of Ethnic Foods

Miroslav Vujičić¹  Ivana Blešić²  Tamara Gajić³  Tatiana Tretiakova⁴  Julia Syromiatnikova⁴  Marko D. Petrović⁵ 

[1] Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, Trg Dositeja Obradovića 3, 21000, Novi Sad, Serbia;Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, Trg Dositeja Obradovića 3, 21000, Novi Sad, Serbia;Institute of Sports, Tourism and Service, South Ural State University, 76 Lenin Ave, 454080, Chelyabinsk, Russia;Faculty of Tourism and Hospitality Management, University Singidunum, Danijelova 32, 11000, Belgrade, Serbia;Institute of Sports, Tourism and Service, South Ural State University, 76 Lenin Ave, 454080, Chelyabinsk, Russia;Institute of Sports, Tourism and Service, South Ural State University, 76 Lenin Ave, 454080, Chelyabinsk, Russia;Geographical Institute “Jovan Cvijić” SASA, Djure Jakšića St. 9, 11000, Belgrade, Serbia;

关键词: Traditional food;    Consumer motives;    Experts’ choice;    Analytic hierarchy process (AHP);    Vojvodina;   

DOI  :  10.1186/s42779-021-00096-2

来源: Springer

【 摘 要 】

Vojvodina Province (Northern Serbia) represents a multicultural area inhabited by around thirty nations and national or ethnic groups with their authentic tradition and culture. The gastronomy of Vojvodina has been forming as a reflection of geographic characteristics—natural conditions and social events in this area. The life numerous nations share on this fertile soil of Vojvodina has initiated mutual impact of various customs, which contributed to the creation of a unique and specific Vojvodina cuisine. In this paper, mixed-method research approach was applied. The application of the analytic hierarchy process (AHP) method was preceded by a survey research on the sample of 289 guests in the restaurants on the territory of Vojvodina. The aim of the research was to define the key motives when choosing a traditional Vojvodina dish. In the second stage, AHP model was used for ranking factors significant for choosing traditional food by 29 experts in the field of hospitality and gastronomy. The result shows that Sensory appeal is the most important criterion for choosing traditional food in restaurants by the experts, followed by Health concern, and Familiarity.

【 授权许可】

CC BY