Traditional Bulgarian foods in the Horeca sector as a factor of choice for the tourist destination

Kremena Nikovska, Georgi Toskov, Stanko Stankov, Eva Dimitrova, Hafize Fidan

Abstract: In recent years, the culinary culture expressed in food preparation, marketing and consumption, as elements of the Horeca model, has established as one of the main components for the fortification of touristic destinations. The traditional cuisine has an important place in the growing structure of tourism. The objective of this study is to determine the influence of traditional Bulgarian cuisine in the choice of a tourist destination. The methodology of this study involved conducting surveys and the data are collected from local and foreign tourists (n = 150) who visit three of the main cities in Bulgaria (Sofia, Varna, and Plovdiv). The results of the study showed that the destination selection decision could be influenced by many factors as the local cuisine (local production of traditional foods) (88%), natural and historical resources of the country (76%), and cultural heritage (52%). Among the factors affecting tourist decision to consume traditional foods are determined: the well- defined destination image, local cuisine accessibility, eating and drinking habits of destination residents. Practical applications: this study contributes to the marketing potential for the tourism industry, regional development, and hospitality business, exploring the local food as a key element of the Horeca sector for choosing a tourist destination.

Keywords: Bulgarian foods; destination choice; Horeca sector; tourism; traditional

Date published: 2019-08-27