From taste to recommendation: An analysis of factors shaping eWOM at gastronomic events in Vojvodina (R. Serbia)

Abstract

Gastronomy is increasingly recognized as a compelling motive for tourist visits, especially in regional and rural areas where local cuisine serves as a cultural and experiential asset. This study examines the impact of gastronomic offerings on the visibility of tourist destinations through eWOM, focusing on selected gastronomic events in Vojvodina (R. Serbia). The research employed a quantitative methodology, utilising a structured survey designed to assess five distinct factors: gastronomic motivation (authenticity and locality), social and emotional experience, pre-visit information-seeking behaviour, post-visit evaluation, and behavioural outcome (eWOM intention). The survey was conducted among 312 visitors to four major gastronomic events in Vojvodina. Data were analysed using factor and regression analysis. The findings indicate a positive correlation between various factors, including gastronomic motivation, social and emotional experiences, pre-visit information-seeking behaviour, post-visit evaluation, and behavioural outcomes related to eWOM. These insights suggest that gastronomic events can effectively contribute to digital promotion strategies.

Keywords

• gastronomic tourism
• ewom
• tourist motivation
• vojvodina
• gastronomic events
• digital promotion