GASTRONOMIC TOURISM IN THE HERCEG ETHNO VILLAGE IN THE WEST HERZEGOVINA TOURIST-GEOGRAPHIC REGION
Aida Bidžan-Gekić
Haris Gekić
Emina Ajanović
DOI: 10.35666/25662880.2025.11.135
UDC: 338.48-6:641/642(497.6-15)
Abstract: The Herceg Ethno Village in the West Herzegovina region is a kind of "living museum" in which the cultural identity of this region is further interpreted through the gastronomic offer. It is necessary to look at this identity through various forms of branding and marketing strategies, which would be used in the promotion of gastro tourism at the Herceg Ethno Village. The authors of this paper want to show that the development of gastro tourism and the development of its brand do not only imply a name or logo, but include numerous elements that shape the experience of visitors/tourists: from the smell and taste of traditional food, the visual identity of the restaurant and the ambience, to the way of presentation and communication with guests. That is why gastro tourism will be observed through its multisensory experiences, which will provide an excellent basis for showing the construction of a strong and authentic tourist brand, in the service of the development and survival of the Herceg Ethno Village.
Keywords: Herceg Ethno Village, gastronomic tourism, branding, marketing, development
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