Gastronomy as a catalyst for destination branding and sustainable tourism: Insights from rural Serbia and Italy

Gastronomy plays a crucial role in shaping cultural identity and enhancing tourism, as travelers increasingly seek authentic culinary experiences that connect them to their destinations. The study conducted among 407 tourists in Radda in Chianti, Tuscany, Italy investigates how tourists‘ perceptions of a rural destination‘s food and wine culture influence their travel choices, satisfaction, and loyalty, emphasizing the importance of gastronomy in destination branding and sustainable tourism. Using Banoštor in Fruška Gora, Serbia, as a case study, the authors highlight that, despite its rich gastronomy, the destination struggles with international recognition compared to more established areas, such as Radda in Chianti. Through factor analysis and Structural Equation Modeling (SEM), the study identified key factors, including Local Influence, Gastronomic Identity, and Gastronomic Promotion, which significantly impact tourists‘ perceptions of the rural destination‘s gastronomy. These factors emphasize the importance of authentic, locally owned dining experiences and the strategic marketing of a destination’s culinary heritage to enhance tourist satisfaction, support local economies, and drive regional growth. Overall, the findings affirm that a robust gastronomic identity is essential for successful promotion and economic benefits in food tourism, positioning gastronomy as a key driver of sustainable tourism.