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Broj 30
Miloš Zrnić, Phd candidate
Akademija strukovnihstudija, Odsek Visoka hotelijerska škola. Beograd.
Tamara Gajić, Phd
Geografski institut ”Jovan Cvijić“, Beograd. Južno-uralski državni univerzitet, Institut
za sport, turizam i usluge. Čeljabinsk. Rusija. Fakultet za hotelijerstvo i menadžment,
Univerzitet u Kragujevcu.
Dragan Vukolić, Phd candidate
Univerzitet u Kragujevcu, Fakultet za hotelijerstvo i turizam, Kragujevac. Fakultet za
turizam i hotelski menadžment, Univerzitet za poslovne studije, Banja Luka. Bosna i
Hercegovina.
DOI: 10.5937/turpos0-40569
UDK: 38.48-6:641/642(497.11)
005.53:640.4
THE INFLUENCE OF GASTRONOMIC OFFER AND SERVICES ON
THE BRANDING OF HOTEL DIVČIBARE
UTICAJ GASTRONOMSKE PONUDE I USLUGA NA BRENDIRANJE
HOTELA DIVČIBARE
Apstrakt: Gastronomska ponuda i resto-
ranska usluga oduvek su igrali veoma važnu
ulogu u brendiranju hotelskih objekata. Pred-
met istraživanja odnosi se na hotel Divčibare
(planina Maljen, R. Srbija). Cilj i zadatak ove
studije je da ispita stavove i mišljenja gostiju
hotela kako usluga i izbor kulinarstva mogu
uticati na zadovoljstvo ispitanika i lojalnost
gostiju. Istraživanje je sprovedeno u septem-
bru 2022. godine na uzorku od 250 ispitan-
ika. Metode korišćene u radu za dobijanje
istraživačkih odgovora su: deskriptivna statis-
tička analiza, Man Vitnijev test, aritmetička
sredina i standardna devijacija, analiza pou-
zdanosti, Kronbahov alfa koecijent, Korel-
aciona analiza i Pirsonov koecijent. Na os-
novu sprovedenog istraživanja, ispitanici su
ukazali da hotelska gastronomska ponuda,
lojalnost, zadovoljstvo i pružene usluge mogu
u velikoj meri uticati na brendiranje hotela
Divčibare.
Ključne reči: gastronomska ponuda,
brendiranje, lojalnost, hotel Divčibare.
Abstract: e gastronomic oer and
restaurant service have always played a very
important role in the branding of hotel facil-
ities. e subject of the research refers to the
Divčibare hotel (Maljen mountain, R. Serbia).
e goal and task of this study is to examine
the attitudes and opinions of hotel guests how
service and culinary choices can aect re-
spondents’ satisfaction and guest loyalty. e
survey was conducted in September 2022 on
a sample of 250 respondents. Methods used in
paper to obtain research answers are: descrip-
tive statistical analysis, Mann Whitney test,
arithmetic mean and standard deviation, re-
liability analysis, Cronbach’s alpha coecient,
Correlation analysis and Pearson’s coecient.
Based on conducted research, respondents in-
dicated that hotel gastronomic oer, loyalty,
satisfaction and services provided, can greatly
aect the branding of the Divčibare hotel.
Key words: Gastronomy oer, branding,
loyalty, hotel Divčibare.
14 Turističko poslovanje
Introduction
e rst forms of providing food and
beverage services in order to make money
date back to the period of ancient civiliza-
tions, while the rst commercial restaurants
appeared much later. In Serbian society, ca-
fes are given the importance of an institution
that has multiple functions: economic, social,
cultural, political, democratic, information
and communication, stage and theater, driv-
ing, and even the function of a battleground
for gender equality (Rakić & Rakić, 2010; Ra-
dović & Keković, 2014; Zrnić, 2021).
Despite the fact that the rst hospitality
facilities were focused on oering drinks,
the Serbian restaurant industry put food in
the foreground, which is in line with the ex-
istence of the food cult in the Balkans. An
important characteristic of the Serbian cafe
is meat as a gastronomic ideal. A restaurant
product is a combination of material ele-
ments and interrelated service activities. All
these elements are included in the restaurant
product, which can be further broken down
according to the needs of guests, in order to
meet their requirements (Konuk, 2019). Ac-
cording to Chen & Chen (2014) a restaurant
product includes the following elements:
physical product (food and drink), service
environment, quality of delivered service,
location and price (Yi & Choi, 2012; Nir-
wandy & Awang, 2014; Gajić et al., 2022).
Even some research has pointed to dif-
ferent attributes of the restaurant that aect
the satisfaction of specic requirements of
guests (Dion & Arnould, 2016). e literature
has determined that these are the quality of
food, quality of service and atmosphere ‒ as
the most important characteristics for un-
derstanding customer satisfaction and their
future behavior (Nam et al., 2011; Manhas
& Tukamushaba, 2015; Šerić & Gil-Saura,
2012). In particular, all of these attributes
represent factors that inuence customer
attitudes and behaviors. First of all, the pa-
tronage of restaurants by customers is driven
by satisfaction with food (Kim et al., 2013).
In addition to inuencing satisfaction and
restaurant choice, Hanaysha (2016) found
that food quality aects not only satisfaction
but also brand image in consumer perception
(Zrnić et al., 2021). e quality and popular-
ity of restaurants and other hospitality facili-
ties is based on the variety of dishes. In this
way, the existing ones are retained and new
guests are attracted. e catering facility pre-
serves the tradition and acquires an image in
the form of recognizability for the content
and quality of the oer.
Serving food and drinks is a complex
process, which involves much more than
simply ordering, bringing food and drinks
to the guest, collecting bills and clearing the
table (Ismail et al., 2016). With the develop-
ment of restaurant business, this process has
become very heterogeneous, and the choice
of service options depends on the deter-
mination and goals of a particular restau-
rant (Baldwin et al., 2011). Fewer tourists,
looking for an authentic experience, either
”experimental“ or ”existential“, visit local
restaurants and regularly consume local
food, either as a way of trying real life in a
destination or because it is their choice (Lu
et al., 2015). Local food can become a per-
manent choice for ”existential“ tourists, es-
pecially when it manifests a worldview (for
example, the adoption of vegetarian cuisine
by people who have converted to Hinduism).
e subject of the research is measur-
ing the satisfaction of guests in hotels and
other restaurants, local gastronomic oers
and services, as well as understanding the
mentioned elements through a positive
impact on guest satisfaction and loyalty,
which should create an image of a positive
hotel brand. e main goal of the study is
to determine whether, and to what extent,
the local gastronomic oer and the process
of providing restaurant services have an im-
pact on customer satisfaction and loyalty,
and whether and to what extent they have a
positive impact on the restaurant brand.
Literature review
In the process of creating a new prod-
uct, by creating a name, logo and other
specic features, a new successful brand is
15
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potentially created. e word brand comes
from the Old Scandinavian word ”brand“
and the original meaning is ”stamp or burn“.
In the modern Serbian language, economic
terminology and everyday life, the use of the
word brand has become frequent, which is
pronounced identically in Anglo-Saxon lit-
erature and in almost all parts of the world.
In modern marketing literature, the fol-
lowing terms are used as synonyms for the
word brand: brand, brand name, brand sign,
brand color, trade name and others. Most of
these terms are related to creating a brand
identity (Errajaa et al., 2021).
A brand is a name, term, sign, symbol,
design or combination of these elements,
which should make it easier for customers
to identify a specic product/service and
distinguish it from competing products/ser-
vices. A strong brand symbolizes not only
the type of service that will be provided to
the consumer, but also the type of experi-
ence that they will experience on that oc-
casion. In general, the brand is a guarantee
of quality, thus increasing consumer con-
dence that their expectations will be met, or
even exceeded (Gordin et al., 2016).
e brand serves the service company to
visualize the intangible elements of the service
towards the consumer and, based on that, en-
able it to take the right place in the consumer’s
consciousness (Hernandez-Rojas et al., 2021).
From that point of view, a brand can be seen
as a promise of a set of features that someone
buys, which make the brand real or illusory,
emotional or rational, visible or invisible (Ga-
jić et al., 2020). In the realization of the oer,
the brand of the service company has numer-
ous roles. Some of the most important are the
following: the brand makes it easier to build
long-term relationships with customers; fa-
cilitates recognition and dierentiation from
competitors; represents a barrier to market
entry for companies with an underdeveloped
brand; increases the bargaining power of the
company; reduces consumer sensitivity to
price changes; enhances the eects of com-
munication eorts; aects the relationship
between employee loyalty, consumer satisfac-
tion and company image (Rodríguez-López
et al., 2020). Unlike physical products, service
brands provide a tangible clue and represent
a reference point for an intangible oering. A
strong brand reduces risk for consumers and
serves as an indicator of quality and a source
of dierentiation (Yi et al., 2018). Moreover,
branding helps service organizations develop
and maintain long-term relationships with
their guests (Demirçiçi & Kizilirmak, 2016).
Guests choose from alternative fast service
facilities based on attributes such as location
convenience, price, consistency, food quality,
service quality and cleanliness (Mun et al.,
2022). Guests` ”selective perception, selective
distortion and selective retention“ determine
which attributes are perceived as important
for their needs and become a part of a last-
ing brand image (Nicolaides, 2018). e main
goal of the restaurant, but also of every other
company, is satisfaction and value creation,
which is of special importance for conquer-
ing the market. at is why creating ”value
and consumer satisfaction“ is the heart of
modern marketing thoughts and practices
(Erkmen, 2019).
Consumer satisfaction is the key to re-
taining existing clients and attracting new
ones. According to Rather & Sharma (2016)
satisfaction is the consumer’s reaction to
achievements. It is the price that the attri-
butes of a product or service, or only the
product or service, provide (give) a pleasant
level of consumption, including levels of un-
derperformance or overfulllment.
e brand is one of the key factors in as-
sessing the quality of services and custom-
er satisfaction. e literature in the eld of
marketing services lists dierent approaches
to the factors that aect the company’s im-
age. In this context, Woodside et al. (2009)
argue that a brand refers to a brand name
and the dierent beliefs that consumers
have about a product, service, or business.
Authors Singh & Nika (2019) claim that the
brand is a very important factor in the com-
pany’s assessment and that it is ”what is in
the minds of consumers when they hear the
name of the company.
16 Turističko poslovanje
From the above denitions and ap-
proach to the relationship between brand
and consumer satisfaction, it follows that
brand image aects consumer awareness by
a combination of dierent factors such as
propaganda messages through dierent me-
dia, public relations, propaganda personal
communication with the recipient, con-
sumer experiences with dierent products
or services. e brand of the restaurant, and
the service it provides, is especially import-
ant in a situation where consumers in the
previous period did not have the opportuni-
ty to assess the quality of products and range
of services. In such cases, hotel companies
with a better image are given more impor-
tance. Also, the existence of a positive image
of the quality of the services simplies the
buying process, because the risk of buying a
certain product or service of a brand other
than the one they are used to is reduced in
the mind of the customer. e goal of every
restaurant and other catering companies, is
to achieve positive economic results. ere
are four reasons why consumer satisfaction
lowers costs. First, it costs less to retain ex-
isting consumers than to attract new ones.
It is estimated that on average, the costs of
attracting new consumers are almost ve
times higher than retaining existing ones.
Second, increased consumer satisfaction re-
duces dealing with complaints, which leads
to lower business costs. ird, regular cus-
tomers give the company the opportunity to
reduce transaction costs. is is especially
pronounced when it comes to consumers
who buy large quantities, which enables
economy of size in activities such as distri-
bution, invoicing and maintenance. Finally,
satised consumers increase the productivi-
ty of employees in the company, which leads
to lower operating costs (Gagić et al., 2013).
Methodology
To collect primary data, a survey ques-
tionnaire was created, which was used to
examine the views of guests. e question-
naire was distributed to the respondents in
printed form. A total of 250 questionnaires
were lled correctly out of 330 distributed,
in the hotel Divčibare categorized with three
stars according to the Regulation on stan-
dards for categorization of catering facilities
for accommodation R. Serbia (Ocial Ga-
zette of RS, no. 83/2016 and 30/2017). At an
altitude of 980 meters, the mountain eld
known as Divčibare stretches from Crni vrh,
Paljba, Golupac, to Veliko brdo. e hotel
Divčibare is located in the central part of
Maljen, 38 km southeast of Valjevo (R. Ser-
bia). e questionnaire consisted of fourteen
questions, divided into four parts:
• e rst part deals with general issues
aimed at determining the demographic
characteristics of hotel guests.
• e second part refers to the ndings
that reect the satisfaction of guests with the
restaurant, gastronomic oer and service
provided.
• e third part covers questions related
to the opinion about creating a brand in a
restaurant.
• e fourth part of the questionnaire
deals with questions about the overall opin-
ion of guest satisfaction and their loyalty.
Respondents expressed their views on
ve-point Likert scales. e respondents
evaluated the stated ndings on a scale from
1 to 5, where 1 meant ”absolute dissatisfac-
tion“, while 5 meant ”absolute satisfaction“.
Data analysis was performed using the
statistical program IBM SPSS (Statistical
Package for the Social Sciences SPSS 22).
e G*power test model indicates that 101
is an adequate number for a representative
sample, however a far higher number of val-
id sheets were collected, which testies to
the sample’s attained representativeness. To
obtain research results the following statis-
tical methods are used: descriptive statisti-
cal analysis, Mann Whitney test, arithmetic
mean and standard deviation, reliability
analysis, Cronbach’s alpha coecient, Cor-
relation analysis and Pearson’s coecient.
ere were theoretical and practical re-
strictions during the research period. One
of the restrictions is the paucity of literature
on the subject. Additionally, it was common
17
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for tourists to refuse to cooperate with in-
terviewers. Some guests are still hesitant to
interact with strangers and express their fear
of the epidemic. is study may therefore
be essential for both adding to the body of
knowledge already known about the issue
and for advancing a bigger, more substantial
body of research on it. Employers will also
be able to confess error and develop tactical
solutions if they become aware of problems
with service quality, which will help them
succeed in the long run as a company, sur-
vive in the market, and contend with grow-
ing competition.
Results and discussion
Demographic analysis of respondents
In our reseach, 250 respondents partic-
ipated. Of the total number, 32% were men
and 68% women. e results are shown in
Table 1.
Table 1. Number (percentage) of respondents
in relation to gender
Gender Number
Per-
cent-
age
Мale 80 32
Female 170 68
Source: Authors’ calculation
In terms of age, there are slightly more
older respondents, i.e. about 52% of respon-
dents are over forty years old. e results are
shown in Table 2.
Table 2. Number (percentage) of respondents
in relation to age
Age Number
Per-
cent-
age
18 - 20 9 4
21 - 29 45 18
30 - 39 58 23
40 - 49 71 28
50 + 67 27
Source: Authors’ calculation
In relation to education, the ratio is 37%
respondents have secondary education, 28%
college, and 35% university education. e
results are shown in Table 3.
Table 3. Number (percentage) of respondents
in relation to education
Education Num-
ber
Per-
cent-
age
High school 91 37
College 71 28
Faculty 88 35
Source: Authors’ calculation
In relation to the place where tourists
come from, the result is expected, because
Vojvodina, Belgrade and central Serbia make
up about 59%, which otherwise represent
the main market of interest for Divčibare.
e results are shown in Table 4.
Table 4. Number (percentage) of respondents
in relation to where they come from
Location Num-
ber
Per-
cent-
age
Vojvodina 55 22
Belgrade and Central Serbia 92 37
West part of Serbia 53 21
South part of Serbia 50 20
Source: Authors’ calculation
Descriptive analysis
Table 5. shows the results of descrip-
tive statistical analysis. e arithmetic
mean and standard deviation were calcu-
lated for all individual statements. More
favorable attitudes of the respondents are
present in the statements where the value
of the arithmetic mean is higher, and more
homogeneous attitudes are present in the
statements where the value of the standard
deviation is lower.
18 Turističko poslovanje
Table 5. Results of descriptive statistical analysis
Variables Findings Mean St. deviation
Local gastronomic
offer / service deliv-
ery process
The gastronomic offer in the restaurants on
Divčibare is unique 3.62 0.94
The food exudes a wealth of avours 3.98 0.89
Portions are served in an original way with a
touch of creativity and courtesy of the food server 3.70 0.93
Restaurant brend
You would rather choose a restaurant of a well-
known brand, in a certain destination, than a less-
er-known, independent restaurant
3.95 0.96
I nd restaurants with a rich offer of national
dishes are more attractive 3.90 0.97
The national gastronomic offer has a positive ef-
fect on the good image of the restaurant 3.97 0.86
Satisfaction
Famous restaurants, which have a long tradition,
are my rst choice in Divčibare 3.97 1.15
In addition to delicious portions, to build a posi-
tive image of the restaurant, the ambience of the
restaurant, the speed of service and the kindness
of the waiter are also important.
4.33 0.84
Loyalty
I am generally satised with the overall service
provided, the ratio of price and quality in the
restaurant in this destination.
3.83 1.04
I am always ready to recommend the gastronom-
ic offer of Divčibare to friends and family 4.12 0.98
Source: Authors’ calculation
Using the Mann Whitney test, there are
no signicant dierences in the estimates of
the ndings in relation to gender, age and
place of arrival of tourists. ere was a sta-
tistically signicant dierence in relation
to the level of education, in the following
statements:
a. Portions were served in an original
way with a touch of creativity and courtesy
of the food server (p = 0.02).
Applying the post-hoc series Man-
nWhitney U test, a statistically signicant
dierence in this statement was observed
among the respondents.
1. secondary and higher education (r
<0.01), where respondents with higher edu-
cation were statistically signicantly more in
agreement with this statement compared to
respondents with secondary education.
2. college and faculty education (r =
0.05), where respondents with higher edu-
cation statistically signicantly agreed more
with this statement compared to respon-
dents with lower education.
b. You would rather choose a restaurant
of a well-known brand, in a certain destina-
tion, compared to a lesser-known, indepen-
dent restaurant (p = 0.02).
i. Applying the post-hoc series Man-
nWhitney U test, a statistically signicant
dierence in this statement was observed
among the respondents.
1. Secondary and higher education (p
<0.01), where respondents with higher edu-
cation were statistically signicantly more in
agreement with this statement compared to
respondents with secondary education.
v. In addition to delicious portions, to
19
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build a positive image of the restaurant, the
ambience of the restaurant, the speed of ser-
vice and the kindness of the waiter (p = 0.05)
are also important.
i. Applying the post-hoc series Man-
nWhitney U test, a statistically signicant
dierence in this statement was observed
among the respondents.
1. secondary and higher education (p =
0.02), where respondents with higher edu-
cation were statistically signicantly more in
agreement with this statement compared to
respondents with secondary education.
г. I am generally satised with the overall
service provided, the ratio of price and qual-
ity in the restaurant in this destination (p =
0.04).
i. Applying the post-hoc series Man-
nWhitney U test, a statistically signicant
dierence in this statement was observed
among the respondents.
1. secondary and higher education (r =
0.08), where respondents with higher edu-
cation were statistically signicantly more in
agreement with this statement compared to
respondents with secondary education.
2. college and faculty education (p =
0.02), where respondents with higher edu-
cation were statistically signicantly more
in agreement with this statement compared
to respondents with with lower education
degree.
Reliability analysis
In this situation, when a certain variable
is measured through several statements, it is
very important to calculate whether the giv-
en variable is reliable, ie whether the state-
ments through which it is measured are in-
ternally consistent.
For the purposes of this analysis, the
value of the Cronbach’s alpha coecient is
calculated, which ranges from 0 to 1. e
ndings are internally consistent, ie the vari-
able is reliable if the value of this coecient
is 0.7, and more. e results of the reliabil-
ity analysis are shown in Table 6, as well as
the results of the descriptive analysis for the
formed variables.
Table 6. Results of reliability analysis and descriptive analysis for forming variables
Variable Cronbachʼs
alpha
Arithmetic
mean
Standard
deviation
Local gastronomic
offer / service delivery process 0.923 3,77 0.72
Restaurant brend 0.821 3,94 0,81
Satisfaction 0.756 4,15 0,78
Loyalty 0,793 3,97 0.94
Source: Authors’ calculation
As can be seen, in Table 6 there is a high
degree of internal consistency between the
variables in the model.
Based on the results of the descrip-
tive analysis, it can be concluded that hotel
guests are most satised with the satisfaction
variable (4.15), while other variables range
from 3.8 to 3.95. e result of the standard
deviation shows that the highest homogene-
ity is present in the variable loyalty (0.94),
and the lowest in the variable describing the
gastronomic oer and the process of service
provided (0.72).
Correlation analysis
Correlation analysis shows the degree
of dependence of two variables (eg. two
statements). In eld research, the value of
Pearson’s linear correlation coecient is
usually calculated, which shows the degree
of linear dependence, ie. degree of quantita-
tive agreement between two variables. e
value of this coecient ranges from -1 to 1.
However, if the questionnaire contains pos-
itively scaled statements (as is the case with
our questionnaire containing seven-point
scales), the value of this coecient is usually
20 Turističko poslovanje
positive and ranges from 0 to 1. , values from
0 to 0.4 indicate a weak linear correlation,
from 0.4 to 0.6 to a moderate linear cor-
relation, and from 0.6 to 1 to a strong linear
correlation. Of course, it is important that
the value of Pearson’s coecient is statisti-
cally signicant at the level of 0.05, ie. with a
probability of 95%. Otherwise, the obtained
value will not be statistically signicant and
will not be taken into consideration. e re-
sults of the research are shows in Table 7. as
follows:
Table 7. Results of correlation analysis for forming variables
Correlation analysis Range Pearson’s
coefcient
Correlation between gastronomic offer and satisfaction - r = 0.758 p <0.01
Correlation between gastronomic offer and loyalty - r = 0.729 p <0.01
Correlation between satisfaction and brand - r = 0.740 p <0.01
Correlation between loyalty and brand - r = 0.592 p <0.01
Source: Authors’ calculation
Based on the obtained results, we can
say that the local gastronomic oer has a
greater impact on satisfaction compared to
guest loyalty, while, on the other hand, the
correlation has a greater impact of satis-
faction (0.740) than loyalty (0.592) on the
restaurant brand. In all relationships, there
are strong correlations of these models ex-
cept between loyalty and brand, where there
is a moderate correlation.
Conclusion
According to the accessible material, the
authors of the paper conducted eldwork on
Serbia’s Divčibare resort. Visitors of the ho-
tel Divcibare who were there in September
2022 participared in the survey; 250 ques-
tionnaires that had been properly lled out
of 330 distributed forms. Recommendations
for further research in the eld of gastro-
nomic oer may include more hotel facilities
and restaurants in Divčibare resort in order
to gain an even broader picture of the atti-
tudes of guests towards the gastronomic oer
and services in order to brand restaurants in
a better way. e obtained data would great-
ly help in creating an even better branding
strategy for hotel and restaurant facilities.
Hoteliers need to recognize the indication
that the local culinary oer can be used as a
competitive advantage of hotel restaurants,
reducing the possibility of failure. Also, the
excellent gastronomic oer and service can
greatly contribute to the branding of the ho-
tel and catering facility. Furthermore, this
study shows that the satisfaction and loyalty
of the respondents depends on the quality of
service and gastronomic oer.
Based on the results of the survey, re-
spondents stated that the gourmet selection,
customer contentment, loyalty, and services
may all have a signicant impact on the ho-
tel Divčibare reputation and thus can greatly
inuence branding of the hotel.
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