GADECOMP model

gastronomic destination competitiveness model

Nuša Basle (Avtor), Sonja Sibila Lebe (Mentor), Borut Milfelner (Komentor), Greg Richards (Komentor)

Povzetek

Konkurenca med restavracijami in destinacijami se povečuje skupaj s hitro spreminjajočimi se preferencami potrošnikov. Hrana ni več zgolj sredstvo za zadovoljevanje osnovnih človekovih potreb; že dolgo časa nazaj je postala glavna motivacija za potovanje. Turiste, katerih sila potega na destinacijo je gastronomija, imenujemo gastronomski turisti ali s tujko foodie-ji. Čeprav je primarna funkcija restavracij zagotavljanje visokokakovostne gastronomske ponudbe, samo vidik kakovosti ne zadostuje; zahtevni sodobni gostje nenehno iščejo inovativnost, kreativnost in pristnost, kar zagotavlja edinstveno kulinarično izkušnjo. Restavracije morajo zato nenehno uvajati novosti in biti kreativne, da pritegnejo pozornost gostov in tako pridobijo konkurenčno prednost. Poskrbeti morajo za ustrezen ambient (fizični izgled) restavracije, kakor tudi za nesnovne elemente, kot so zagotavljanje visokokakovostne strežbe, prijetnega vzdušja z razsvetljavo in glasbo, ali z organiziranjem posebnih dogodkov in razvedrila. Ker se je v zadnjem času povečala tudi okoljska ozaveščenost potrošnikov, je le-ta prisilila ponudnike gastronomije, da se prilagodijo trajnostnim vzorcem delovanja. Vse omenjene značilnosti so restavracijske kompetence, ki ustvarjajo zaznano kakovost ponudbe in iz nje izvirajočo zaznano vrednost; vse zgoraj navedene kompetence vplivajo tako na konkurenčnost restavracij kot gastronomskih destinacij. V teoretičnem delu te doktorske disertacije smo opredelili koncept konkurenčnosti destinacije in njene modele, koncept kakovosti storitev in njene modele in koncept destinacijskih kompetenc. Sledila je opredelitev gastronomskega turizma kot kreativnega dela kulturnega turizma. V nadaljevanju se teoretična raziskava osredotoča na motivacijo gastronomskih turistov, njihovo tiplogijo in ključne značilnosti. Govorimo tudi o imidžu gastronomske destinacije skupaj s prihodnjimi trendi, tako na strani povpraševanja kot na strani ponudbe. Pri razvoju modela smo se najprej osredotočili na restavracijsko (podjetniško) raven, ki je povezana z različnimi kompetencami, in sicer s kakovostjo, inovativnostjo, kreativnostjo, trajnostjo in lokalnimi značilnostmi. Predpostavili smo, če ponudniki gastronomije (t. j. restavracije) razvijejo kompetence, bodo gostje restavracij zaznali višjo kakovost storitev, s tem pa tudi višjo zaznano vrednost teh restavracij in tako izboljšali svojo konkurenčnost, kakor tudi konkurenčnost celotne destinacije. Kar zadeva destinacije, samo prizadevanja restavracij kot ponudnikov gastronomije, ki se nahajajo v destinaciji, niso dovolj. Poleg gastronomske ponudbe morajo destinacije zagotavljati pestro, a hkrati celostno ponudbo, ki bo zadovoljila potrebe turističnega trga kot celote. To vključuje učinkovito upravljanje destinacije, infrastrukturo, nastanitve, prostočasne dejavnosti znotraj destinacije itd. Gostom, ki prihajajo v destinacijo, je namreč vseeno, kdo so lastniki edinstvenih objektov – želijo le dobiti celostno ponudbo in preživeti odlične počitnice. Da bi destinacijam poiskali način, kako delovati kot enoten (meta) ponudnik, smo kompetence in znanje prenesli z ravni restavracije na raven destinacije. Pri tem smo celotno destinacijo obravnavali kot virtualno podjetje, kar je bilo v skladu z našo trditvijo, da mora destinacija delovati holistično in kot celota. Če je gastronomija osrednji vir destinacije in glavni motiv za obisk destinacije, lahko takšno destinacijo imenujemo gastronomska destinacija in mora, seveda, odražati kompetence gastronomske destinacije: kakovost, inovativnost, kreativnost, trajnostnost in lokalne značilnosti. Tako smo razvili teoretični model GADECOMP (GAstronomic DEstination COMPetitiveness, konkurenčnost gastronomske destinacije) za merjenje konkurenčnosti izbranih gastronomskih destinacij.

Ključne besede

turizem;gastronomija;gastronomski turizem;kompetence;destinacije;konkurenčnost;

Podatki

Jezik:	Angleški jezik
Leto izida:	2024
Tipologija:	2.08 - Doktorska disertacija
Organizacija:	UM EPF - Ekonomsko-poslovna fakulteta
Založnik:	N. Basle]
UDK:	338.48:641.5(043.3)
COBISS:	223136003
Št. ogledov:	0
Št. prenosov:	2
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Slovenski jezik
Sekundarni naslov:	GADECOMP model: model konkurenčnosti gastronomske destinacije
Sekundarni povzetek:	Competition among restaurants and destinations is increasing, along with rapidly changing consumer preferences and needs. Food is no longer merely a means for satisfying basic human needs: it has long ago become one of the main motivations to travel. Tourists, whose pull factor to a destination is gastronomy, are called gastronomic tourists or foodies. Although the primary function of restaurants is providing a high quality gastronomic offer, quality itself is not sufficient; demanding modern guests are looking for innovativeness, creativity, and authenticity, all together providing a unique dining experience. Restaurants must thus constantly innovate and be creative to attract guests’ attention and to gain a competitive advantage. They must take care of their dining environments’ physical appearance, as well as the intangible elements such as providing a high quality service, a pleasant atmosphere with lighting and music, or organising special events and entertainment. As the environmental consciousness of green consumers has considerably increased during the last two decades, tourism providers are urged to adapt to sustainable operation patterns. All these features are a restaurant’s competences that create the guests’ overall quality perception and from it deriving perceived value; consequently, all the aforementioned competences influence a restaurant’s and a gastronomic destination’s competitiveness. In the theoretical part of this doctoral thesis, we define destination competitiveness concept and models, service quality concept and models, and the concept of destination competences, followed by a definition of gastronomic tourism, as a creative part of cultural tourism. Further theoretical research focuses on gastronomic tourists’ motivations, their typology, and main characteristics. Gastronomic destination image is discussed together with the future trends on the demand and supply-side. In our model development, firstly, we focused on the restaurant (entrepreneurial) level that is associated with a variation of competences, namely quality, innovativeness, creativity, sustainability, and local features. Our hypothesis was that if gastronomic providers (i.e. restaurants) develop competences, the restaurant guests would perceive a higher level of service quality, and therefore a higher perceived value of those restaurants. This improves the competitiveness of the restaurants and the destination as a whole. For the destinations, the efforts of restaurants as gastronomy providers alone are not enough. The destination must provide a varied and integrated offer, which satisfies the needs of the tourist market as a whole. This includes efficient destination management, infrastructure, accommodation, leisure activities, etc. The guests coming to a destination do not care who the owners of the unique facilities are – they just wish to get a holistic offer and to have a great time. For destinations to succeed as a unified (meta) provider, competences and knowledge must be transferred from the restaurant level to the destination level. To achieve this, we considered the entire destination as a virtual enterprise, matching our claim that a destination has to act holistically. If gastronomy is a destination’s core resource and the main motive to visit a destination, such a destination can be called a gastronomic destination and must, of course, reflect the gastronomic destination competences: quality, innovativeness, creativity, sustainability, and local features. Therefore, we have developed the theoretical GADECOMP (GAstronomic DEstination COMPetitiveness) model to measure the competitiveness of selected gastronomic destinations.
Sekundarne ključne besede:	gastronomic tourism;upscale gastronomy;(gastronomic) destination competences;(gastronomic) destination competitiveness;GADECOMP model.;
Vrsta dela (COBISS):	Doktorsko delo/naloga
Komentar na gradivo:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani:	VII, 208 str., 29 str. pril.
ID:	19471485