УГОСТИТЕЉСКО-ТРГОВИНСКО-ТУРИСТИЧКА ШКОЛА

БАЊА ЛУКА

THE ROLE OF AUTHENTIC FOOD IN THE DEVELOPMENT OF GASTRONOMIC

TOURISM IN BANJALUKA

Abstract

No matter the reason for their visit is, tourists have physiological need for food consumption, which
is why tourism is a very important branch of economy.The strong linkage between food and
tourism provides a platform for local economic development, which can be strengthened by the sale
of local products and the use of food experiences for branding and marketing of a
destination(Kalenjuk et al., 2011; Kalenjuk et al., 2012a; Gagić et al., 2014).
The offer of authentic food plays an important role in tourism development. Having created specific
gastronomic standards through history,the population of the region has the greatest influence on
food authenticity.
Hospitality staff have issues in identifying the geographical origin of certain specialties while
trying to create a unique gastronomic offer in their restaurants. Cooks often avoid to put national
dishes on menus considering them to be old-fashioned and unattractive for their modern and well-
equipped restaurants.

Key words: gastronomic tourism, local specialties, national cuisine

Food-tourism relation
Authentic agricultural, local and gastronomic specialties can be successfully used in tourism in
order to draw attention of real food lovers- gourmets, who are looking for an authentic hedonist
experience. (Kalenjuk et al., 2011).
Tourist activation of a certain space contributes to agricultural and food industry as well as
hospitality industry in which food is an essential resource (Henderson, 2004; Quan and Wang,
2004).
Authors emphasize the importance of food considering that expenses for food and drink in tourism
account for more than one third of total tourist spending of global tourist traffic. (Meler and
Cerović, 2003) Therefore the relation between food and tourism is one of the most important issues
in hospitality industry.
This issue was looked at from different perspectives including culture, authentic cuisine, the
strategy, involvement and support of the local community, etc. (Horng and Tsai, 2010; Su and
Horng, 2012). How important this issue is shows the fact that among all possible costs during the
trip tourists are least willing to reduce the budget intended for food. This shows that food consumed
by tourists significantly contributes to the development of local restaurants, grills, bakeries,
confectionery shops,agricultural and food industry, that is, the economy of a destination in general.
(Pyo et al., 1991).
Having recognized the importance of tourism development , many tourist destinations have started
to offer and promote their local specialties and cuisine by creating a unique gastronomic offer in
their restaurants. (du Rand et al., 2003, Henderson, 2004, Kivela and Crotts, 2005, du Rand and
Heath, 2006, Hashimoto and Telfer, 2006, Okumus et al., 2007, McKercher et al., 2008)

Food is essentially important in the promotion of tourism. The climate, culture and history of some
region define cuisine as well. Therefore gastronomy is often related to as a subset of cultural
tourism,that is, cultural heritage.

The authors classify the dishes included in the offer of catering facilities , on the basis of their
origin, as: local, national and international.

Being made using the authentic, local foodstuffs, local dishes are either prepared in households or
are the specialties of a certain restaurant and a city, such as: ‘’stuffed steak by chef Marko’’, ‘’
leskovacki voz’’,’’banjalucki cevap’’, ‘’ a specialty of Salas 132’’ and many more. (Kalenjuk et. al.,
2015).
National dishes represent a group of regional dishes, known to the most people of a country.The
dishes that have taken hold of a broader territory of a country, regardless of their country of origin
are considered national dishes as well as those developed on the country’s territory.The examples
include: Karadjordje steak, sarma, goulash, roast pork, pies, salcici. Some local dishes are national
as well, such as Leskovac grill, or a dish can be local, national and international at the same time.
The example includes Viennese or Parisian steak (Tešanović et al., 2009; 2010).
International dishes are well-known dishes of various international cuisines that are worldwide
accepted such as: Cordon Bleu, Chateaubriand,pizza, Saute Stroganoff, dobos cake and many other
recognizable dishes in the global hospitality industry. (Tešanović, 2011).
Local dishes , offered on menu, should attract more attention of gourmets than national. The
adequate food offer should include a proportional presence of local, national and international
dishes in order to meet the requirements of all tourists. (Tešanović et al., 2010; Kalenjuk et al.,
2012a; 2012b).

The food preparation and consumption is the part of a culture if it relates to all aspects of life
learned in society.
According to LeviStrauss, food preparation process can be seen as a proof of civilisation. Therefore
we have cultural differences in the use of ingredients,food preservation, preparation and cooking,
portion size and its content, desirable and undesirable tastes, traditions in food serving, kitchenware
and kitchen utensils, traditional beliefs attributed to certain food..

Some chefs have become worldwide famous due to promotion ( newspaper articles, TV shows…)
This is why some tourists travel to region whose gastronomic offer is represented by that chef or
they simply want to visit a restaurant to taste a meal prepared by a famous chef.

Gastronomski turizam je još uvek vrsta putovanja manjine, a kulinarsko znanje i preferencije
učesnika imaju i odliku ekskluzivnosti, tj. statusnog simbola.

Globalizacija i stapanje različitih nacionalnih kuhinja (australijska tendencija da kombinuje

evropske i azijske ukuse) izazvali su značajne promene u tradicionalnoj i domorodačkoj
gastronomiji.

Rezultat migracija je i ponuda raznih kuhinja u pojedinim velikim svetskim gradovima, ali i rast
pokreta „brze hrane“ (McDonald’s), što može baciti u zasenak osobenost nacionalnog i regionalnog
kulinarstva.
Iako i dalje postoji jaka veza između nacionalnog (regionalnog) identiteta i kuhinje, prisutno je i sve
veće prihvatanje neobičnih „spojeva“ koji nastaju integrisanjem globalnog i lokalnog.

Koristi od gastronomskog turizma:

• veća tražnja za proizvodima u vezi sa hranom;
• zapošljavanje i prihodi;
• izgradnja posebnog brenda;
• ostvarivanje jače veze između turista i destinacije;
• marketinške informacije za proizvođače i dobavljače (neposredan uvid u ukus potrošača);
• obrazovne mogućnosti za posetioce i stanovnike;
• regionalna i lokalna distribucija potrošnje, kao i
• zaštita intelektualne svojine.

Hrana ima dvojaku ulogu u turizmu.

S jedne strane, neophodna je komponenta svakog putovanja, budući da učesnik mora zadovoljiti
svoje fiziološke potrebe van mesta stalnog boravka.
S druge strane, za neke turiste lokalna hrana ima i odlike atrakcije zbog koje se odlučuju za
određenu destinaciju.

TIPLOLOGIJA GASTRONOMSKIH TURISTA

U pitanju su turisti koji žele da isprobaju proizvode lokalne kuhinje, karakteristične za neku zemlju
ili regiju, za razliku od masovnih turista koji često traže sopstvenu hranu i u inostranstvu.

Hall i Mitchell (2005) daju tipologiju gastronomskih turista na sledeći način:

Gurmanski turisti (posećuju skupe i visoko rangirane restorane ili vinarije),
Gastronomski/kulinarski turisti (iskazuju šire interesovanje i za kulturu i prostor u kojem se
proizvodi hrana i vino),
Turisti zainteresovani za specifične kuhinje u svetu ili regionu

U nekim situacijama turisti mogu tražiti doživljaje koji prelaze granicu rutine i poznatog. Traganje
za novim i nepoznatim (jedan od motiva za putovanje), može se odnositi i na hranu. Novo iskustvo
sa hranom može biti dvojako: novi sastojci i ukusi koje turista ranije nije probao ili, pak, novi način
pripremanja i isporuke inače poznate hrane.

I situacija može doprineti da konzumiranje hrane, umesto epizodnog doživljaja, bude deo
vrhunskog doživljaja (npr. večera u dobrom restoranu sa društvom i neočekivanim provodom što se
dugo pamti). Efekat na uspomene čini takav doživljaj vrhunskim.

Najbolji primer vrhunskog turističkog doživljaja koji se odnosi na hranu je – gastronomski turizam.
Tada je hrana motiv putovanja (push faktor) ali i turistička atrakcija (pull faktor). Zapravo,
motivacija i ‘pamtljivost’ čini konzumaciju hrane vrhunskim turističkim doživljajem.

Struktura jela u ponudi banjalučkih restorana

Istraživanje je urađeno u 12 restorana na području Banja Luke. U ponudi banjalučkih restorana jela
domaće kuhinje zastupljena su u odnosu 30%, jela nacionalne kuhinje 15% i jela internacionalne
kuhinje 65%. Potrebno je naglasiti da restorani čiji je enterijer opremljen „na moderan“ način u
svojoj ponudi imaju veoma malu ponudu nacionalnih i domaćih jela. Pretpostavka je da su kuvari u
ovim objektima smatrali da tradicionalna jela ne mogu ili ne žele ponuditi osim u autentičnom
posuđu (zemljane posude, gusane posude, drveni pladnjevi, drvene zdjele) pa su jednostavno ta jela
uklonili iz svoje ponude.

Uvidjevši problem male zastupljenosti jela nacionalne i domaće kuhinje u ponudi restorana,
profesori stručnih predmeta UTTŠ BL pokrenuli su početkom 2019 godine projekat „Prezentacije
jela domaće i nacionalne kuhinje na tradicionalan i moderan način“. U radu sa svojim učenicima,
profesori pripremaju domaća i tradicionalna jela (prateći tradicionalnu recepturu) te osmišljavaju
načine moderne prezentacije tih jela. Na taj način daje se podstrek novim generacijama da ne
zaborave stara jela ali i profesionalnim kuvarima da našu nacionalnu i domaću kuhinju vrate u
ponudu svojih restorana.

Projekat je tek na začetku ali vjerujemo da će sa vremenom dati veoma dobre rezultate.

ZAKLJUČAK
Bogatstvo u domaćim I nacionalnim jelima našeg podneblja je izuzetno ali one nisu dobro
iskorištene za potrebe privlačenja turista kroz ponudu ugostiteljskih objekata na području Banja
Luke. Veliki broj domaćih I kvalitetnih namirnica, kao I načini pripreme osmišljeni od strane naših
predaka daju jela koja bi turistima bila veoma interesantna, jer oni često traže autentična iskustva u
gastronomskoj ponudi. Potrebno je samo poraditi na promociji istih. Bez obzira na vrstu
ugostiteljskog objekta jela domaće I nacionalne kuhinje trebaju biti zastupljena u većem obimu a to
možemo postići prezentovanjem na moderan način. Turisti će se na taj način upoznati sa našim
namirnicama, ukusima I načinima pripreme.
Zarad razvoja turizma i privlačenja turista neophodno je uticati na plasiranje većeg broja domaćih I
nacionalnih jela u ugostiteljstvu. Jedino autentična ponuda može obezbediti profit u turizmu, čiji su
potencijali jasno vidljivi ali još uvek neiskorišćeni.