Tourists’ Attitudes towards Ecologically-Produced Food

The purchase and consumption of ecologically-produced food is on the rise in the food markets of Europe. Consumers are becoming more aware of their health and well-being and, therefore, consuming ecologically-produced foods and drinks is a reflection of becoming more conscious about one’s health and a lifestyle statement. The consumption of ecologically-produced food fosters healthier eating habits and a higher quality of life in comparison to consuming conventionally-produced food. Furthermore, such consumption relies on attitudes of responsibility towards ‘Mother Nature,’ connection to nature, saving the planet and protection of the environment. Therefore, such consumers are more socially responsible and conscious about the future of planet Earth. Regarding economic tourism, ecologically-produced food is seen as a part of what is on offer in terms of gastronomy. The availability and range of products from ecological production differs from destination to destination. In the Croatian case, ecologically-produced foods and beverages are quite a new trend. Istria as a destination leads these trends in terms of what is available, whereas they are scarce elsewhere. Therefore, in our research, we have attempted to validate the potential of ecologically-produced food on offer in tourist facilities in accordance with tourists’ preferences. With respect to the scientific project, ‘Valorisation of selective forms of tourism in the sustainable development of rural spaces,’ a survey was conducted with a sample of tourists with the intention of determining their interest in ecologically-produced food during their stay in Istria. We examined 1,028 questionnaires and determined that tourists have different attitudes toward ecologically produced food depending on the land of its origin and certain socio demographic features.