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Creating Opportunities for the Development of Craft Beer Tourism in Serbia as a New Form of Sustainable Tourism

Author

Listed:
  • Tamara Gajić

    (Faculty of Tourism and Hotel Management, Singidunum University, 11000 Belgrade, Serbia
    Institute of Sports, Tourism and Service, South Ural State University, 454080 Chelyabinsk, Russia)

  • Jovanka Popov Raljić

    (Faculty of Tourism and Hotel Management, Singidunum University, 11000 Belgrade, Serbia)

  • Ivana Blešić

    (Institute of Sports, Tourism and Service, South Ural State University, 454080 Chelyabinsk, Russia
    Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia)

  • Milica Aleksić

    (Faculty of Tourism and Hotel Management, University of Business Studies, 78000 Banja Luka, Bosnia and Herzegovina)

  • Dragan Vukolić

    (Faculty of Tourism and Hotel Management, University of Business Studies, 78000 Banja Luka, Bosnia and Herzegovina)

  • Marko D. Petrović

    (Institute of Sports, Tourism and Service, South Ural State University, 454080 Chelyabinsk, Russia
    Geographical Institute “Jovan Cvijić” SASA, 11000 Belgrade, Serbia)

  • Natalia V. Yakovenko

    (Research Institute of ITLK of Voronezh, Voronezh State University of Forestry and Technologies, 394000 Voronezh, Russia)

  • Višnja Sikimić

    (Academy of Technical Vocational Studies, 11000 Belgrade, Serbia)

Abstract

Beer may not be the oldest alcoholic beverage, but it is definitely among the most popular alcoholic beverages in Serbia today. The authors conducted a survey in 2019, during three major beer festivals, on a total sample of 542 festival visitors. The authors set the goal of the research: sensory preferences, habits, knowledge of the beer production process and a healthy lifestyle influence the choice of beer type, in respondents older than 18 years. Further, the goal was to investigate the extent to which craft tourism can be developed in Serbia, and to be an aid in sustainable tourism development. SPSS software, version 26.00, was used for data processing. Descriptive statistical analysis determined the average values for all items from the given research groups. The authors considered that, for determining the group of factors, which may have the strongest predictor power in predicting beer choice, the best results can be given by Binary Logistic Regression. The logarithm of chances, chances and probabilities has also been determined whether in some future period all festival visitors over the age of 18 will be chosen for craft beer instead of factory beer. The obtained results show that visitors mainly consume craft beer, and that sensory tendencies play a leading role in preserving and creating quality, as well as attracting regular consumers and visitors to craft tourism. The importance of the research is undoubtedly seen in resolving the existing doubts about the quality of beer and creating a craft tourist market in Serbia. In addition, the research can improve the measures around the creation of a recognizable identity of the Serbian beer festival, on the wider tourist market.

Suggested Citation

  • Tamara Gajić & Jovanka Popov Raljić & Ivana Blešić & Milica Aleksić & Dragan Vukolić & Marko D. Petrović & Natalia V. Yakovenko & Višnja Sikimić, 2021. "Creating Opportunities for the Development of Craft Beer Tourism in Serbia as a New Form of Sustainable Tourism," Sustainability, MDPI, vol. 13(16), pages 1-22, August.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:16:p:8730-:d:608581
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    References listed on IDEAS

    as
    1. Neil Reid, 2021. "Craft Beer Tourism: The Search for Authenticity, Diversity, and Great Beer," Advances in Spatial Science, in: Mauro Ferrante & Oliver Fritz & Özge Öner (ed.), Regional Science Perspectives on Tourism and Hospitality, edition 1, pages 317-337, Springer.
    2. Meehyang Chang & Jung-Hoon Kim & Daecheol Kim, 2018. "The Effect of Food Tourism Behavior on Food Festival Visitor’s Revisit Intention," Sustainability, MDPI, vol. 10(10), pages 1-15, October.
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    Cited by:

    1. Dragan Vukolić & Tamara Gajić & Marko D. Petrović & Jovan Bugarčić & Ana Spasojević & Sonja Veljović & Nikola Vuksanović & Marina Bugarčić & Miloš Zrnić & Snežana Knežević & Sandra R. Rakić & Bojana D, 2023. "Development of the Concept of Sustainable Agro-Tourism Destinations—Exploring the Motivations of Serbian Gastro-Tourists," Sustainability, MDPI, vol. 15(3), pages 1-16, February.
    2. Tamara Gajić & Jovanka Popov Raljić & Ivana Blešić & Milica Aleksić & Marko D. Petrović & Milan M. Radovanović & Darko B. Vuković & Višnja Sikimić & Tatjana Pivac & Marija Kostić & Dejan Sekulić & Dra, 2022. "Factors That Influence Sustainable Selection and Reselection Intentions Regarding Soluble/Instant Coffee—The Case of Serbian Consumers," Sustainability, MDPI, vol. 14(17), pages 1-18, August.

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