Importance of gastronomy heritage for tourism development - the case of mediterranean diet in Croatia

Continuous increase of interest for gastronomy on demand side of tourism market has a positive influence on the increase of gastronomy importance in the tourism product of Croatia, especially in sustainable development of special interest tourism. Due to increasing competition on tourism market and emergence of new tourism destinations with different tourism products, gastronomy heritage as a part of cultural heritage of a nation and area becomes one of the most important resources in achieving competitive advantage. Croatia possesses an exceptional treasury of gastronomy heritage and a great potential for its tourism valorisation. Original and indigenous cuisine of Mediterranean area attracts attention of both scientists and tourists. Mediterranean diet, in Croatian and other Mediterranean areas, manifests itself in social, spiritual and tangible aspects of life and represents the foundation for identity of those areas. Today, Mediterranean diet is considered as a preferred standard of proper nutrition, as it is inscribed onto the UNESCO List on Intangible Cultural Heritage. Along with increasing importance of gastronomy as a motive for the arrival of tourists to Croatia, this area of research becomes more interesting. The aim of this paper is to analyse key characteristics of Croatian gastronomy heritage and especially Mediterranean diet and its importance and possibilities of valorisation in tourism of Croatia. To reach the aim, two-step primary research was taken. This included focus group with students and in-depth interview with the conceptual initiators of the projects rated as best practice examples. The results showed that Croatian gastronomy offer, especially based on original Mediterranean diet, can provide additional incentive to increase quality and unique experience in tourism.