From Local Product to Destination Identity: Leveraging Cave-Aged Cheese for Sustainable Rural Tourism Development

This study investigates how local gastronomic products with strong cultural and heritage value can contribute to destination identity and sustainable rural tourism development. Focusing on cave-aged cheeses, it emphasizes the case of Roquefort-sur-Soulzon (France), where traditional cheese-making and natural cave-aging have been successfully integrated into tourism experiences that reflect terroir, authenticity, and rural heritage. To explore tourist motivations, a survey of 416 visitors was conducted. Factor analysis and Structural Equation Modeling (SEM) were used to identify the main drivers behind cheese-related tourism. The analysis revealed three key motivational factors: Traditional Gastronomy, linked to interest in regional food practices; Cheese Experience, emphasizing the unique appeal of Roquefort cheese; and Heritage Tourism, reflecting a desire to connect with rural identity and sustainable traditions. These results support the hypothesis that culturally significant local food products can serve as central elements in shaping place identity and attracting visitors through immersive, heritage-based experiences. The study concludes that food heritage can be a powerful tool for rural development, offering economic, cultural, and experiential value. It also identifies similar opportunities in Serbian regions such as Pirot and Sokobanja, where traditional kačkavalj cheese and natural cave environments present strong potential for tourism growth rooted in local identity.