Gastronomic Identity of Mačva (Western Serbia): Perceptions, Determining Factors, and the Influence on Domestic Tourists’ Purchases of Traditional Food

The gastronomic identity represents a blend of tradition, local resources, and cultural values that shape the authenticity and distinctiveness of a region’s gastronomy. Mačva, as an area in western Serbia, possesses an exceptionally rich gastronomic heritage whose tourism potential has not been sufficiently valorized. The subject of this research is the examination of the gastronomic identity of Mačva, and the purpose of the study is to determine how domestic tourists perceive the region’s gastronomic identity, which factors shape this identity, and the extent to which socio-demographic and perceptual characteristics influence the likelihood of purchasing traditional food products. The aim of this research is to develop an analytical framework to identify the key factors shaping the gastronomic identity of the Mačva region and to examine their influence on domestic tourists’ perceptions and consumer behavior related to the consumption and purchase of traditional food. The data were processed using exploratory factor analysis and binary logistic regression. The results indicate that respondents recognize the gastronomic culture of Mačva as an important component of the region’s cultural identity. The factor structure confirmed a three-dimensional model of gastronomic identity, comprising cultural–gastronomic heritage, authenticity and the promotion of gastronomy, and the region’s economic and social development. The results suggest that tourists’ intention to purchase traditional products is shaped by selected socio-demographic and perceptual factors, particularly gender and perceptions of gastronomy as a driver of economic and social development. The findings highlight the need for a differentiated approach to the development and positioning of the gastronomic offer, which may serve as a basis for formulating strategies for the development and branding of the Mačva region.