Scientific Papers Series Management, Economic Engineering in Agriculture and Rural Development Vol. 20, Issue 1, 2020 PRINT ISSN 2284-7995, E-ISSN 2285-3952 ANALYSIS OF THE STATE OF CULINARY TOURISM IN

Ivanka LULCHEVA

Agricultural University - Plovdiv, 4000, 12, Mendeleev Blvd., Plovdiv, Phone: +359 (32) 654 200, Fax: +359 (32) 633 157, Bulgaria, Email: ivanka.lulcheva@yahoo.

Corresponding author: [email protected]

Abstract

The modern tourist is increasingly looking for a complex tourist product that will not only offer him something new, different, exotic and provoke his intelligent curiosity, but also affect all his senses and perceptions. It is this tourist demand that opens the market niche for the development of wine and culinary tourism. The purpose of this research is to study and establish the state of culinary . Our studies show that, combined with other types of alternative tourism, culinary tourism can contribute a great deal to increasing the interest of tourists - both domestic and foreign - to tourism in rural areas and, consequently, to the revitalization of these areas. In order to study the state and opportunities for the development of cultural tourism in Bulgaria, a survey was conducted in the period 06.2018 - 07.2018. 100 randomly selected tourists were surveyed. The study was carried out with the help of a travel agency from Plovdiv. The respondents were between 16 and 55 years old. The subject of the study are the seven most clearly identified culinary regions in the country: 1. The stretch of Stara Planina; 2. The Black Sea region; 3. The Danube region, including the arc from Vidin to Silistra; 4. Thrace, the Thracian plain; 5. The region of the ; 6. Western Bulgaria; 7. The region of Macedonia. In each of these culinary areas there is an inherited and distinct unique traditional , cuisine and . A SWOT analysis of culinary tourism in these regions was carried out. As the strengths prevail and their influence is almost twice as strong as the weaknesses, and the opportunities for the development of culinary tourism are greater than the threats to it, it can be assumed that these culinary areas have all the necessary conditions for the development of culinary tourism. Tourists' interest in culinary tourism, especially combined with wine tourism, is increasing. The study and the analysis summarize the conclusions and recommendations for the further development of culinary tourism.

Key words: culinary tourism, rural areas, Bulgaria

INTRODUCTION Local produce adds authenticity to the tourist experience and provides motivation for For millennia, man has wondered what he visitors to come to a location [13]. found in the surrounding countryside. The The modern tourist is increasingly looking for geographical location - mountainous, seaside a complex tourist product that will not only or flat - affects the availability of one or the offer him something new, different, exotic other food. That is why in different regions a and provoke his curiosity and intelligent specific way of eating is formed and curiosity, but also affect all his senses and distinguished, regional and national cuisine of perceptions. It is this tourist demand that individual nations is created, with its specific opens the market niche for the development of culinary and taste peculiarities. Formed eating wine and culinary tourism. It focuses on the habits of individual peoples have persisted for demand and pleasure of prepared food and millennia, gradually changing with the drink [7]. introduction of new crops, fruit trees or Food may also add value to a core tourism animal breeds, new technologies for food product and become the focus for special preparation. Martinez et al define local food events. Additionally, food maybe used as a as “food produced, processed and distributed stand-alone niche attraction [6], referred to by within a geographical boundary that tourism writers as tourism, cuisine consumers associate with their own tourism, culinary tourism, or food tourism community” [8]. [10].

309 Scientific Papers Series Management, Economic Engineering in Agriculture and Rural Development Vol. 20, Issue 1, 2020 PRINT ISSN 2284-7995, E-ISSN 2285-3952 Culinary tourism is considered to be a To determine the object of this study, our subspecies of cultural tourism since part of the previous research on the state and knowledge of a culture is the knowledge of development of culinary tourism in Bulgaria the cuisine of that culture. Culinary tourism is has been used. Based on our study of the also considered to be a subset of rural tourism, peculiarities of traditional cuisine and since the practice of rural tourism is nutrition in individual regions, culinary necessarily linked to the experience of zoning of the country has been carried out, it specific local dishes and specialties. It is also is conditionally divided into 7 culinary traditionally accepted that wine tourism is a regions – 1. Along the Stara Planina subspecies of culinary tourism. This Mountain; 2. The Black Sea region; 3. The interconnectedness of similar activities must Danube region, including the rainbow from necessarily be the basis for achieving greater Vidin to Silistra; 4. Thrace, Thracian Plain; 5. impact than these activities - economic and The region of the Rhodope Mountains; 6. social. Western Bulgaria; 7. The Region of Pirinska All this puts on the agenda the question of the Macedonia. It is these culinary areas in the development of these types of tourism in country that are the subject of this research, as Bulgaria, moreover, that they take place they have the necessary conditions for the mainly in rural areas. Rural areas are among development of culinary tourism. the main directions of the European Union's policy, and Bulgaria is facing with high RESULTS AND DISCUSSIONS problems regarding the development of rural territory. The information from the processed survey All this provokes our research interest in the cards makes it possible to draw a number of state and opportunities for the development of conclusions about the state and the culinary tourism in Bulgaria. development of culinary tourism in Bulgaria. When processing the survey data, the MATERIALS AND METHODS following results were obtained: Bulgarian and foreign tourists show interest in our past, In order to study the status and opportunities traditions and customs, therefore almost every for the development of cultural tourism in month are organized excursions with certain Bulgaria, a survey was conducted in the routes, prefer comfortable and simple places period 13.06.2019 - 13.07.2019. A total of 90 to visit and accommodation. The main randomly selected tourists were interviewed. requirement is the presence of local cuisine, The questionnaire consists of 10 questions. rich in local specialties and dishes, natural The study was carried out with the help of the and quality drinks. A large number of Travel Agency "Veli Kazi Tour" - Plovdiv. tourists prefer to participate in the preparation The respondents were between 16 and 55 of food. What distinguishes culinary tourists years old. Persons aged 16 to 29 predominate. from other types of tourists is that the (40% of the total number of respondents) and motivation of culinary tourists to visit certain persons aged 30 to 45 years. (38% of the places is only or mainly the experience of total) (Table 1). “authentic” local dishes prepared on the spot. The purpose of this study is to investigate and Attractive to tourists may be all or only the establish the status and development of individual characteristics of the food - its culinary tourism in Bulgaria. Our studies type, origin, history, taste, method of show that, combined with other types of preparation, method of serving, etc. [7]. alternative tourism, culinary tourism can Bulgarian and foreign tourists show interest in contribute a great deal to increasing the our past, traditions and customs, therefore interest of tourists - both domestic and foreign almost every month are organized excursions - to tourism in rural areas and, consequently, with certain routes, prefer comfortable and to the revitalization of these areas. simple places to visit and accommodation.

310 Scientific Papers Series Management, Economic Engineering in Agriculture and Rural Development Vol. 20, Issue 1, 2020 PRINT ISSN 2284-7995, E-ISSN 2285-3952 The main requirement is the presence of local cuisine, rich in local specialties and dishes, The appropriate geographic position of the natural foods and quality drinks. A large country and the wealth of tourist resources, number of tourists prefer to participate in the together with preserved traditions in nutrition, preparation of food. favour the development of culinary tourism. Very often it is combined with other types of Table 1. Number of respondents by age group alternative tourism or with cultural-cognitive Age Number of respondents one. The survey shows that tourists show

16-29 26 strong interest in these permanently 30-45 23 established geographic areas where they 46-55 19 "produce" and consume typical, unique local over 55 years 11 dishes. The raw materials for these dishes are Source: Own calculation. only locally produced, from indigenous plant varieties and animal breeds. There are peculiarities in the technology of preparing the dishes that make them unique. A 32% characteristic feature, for example, in the Yes Rhodope cuisine is the total heat treatment of 68% No all products for one dish – and basic and . This results in the so-so "delicious bouquet" – a unique combination of the tastes of all the local ingredients in the dish, and this

Fig. 1. Is this the first time you have participated in gives its unique taste, aroma, composition. culinary tourism? Bulgarian cuisine has three very specific Source: Own calculation. foods, which are very popular among foreign tourists and are wanted by them necessarily when they stay in the country. This is , No 2% white brine cheese and Bulgarian savory. All this confirms the unique characteristics of the It's hard for me to judge 4% regional : Rhodope, Thracian, Dobrudzhanska, Shopska and others.

Yes 94% 50% 43% 40% 35% 0% 20% 40% 60% 80% 100% 30% 22% Fig. 2. Do you like traditional dishes and local 20% specialties? Source: Own calculation. 10% 0% Unique Contacting Searching and Yes, enough Partly emotions and local people, practicing non- touch with learning about traditional nature local traditions forms of and customs tourism 6% Fig. 4. What are your personal motivations for 32% participating in culinary tours? Source: Own calculation. 62% The growing interest in the unique specialities of the individual regional kitchens put the task to preserve not only the recipes for the Fig. 3. Is culinary tourism sufficiently advertised and promoted? preparation of local dishes, but also to Source: Own calculation. preserve the local varieties of plant products

311 Scientific Papers Series Management, Economic Engineering in Agriculture and Rural Development Vol. 20, Issue 1, 2020 PRINT ISSN 2284-7995, E-ISSN 2285-3952 and animal breeds. This is a basic prerequisite Table 2. SWOT analysis of culinary tourism in for the development of culinary tourism. Bulgaria Increasingly food is used in development Strengths Weaknesses initiatives to strengthen tourism destinations, and to create linkages of benefit to both the food Tourist product, associated No good infrastructure and with one of the oldest urban planning in small production industry and the tourism industry [1], traditions of the Bulgarian settlements; [5]. territory/wine/and the Lack of good tourist As noted by Du Rand and Heath the roots of Bulgarian culinary dishes markings; The local population is at a food tourism lie in agriculture, culture and low level of education; tourism” in that agriculture provides the Year-round accessibility; Migration of population product (food), culture offers the historical Focus on relatively solvent from villages to cities; setting and authenticity, and tourism should tourists; Traditions in welcoming In remote settlements there provide infrastructure and services to combine Bulgarian and foreign is no basic infrastructure all three components into a food tourism tourists; such as roads, water and experience [2]. sanitation; Ecologically clean There are no services in In the settlements in Bulgaria there are environment; smaller municipalities- concentrated numerous architectural and banks, ATMs; cultural-historical monuments, national parks Opportunities for Tourist information centres qualification and retraining do not work effectively. and reserves, predisposing to the combination of personnel in tourism; of culinary tourism and other types of Conditions for conducting No new additional services specialized tourism (ecological, rural, different types of tourism; and attractions; Attractive villages with Hunting, cultural-cognitive, religious, etc.) private rooms and family [9]. hotels; A large proportion of respondents (30%) Be Preserved local traditions, customs; Historical and introduced to the specific destination for architectural monuments; culinary tourism through acquaintances and Opportunities Threats the Internet. More than half of the respondents are familiar with the local unique nature, The development of Unfocused targeting of the customs and culinary specialities, which alternative forms of tourism tourist product, leading to provoked them to choose places in Bulgaria as in all seasons of the year; low efficiency; routes for culinary tourism. The popularity To develop new culinary Offering of low quality wine routes related to the lifestyle and gourmet tourist product; and interest in culinary tourism is increasingly and customs of the local growing, in search of unique emotions from population; touching the nature and contact with local Attracting investors in the people, traditions and customs. It is therefore culinary areas; Creating a content-rich necessary to promote this type of tourism with tourist product, linking wine much more expanded advertising. It is and gourmet tourism, both necessary to develop and conduct an modern and in accordance with the established aggressive marketing strategy that will traditions; contribute to the development of other Clear positioning of the alternative forms of tourism – eco, rural, product through micro- targeting of the selected wine, adventure, cultural, etc. target markets, which know SWOT analysis of culinary tourism in Bulgarian wines and food; Bulgaria Use the capabilities of communication media to The analysis of the strengths and weaknesses create an emotional of the culinary tourism in Bulgaria as well as connection between product, the opportunities and threats for its destination and user; Providing support to tourists development was carried out through a from target markets/Russia, SWOT analysis. Ukraine and Belarus/; Source: Own calculation.

312 Scientific Papers Series Management, Economic Engineering in Agriculture and Rural Development Vol. 20, Issue 1, 2020 PRINT ISSN 2284-7995, E-ISSN 2285-3952 The lack of specific statistics on this type of among other types of tourism-holiday, tourism does not allow an accurate assessment ecological, health, spa, etc. of its condition and development. The The various initiatives surrounding the development of culinary tourism has been development and implementation of food and associated with the popular philosophy in tourism associations range from culinary recent decades to "flee" from unhealthy diets, tourism strategies to the integration of food but to prefer local, traditional for the region, into national tourism strategies. Integral to locally produced food products. this is the establishment of food and tourism From the analysis it becomes clear that networks, tourism web sites and marketing culinary tourism in Bulgaria still does not initiatives dedicated to food, the development have much experience, have established of culinary events including festivals, diverse, complementary activities, attractions documentation of culinary heritage, and food and entertainments that enrich the main tourist related activities such as dedicated food tours product. The more complex, the better the and holidays [3, 4]. product of culinary tourism. A part of the The role of culinary tourism, which could fill identified weaknesses of culinary tourism are the gaps between winter and summer tourist determined first by the socio-economic seasons, is particularly important. The situation – poor infrastructure, lack of traditional Bulgarian dishes can bring as many financial resources for its modernisation and foreign guests as our ski resorts. , renewal; Projects are not being developed on the native Mesna skara\Mix grilled, , the ground; Not encourage entrepreneurship, Shopska , Haidushki chevermeta, low level of information provision of tourist Rakiaand selected wines entice tourists to rest sites, etc. Another part of the weaknesses of in Bulgaria. It is necessary to specify which the culinary tourism is conditional on the resources related to wine tourism are unique insufficient professional qualification of the regions and have a high attractiveness; Which managers and staff in the sector. Threats to events and holidays are best recorded in the the development of culinary tourism can be an national and local tradition and can be increase in taxes and fees, the emergence of successfully integrated into the product of strong competition, Poor road infrastructure, culinary tourism; How to enrich and diversify etc. the product of culinary tourism, to increase its The economic and social benefits of the quality and attractiveness; How to attract new development of culinary tourism are: or higher solvent tourists. Good tourism improvement of regional infrastructure; management based on initiatives such as the Supporting the development of tourism- creation of culinary routes could be an related industries; Additional income for the alternative for implementing strategies aimed local population; Promoting cultural diversity, at the social and economic development and preserving national heritage. In general, promotion of particular areas, for example tourism has a multiplier effect and “…its turning typical food from rural areas in certain growth stimulates the growth of other regions into a marketable attraction [12]. economic sectors“ [11]. Culinary tourism is a niche market that has CONCLUSIONS emerged in the hospitality industry in recent years. The most important element in On the basis of the SWOT analysis of the servicing the tourist has not been displayed as state of culinary tourism, the following can be a leading motive, stimulating the tourist to summed up: since the strengths and their travel. But recently, there are more and more influence are dominated by almost twice as people willing to receive unique food and strong as the weaknesses, and also the drinks in attractive conditions. Culinary art opportunities for improving The state of can be a factor to order culinary tourism culinary tourism is better than its threats, it can be assumed that the separate culinary

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