THE IMPORTANCE OF LOCAL CUISINE IN DESTINATION MARKETING: A CASE OF THE BALKAN CUISINE

Abstract

A lot of focus has been put on cultural heritage, for example natural resources and attractiveness of destinations in the studies on destination marketing. However, the cultural heritage of a region also includes abstract elements and provides a more holistic approach to the promotion of the region. In this context, especially with the importance given to the gastronomic tourism in recent years, local culinary culture has been on the increase in the studies on destination marketing. Based on the idea that local cuisine is gaining importance in the presentation of a destination, this study focuses on the Balkan region, which has a high tourism potential due to its diversity in natural beauty and rich in culture. The aim of this study is to introduce the culinary art of Macedonia, a Balkan country, and presenting a conceptual assessment of how this cult can be used in the promotion of Macedonia as a tourist destination. In the first part of the study, the local culinary heritage?s culture and importance of tourism are emphasized, then the culinary culture of Macedonia is introduced in the last part. Suggestions on how to use the Macedonia cuisine as a sales tool in the presentation of the destination have been elaborated.