Application of the analytic hierarchy process in the selection of traditional food criteria in Vojvodina (Serbia)

Ivana Blešić,Miroslav Vujičić,Tamara Gajić,Marko D Petrović,Tatiana Tretiakova,Julia Syromiatnikova

doi:10.1186/s42779-021-00096-2

Abstract

Vojvodina Province (Northern Serbia) represents a multicultural area inhabited by around thirty nations and national or ethnic groups with their authentic tradition and culture. The gastronomy of Vojvodina has been forming as a reflection of geographic characteristics—natural conditions and social events in this area. The life numerous nations share on this fertile soil of Vojvodina has initiated mutual impact of various customs, which contributed to the creation of a unique and specific Vojvodina cuisine. In this paper, mixed-method research approach was applied. The application of the analytic hierarchy process (AHP) method was preceded by a survey research on the sample of 289 guests in the restaurants on the territory of Vojvodina. The aim of the research was to define the key motives when choosing a traditional Vojvodina dish. In the second stage, AHP model was used for ranking factors significant for choosing traditional food by 29 experts in the field of hospitality and gastronomy. The result shows that Sensory appeal is the most important criterion for choosing traditional food in restaurants by the experts, followed by Health concern, and Familiarity.

Highlights

The Autonomous Province of Vojvodina is located in the northern part of the Republic of Serbia in the Pannonian Plain, encompassing 24.3% of the country’s territory (i.e., 21,506 km2)
Exploratory factor analysis The obtained data were factor analyzed using the principal component method and Promax rotation procedure in order to extract the factors of motive attributes
Results of the application of the analytic hierarchy process (AHP) method The results show that at the first level of the hierarchy the most important criteria influencing the choice of traditional food is Sensory appeal (0.313), followed by Health concern (0.294), Mood (0.170), and Familiarity (0.122), while the least important are Convenience (0.051) and Price (0.050)

Summary

Introduction

The Autonomous Province of Vojvodina is located in the northern part of the Republic of Serbia in the Pannonian Plain, encompassing 24.3% of the country’s territory (i.e., 21,506 km). The northern province is intersected by three big navigable rivers (the Danube, the Tisa, and the Sava), which divide its territory into three clearly distinctive wholes: on the far east there is Banat, on the northwest—Bačka, and on the southwest—Srem [1]. In Bačka and Srem, there is a strong impact of the Hungarians, Germans, Croats, Slovaks, and Ruthenians. In Banat, besides the influence of the Hungarians, Germans, and Slovaks, the forming of Vojvodina cuisine was greatly contributed by the Romanians as well. It may be concluded that the greatest impact was of the German and Hungarian cuisines [3].

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Conclusion