Mogućnosti brendiranja Hrvatske kroz gastronomiju

master's thesis

• Title (english): The Possibilies of Branding Croatia through Gastronomy
• Author: Bruno Stipčić
• Mentor: Božo Skoko (mentor)
• Mentor: Dejan Gluvačević (komentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Dejan Gluvačević (član povjerenstva)
• Committee member: Antonija Čuvalo (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2022-09-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Political Science

Abstract

Gastronomija nekog prostora jedna je od temeljnih odrednica kulture i zajedničkih vrijednosti naroda koji na tom prostoru obitava. Ukoliko se njome pravilno upravlja, ona može postati i slika koja predstavlja taj narod u očima drugih kultura. To se postiže pažljivim upravljanjem imidža i procesom brendiranja. Na taj način su nastale neke od najjačih spona između hrane i kulture koju predstavljaju – poput pizze i Italije, sushi u Japanu te hamburgera sa Sjedinjenim Američkim Državama. Takva povezanost rezultira boljim međunarodnim imidžem, što se pozitivno odražava na različite sektore poput proizvodnje, ugostiteljstva i turizma. Zbog toga je cilj ovog diplomskog rada utvrditi postoje li u Hrvatskoj preduvjeti za proces brendiranja gastronomije, zatim kakav je potencijal hrvatske kuhinje u odnosu na ostale gastro-sile, njene prednosti i nedostatci, i finalno, koje se promjene moraju dogoditi na institucionalnom, restoraterskom, ekonomskom i drugim planovima kako bi se otvorio prostor za emancipaciju hrvatske gastronomije. Koristeći polustrukturirani intervju, konzultirano je pet stručnjaka iz područja gastro-novinarstva, kulinarstva, ugostiteljstva i marketinga te kvalitativnom analizom njihovih odgovora formirala se predodžba o trenutnom stanju hrvatske gastronomije, kao i o njenoj mogućoj budućnosti. Rezultati su pokazali da hrvatska gastronomija ima velik potencijal za brendiranje, pogotovo uzimajući u obzir broj kvalitetnih sastojaka svjetske razine te različitost njenih geo-gastronomskih regija, no također da postoji velik broj promjena koje se moraju dogoditi na institucionalnom, marketinškom te zakonodavnom planu prije nego se takav proces pokrene.

Abstract (english)

The gastronomy of an area is one of the core determinants of culture and collective values of a nation occupying that area. If properly managed, it can become the image which represents that nation in the eyes of other cultures. To achieve this, its image must be carefully curated alongside the process of branding. Some of the strongest bonds between food and the culture they represent were made this way – pizza and Italy, sushi in Japan and hamburgers with the United States of America. This sort of connection results in an improved international image, which reflects positively onto different sectors such as production, the hospitality industry and tourism. Therefore, it is the goal of this Master's thesis to determine if there are sufficient prerequisites in Croatia to support the process of gastronomy branding as well as its potential in relation to other gastronomic powers, it's strengths and weaknesses and, finally, the changes that would have to happen on an institutional, restaurant, economic and other levels to open up space for the emancipation of Croatian cuisine. Using a semi-structured interview, five experts from the fields of gastro-journalism, cookery, hospitality and marketing have been consulted and, using qualitative analysis, their answers formed an image of the current state of Croatian gastronomy and its possible future. The results have shown that Croatian gastronomy carries great branding potential, especially when considering the number of high quality ingredients and the variety of its geo-gastronomic regions, however, they've also shown that many changes must be made on institutional, marketing and legislative levels before such a process can be initiated.

• Keywords: gastronomija; hrana; brend; brendiranje; nacionalni imidž; Hrvatska
• Keywords (english): gastronomy; food; brand; branding; national image; Croatia
• Language: croatian
• URN:NBN: urn:nbn:hr:114:778123
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-01-16 11:27:20