Tourists Attitudes Toward Autochthonous Product Quality and Placement—The Case of Dubrovnik, Croatia

Abstract

The Republic of Croatia is a country with significant number and large variety of autochthonous products. In recent years, more attention is paid to the importance of local products and their protection at national and even European level. Autochthonic products in Croatia can be protected by the marks of origin, geographical origin, and traditional reputation. Although there are great numbers of authentic products in Croatia, just some of them are protected. Very important are autochthonic ecological products (in the first order produced on the organic farms and agricultural households in Croatia), but they still do not have adequate market position. The aim of the paper is to explore domestic tourists’ perception toward autochthonous products quality and placement. For the purpose of this paper, we have carried out the primary research in the area of Dubrovnik. According to the results of the research which included the sample of 120 respondents, it is visible that tourists are satisfied with the autochthonous products quality, but on the other side they are not satisfied with availability, promotional activities, and distribution channels which have been used in autochthonous product placement policy. The domestic tourists think that there are only few outlets where they can buy autochthonous products what is huge disadvantage because the participants want to buy products but they do not know how and where (because of bad product availability, inadequate promotion, and small number of retail outlets). They find out that the price is acceptable, but they also find that there is not always value for money. It is sure that autochthonous products have target group in the market, but it is necessary to protect it better (and more) and take care that all elements (not only quality) fit to the clients. They create national identity, but also make recognizable tourist destination on the domestic and international markets.