The influence of socio-demographic characteristics of tourists on their interest for organic food in Istria, Croatia

Abstract

Starting from traditional economical views, consumers' behavior during purchase is based on maximizing usage and minimizing costs for a person. Food as a basic need of each person is a necessity highly ranked comparing to other needs, therefore, it is satisfied first (Maslovljev acc. to Foxall et al. 2007). Maslowljev theory explains the difference between what we can call a physical/inherited need and the learned need which a person gains through social interactions.Taking in mind these facts, a consumer who buys food wants to maximize the use and minimize costs (Myung et al. 2008).generally speaking, the process of making a decision about purchase has five phases: a consumer passes focusing to a problem; search for information; seeking alternatives; decision about the purchase and post-purchase reactions. Depending on the level of complication in this process, the consumer might Abstract: Due to the consumers concern about their health and the rise of their ecological consciousness, demand for organic food is generally increasing. According to this trend, there is an increase in the amount of agricultural land surface used for organic farming and market rise for organic products. The survey was conducted in 2008. Market development possibilities for organic farming in istra had a focus on organic food consumption during their stay in istra. This paper represents the analysis of the survey in six tourist places in istra on a sample of 1 300 tourists. We used a questionnaire as the research method. The purpose of this paper was to determine socio-demographic characteristics of tourists interested in organic food consumption and the influence on the mentioned interest. our assumption was that there exists a certain tourist profile interested in consuming organic food. We confirmed through correlations their statistical importance. Key words: organic food, socio-demographic profile, tourists, istria, croatiaAbstrakt: Poptávka po ekologických potravinách obecně roste díky zájmu konzumentů o vlastní zdraví a všeobecně nárůs-tu ekologickému povědomí. V souladu s tímto trendem se zvyšuje výměra ekologicky obdělávané zemědělské půdy a trh s ekologickými produkty. Výzkum byl proveden v roce 2008. Důraz byl kladen na tržní možnosti rozvoje ekologického zemědělství vzhledem ke spotřebě ekologických potravin turisty v rámci jejich pobytu v istrii. Článek prezentuje analýzu dotazníkového výzkumu v šesti turistických destinacích v istrii na vzorku 1 300 turistů. cílem článku je determinovat socioekonomické charakteristiky turistů, kteří se zajímají o ekologické produkty a jejich spotřebu a vliv tohoto zájmu na ni. Předpokládali jsme, že existuje určitý profil turisty, který se zajímá o ekologické potraviny. Tyto předpoklady jsme potvrdili prostřednictvím korelací jejich statistické významnosti.Klíčová slova: ekologické potraviny, socio-demografický profil, turisté, istrie, chorvatsko Supported by the croatian Ministry of Agriculture (grant no. 147-1470497-3034 -Valorization of selective forms of tourism in sustainable develo...

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