Purpose

Novi Sad, as the second largest city in Serbia, is nominated for the European Capital of Culture for 2021. In addition, the city has a rich traditional gastronomic resource base, belonging to over 16 nationalities living in the Vojvodina area (Autonomous Province of Serbia). This study aims to analyze the impact of Instagram, on the choice of catering facility and type of food, and to discover the extent to which it creates confidence to gastronomic consumers and the brand of the product or service.

Design/methodology/approach

The study presents a survey, which involves sharing survey questionnaires and gathering information from research participants. The sample of the survey included only the local population during 2019 year, on a random sample of 155 participants.

Findings

Of the total number of respondents, the highest percentage of them follow Instagram posts related to gastronomic objects, compared to other social networks. The results of this study undoubtedly show that consumers have great confidence in this social network and that it creates a certain brand and attitude on the basis of which consumers will choose a catering facility or food.

Practical implications

The process of interviewing people in gastronomy, regarding the impact of social networks on brand, attitude and consumer confidence, can provide an excellent insight into the current situation as well as influence changes that would contribute to better business of restaurant facilities in Serbia.

Social implications

Doing survey research is much more significant in the field of tourism and gastronomy, as these are industries that are primarily the human sector. The personal attitude of the direct users of the services in the restaurant facilities can contribute to the overall picture of the state of gastronomy in this area.

Originality/value

The study contributes to the development of contemporary gastronomy, which is on the rise compared to many other branches of the economy in Serbia. Researching the impact of service providers, through social networks, on consumers is a way of reaching out to learn about the level of service quality and customer satisfaction achieved, as well as creating loyal consumers and better position in the market.

中文翻译：

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通过社交网络为美食消费者建立品牌信心– Novi Sad的一份报告

目的

作为塞尔维亚的第二大城市，诺维萨德（Novi Sad）被提名为2021年的欧洲文化之都。此外，该市拥有丰富的传统美食资源，属于伏伊伏丁那地区（塞尔维亚自治省）的16个以上民族）。这项研究旨在分析Instagram对餐饮设施选择和食物类型的影响，并发现它在多大程度上为美食消费者以及产品或服务的品牌树立了信心。

设计/方法/方法

该研究提出了一项调查，其中涉及共享调查问卷并从研究参与者那里收集信息。调查样本仅包括2019年期间的155名参与者的随机样本中的当地人口。

发现

Of the total number of respondents, the highest percentage of them follow Instagram posts related to gastronomic objects, compared to other social networks. The results of this study undoubtedly show that consumers have great confidence in this social network and that it creates a certain brand and attitude on the basis of which consumers will choose a catering facility or food.

Practical implications

The process of interviewing people in gastronomy, regarding the impact of social networks on brand, attitude and consumer confidence, can provide an excellent insight into the current situation as well as influence changes that would contribute to better business of restaurant facilities in Serbia.

Social implications

在旅游业和美食学领域，进行调查研究更为重要，因为这些行业主要是人类部门。餐饮设施中服务的直接用户的个人态度可以有助于对该地区的美食状况的整体了解。

创意/价值

这项研究为当代美食的发展做出了贡献，与塞尔维亚的许多其他经济分支相比，这种美食正在上升。通过社交网络研究服务提供商对消费者的影响，是一种了解服务质量水平和实现的客户满意度的方法，也是建立忠实的消费者和在市场上占据更好位置的一种方式。