Gastronomic Festivals as Drivers of Destination Image and Visitor Loyalty: Evidence from the Belmužijada in Serbia

Gastronomic festivals play an important role in the development of tourist destinations by strengthening destination image, competitiveness, and visitor loyalty. This study examines how the perceived quality of the gastronomic festival Belmužijada influences visitor satisfaction, behavioral intentions (recommendation and revisit intentions), and the destination image of Svrljig. The research is based on a quantitative approach using a standardized questionnaire. The collected data were analyzed in SPSS through descriptive statistics, a one-sample t-test, Pearson correlation, and regression analyses. The reliability of the measurement scales was confirmed using Cronbach’s alpha coefficient. The results indicate that visitors perceive Belmužijada as an authentic gastronomic experience that contributes to the preservation of local tradition and culture. The perceived quality of the gastronomic offer and festival organization has a statistically significant positive effect on visitor satisfaction, which further influences their willingness to recommend the festival. In addition, the perceived positive impact of the festival on destination image significantly affects revisit intention. The findings highlight the importance of gastronomic festivals in shaping destination image and fostering visitor loyalty, particularly in rural and less developed tourism areas.