Restaurant Innovativeness: A Case Study of Vojvodina

Open access


It is of vital importance to continuously work on the improvement and identification of significant factors to ensure and sustain the desired level of quality. The paper aims to analyze the innovativeness level of restaurants in Vojvodina in view of the fact that it keeps their portfolio competitive and thereby achieves a long-term competitive advantage. The innovativeness level was defined on the basis of the instrument designed for measuring innovation in the field of products and services, marketing, processes and socially responsible behavior. In order to determine the level of innovativeness, it was necessary to first determine the percentage of innovativeness based on the number of innovations introduced by the restaurants in all of the four study areas.

The results show that a significant number of restaurants pays attention to innovations in order to become more appealing to guests and increase their profitability. On the other hand, more than half of the observed restaurants have a very low or low degree of innovation, which indicates that we still do not pay enough attention to innovations and advancement of their business implementation.

If the inline PDF is not rendering correctly, you can download the PDF file here.

  • Abimbola T. & Vallaster C. (2007). Brand organisational identity and reputation in SMEs: An overview. Qualitative Market Research: An International Journal 10(4) 341-348.

  • Atanacković U. (2011). Društveno odgovorno poslovanje kao savremeni koncept biznisa. Škola biznisa 1(2011) 143-148. In Serbian.

  • Cerjak M. Rupčić I. Tomić M. & Zrakić M. (2007). Consumer bahaviour regarding “light” food products on the Zagreb market. Journal of Central European Agriculture 8(2) 257-268.

  • Čerović S. (2013). Upravljanje ljudskim resursima u hotelijerstvu. Beograd: Univerzitet Singidunum. In Serbian.

  • Chan E.S.W. (2011). Implementing environmental management systems in small and medium-sized hotels: obstacles. Journal of Hospitality and Tourism Research 35(1) 3-23. doi:10.1177/1096348010370857.

  • Cox R. Davidson M. & Wilkins H. (2011). Exploring Innovation Strategies that affect business performance in restaurants. In: International conference on hospitality & leisure applied research (I-CHLAR 2011): Balancing Art Innovation & Performance. Retrieved December 5 2015 from

  • DiPietro R. Cao Y. & Partlow C. (2013). Green Practices in Upscale Foodservice Operations: Customer Perceptions and Purchase Intentions. International Journal of Contemporary Hospitality Management 25(5) 779-796. doi:10.1108/IJCHM-May-2012-0082

  • Gagić S. Psodorov D. & Ostojić G. (2011). Principi inovativne gastronomske ponude. Zbornik radova Departmana za geografiju turizam i hotelijerstvo br. 40 188-197. Beograd: Prirodno matematički fakultet. In Serbian.

  • Gagić S. (2014). Evaluacija efekata inovativnosti u funkciji unapređenja kvaliteta i lojalnosti gostiju u restoraterstvu Vojvodine. Doktorska disertacija Univerzitet u Novom Sadu Prirodno-matematički fakultet Departman za geografiju turizam i hotelijerstvo. In Serbian.

  • Gagić S. Jovičić A. Tešanović D. & Popov-Raljić J. (2012). The structure and development of the offer of fast food restaurant chains in Serbia. Contemporary tourism: wishes and opportunities Belgrade March 22-24 2012 (pp. 559-659).

  • Gagić S. Jovičić A. & Erdeji I. (2013). Green technologies in the hospitality industry. In: Environmental protection of urban and suburban settlements : proceedings / XVII International Eco-Conference 25-28th September 2013 (pp.515-523). Novi Sad: Album.

  • Hsu J.L. (2013). Effects of interactive marketing on customer satisfaction in catering industry. Actual Problems of Economics/Aktual’ni Problemi Ekonomìki 141(3) 424-431.

  • Hwang J. Yoon Y. & Park N. (2011). Structural effects of cognitive and affective reponses to web advertisements website and brand attitudes and purchase intentions: The case of casual-dining restaurants. International Journal of Hospitality Management 30(4) 897-907. doi:10.1016/j.ijhm.2011.01.011

  • Jang D. & Mattila A.S. (2005). An examination of restaurant loyalty programs: what kinds of rewards do customers prefer? International Journal of Contemporary Hospitality Management 17(5) 402-408. doi:10.1108/09596110510604823

  • Kotler P. Bowen J.T. & Makens J.C. (2003). Marketing for hospitality and tourism. Boston: Pearson International Edition.

  • Kramo A. & Babić-Hodović V. (2007). Koncept društvene odgovornosti mogućnost primjene i ograničenja. Zbornik radova Ekonomskog fakulteta u Sarajevu 27 389-411. In Bosnian.

  • Lanou A.J. (2007). Demand for vegetarian dining continues to grow. Nation’s Restaurant News 41(26) 44.

  • Lee W. Xiong L. & Hu C. (2012). The effect of Facebook users’ arousal and valence on intention to go to the festival: Applying an extension of the technology acceptance model. International Journal of Hospitality Management 31(3) 819-827. doi:10.1016/j.ijhm.2011.09.018.

  • Linton J.D. (2009). De-babelizing the language of innovation. Technovation 29(11) 729-737. doi:10.1016/j.technovation.2009.04.006

  • Manning K.C. Bearden W.O. & Madden T.J. (1995). Consumer innovativeness and the adoption process. Journal of Consumer Psychology 4(4) 329-345. doi:10.1207/s15327663jcp0404_02

  • Manske M. & Cordua G. (2005). Understanding the sommelier effect. International Journal of Contemporary Hospitality Management 17(7) 569-676. doi:10.1108/09596110510620645

  • Martínez P. & Rodríguez del Bosque I. (2013). CSR and customer loyalty: The roles of trust customer identification with the company and satisfaction. International Journal of Hospitality Management 35 89-99. doi:10.1016/j.ijhm.2013.05.009

  • Nicolau J.L. & Santa-María M.J. (2013). The effect of innovation on hotel market value. International Journal of Hospitality Management 32 71-79. doi:10.1016/j.ijhm.2012.04.005

  • Ottenbacher M. & Gnoth J. (2005). How to develop successful hospitality innovation. Cornell Hotel and Restaurant Administration Quarterly 46(2) 205-222. doi:10.1177/0010880404271097

  • Ottenbacher M. & Harrington R. (2009). The product innovation process of quick-service restaurant chains. International Journal of Contemporary Hospitality Management 21(5) 523-541. doi:10.1108/09596110910967782

  • Pirija D. (2003). Standardi u turističkom ugostiteljstvu. Šibenik: Visoka škola za turizam. In Croatian.

  • Poulston J. & Yiu A.Y.K. (2011). Profit or principles: Why do restaurants serve organic food? International Journal of Hospitality Management 30(1) 184-191. doi:10.1016/j.ijhm.2010.04.004

  • Preece J. Nonnecke B. & Andrews D. (2004). The top five reasons for lurking: Improving community experiences for everyone. Computers in Human Behavior 20(2) 201-223.

  • Rashid M. Cranney A. Zarkadas M. Graham I.D. Switzer C. Case S. & Butzner J.D. (2005). Celiac disease: evaluation of the diagnosis and dietary compliance in Canadian children. Pediatrics 116(6) 754-759. doi:10.1542/peds.2005-0904

  • Robinson C. Abbott J.A. & Shoemaker S. (2005). Recreating cheers: an analysis of relationship marketing as an effective marketing technique for quick-service restaurants. International Journal of Contemporary Hospitality Management 17(7) 590-599. doi:10.1108/09596110510620663

  • Rowe M. (2010). Five trends you can’t ignore. Restaurant Hospitality 94(7) 22-28.

  • Salai S. Hegediš I. & Grubor A. (2007). Marketing komuniciranje. Subotica: Ekonomski fakultet. In Serbian.

  • Schubert F. Kandampully J. Solnet D. & Kralj A. (2010). Exploring consumer perceptions of green restaurants in the US. Tourism and Hospitality Research 10(4) 286-300. doi:10.1057/thr.2010.17

  • Seongseop K. Kuo-Ching W. & Tae Hong A. (2013). Which endorser and content are most influential in Korean restaurant promotions? International Journal of Hospitality Management 33 208-218. doi:10.1016/j.ijhm.2012.08.005

  • Su C.S. (2011). The role of service innovation and customer experience in ethnic restaurants. The Service Industries Journal 31(3) 425-440. doi:10.1080/02642060902829302

  • Vlahović S. (2007). Upravljanje ljudskim resursima i njegova primena u turizmu i hotelijerstvu. Hotelsko poslovanje: materijal za seminar (pp. 85-105). Beograd: Univerzitet Singidunum. In Serbian.

Journal information
All Time Past Year Past 30 Days
Abstract Views 0 0 0
Full Text Views 278 144 13
PDF Downloads 162 100 4