TOURISTS' PERCEPTION TOWARDS AUTOCHTHONOUS PRODUCT QUALITY IN THE AREA OF DUBROVNIK, CROATIA.

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. The aim of the paper is to explore tourists perception towards autochthonous products quality. For the purpose of this paper the primary research in the area of Dubrovnik has been carried out. Autochthonic products in Croatia can be protected by the marks of origin, geographical origin and traditional reputation, so all the types have been included in the research. According to the results of the research, which included the sample of 250 respondents, it is visible that tourists are satisfied with the autochthonous products quality. The tourists which have been included in the research are not satisfied with distribution channels, because of small number of retail outlets. Although they find out that the price is acceptable, there is not always value for money. According to the tourists' opinion some of autochthonous products are well protected, but it is necessary to protect it better in the future and improve all other elements of placement, not only quality. [ABSTRACT FROM AUTHOR]