This article explores the processes of constructing and marketing regional culinary identity in the Solčava region. It examines various actors involved in the area’s tourism and gastro-nomic landscape, operating at different levels – from individual providers to the munici-pality and intermediary institutional bodies, often organized as associations and societies. Drawing on ethnographic material, the study highlights notions of tradition and its purpor-ted revitalization, as well as the emergence of new culinary initiatives in the region.
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