Demand for luxury food is growing year over year, especially with interest in gourmet experiences
and a shift towards perceiving luxury food as high quality food that is locally sourced and produced
in a socially and environmentally responsible manner. In Slovenia, the only indigenous pig breed
– Krškopolje pig – could be considered as such an example of luxury food. The aim of the master
thesis is to investigate the current perception of luxury, luxury food and Krškopolje pig among
consumers and providers (caterers and owners of tourist farms). With that we want to determine
whether, on the basis of the theoretical background and the findings of the conducted research, the
Krškopolje pig can be recognised as a luxury good. Quantitative and qualitative research methods
were used for the research, and the results showed that consumers' perception of the Krškopolje
pig is still quite divided, while on the other hand, providers consider that Krškopolje pig can be
classified as a luxury product due to its high quality, local and sustainable production, excellent
taste and good health benefits. With the research, I wanted to draw attention to the Krškopolje pig
as a living cultural heritage, which has great gourmet and tourist potential in terms of marketing
luxury goods in Slovenia.
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