The menu – a promotional element of tourist pensions in the Republic of Moldova

Abstract

Tourists visiting the Republic of Moldova have always admired the landscapes, culture, traditions, but to a large extent they have remained fascinated by traditional cuisine. Most often, the tourist gets acquainted with traditional dishes through the menu. Namely, a well-made menu will influence the guest to choose a certain traditional specialty, contributing to the increase in sales of food and drinks. The formation and development of menus remains at the discretion of the owners of guesthouses, marketing specialists, or specially contracted companies. Attractive menus have the potential to influence tourists' choices, provided there is a harmonious integration of textual information and visual elements. This synergy facilitates a more rapid decision-making process regarding food selection. In this context, tourists engage with the culinary richness and traditions of the Republic of Moldova, with the menu serving as an effective marketing tool for tourism from multiple perspectives. When the menu's aesthetic appeal aligns with the identity of the guesthouse, visitor satisfaction increases, enhancing their overall experience and fostering customer loyalty. Traditionally, tourist guesthouses in Moldova utilize well-designed physical menus that incorporate images and concise descriptions. While most guesthouses have embraced digitalization in terms of reservations, they continue to lag in adopting digital menus. Such menus can be observed in certain restaurants and wineries in the Republic of Moldova, such as Eco Resort Butuceni, Castel Mimi, and Et Cetera. Travel agencies have recognized the potential of traditional gastronomy in guesthouses to promote local tourism, incorporating gastronomic or combined tours into their offerings. To enhance their appeal and attract new customers, many urban restaurants have integrated traditional dishes into their menus. The significant role of gastronomy in a tourist’s decision to visit the Republic of Moldova is also attributed to the opportunity to explore a diverse culinary heritage, including traditional dishes from various ethnic communities such as Gagauz, Bulgarian, and Russian cuisine. This diversity further enhances the country’s gastronomic attractiveness.