Exploring the Nexus of Cultural Heritage and Marketing in National Alcoholic Beverage Sales Dataset

Published: 16 May 2024| Version 1 | DOI: 10.17632/jpp99w7hrs.1
Slobodan Adžić


This is the first study on the tradition and cultural heritage of the rakija market based on consumer behavior analysis after UNESCO recognized Serbian rakija šljivovica as an intangible cultural heritage, which is the greatest contribution of this research. With this study, we also contributed to the limited literature that examines rakija marketing. The research data were collected in Serbia from December 2023 to March 2024 utilizing a survey approach. Electronic data collection was carried out through an online questionnaire. The study sample comprised 608 valid respondents (n=608), who were chosen randomly. Descriptive statistical analyses were performed using SPSS, statistical power and t-tests using JASP, and multiple regression analysis using SmartPLS.



Economics, Marketing, Culture