Between Desire and Reality: Operational Barriers and Professional Predictors of Traditional Food Procurement in the Hospitality Sector of Vojvodina (R. Serbia)

Traditional food products are essential for gastronomic tourism, yet their integration into hospitality is limited by supply chain challenges and a significant attitude-behavior gap. This study identifies perceptual factors, operational barriers, and socio-professional predictors influencing traditional food procurement. The research was conducted on a sample of 307 hospitality managers in Vojvodina, Serbia. Data was systematically analyzed through examination of manager perceptions and procurement decisions. Results reveal that although managers highly rate sociocultural and ecological impacts, these factors were not statistically significant predictors of actual procurement in the estimated model, suggesting the presence of a perceptual–operational gap. Instead, professional characteristics drive decisions. Formal education in hospitality and tourism, combined with 6 to 10 years of professional experience, significantly increases the decision to source traditional products. Among non-procuring managers, operational barriers such as inconsistent quality and delivery issues outweigh economic factors as perceived obstacles to procurement. To address these challenges, this study conceptualizes the Perceptual–Operational Gap (POG) as a diagnostic and integrative analytical framework that receives preliminary empirical support in this study. This three-level framework maps product characteristics, managerial perceptions, and procurement outcomes. The model provides a diagnostic tool enabling practitioners to identify attitude-behavior gaps, understand operational barriers, and recognize which manager groups require targeted attention. Based on these insights, decision-makers can design targeted interventions. The POG model moves focus from cultural promotion to practical professional approaches, offering a replicable solution for integrating gastronomic heritage in destinations worldwide.