REGIONAL FOOD PREFERENCE AND AWARENESS OF REGIONAL LABELS IN VYSOCINA REGION (CZECH REPUBLIC)

The article presents results of research on preference of the regional food in Vysocina Region in the Czech Republic, with main focus on awareness analysis of Vysocina regional labels. Presented findings are a part of longitudinal research that aims to analyse the evolution of Czech regional labels and their impact on regional development. The questionnaire survey was conducted between January and March 2015 on the sample of 819 respondents from the Vysocina Region. The data have been processed with correspondence analysis and showed that half of respondents prefer regional food, but the results differ in each district, the highest preferences were reported in Jihlava and Trebic districts. Awareness of the regional labels is rising in comparison with results of the research in 2012. To test respondents' knowledge they were asked to identify regional labels: two existing - VYSOCINA Regional Product (R), Regional Food Vysocina Region and also nonexistent label From Our Region Vysocina. The awareness of regional labels was tested according to chosen sociodemographic factors: gender, age, residence in each district of the region and residence in town or village.