Bridging Knowledge and Adherence: A Cross-National Study of the Mediterranean Diet Among Tourism Students in Slovenia, Croatia, and Montenegro

Vesna Vujačić, Eva Podovšovnik, Saša Planinc, Greta Krešić and Marko Kukanja ()
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Vesna Vujačić: Faculty of Tourism and Hospitality, University of Montenegro, 85330 Kotor, Montenegro
Eva Podovšovnik: Faculty of Tourism Studies-TURISTICA, University of Primorska, 6320 Portorož, Slovenia
Saša Planinc: Faculty of Tourism Studies-TURISTICA, University of Primorska, 6320 Portorož, Slovenia
Greta Krešić: Faculty of Tourism and Hospitality Management, University of Rijeka, 51410 Opatija, Croatia
Marko Kukanja: Faculty of Tourism Studies-TURISTICA, University of Primorska, 6320 Portorož, Slovenia

Sustainability, 2025, vol. 17, issue 12, 1-21

Abstract: The Mediterranean Diet (MD), recognized for its significant health benefits and cultural value, has been inscribed by UNESCO as an Intangible Cultural Heritage of Humanity. This study explores the knowledge and adherence to the MD among undergraduate tourism students in the Mediterranean region of the Balkans, specifically in Slovenia, Croatia, and Montenegro. A total of 581 students completed a self-administered questionnaire assessing MD knowledge, and the KIDMED scale was used to evaluate adherence. The results revealed an average level of MD knowledge overall, with Slovenian students achieving the highest scores. By contrast, adherence was highest among Montenegrin students, who nevertheless scored the lowest in knowledge. No significant correlation was found between MD knowledge and adherence, suggesting that factors beyond formal education contribute to dietary behavior. Further analysis showed that academic performance and tourism-related work experience were associated with higher knowledge but not with adherence. Conversely, reliance on informal sources—such as family, friends, and cookbooks—was positively associated with adherence levels. These findings highlight the important role of informal learning in shaping students’ dietary practices. Given the potential influence of tourism students on the promotion of sustainable food practices, it is essential to integrate diverse educational approaches that bridge the gap between knowledge and actual adherence to the principles of the MD.

Keywords: Mediterranean diet; dietary knowledge; adherence; tourism students; Balkans; cross-national study; KIDMED (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:17:y:2025:i:12:p:5440-:d:1677843

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