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Gastronomy is an important part of rural tourism and in all its authenticity is a part of the immaterial cultural heritage of a particular region or a local community. Gastronomic tours are specific tourist products that represent some areas in the international tourist market, for example cheese, wine and olive roads. Among the numerous tourists visiting Herzegovina and the Adriatic coast every year, there are so-called Existential tourists whose aim is to taste and feel the authenticity of the Herzegovinian area and it's gastronomic culture. Tasting food in authentic rural areas is a kind of ritual for getting to know the history and cultural heritage of the local community. Each dish has its own story and origin. Modern rural tourism promotes specific food and wine destinations through the Internet, specialized travel agencies, smartphone applications and the media. Electronic media, like television, play a big role in promoting the gastronomy and the culinary world, through special programs and channels. Herzegovina has preserved numerous traditional meals, primarily by word of mouth, but inreality only a few meals (japra and dolma, pancakes, sour polenta, meals under the sač) are recognizable. The authenticity of the area represents a significant tourist potential byincorporating traditional meals into the restaurants offer, family farms and the opening of food and wine roads, as well as the tourist's active participation in the preparation of food.The article analyzes the existing conditions of gastro tourism in the rural areas of Herzegovina. The survey was conducted at the level of owners of touristic facilities, tourists and local residents. By using the interview method it was attempted to determine if the local population was preserving the tradition of autochthonous food.

THE FOOD CULTURE IN DEVELOPMENT OF RURAL TOURISM IN HERZEGOVINA