Table 3. Dimensions underlying the...

Table 3.

Dimensions underlying the sensitivity to cultural identity

Unfolding cultural identity
Dimensions	Representative quotes
Reinforcement of cultural heritage	“By weaving our winemaking into the stories of our parents, we find our spot in today’s market. Sharing these family tales helps us connect with people now, showing that our wines are part of a long tradition”
	“Our wine? It’s a way to tell our customers our story. It’s like each sip gives you a glimpse into where it’s been, sharing the tales of the Karst region”
	“We realized that Osmice are part of an agricultural heritage, so we aimed to maintain this character in our operation. Tourists seek something pure and unspoiled, and being an Osmice that represents local tradition, we also attract visitors from outside the area”
Articulation of values	“Our values of community and quality are deeply embedded in our business; they guide every modernization we undertake”
	“For us, evolving is about finding new ways to express our values. We’re always looking for fresh ideas that stay true to who we are and what we believe in, making sure our traditions shine through”
	“Every business initiative we support is in line with our tradition, ensuring the wine in the glass reflects the heart of our land and our people”
Celebration of local traditions	“At our Osmica, we have always offered typical or semi-typical dishes, focusing especially on salumi and cheeses to promote local tradition. We try to maintain a strong connection to tradition in our menu, ensuring that around 90% of our products reflect local traditions”
	“Our strategy is based on quality and a deep attachment to tradition, which is fundamental to distinguishing ourselves in the eyes of both locals and tourists”
	“One distinct characteristic of our Osmica is the cultural connotation we have fostered since its opening. We have always provided space for local artists to display their work and hosted book presentations and choirs. This initiative quickly attracted attention to our Osmica and drew people from beyond the local community, indicating our commitment to being a hub for cultural activities and local engagement”
	“We understood that Osmice are part of our agricultural heritage, aiming to preserve this essence in our operations. The transition towards valuing homemade, genuine products over the last 20 years has greatly contributed to Osmice becoming well-known and appreciated. The importance of quality and genuineness, reflecting local tradition, has been a key factor in their popularity today”
Adaptive storytelling	“We share our history with every guest. Here, history is not just remembered: it is experienced”
	“Storytelling is our way of educating new customers about our history while connecting it to the modern experience we offer”
Intergenerational engagement	“We involve the younger family members in our business, blending their fresh perspectives with our heritage”
	“The youth in our family is our bridge to the future; they carry forward our business while making it relevant for the market shifts”
Custodianship of cultural symbols	“Every dish in our Osmica is a symbol of our identity, prepared to represent our local tradition”
	“We’ve always seen our Osmica is a living room for the community where traditions are lived”
	“Creating the identity of our Osmica has been a collective journey. From the vineyards to the kitchen, every family member, every employee, and even our guests contribute to who we are”
Collective commitments	“Collaborating with neighboring Osmice goes beyond the single business benefits – it represents our commitment to preserving and shaping the unique identity of our region”
	“Engaging in partnerships with other Osmice involves a synthesis of our culinary traditions in a distinctive expression of our identity”

Unfolding cultural identity
Dimensions	Representative quotes
Reinforcement of cultural heritage	“By weaving our winemaking into the stories of our parents, we find our spot in today’s market. Sharing these family tales helps us connect with people now, showing that our wines are part of a long tradition”
	“Our wine? It’s a way to tell our customers our story. It’s like each sip gives you a glimpse into where it’s been, sharing the tales of the Karst region”
	“We realized that Osmice are part of an agricultural heritage, so we aimed to maintain this character in our operation. Tourists seek something pure and unspoiled, and being an Osmice that represents local tradition, we also attract visitors from outside the area”
Articulation of values	“Our values of community and quality are deeply embedded in our business; they guide every modernization we undertake”
	“For us, evolving is about finding new ways to express our values. We’re always looking for fresh ideas that stay true to who we are and what we believe in, making sure our traditions shine through”
	“Every business initiative we support is in line with our tradition, ensuring the wine in the glass reflects the heart of our land and our people”
Celebration of local traditions	“At our Osmica, we have always offered typical or semi-typical dishes, focusing especially on salumi and cheeses to promote local tradition. We try to maintain a strong connection to tradition in our menu, ensuring that around 90% of our products reflect local traditions”
	“Our strategy is based on quality and a deep attachment to tradition, which is fundamental to distinguishing ourselves in the eyes of both locals and tourists”
	“One distinct characteristic of our Osmica is the cultural connotation we have fostered since its opening. We have always provided space for local artists to display their work and hosted book presentations and choirs. This initiative quickly attracted attention to our Osmica and drew people from beyond the local community, indicating our commitment to being a hub for cultural activities and local engagement”
	“We understood that Osmice are part of our agricultural heritage, aiming to preserve this essence in our operations. The transition towards valuing homemade, genuine products over the last 20 years has greatly contributed to Osmice becoming well-known and appreciated. The importance of quality and genuineness, reflecting local tradition, has been a key factor in their popularity today”
Adaptive storytelling	“We share our history with every guest. Here, history is not just remembered: it is experienced”
	“Storytelling is our way of educating new customers about our history while connecting it to the modern experience we offer”
Intergenerational engagement	“We involve the younger family members in our business, blending their fresh perspectives with our heritage”
	“The youth in our family is our bridge to the future; they carry forward our business while making it relevant for the market shifts”
Custodianship of cultural symbols	“Every dish in our Osmica is a symbol of our identity, prepared to represent our local tradition”
	“We’ve always seen our Osmica is a living room for the community where traditions are lived”
	“Creating the identity of our Osmica has been a collective journey. From the vineyards to the kitchen, every family member, every employee, and even our guests contribute to who we are”
Collective commitments	“Collaborating with neighboring Osmice goes beyond the single business benefits – it represents our commitment to preserving and shaping the unique identity of our region”
	“Engaging in partnerships with other Osmice involves a synthesis of our culinary traditions in a distinctive expression of our identity”

Source: Table by the authors

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