Regional Labelling as a Tool for Supporting Rural Development: A Slovak Case Study

Regional product labelling has become a trend in recent years, with the goal of being able to stimulate and support local economies; increase the sales of quality local products and services; preserve and maintain traditions, local cultural values, and the character of rural landscapes; and promote the use of local resources, potential, and raw materials. The existing Slovak studies deal primarily with the perception of consumers and tourism. In this article, we analysed forms of rural development in connection with regional product labelling and the Slovak regions of Kopanice and Záhorie. This theme is a relatively new phenomenon in Slovakia, and that is the author’s main contribution. The research was conducted using an online questionnaire administered between May and July 2022 in each district of the region, with a total of 283 respondents participating. The results obtained from the questionnaire survey were statistically processed using Pearson’s correlation coefficient. We used STATISTIC 109 software (Tibco software, Palo Alto, California). The questionnaire method is the most suitable method for determining the perceptions of the respondents. The goal was to analyse rural development in connection with regional product labelling and to identify areas of the application of regional product labels. The term regional product was associated with production in a specific region (50.5%) and with the customs and traditions of the region (43.8%). Supporting employment and entrepreneurship in the region were considered by 43.1% of the respondents as the most important in the region. From the perspective of the application of regional labelling in connection with rural development, we confirmed gender and education dependence. Women with first- and second-level higher education saw regional labels as the main element in the development of the region and the local economy.