FEATURES OF TERRITORY GASTRONOMIC BRANDING
Abstract
The article defines the essence and features of territory gastronomic branding. It is established that gastronomic branding of a territory is a strategy for increasing the competitiveness of a destination through the uniqueness of its gastronomy, designed to attract investments, tourists and conquer tourist markets. The main difference that distinguishes this process from similar ones (territory branding and destination tourism branding) is the definition of gastronomy as the main tourist magnet of the territory. The content of the concept of "gastronomy" is studied - it is a whole complex of knowledge, traditions and industries related to food, reflecting the cultural heritage and sense of identity of different peoples; and its difference from the concepts of "food / cuisine". The significance of a dish/product belonging to the list of elements of intangible cultural heritage and the presence of a protected designation of origin for the gastrobranding of the territory is outlined. Understanding of the territory gastronomic identity and mechanisms for its definition for mono- and multicultural settlements have been formed. A typology of tourists is proposed depending on their attitude to food (primary, secondary, and indifferent). The main groups of gastrotourists are identified and characterized depending on the motives of travel: hedonist, researcher, locavore, wellness tourist, eco-consumer, status tourist, innovator, scientist, professional. It has been established that effective gastronomic branding requires the involvement of a wide range of stakeholders, including local producers, chefs and culinary experts, restaurant business managers, experts in the field of preserving and reviving culinary traditions, teachers and scientists, local residents, and government representatives. The key stages of developing a gastrobrand are identified and its features are considered in view of the priority of the gastronomic component. It is emphasized that gastronomic tourism, as a result of successful branding of the territory, can influence this place, changing its atmosphere, spatial organization, appearance, etc. The need to demonstrate responsibility and social awareness of all participants in the interaction is emphasized.
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