PROSPECTS FOR THE APPLICATION OF “MARKETING 5.0” IN THE ORGANIZATION OF ETHNO-CULINARY EVENTS

Abstract

The article analyzes the peculiarities of organizing ethno-culinary events with regard to global digitalization and the development of information technologies. The following trends are highlighted: loss of public interest in traditional cooking and mass events; low level of informatization of gastronomic events; polarization of markets and difficulty in identifying potential consumers of gastronomic services; lifestyle changes due to COVID-19, economic crises, wars, etc. One of the ways out of this situation is the introduction of Marketing 5.0 mechanisms, which involves the use of human-mimicking technologies to create, communicate, deliver and increase value throughout the customer journey. The article considers the possibilities of introducing such technologies as artificial intelligence (for data analysis, etc.), natural language processing (chatbots in messengers, voice messages, emotion readers), sensor technologies and robotics (for data collection and customer service), virtual and augmented reality (for detailing information in the process of learning about the ethnic characteristics of cuisine, as well as as an element of advertising) into the organization and promotion of ethnic foods, Internet of Things, etc. The main dangers and benefits of digitalization in the organization and promotion of gastronomic events are identified. The dangers include: loss of jobs and replacement of classic cooking methods; distrust of gastronomic event organizers in modern technologies; risk of privacy and cybersecurity issues; distortion of information about events and coverage of subjective assessment; impact of digitalization on potential consumers and decreased interest in traditions. The advantages are the following: the ability to use digitalization to automate the processes of organizing gastronomic events; continuous training and access to a significant amount of data; the use of modern technologies to popularize culinary traditions; improved service quality; the ability to provide an individual approach to service, while reaching a large number of consumers.