THE ROLE OF GASTRONOMIC TOURISM IN THE SUSTAINABLE DEVELOPMENT OF THE HOTEL AND RESTAURANT INDUSTRY AND INCREASING THE ATTRACTIVENESS OF UKRAINIAN REGIONS

Abstract

Gastronomic tourism, as an original and promising area of the modern tourism industry, plays a significant role in strengthening intercultural dialogue and stimulating economic development at the local and national levels. Its specificity lies in focusing on areas with deeply rooted culinary traditions, authentic production facilities, gastronomic establishments with original concepts, and event events such as festivals and fairs. By supporting small and medium-sized businesses, gastronomic tourism helps promote local products on the global market, which in turn opens up new opportunities for regions. The main features of gastrotourism that distinguish it from other types of tourism are the following: all countries where tourism is well developed have the conditions and potential for the development of this type of tourism; gastrotourism can actively develop throughout the year, which minimizes the impact of seasonality and contributes to business stability; this direction is to some extent part of all types of tourism, naturally integrating into tourist routes, creating a synergistic effect and contributing to the activation of entrepreneurial activity; gastronomic tours are a sophisticated form of advertising and an effective means of popularizing craft products of local farms, enterprises and companies related to the food industry of a particular region. The development of gastronomic tourism directly affects the transformation of the hospitality industry. In particular, it means introducing innovative business models, expanding the range of tourist services, and increasing economic activity in the regions. In the hotel and restaurant industry, this type of tourism ensures an increase in tourist flows, an increase in the average check, the development of partnerships with local producers, improvement of service standards, optimization of seasonal load and the formation of a unique gastronomic brand of the territory. This approach allows not only to preserve the culinary heritage but also to integrate it into strategic approaches to the sustainable development of tourist destinations.