Research of the gastronomic brand of tourist destination

Kharenko Dmytro (), Dyshkantiuk Oksana (), Salamatina Svitlana () and Kovalenko Liliia ()
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Kharenko Dmytro: Odessa National Academy of Food Technologies
Dyshkantiuk Oksana: Odessa National Academy of Food Technologies
Salamatina Svitlana: Odessa National Academy of Food Technologies
Kovalenko Liliia: Odessa National Academy of Food Technologies

Technology audit and production reserves, 3(41) 2018, 2018, vol. 3, issue 5(41), 15-21

Abstract: Throughout the world, competition among tourist destinations is growing, which are actively using innovative promotion technologies. The formation of a competitive gastronomic brand is an effective strategy in the struggle for international markets, ensuring a stable tourist flow and economic development of the region. This work is aimed at researching the process of forming a gastronomic brand to enhance the attractiveness of a tourist destination. The peculiarities of the formation of a regional gastronomic brand of a multicultural tourist destination are studied on the example of the city of Odesa (Ukraine). One of the most problematic places in the formation of the gastronomic brand of Odesa is insufficient knowledge and interaction of its main components. In this process of interaction, all interested parties and market participants should take part. In addition, an effective strategy for formation of a regional gastronomic brand has not yet been developed. It is necessary to identify the main participants in the gastronomic life of the city, their role in the formation of the brand and develop a strategy for mutually beneficial cooperation. As a result of the application of methods of content analysis and expert interviewing, a conclusion is made about the great unrealized potential of the Odesa gastronomic brand both internationally and nationally. In particular, it is revealed that the restaurant business and gastronomic festivals are extremely important elements in the formation of the gastronomic brand, being a source of gastronomic culture. The key problems associated with the formation of the gastronomic brand of the city are identified. To solve them, it is proposed to create gastronomic maps-guidebooks of Odesa, which will inform tourists and city residents about the gastronomic life of the region. These information systems will allow all market participants to effectively interact with each other and enhance business development and form tourist clusters. Also, the ways of brand formation on the basis of cultural and culinary traditions of the region are suggested. The practical value of the analysis is that it can serve as a basis for further research and form an effective strategy for promoting Odesa as a tourist destination.

Keywords: gastronomic brand; gastronomic tourism; formation of destination brand; tourism destination; gastronomic guidebooks (search for similar items in EconPapers)
JEL-codes: Z32 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:nos:syljne:10

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