Conceptual model for establishing a gastronomic brand of tourist destinations

Abstract

With a growing demand for authentic experiences from consumers, travel markets are constantly looking for innovative approaches to actively promote the benefits of their products and services. Gastronomy is a way of getting to know the social, cultural, religious, historical and economic characteristics of a given geographical area. The purpose of the proposed development is to design a universal conceptual model that will contribute to the creation of a unique gastronomic brand for each tourist area and enhance their image in a gastronomic context. Research objectives include: defining the concept of gastronomy; study of the role and importance of gastronomy in international tourism; development of a conceptual model for the development of a territorial gastronomic brand; identification of key directions for the development of gastronomic tourism. The conducted research showed that gastronomy is that component of the tourism product that corresponds to modern trends in the consumption model of tourists who are looking for authenticity, creativity and experience. Quality gastronomy is a decisive criterion for the satisfaction of visitors, as it creates a lasting emotional experience associated with their stay in a particular tourist area. Approbation of the proposed conceptual model for building a gastronomic brand of the territory can provide a competitive advantage to tourist destinations and increase interest in them.