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.
Highlights
Positioning and promotion is an important stage of development for any territory, because the formation of attractiveness factors for different target groups is a serious competitive advantage in the struggle of the territories.The search for effective tools and methods comes first in importance in the process of forming and promoting the brand of the territory
It is the gastronomic component of the tourist product that is the most important factor shaping the tourist image of the destination in the conditions of the economy of impressions [1, 2]
The aim of research is analysis of the peculiarities of the formation of the gastronomic brand of Odesa as a multicultural city with the purpose of developing a proposal for enhancing tourist attractiveness. This aim necessitates the solution of problems: 1. To identify the difficulties in creating and promo ting the gastronomic brand of Odesa
Summary
Positioning and promotion is an important stage of development for any territory, because the formation of attractiveness factors for different target groups is a serious competitive advantage in the struggle of the territories. A significant place belongs to the gastronomic component, as well as the structure, content and characteristics of the gastronomic industry. It is the gastronomic component of the tourist product that is the most important factor shaping the tourist image of the destination in the conditions of the economy of impressions [1, 2]. Identification of the cuisine of the country in general and the cuisine of the city is a mistake, because in this case the city is deprived in the conditions of the above mentioned acute competition of cities of a significant competitive advantage – the gastronomic component of the territorial brand, the culinary uniqueness and attractiveness of the city. It is relevant to study the gastronomic bran ding of the city of Odesa as a promising tourist destination
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