The influence of hospitality practices on the formation of a territorial brand

Abstract

The aim of this paper is to study the impact of hospitality practices on the formation of a territorial brand.Research methodology. The author draws on the information from homeland and foreign scholarly literature to develop the concept of hospitality industry in tourism branch of the trade.Results. The modern world is in a state of paradigm transformation, the algorithm of which is uncertain and unpredictable. Civilization and cultural confrontation in Western democracies has led to disruption of the system of interaction between multicultural communities, which, over the millennia, has established the customs and traditions of optimal hospitality as a result of intercultural dialogue. The restoration of the lost equilibrium should become an imperative of modern humanitarian policy. One way of this recovery is to cultivate an environment where true hospitality will thrive.The people have their own national cuisine, which is an integral part of the national culture. Many centuries of cuisine history, numerous and varied traditions in the gastronomic culture of each nation, regional culinary features are undoubtedly the richest resource for successful formation and development in any country of gastronomic tourism. In recent years, gastronomic tourism has become one of the most dynamic and creative types of tourism, forming new types of hospitality establishments and contributing to the diversification of tourism at local, regional and national levels.Novelty. The author raises the issue of cultural tourism that forms new types of hospitality establishments and promotes diversification of local and regional tourism at the state level of services.The practical significance. The study demonstrated a need for a competitive market for hospitality services, hospitality businesses. It has become inevitable that serving tourists and other categories of citizens must not only provide a high standard of living comfort, but also constantly improve customer services.