ЗНАЧЕННЯ ГАСТРОНОМІЧНОГО ТУРИЗМУ В СИСТЕМІ ПОДОЛАННЯ СЕЗОННОСТІ

Abstract

The article defines that seasonality is a phenomenon of moderate geographical latitudes of Europe. Seasonality has a great influence on tourist traffic. The impact of this natural phenomenon extends to human resource management, the profitability of the tourism economy, and supply and demand. The seasonality of tourist traffic is a huge obstacle in organizing and pricing tourist services, planning new investments, and developing and implementing regional development strategies. Tourist demand, in contrast to supply, is significantly influenced by the seasonality factor. It was determined that the most effective method of struggle is the diversification of the tourist product. It is proposed to use the potential of gastronomic tourism in the system of overcoming seasonality for a tourist enterprise. Because gastronomic tourism is a form of creative recreation that involves not only the passive participation of consumers, but also their active involvement in the very process of creating a product, event, or service. Overcoming seasonality serves two important purposes: ecological and economic. Studies of the types of gastronomic tourism indicate the possibility of increasing the attractiveness of the destination, as well as the formation of methods of promotion of the destination's gastronomic brands. The gastronomic tourism market is one of the most dynamic and growing segments of the tourism market. The priority for the consumer is not so much the product and service as the impressions received from them. In conditions of rapid saturation of needs, development of the latest technologies of conducting tourist business, conditions are created for the reorientation of the concept of tourist consumption. For the consumer, it is more important to receive more positive emotions than price benefits. There is a significant reorientation of the consumer from obtaining utilitarian goods to receiving impressions and satisfaction. In this context, gastronomic tourism is gaining significant advantages in the organization of the tourist offer. Gastronomic tourism can also be considered an auxiliary tool in learning about the cultural heritage of countries and regions of the world.