Actual problems of innovative economy

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Promotion of gastronomic destinations in Odessa region

УДК: 336

DOI: https://doi.org/10.36887/2524-0455-2021-1-15

Ткач Вікторія Олександрівна,
доктор економічних наук, професор, декан
факультету інноваційних технологій харчування і ресторанно-готельного бізнесу,
Одеська національна академія харчових технологій,
ORCID ID: 0000-0002-5817-616X
Харенко Дмитро Олександрович,
кандидат технічних наук, доцент кафедри
готельно-ресторанного бізнесу, Одеська національна академія харчових технологій,
ORCID ID: 0000-0001-7978-3287
Камушков Олександр Сергійович,
кандидат економічних наук, доцент, доцент
кафедри туристичного бізнесу та рекреації, Одеська національна академія харчових технологій,
ORCID ID: 0000-0002-0453-6545

Introduction. Gastronomic tourism is developing rapidly around the world, new destinations are emerging, travel trips for gourmets are becoming popular. The popularity of the study of culinary culture affects this type of tourism and promotes it. All countries (including Ukraine) have prerequisites for the development of gastronomic tourism and this is a distinctive feature of this type of tourism. Gastronomic tourism acts as a constituent element of all tours. But the main distinguishing feature from other types of tourism is that the acquaintance with the national cuisine is the main motive, purpose and element of gastronomic travel. The gastronomic identity of the destination depends on the economic and climatic conditions of the region, the greening of agriculture, the religious affiliation of the ethnic group.

Methodology. The theoretical and methodological basis of the study is a systematic approach to the study of gastronomic identity as a tool for promoting a tourist destination. The paper uses an online questionnaire to study the preferences of respondents for the types of tours in Odesa region. Scientific works in the field of gastronomic identity in the market of tourist services were also used. The information base of the study consisted of literature analysis and the results of analytical research. The scientific novelty of the conclusions and results of the study is in the practical approach to the promotion of tourist destinations through gastronomic identity.

Purpose. The purpose of the study is to study the promotion of tourist destinations in Odesa region. The research topic is relevant because today tourist destinations are a key element of the tourist system. Tourist destinations act as one of the most important components in the tourist system, due to the fact that the tourist destinations themselves and their style are attractive to travelers, motivate the visit, and thus activate the entire tourist system. The hypothesis of the scientific research envisages the possibility of intensifying the promotion of the tourist destination of Odesa region through its gastronomic identity.

Results. As a result of research, it is established that gastronomic tourism in the Odesa area needs to be developed on the basis of the following components: gastronomic rounds, routes, excursions; catering establishments offering national cuisine; culinary master classes; gastronomic festivals, fairs, food exhibitions.

Conclusions. The results of the study are of interest to travelling agencies, catering companies, food manufacturers. It is planned to continue the study of the effectiveness of gastronomic identity as a tool for promoting a tourist destination.

Key words: gastronomic identity, tourist destinations, public catering, promotion of gastronomic destination.

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The article was received 20.12.2020