DOI: https://doi.org/10.15587/2312-8372.2018.135484

Research of the gastronomic brand of tourist destination

Dmytro Kharenko, Oksana Dyshkantiuk, Svitlana Salamatina, Liliia Kovalenko

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.


Keywords


gastronomic brand; gastronomic tourism; formation of destination brand; tourism destination; gastronomic guidebooks

References


Pine, B. J., Gilmore, J. H. (1998). Welcome to the experience economy. Harvard business review, 76 (4), 97–105.

Dyshkantiuk, O. (2016). Economy Of Impressions – Current Stage Of Development Of Social Production. Ekonomika kharchovoi promyslovosti, 8 (4), 3–9.

Bessiere, J. (1998). Local Development and Heritage: Traditional Food and Cuisine as Tourist Attractions in Rural Areas. Sociologia Ruralis, 38 (1), 21–34. doi: http://doi.org/10.1111/1467-9523.00061

Henderson, J. C. (2009). Food tourism reviewed. British Food Journal, 111 (4), 317–326. doi: http://doi.org/10.1108/00070700910951470

Kivela, J., Crotts, J. C. (2006). Tourism and gastronomy: gastronomy’s influence on how tourists experience a destination. Journal of Hospitality and Tourism Research, 30 (3), 354–377. doi: http://doi.org/10.1177/1096348006286797

Long, L. M. (2004). Culinary tourism. Lexington: University Press of Kentucky.

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Richards, G. (2002). Gastronomy: an essential ingredient in tourism production and consumption? Tourism and Gastronomy, 11, 3–20.

Keller, K. L. (2008). Strategic brand management. Harlow, 829.

Smith, R. (2009). Authenticity: What Consumers Really Want by James H. Gilmore and B. Joseph Pine II. Journal of Product Innovation Management, 26 (3), 355–356. doi: http://doi.org/10.1111/j.1540-5885.2009.00663_1.x

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Scarpato, R., Daniele, R. (2003). New global cuisine: tourism, authenticity and sense of place in postmodern gastronomy. Food Tourism Around The World, 296–313. doi: http://doi.org/10.1016/b978-0-7506-5503-3.50020-8

Getz, D. (2007). Event studies: theory, research and policy for planned events. Taylor & Francis, 476.

Getz, D. (2008). Event tourism: Definition, evolution, and research. Tourism Management, 29 (3), 403–428. doi: http://doi.org/10.1016/j.tourman.2007.07.017

Brown, D. C. (2000). Food in Global History. History: Reviews of New Books, 28 (2), 88–88. doi: http://doi.org/10.1080/03612759.2000.10525436

Kharenko, D., Dyshkantiuk, O., Ivychuk, L. (2017). Analysis of gastronomic events: a case study of Portugal. Technology Audit and Production Reserves, 1 (5 (39)), 79–85. doi: http://doi.org/10.15587/2312-8372.2018.124713

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Dyshkantiuk, О., Kharenko, D., Salamatina, S., Ivychuk, L., Borodina, V. V. K. (2017). Gastronomy as an important element of the hospitality development. Economic and food security of Ukraine, 5 (3-4), 60–73.


GOST Style Citations


Pine B. J., Gilmore J. H. Welcome to the experience economy // Harvard business review. 1998. Vol. 76, No. 4. P. 97–105.

Dyshkantiuk O. Economy Of Impressions – Current Stage Of Development Of Social Production // Ekonomika kharchovoi promyslovosti. 2016. Vol. 8, No. 4. P. 3–9.

Bessiere J. Local Development and Heritage: Traditional Food and Cuisine as Tourist Attractions in Rural Areas // Sociologia Ruralis. 1998. Vol. 38, No. 1. P. 21–34. doi: http://doi.org/10.1111/1467-9523.00061 

Henderson J. C. Food tourism reviewed // British Food Journal. 2009. Vol. 111, No. 4. P. 317–326. doi: http://doi.org/10.1108/00070700910951470 

Kivela J., Crotts J. C. Tourism and gastronomy: gastronomy’s influence on how tourists experience a destination // Journal of Hospitality and Tourism Research. 2006. Vol. 30, No. 3. P. 354–377. doi: http://doi.org/10.1177/1096348006286797 

Long L. M. Culinary tourism. Lexington: University Press of Kentucky, 2004.

Hjalager A. M. What do tourists eat and why? Towards a sociology of gastronomy and tourism // Tourism. 2004. Vol. 52, No. 2. P. 195–201.

Hjalager A., Richards G. Chapter 13 still undigested : research issues in tourism and gastronomy // Tourism and Gastronomy. 2002. No. 8. P. 224–234.

Richards G. Gastronomy: an essential ingredient in tourism production and consumption? // Tourism and Gastronomy. 2002. Vol. 11. P. 3–20.

Keller K. L. Strategic brand management. Harlow, 2008. 829 p.

Smith R. Authenticity: What Consumers Really Want by James H. Gilmore and B. Joseph Pine II // Journal of Product Innovation Management. 2009. Vol. 26, No. 3. P. 355–356. doi: http://doi.org/10.1111/j.1540-5885.2009.00663_1.x 

Pine B. J., Gilmore J. H. The experience economy: work is theatre & every business a stage. Cambridge: Harvard Business School Press, 1999. 252 p.

Scarpato R., Daniele R. New global cuisine: tourism, authenticity and sense of place in postmodern gastronomy // Food Tourism Around The World. 2003. P. 296–313. doi: http://doi.org/10.1016/b978-0-7506-5503-3.50020-8 

Getz D. Event studies: theory, research and policy for planned events. Taylor & Francis, 2007. 476 p.

Getz D. Event tourism: Definition, evolution, and research // Tourism Management. 2008. Vol. 29, No. 3. P. 403–428. doi: http://doi.org/10.1016/j.tourman.2007.07.017 

Brown D. C. Food in Global History // History: Reviews of New Books. 2000. Vol. 28, No. 2. P. 88–88. doi: http://doi.org/10.1080/03612759.2000.10525436 

Kharenko D., Dyshkantiuk O., Ivychuk L. Analysis of gastronomic events: a case study of Portugal // Technology Audit and Production Reserves. 2017. Vol. 1, No. 5 (39). P. 79–85. doi: http://doi.org/10.15587/2312-8372.2018.124713 

Daniela I. Interculturality – a factor of tourism development – part 1 – gastronomy in tourism, attraction or impediment babaita carmen mihaela // Economy, business administration and economic statistics. 2003. No. 16. P. 23–28.

Dyshkantiuk О. et al. Gastronomy as an important element of the hospitality development // Economic and food security of Ukraine. 2017. Vol. 5, No. 3-4. P. 60–73.







Copyright (c) 2018 Dmytro Kharenko, Oksana Dyshkantiuk, Liliia Ivychuk

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ISSN (print) 2226-3780, ISSN (on-line) 2312-8372