GASTRONOMIC IDENTITY AS A TOOL TO PROMOTE A TOURISM DESTINATION
The study is focused on the promoting tourism destination through the example of Rostov region. The research topic is relevant because today the tourism destination is the main element of the tourism system. The tourism destination acts as one of the most important components in the tourism system due to the fact that the tourism destinations themselves and their style are attractive to travelers, motivate the visit, and thus activate the entire tourism system. The hypothesis of scientific research suggests the possibility of activating the promotion of the tourism destination of Rostov region through its gastronomic identity. The theoretical and methodological basis of the study is a systematic approach to the studying gastronomic identity as a tool to promote a tourism destination. The article uses on-line survey to study the respondents’ preferences in choosing tours in Rostov region. The work uses scientific works of scientists and specialists in the field of gastronomic identity in the market of tourist services. The information base of the research consists of materials of special periodicals, the results of analytical studies. The scientific novelty of the study is a practical approach to the promotion of tourist destinations through gastronomic identity. Gastronomic tourism is developing rapidly all over the world, new directions are emerging, and gourmet tours are becoming popular. The popularity of studying culinary culture affects this type of tourism and contributes to its promotion. All countries have prerequisites for the gastronomic tourism development 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 familiarity 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, and the religious affiliation of the ethnic group. As a research result it is established that gastronomic tourism in Rostov region needs to be developed on the basis of the following components: gastronomic routes, excursions; the catering establishments offering dishes of national cuisines; culinary master classes; gastronomic festivals, fairs, exhibitions of food. The results of the study are of interest to travel 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.