Gastrotourism in the Aspect of Territorial Marketing of the Region (Primorsky Krai)

With the emergence of tourism as a mass phenomenon, interest in the culture of other peoples and its individual components, in particular, in the culture of food, is activated. Features associated with food are part of the cultural identity of ethnic groups inhabiting certain territories, as well as a reflection of their everyday culture. At the same time, regions, in the conditions of active competition for consumers and the development of information technologies, form an image in the minds of audiences significant to them (tourists) and use culinary brands. Promotion of gastronomy is an important tool for strengthening the competitiveness of the territory, forming a recognizable image and promoting brands in the regions. Primorsky Krai, with its tourist specialization and wealth of resources, can use culinary brands as a development of tourism and the territory as a whole. The cultural and economic significance of gastronomic tourism at the regional level is growing every year, and its development is especially relevant in the context of the reorientation of tourist flows to the domestic market and the shift of consumer interests towards impression tourism. The aim of the study is to examine gastronomic tourism within the framework of regional branding and the possibility of promoting the brand "Far Eastern cuisine". Research methods: analysis of information sources, generalization and synthesis of the obtained data, deduction, classification and the method of sociological survey in the form of questionnaires. The work uses the structural and functional principle of the study, which consists in identifying the functions of gastronomic tourism and the axiological principle that reveals the values of territorial branding resources in the culinary aspect. The scientific and practical significance of the study lies in highlighting the functions of the gastronomic brand and determining the branding mechanism, identifying the resources and structural elements of the formation of gastronomic brands.