Analysis of the formation of the gastronomic brand of the city of Lutsk

Purpose. Search of perspective directions of formation of gastronomic brand of Lutsk on the basis of the analysis of activity of restaurants of national kitchen and definition of unique features of historical and cultural development of the investigated territory. Method. The methodological basis of the study are works on regional marketing and tourism management, as well as scientific publications on the definition of the tourist brand of the territory and gastronomic tourism. Results. Lutsk cuisine is a product of the geographical landscape, which in a certain historical section had a mental imprint, formed under the influence of many cultures and peoples (Volyn  lands were part of Lithuania, Poland, Russia, etc.). Destructive factors for the formation and promotion of the gastronomic brand have been identified: underdeveloped infrastructure of the city, spread of the pandemic, lack of skilled workers, insufficient information promotion of gastronomic events and events, insufficient use of gastronomic potential of the city. The main gastronomic "markers" of Lutsk (gastronomic tastes) are systematized, which are the basis of the gastronomic brand of the city and will be interesting to tourists and guests of the study area, as well as help in forming and promoting the studied brand. The scientific novelty of the study is to determine the gastronomic brand of the territory, its main components and the disclosure of methodological approaches to geobranding in Lutsk. The practical significance of the work is that the results can be useful in the work of the Department of Tourism and Promotion of the Lutsk City Council and other local governments, whose functions include the promotion of the region. Research will also be of interest to the city's restaurants and its guests and tourists.

 

gastronomic tourism; brand; branding; restaurant; national cuisine