MARKETING ASPECTS OF THE IMPLEMENTATION OF REGIONAL POLICY DEVELOPMENT OF GASTRONOMIC TOURISM

Abstract

The relevance of the topic. According to experts, in the general format of tourism development in Russia, the most promising type is gastronomic tourism, the growth rate of which demonstrates a high level of dynamics. Gastrotourism is an effective tool for promoting territories in the context of socio-economic development, increasing their competitiveness and investment attractiveness. In this regard, the need to study the marketing aspects of the implementation of a regional policy for the development of gastrotourism seems obvious. The purpose of the study. A systematic assessment of the effectiveness of regional policies for the development of gastronomy in the context of promoting regions as gastronomic destinations. Methodology. In the course of the research, methods of analysis and synthesis, systematic and empirical analysis, critical evaluation, tabular and graphical interpretation of data were used. The scope of application. Regional practices of developing territories as gastronomic destinations using marketing management tools. Results and conclusions. In the course of the research, the factors determining the effectiveness of regional policies for the development of gastrotourism are systematized. The authors analyzed the activities to support gastrotourism at the federal and regional levels. The article presents the results of the implementation of federal measures and initiatives to stimulate gastronomic tourism in the Russian Federation. A study of the regional specifics of supporting gastronomy has been conducted according to the following criteria: the presence of management structures for the tourism industry, programs to support gastronomy, digital and traditional marketing tools to promote the region as a gastronomic destination, and marketing of gastronomy projects. The development of gastrodestinations is hampered by a lack of tourist accommodation facilities, modern restaurants and cafes, investments in the development of the industry, as well as a shortage of staff in the field of gastronomy. The use of PPP/MCHP tools is proposed as a promising direction for solving these problems. Despite the geopolitical difficulties, the criterion analysis of foreign experience in managing the development of gastrodestinations should continue.