GASTRONOMIC BRAND OF TRANSCARPATHIA: ECONOMIC POTENTIAL AND DEVELOPMENT OPPORTUNITIES

Abstract

Relevance of the study: the high competitiveness inherent in tourism markets encourages destinations to create unique offers that would attract tourists and could not be quickly copied by others. This opportunity is provided by traditional gastronomy. Transcarpathia is known to scientists for its multiethnic cuisine, rich culinary culture, food traditions, gastronomic festivals, and tastings. However, in the minds of most consumers, it is associated only with wine and bograch. Subject of research: gastronomic brand of Transcarpathia. The purpose of the study: to determine the level of formation of the gastronomic brand of Transcarpathia by analysing its constituent elements. Research methodology: system-structural approach, methods of analysis and synthesis, induction and deduction, forecasting, systematization and scientific generalization. Research results: it was found that Transcarpathia has unique local products for the formation of a gastronomic brand, three of which have received geographical indications; authentic cuisine dishes presented in regional lists, national and world registers; food culture reproduced at gastronomic events of various levels; restaurants that offer local cuisine; a system of training specialists who are familiar with local gastronomy; producers of local products and craft stores where you can buy them. Existing options for the visual identity of the region and its individual locations, etc., are considered. Practical significance: for each of the mentioned components of the gastronomic brand, existing positive results and weaknesses that require further work have been identified. Conclusions: it was established that the gastronomic brand of Transcarpathia, despite its significant gastronomic potential, is absent. The gastronomic image of the region that exists in the minds of consumers was formed spontaneously. The large amount of work and the results obtained are still non-systematic. The prospect of further research is to study the feasibility of creating a single gastronomic image of Transcarpathia, which would unite the various culinary traditions of the region, or the promotion of various local cuisines (as part of the overall brand of the region), thereby enhancing the tourist attractiveness of each specific territory.