GASTRONOMIC TOURISM AS AN ELEMENT OF MARKETING STRATEGIES OF REGIONAL ECONOMY DEVELOPMENT IN CRISIS

The article deals with the place and role of gastronomic tourism in marketing strategies of regional economy development in Ukraine in modern crisis conditions. It is generalized that gastronomic tourism is a kind of cultural-cognitive tourism, during which acquaintance with the culture of a certain territory, ethnic group or nationality takes place through food or beverages by both their consumption and observation of preparation or participation in this process. An important prerequisite for the development of gastronomic tourism in the region is the development of proper marketing support. The most effective way to solve the problems of regional tourism branding is to form strategic approaches to marketing support for regional tourism development in Ukraine, which should be based on the principles of system, sustainability, convergence and take into account existing regional differences. It is substantiated that in crisis conditions the key principles of formation of marketing strategies of development of regional economy are guarantee of safety of social and economic systems and diversification of possibilities of their development. From the standpoint of strategic management of regional development in the context of overcoming the crisis in the context of the priority of gastronomic tourism development, a set of measures has been developed. It was found that the organizational and functional uniqueness of gastronomic tourism and its close integration with local cultural heritage allow to maximize the effect of increasing the competitiveness of local communities and regions and even in times of crisis to successfully develop and implement measures to increase sustainability and future progressive economic systems. In times of crisis, economic systems, operating in conditions of instability, require the development and implementation of strategic priorities based, in particular, on marketing mechanisms. An effective tool of regional marketing is the formation of the tourist brand of the region, which should be a key aspect of marketing strategies for regional tourism development.