Gastronomic tourism as a significant cultural form in the branding of territories

Vinokurova Marfa Aleksandrovna Senior Lecturer; Institute of Languages and Culture of the Peoples of the North-East of the Russian Federation; North-Eastern Federal University named after M.K. Ammosov 677000, Russia, Republic of Sakha (Yakutia), Yakutsk, Kulakovsky str., 42, office 232 vinokurova.21@mail.ru Other publications by this author

Konopleva Nina Alekseevna Doctor of Cultural Studies Professor; Institute of Creative Industries; Vladivostok State University 690014, Russia, Primorsky Krai, Vladivostok, Gogol str., 41 nika.Konopleva@gmail.com

Introduction

In modern Russian culture, scientific interest in the socio-cultural branding of territories is being actualized. At the same time, its source can be various brands representing the cultural meanings of regional identity and contributing to the promotion of national and ethnic culture. One of the forms of activity that specialists involved in promotion rely on today is tourism.

The tourism industry in Russia is undergoing significant transformations today, is constantly developing and improving, which necessitates the need for professionals in this field to adapt to new trends and customer expectations, to show flexibility and the ability to quickly adapt to changing preferences of travelers. Instead of standard tours aimed at exploring the main attractions, specialized destinations, in particular, such as gastronomic tours, are becoming increasingly popular.

The innovative nature of gastronomic tours is due to their versatility, a combination of cultural, educational and entertainment aspects, focusing not just on satisfying food preferences, but on gaining new experience in food culture, mastering the culinary arts of other ethnic groups. All this creates a rich and memorable experience for travelers.

In modern culture, gastronomic tourism is one of the forms of improving tourism activities, which is caused by trends in changing consumer demand, interested not only in recreation, but also in obtaining emotional satisfaction from new food experiences and acquaintance with previously unknown culinary achievements.

In addition, it is gastronomic brands, along with other cultural codes of the territory, that can serve as the basis for branding the socio-cultural space and forming interest in it, and therefore be a source of development of gastronomic tourism.

Thus, gastronomic tourism is a specific form of tourist activity that provides acquaintance with other ethnic cultures in order to partially or completely introduce the national cuisine of a certain region, participate in gastronomic events, acquire and improve new culinary knowledge. In connection with the above, the object of our research is the branding of territories, and the subject is gastronomic tourism as a form of socio-cultural branding of territories.

The main part

Owning strong, unusual brands that help draw attention to regional culture and territory generally provides it with competitive advantages.

Moreover, to date, there is no common understanding in science not only of the category "territorial brand", but also of the term "brand" without linking it to any object. D. V. Vizgalov, a Russian specialist in territorial image-making and branding, noted the vagueness and ambiguity of the conceptual category "territorial brand", believed that its ambiguity It is associated with lengthy discussions about the definition of the essence of the brand in general. He cited its most famous definitions: "..."name", "term", "sign", "symbol" or any other characteristic that would identify a product or service as different from other goods (Kotler, 1993); "the promise of value, the psychological process of consumer perception" (Ashworth G., Yoogd H., 1990); "the force that motivates a significant number of people who are not related to each other to commit the same acts" (Aaker, 2001); "the image of a product/service converted into added value" (Olins, 2008); "a set of positive functional and sociopsychological characteristics associated with a product/service" (Competitive Cities, 2006); "a product with a unique functional value that creates competitive advantages that consumers consider sufficient to purchase it"; "the intangible sum of the properties of a product: its name, packaging and price, its history, reputation and method of advertising" (Kotler, 1993) ^{[1, p.10]}.

In turn, opinions and concepts about the regional brand, as D. V. Vizgalov noted, in some ways echo the definitions of the brand, and in some ways differ from it: "... this is the impression that the city makes on the target audience, the sum of all the material and symbolic elements that make the city unique" [Moilanen and Rainisto, 2009] (Ibid.). Moreover, he also analyzes this conceptual category in a number of authors, noting that "... this is the competitive identity of the city" (Anholt, 2007); "a multidimensional construct consisting of functional, emotional and material elements that together create a unique set of associations with a place in the public consciousness" (Kavaratzis and Ashworth, 2005); "this is a system of associations in the minds of the city's "consumers" based on visual, verbal and mental manifestations" (Zenker and Broun, 2010)" ^{[1, p. 37]}.

Analyzing all the above definitions, we can agree with D. V. Vizgalov that "... a regional brand is something that is "in the middle" between seeing the territory from the inside (identity) and perceiving it from the outside (image). It is these two images that actively influence each other, change each other and define the brand ^{[1, p. 37]}. At the same time, identity is defined as a sense of social community with fellow countrymen due to cohabitation (L. V. Smirnyagin, 2007) and has several parameters: uniqueness, identity and positivity of the perception of the region by residents, community cohesion, its ability to self-organize and the desire to strengthen identity and maintain a development strategy ^{[1, p.10]}. According to D. V. Vizgalov, if we talk about a regional brand, then the coincidence of identity and image is crucial for its formation ^{[1, p. 9]}.

In turn, I. S. Vazhenina defines a territorial brand "... as a set of unique qualities, enduring universal values reflecting the originality, unique original consumer characteristics of a given territory and community, widely known, socially recognized and in stable demand by consumers of a given territory" ^{[2, p. 20]}.

In the process of interviewing residents and guests of the Republic of Sakha (Yakutia), we identified a number of associations with the territory – "frost cold, winter, pole of cold – Oymyakon, unts, fur, diamonds, nature, shamans, Yakut girls, pies (bareski)". Today, the republic has a number of brands: "Sunny Tuimaada", "Land of Olonkho", "Diamond Region, "Yakutsk is the living heart of the Arctic", "Yakutia is the country of dancing sterkhs", "Yakutia is the pearl of the North". "Yakutia is the heart of the North."

It can be concluded that currently the brand associated with the gastronomy and food culture of the Yakut ethnic group requires significant activity in its positioning and promotion. In our opinion, the development of gastronomic tourism in Yakutia can contribute to this.

It is believed that the first stages of the formation of gastronomic tourism date back to 1998, when Lucy Long, associate professor of Folk Culture at Bowling Green State University, introduced the term "culinary tourism". For this reason, gastronomic tourism is often called culinary.

K. A. Balynin, justifying the diversification of gastronomy, noted that "gastronomy is a branch of culture that is not only popular, but also functions as a source of income. Gastronomy is recognized as an important factor influencing tourist and financial flows, as well as a factor strengthening regional stability and sustainable development of the country" ^{[3, p. 97]}. The prospects of research on this form of tourism are due to its multidimensional nature, the possibility not only of expanding tourists' knowledge about the food culture of other peoples, but in general, increasing the attractiveness of the respective regions, which contributes to an increase in tourist flow, and therefore the development of the economy. In turn, the peculiarities of the food culture in the region can become a source of its branding.

The gastronomic brand reflects the unique culinary traditions and peculiarities of the regional culture.

The intensification of travel for culinary purposes occurred after 2001, after Eric Wolf, the head of the International Culinary Tourism Association, issued a document in which the gastronomic form of tourist activity was associated with a person enjoying food in any place of stay. This small document later turned into a scientific study that talks about the growing interest in culinary and wine tourism and how the demand for culinary tours helps local businesses and restaurateurs meet the growing demand of the population.

Culinary tourism has really become one of the bright trends in the travel industry. This type of tourism focuses on exploring local cuisine and gastronomic traditions, offering travelers a unique experience through food and drinks.

In turn, M. V. Kapkan and L. S. Likhacheva introduced the term "gastronomic culture", defining it as "... a system of principles, prescriptions and samples defining the method of cooking, a set of products accepted in a given culture and their combinations, food consumption practices, as well as reflection on the above phenomena" ^{[4, p. 34]}.

O. R. Zhelezova emphasizes that indeed gastronomic tourism is a new and promising direction in world tourism, noting that it "... can play an important role in preserving and developing the economy of traditional economy, as well as in supporting cultural heritage and sustainable development of regions" ^{[5, p. 855]}. Gastronomic tourism contributes not only to the promotion, but also to the preservation of local culinary traditions and customs that may be lost in the context of globalization and popular culture. By maintaining an interest in unique local products and dishes, this type of tourism helps to preserve cultural diversity and specific elements that demonstrate the identity of the regions. In addition, gastronomic tourism can become an important factor in economic development, especially in rural and remote areas. It contributes to the creation of new jobs, support for local farmers and producers, as well as infrastructure development. This, in turn, strengthens local communities and contributes to their sustainable development.

Thus, gastronomic tourism plays an important role in supporting and developing regions, ensuring the preservation of their cultural and economic heritage. Gastronomic tourism can be understood as a well-thought-out and organized set of events for tasting the traditional cuisine of a certain region, as a whole or individual food products with a special taste that are not found anywhere else in the world.

Gastronomic tourism has indeed become an important part of the international tourism industry. The work of V. G. Dunaev and L. V. Semenov emphasizes the importance of gastronomic routes and maps that help travelers navigate the richness of world cuisines. Such maps serve as guides that allow tourists to discover the unique culinary traditions of various regions. Asian countries such as China and Japan attract gastronomic tourists with their diversity and uniqueness of culinary traditions. Chinese cuisine is famous for its regional peculiarities and variety of flavors, while Japanese cuisine is known for its attention to the freshness of ingredients and the aesthetics of serving dishes. France and Italy are traditionally considered centers of gastronomic tourism due to their rich culinary heritage and world-famous dishes. French cuisine is recognized for its sophistication and sophistication, while Italian cuisine is recognized for its simplicity and the use of fresh, high–quality ingredients ^{[6, p. 13]}. Gastronomic tourism, accounting for 8.2% of the total international volume, continues to develop actively, as more and more travelers seek not only to see new places, but also to try new dishes in order to get previously unfamiliar taste sensations. This type of tourism not only enriches the cultural experience of travelers, but also contributes to the economic development of the regions by supporting local farms and restaurants.

The purpose of the gastronomic tour is to enjoy the culinary peculiarities of a particular country. But this goal is not limited to trying rare and exotic dishes or trying countless dishes. First of all, gastronomic tours are an opportunity to get acquainted with spirituality, ancient traditions and the national spirit of the people, their culinary and gastronomic culture. Travel with gastronomic goals becomes a vivid and emotional basis for the formation of images of countries. Food culture reveals the secret of the soul of representatives of other nations, helps to understand their mentality.

Gastronomic tourism is a very important area for the tourism sector. As a result of the trip, you can get a lot of interesting and informative information, and through cooking and food culture you can learn about ethnic spirituality, age–old traditions and folk spirit.

The fashion for gastronomic tours has been actively developing in recent years around the world. Gastronomic tourism has many features, unlike its other types: for example, a client can develop and offer a tour to a particular country, without taking into account weather conditions, since they are not included in his travel requirements. In addition, it is this form of tourism that helps to support a local producer, raise its production to a higher level and make it more famous within a certain region, country and beyond.

S. Y. Kornekova, noting "The role of national cuisines and food brands of tourism in the regions of Russia," substantiates the prospects and opportunities that contribute to the development of gastronomic tours in Russia. "... the peculiarities of Russia – the multinational character, the originality of national cuisines can be considered an important resource for the development of gastronomic tourism" ^{[7, p. 160]}. In her opinion, it is necessary to create gastronomic brands of the regions, national food brands reflecting the high quality of domestic products.

"A regional brand is a strategy to increase the competitiveness of a city, regions and geographical area in order to conquer foreign markets, attract investors, tourists, new residents and skilled migrants" ^{[7, p. 82]}. The importance of gastronomic brands in the territorial development is due to the possibility of forming the image of the territory on their basis, attracting attention to it as an exporter of unique and high-quality products. This may include not only ready-made dishes, but also raw materials that may be in demand on international markets. The narrow interpretation of the gastronomic brand focuses on local culinary features and unique dishes that can only be found in this region. These dishes often have a special authenticity and are associated with the history and culture of the region, which makes them attractive to tourists seeking unforgettable, previously unfamiliar culinary experiences.

Thus, a gastronomic brand can be a powerful tool for promoting a region, contributing to its economic development and strengthening cultural identity. It helps regions not only attract tourists, but also develop export opportunities by supporting local producers and farmers.

The Republic of Sakha (Yakutia) stands out for its unique natural and cultural heritage, which serves as a source of meat, fish, vegetable dishes and a peculiar culture of their preparation, which has a significant impact on the development of the gastronomic brand. Being the largest constituent entity of the Russian Federation, Yakutia offers travelers the opportunity to explore the untouched civilization of the expanses of wild nature, such as mountains, rivers, lakes, forests (taiga) and northern steppes (tundra).

The development of the tourism industry in general in the Russian Federation and, in particular, the Republic of Sakha is today one of the long-term prospects for the socio-economic development of the country and its territories. Moreover, in the region we are analyzing, both inbound and domestic tourism have become priority areas of development. Inbound tourism is a priority export-oriented industry. Its development requires significant investments in improving the material base and consulting. Domestic tourism is considered as an import-substituting industry and as an important item of budget revenues at all levels.

The improvement of the tourism sector and the organization of travel in the Republic of Sakha (Yakutia) really demonstrates a steady positive trend. This is due to the growing interest in the unique nature and culture of the region, as well as efforts to develop infrastructure and promote tourism. Yakutia attracts tourists with its pristine natural landscapes such as majestic mountains, clear rivers and lakes, vast forests and tundra. These natural resources create ideal conditions for ecotourism and outdoor activities, including hiking, fishing and wildlife watching. Cultural tourism also plays an important role in the development of the region. Yakutia is famous for its unique traditions, language and art, which attract travelers seeking to learn more about the rich cultural heritage of this region.

In recent years, tourism infrastructure and services have been actively developing in Yakutia, which contributes to an increase in the number of visitors. This includes improving transport accessibility, building new hotels and developing tourist routes. In general, the positive dynamics in the tourism sector in Yakutia indicates the significant potential of the region to attract both domestic and international tourists, which contributes to economic development and strengthening cultural ties. The analysis of the total volume of tourist flow in the republic is presented below.

Table 1. The total volume of tourist flow in the territory of the Sakha Republic 2020-2025.

Source: Decree of the Government of the Republic of Sakha (Yakutia) dated November 20, 2020 No. 1070-r "On the Strategy for the development of tourism in the Republic of Sakha (Yakutia) for the period up to 2025".

According to the data presented in the table, in 2020 the total volume of tourist flow in the republic amounted to 150,000 people. According to the decree of the Government of the Republic of Sakha (Yakutia) dated November 20, 2020 No. 1070-r "On the Strategy for the development of tourism in the Republic of Sakha (Yakutia) for the period up to 2025", it is planned to increase the tourist flow in 2025 to 216,000 people.

According to official data from Rosstat, 145,050 citizens of the Russian Federation and 4,950 foreigners visited Yakutia in 2020; in 2025, compared with 2023, the number of citizens of the Russian Federation is expected to increase by 3,197 people, and foreign tourists by 803 people.

According to the GAU RS(Ya) "Agency for Tourism Development and Territorial Marketing", the average annual increase in the number of tourists in the Republic of Sakha (Yakutia) is 0.8% (1,599 tourists). Yakutia has unique resources for the development of gastronomic tourism, which can attract attention to the region. At the same time, these resources are part of people's daily lives and the formation of their image of the world. Yakut cuisine really has unique features that make it interesting to explore and popular among tourists. The basis of the diet consists of dairy and meat products, which is associated with the historical lifestyle and climatic conditions of the region. Dairy products occupy a special place in the food culture of the Yakut ethnic group. Yakuts prepare koumiss, cottage cheese, salamat and sour cream from dairy products, etc. Beef, horse meat, pork and reindeer meat are used as meat products. The main methods of cooking meat are cooking and frying. Yakuts also consume many dishes made from fresh or frozen fish. Stroganina – a dish of fresh or frozen fish, cut into thin slices, is a real delicacy and a symbol of Yakut cuisine. Dense side dishes that help maintain energy in cold climates, such as cereals and pasta. Due to the harsh climatic conditions, vegetables and fruits are less popular, as they are difficult to grow in winter, and products brought from afar can spoil on the road. As a drink, tea with milk is served to the table – a traditional product that provides not only nutrition, but also human warming. In turn, in summer it is a cool lingonberry juice, which refreshes and supplies the body with vitamins. All these elements make the Yakut cuisine not only nutritious, but also culturally significant, reflecting the traditions and way of life of the people, their connection with the natural resources of the region. Despite the fact that the cuisine has not yet been sufficiently studied, its richness and diversity continue to attract the attention of researchers and tourists.

In order to identify and understand the problems and prospects of the development of gastronomic tourism in the republic, we used the SWOT analysis method, which allowed us to identify strengths and weaknesses, opportunities and threats.

Table 2. SWIFT analysis of the prospects for the development of gastronomic tourism in the Republic of Sakha (Yakutia)

The analysis showed that the development of gastronomic tourism in the Republic of Sakha (Yakutia) has weaknesses, such as a significant duration of the "dead" season, lack of necessary transport infrastructure, insufficient use of information and communication technologies, lack of qualified tourist personnel, low competitiveness of tourist services. Threats include an increased frequency of natural disasters and man-made impacts, an unstable exchange rate of the national currency, a decrease in the competitiveness of the tourist complex, a weakening of international and foreign economic relations, and a deterioration in the quality of goods and services. In general, the development of gastronomic tourism in the republic has potential, but requires work on eliminating weaknesses and using opportunities.

The national cuisine is indeed an important part of the cultural heritage and cultural identity of the region. It reflects the history, traditions and way of life of the people, preserving the unique methods of cooking and consuming food that are passed down from generation to generation. At the same time, the national cuisine adapts to modern requirements and preferences, integrating new ingredients and techniques, which allows it to remain relevant and attractive to various audiences.

In the context of tourism, national cuisine can serve as a powerful tool to attract tourists by offering them unique gastronomic experiences. This may include:

1. Culinary tours and workshops: organization of tours where tourists can taste local dishes and learn about traditional cooking methods.

2. Gastronomic festivals: holding festivals dedicated to national cuisine can attract both locals and tourists from other regions and countries.

3. Partnership with local restaurants: development of special menus or dishes that emphasize the uniqueness of the national cuisine and offer tourists an authentic experience for the Yakut culture.

4. Promotion through media and social networks: using modern media to promote national cuisine and draw attention to the gastronomic possibilities of the region.

Thus, national cuisine can become an important part of the tourist offer, contributing to the strengthening of cultural identity and economic development of the region.

Yakut cuisine is truly unique and attracts attention due to its features and rich cultural heritage. It reflects the culture of all the peoples living in the region and their traditions, which makes it multinational and polar. The popularity of Yakut dishes is determined by the following criteria – the richness of vitamins, nutritional value, remarkable ability to restore strength, and the uniqueness of cooking methods. These criteria make Yakut cuisine one of the most peculiar and interesting in the Far East, contributing to its growing popularity among tourists and strengthening the cultural identity of the region.

Conclusion

Below we present recommendations aimed at developing and strengthening the gastronomic branding of the Republic of Sakha (Yakutia), which can significantly increase its attractiveness as the basis of a tourist activity.

1. Creation of the "Gastronomic map of the Republic of Sakha (Yakutia): the development and dissemination of which will help tourists and locals better navigate the gastronomic diversity of the region. It can also help to draw attention to unique local dishes and products.

2. Development of exhibitions, festivals and other events that promote the brand: "Yakut cuisine", unique elements that distinguish it from others. This may include workshops demonstrating traditional cooking methods, the use of local ingredients and the presentation of unique Yakut dishes. It is necessary to pay attention to the high quality standards of local products, as well as to sustainable production methods. This can increase brand credibility and make it more attractive to conscious consumers.

3. Developing and popularizing brands of regional manufacturers: Supporting local manufacturers through marketing initiatives aimed at popularizing local products can significantly increase their recognition.

4. Creation and promotion of gastronomic souvenirs: the development of unique souvenirs related to Yakut cuisine can become an additional source of income and a way to popularize the culture of the region among tourists.

5. Exchange of experience with restaurant service specialists from other regions of the Russian Federation and study of foreign experience: mastering successful practices in the field of gastronomic tourism can help in developing effective strategies for promoting and creating attractive tourist routes in Yakutia.

6. The introduction of national dishes in on-board meals on Yakut air routes: This will not only increase the interest of passengers in Yakut cuisine, but will also be an excellent opportunity to promote regional culture internationally.

The formation of an image policy and the creation of a regional gastronomic brand "Yakut ethnic cuisine" can become an important factor for promoting the culture of the Republic of Sakha (Yakutia) and the development of tourism activities in it. This will help strengthen the image of the region and make the Yakut cuisine recognizable and attractive to tourists. To attract tourists interested in the gastronomic culture of Yakutia, a number of activities should be carried out:

1. Improve the territory of the Yakut cities, paying special attention to the interior design of restaurants and cafes and their names.

2. To recommend hotel and restaurant service professionals to expand the use of local ingredients such as fish, deer meat, wild berries and roots in the development of dishes, creating a unique taste and authenticity. Emphasizing these features within the framework of the gastronomic brand will help to distinguish the cuisine of Yakutia from other regions.

3. To develop visual elements of the brand: the creation of a logo and corporate identity that will be associated with the Yakut cuisine, traditions, history and personality of the region as a living dynamic system reflecting the specifics of its location on permafrost, the features of the rich culture of its multinational people. Create resonant, relevant slogans. To develop postcards of a special design demonstrating the dishes of Yakut cuisine and the ways of their preparation.

4. To carry out advertising campaigns and exhibition events that will promote the food culture of the Sakha peoples as part of the cultural heritage of the Yakut ethnic groups. The use of social networks and media to spread information about dishes and gastronomic traditions.

5. To organize gastronomic festivals and other events where dishes of Yakut cuisine will be presented, which will create a platform for interaction, exchange of experience and popularization of local gastronomy. It is important to carry out master classes where guests can learn how to cook traditional dishes.

6. To develop cooperation with restaurants and cafes. Creating partnerships with specialists from local restaurants and cafes to introduce traditional Yakut dishes into the menu. This may include: special offers: the introduction of seasonal dishes or tasting menus that will introduce visitors to the variety of Yakut cuisine. To carry out staff training: conducting trainings for chefs and service personnel to develop their ability to talk about the uniqueness of Yakut gastronomy, so that they can talk about traditions and peculiarities of dishes, acquire skills in positioning the republic based on gastronomic traditions and ethnic food culture.

7. Provide information support through the creation of an online platform: the development of a website or application that will provide information about Yakut cuisine, recipes, the history of dishes and places where they can be tasted.

8. To develop educational programs: the introduction of courses and master classes on the study of Yakut cuisine in educational institutions, which will help preserve and pass on traditions to the younger generation.

The creation and promotion of the regional gastronomic brand "Yakut ethnic cuisine" and the formation of the image policy of the territory on this basis will be important steps for the Republic of Sakha (Yakutia) in strengthening its position on the gastronomic map of the world. This will not only help attract tourists, but also create new opportunities for local producers and entrepreneurs, contributing to the development of the region's economy and the preservation of cultural heritage.

Thus, gastronomic tourism today requires the activity of professionals in its development as one of the socio-cultural forms of tourist activity, which is an information source, a code representing the semantics of territories.