Abstract
This article focuses on a significant component of tourist destination attractiveness, namely, territorial gastronomic branding. Some destinations boast a specific gastronomic brand, while others do not have a clearly defined ‘gastronomic face’. Moreover, some territories lack the 'food basis' or unique gastronomic resources, such as a brand product or local cuisine, for creating such a brand. The authors undertook an investigation of whether a territorial gastronomic brand can be formed when a region lacks a definite ‘food basis'. What is the basis for creating a regional gastronomic brand (RGB)? Does the ‘food basis’ always form the nucleus of a gastronomic brand? Or within the framework of the experience economy, is a ‘non-culinary’, 'non-food' addition sufficient for creating an RGB? The authors argue that the basis for a gastronomic brand can be traced to the cultural and historic traditions of the region. The authors focus on possible ways of forming gastronomic brands in multicultural cosmopolitan cities where authentic gastronomic brands are blurred to a great extent. Specifically, the research focuses on St. Petersburg, which is a prototypical multicultural city lacking a pure ‘food basis' for forming a territorial gastronomic brand.
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This work is an output of the research project ‘Research on events as a tool for development of experience industry’, implemented as part of the Basic Research Program at the National Research University Higher School of Economics (HSE) in 2013.
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Gordin, V., Trabskaya, J. The role of gastronomic brands in tourist destination promotion: The case of St. Petersburg. Place Brand Public Dipl 9, 189–201 (2013). https://doi.org/10.1057/pb.2013.23
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DOI: https://doi.org/10.1057/pb.2013.23