DEVELOPMENT OF GASTRONOMIC TOURISM THROUGH MARKETING STRATEGIES FOR POSITIONING LOCAL PRODUCTS

Abstract

Gastronomic tourism is one of the fastest-growing sectors of the global tourism industry and an important driver of socio-economic development in regions. The study confirms its capacity to stimulate employment, support local producers, enhance infrastructure, and shape unique cultural identities of destinations. International experience demonstrates an uneven distribution of gastronomic tourism resources, with the highest concentration in Europe and Asia, where strong gastronomic brands and well-developed infrastructures have been established. Despite its relatively early stage of development, Ukraine possesses significant potential due to its diverse traditional cuisine, growing number of ethnic and gastronomic festivals, and increasing interest in local farm products. The research analyzes the role of marketing positioning strategies that increase product recognition and regional attractiveness. Special attention is given to event marketing as a tool for creating tourist experiences through festivals, tastings, and culinary events. Findings show that the integrated use of digital technologies, branding, and cross-sectoral cooperation is essential for the sustainable development of gastronomic tourism and strengthening the competitiveness of tourist destinations.