Предпосылки формирования гастрономических брендов туристских дестинаций
Purpose – This paper aims to display the role of hotel restaurants in gastronomic place branding. The authors view hotel restaurants as having a great potential in the promotion of local gastronomy.
Design/methodology/approach – The research was done in several stages. First, the authors selected six destinations (Lapland, Catalonia, Saint Petersburg, Marseille, Parma and Munich) according to the classification of gastronomic brands based on the settlement type. Second, the authors studied conceptions of hotel restaurants located in these destinations to see how they reflect local gastronomic brands. For this purpose, restaurant menus, verbal descriptions of interiors and names of establishments were analyzed using elements of content analysis. Finally, the authors conducted several interviews with hotel managers in one of the destinations to distinguish the challenges of gastronomic branding within hotel restaurants.
Findings – The results allowed defining the role of hotel restaurants in gastronomic branding depending on the following factors: hotel’s affiliation with a chain, hotel’s star rating and destination type.
Practical implications – The authors argue that gastronomic branding raises attractiveness of hotels, its restaurants and destination on the whole. This research was presented to the Tourism Committee of St Petersburg, resulting in increased attention to gastronomic branding among the city authorities.
Originality/value – The role of hotel restaurants in gastronomic branding has not been studied previously. However, hotel restaurants differ from other actors of gastronomic branding due to the necessity to comply with hotel’s conception, brand and standards.
In contemporary competitive circumstances destinations strive to raise touristic attractiveness by means of branding. Branding is realized with the help of cultural policy very often. St.Petersburg as the touristic city has established academic image and attracts steady category of tourists. This research paper is aimed at developing the influence mechanisms of contemporary visual art on the brand of St.Petersburg. Mechanisms developed could help to attract new categories of tourists including young people and creative community. Moreover, the city image renovation would contribute to inflow of additional investments to culture sphere. This particular study will probably help to support high touristic attraction of St.Petersburg and raise its level as well. Two methods were used in order to gain the aim of the study. During expert survey a questionnaire was developed, it helped to find out a expert opinion about influence of contemporary art on tourist destination brand (experts are managers of organizations, fine art experts, employees of advertisement departments and departments which work with tourist groups). Content-analysis was used as well in order to analyze the sites of touristic firms for the presence of information about organizations which present contemporary art. Recommendations for the effective work of influence mechanisms of contemporary visual art on the brand of St.Petersburg were prepared.