STUDY OF DEVELOPMENT PROSPECTS AND ASSESSMENT OF POTENTIAL OF ENOGASTRONOMIC TOURISM IN KRASNODAR TERRITORY

Abstract

Abstract

The article presents the results of a study of the prospects for the development of enogastronomical tourism in Russia and, in particular, in the Krasnodar Territory on the basis of modern approaches to the formation of a tourist product of enogastronomic tourism and an up-to-date promotion tool. An assessment of the enogastronomic potential of Russia and the Krasnodar Territory was carried out as the basis for the formation and promotion of enogastronomic tourism programs, a methodology for assessing the potential of a wine tourism facility was proposed, and an assessment was carried out on the example of three large wine tourism facilities in the Krasnodar Territory. Based on a systematic study of enogastronomical tourism and an assessment of the enogastronomical potential of the Krasnodar Territory, recommendations have been developed to create a model of partnership between the national hotel network and suppliers of wine and farm products. The study of the approaches of various authors to the interpretation of the concept of "enogastronomic tourism" made it possible to determine its essence, differences from the concepts of "gastronomic tourism," "wine tourism" and, based on the results of the study, develop approaches to the formation and promotion of enogastronomic tourism products to the domestic and international tourist market. The importance of using digital tools as an effective means of marketing communications with the consumer of travel products and services in the environment of the experience economy is justified.