GASTRONOMIC TOURISM OF THE KHMELNYTSKYI REGION AS A TOOL FOR TERRITORIAL BRAND FORMATION IN THE CONTEXT OF DIGITAL TRANSFORMATION

Abstract

Abstract. The article examines gastronomic tourism in the Khmelnytskyi region as an effective tool for the formation and promotion of a territorial brand in the context of the digital transformation of society. The relevance of developing gastronomic tourism as a component of the creative economy and an important factor in enhancing the region’s competitiveness in both domestic and international tourism markets is substantiated. The resource potential of the Khmelnytskyi region is analyzed, in particular its authentic gastronomic traditions, local products, festivals, and culinary practices that can be used to create a unique tourism product. The role of gastronomic events and thematic routes in shaping a positive image of the territory and increasing its tourist attractiveness is identified. Special attention is paid to the impact of digital technologies on the process of destination branding, in particular the use of social media, digital marketing, online platforms, and virtual content for promoting the region’s gastronomic resources. The possibilities of integrating gastronomic tourism into digital communication strategies of territorial development are explored. It is established that the effective use of digital tools contributes to the formation of a recognizable territorial brand, the attraction of new tourist flows, and the development of local entrepreneurship. The paper outlines the main problems in the development of gastronomic tourism in the region, including insufficient infrastructure support, limited promotion, and the fragmented nature of tourism products. Directions for improving the development of gastronomic tourism in the Khmelnytskyi region are proposed, in particular through the intensification of digital marketing, the creation of integrated gastronomic routes, the development of partnerships among tourism stakeholders, and the support of local producers. It is proven that gastronomic tourism can become an effective tool for territorial branding provided that a comprehensive approach to its development and the use of modern digital technologies is ensured.