GASTRONOMIC TOURISM AS A COMPONENT OF THE CULTURAL BRAND OF UKRAINIAN REGIONS: THE ROLE OF GEOGRAPHICAL INDICATIONS

Abstract

The article provides a comprehensive analysis of the role of gastronomic tourism in shaping the cultural brand of Ukrainian regions, taking into account the international experience of using geographical indications (GIs). The essence of gastronomic tourism, its connection with cultural identity and territorial branding is considered, and the evolution of scientific approaches to the definition and functions of gastro-tourism is outlined. Based on the generalization of contemporary foreign and domestic studies, the cultural brand of a region is defined as a multidimensional system that integrates material and intangible values, unique products, gastronomic traditions, local practices, and events. Special attention is paid to the study of geographical indications as a tool for product authentication, cultural heritage preservation, and strengthening regional competitiveness. The current state of GI registration in EU countries is analyzed, with focus on their division into wines, food products, and alcoholic beverages; the leading countries are identified, and the reasons for the uneven distribution of protected names are explained. European practices of France, Italy, Spain, Portugal, and Greece are considered, demonstrating the effectiveness of combining gastronomy, tourism, and legal protection of local products. In the Ukrainian context, the first registered geographical indications are analyzed and their potential for integration into gastronomic routes and festival events is revealed. It is shown that the development of gastronomic tourism can generate a multiplier effect, for example, supporting small businesses, preserving unique traditions, forming a positive international image of regions, and attracting investment. It is concluded that despite the growing interest in gastronomic tourism, the integration of geographical indications into the strategies of cultural branding in Ukraine remains insufficiently studied. The necessity of further research is substantiated, aimed at developing effective models of synergy between gastronomic tourism, geographical indications, cultural heritage, and territorial marketing, which will enhance Ukraine’s international competitiveness.