2024
2023
2022
2021
2020
2019
2018
2017
2016
2015
2014
The potential of gastrodiplomacy tools management in shaping the image of the city of Ekaterinburg
ru
Original Article|Sociology
AbstractFull textReferencesFilesAuthorsAltmetrics
Oksana I. Antonova (Cand. Sci. (Sociology))
Russian Presidential Academy of National Economy and Public Administration (66, 8 Marta St., Ekaterinburg, 620144, Russian Federation)
Russian Presidential Academy of National Economy and Public Administration (66, 8 Marta St., Ekaterinburg, 620144, Russian Federation)
Violetta Yu. Cherkasova (Cand. Sci. (Sociology), Associate Professor)
Russian Presidential Academy of National Economy and Public Administration (66, 8 Marta St., Ekaterinburg, 620144, Russian Federation)
Introduction. Nowadays it is relevant to search for opportunities to manage gastrodiplomacy tools to form the image of Ekaterinburg and promote it to the key target audiences. The article considers tools and forms of gastrodiplomacy to promote the image of the city of Ekaterinburg and the way they can be involved in the current public relations campaigns arranged by both state and non-governmental actors.
The city of Ekaterinburg plays an important role in global transformation and can become a model for other cities and regions in Russia and beyond in the field of its image promotion. Under aggravation of many forms of relations between countries, new forms of management and development of the image of territories and cities can be developed. This research proposes to use the methodology and tools of gastrodiplomacy to develop the image of a particular territory.
Materials and methods. An important theoretical and practical task is to search for a well-developed form and trialed methodology at the level of regulatory or public strategic documents in the field of promoting the image of the city of Ekaterinburg using gastrodiplomacy tools, technologies involving local manufacturers, local gastronomy, etc. Following this, it is important to substantiate, focusing on the general methodological foundations of gastrodiplomacy implementation, the potential for the city image development using its gastronomic (culinary) traditions and products, local brands, etc.
In this connection, the research goal is to provide grounds for the potential of gastrodiplomacy tools management to enhance the image of Ekaterinburg and promote it to the key target audiences.
To achieve this goal, the authors conducted their own sociological research (expert interviews with representatives of the scientific community, power bodies, representatives of Ekaterinburg public catering sector, and a survey of the city residents and guests in April-May 2023). The authors also used the results of the secondary sociological research on opportunities for the catering sector development and the specifics of the image of Ekaterinburg.
Results and discussion. The obtained results revealed the key features of building the image of the territory through promoting its gastronomic specifics and confirmed the fact that to develop the image of the city of Ekaterinburg, the gastrodiplomacy tools can well be used, which will contribute to the promotion of the territory through its gastronomic potential.
The city of Ekaterinburg plays an important role in global transformation and can become a model for other cities and regions in Russia and beyond in the field of its image promotion. Under aggravation of many forms of relations between countries, new forms of management and development of the image of territories and cities can be developed. This research proposes to use the methodology and tools of gastrodiplomacy to develop the image of a particular territory.
Materials and methods. An important theoretical and practical task is to search for a well-developed form and trialed methodology at the level of regulatory or public strategic documents in the field of promoting the image of the city of Ekaterinburg using gastrodiplomacy tools, technologies involving local manufacturers, local gastronomy, etc. Following this, it is important to substantiate, focusing on the general methodological foundations of gastrodiplomacy implementation, the potential for the city image development using its gastronomic (culinary) traditions and products, local brands, etc.
In this connection, the research goal is to provide grounds for the potential of gastrodiplomacy tools management to enhance the image of Ekaterinburg and promote it to the key target audiences.
To achieve this goal, the authors conducted their own sociological research (expert interviews with representatives of the scientific community, power bodies, representatives of Ekaterinburg public catering sector, and a survey of the city residents and guests in April-May 2023). The authors also used the results of the secondary sociological research on opportunities for the catering sector development and the specifics of the image of Ekaterinburg.
Results and discussion. The obtained results revealed the key features of building the image of the territory through promoting its gastronomic specifics and confirmed the fact that to develop the image of the city of Ekaterinburg, the gastrodiplomacy tools can well be used, which will contribute to the promotion of the territory through its gastronomic potential.
Keywords: gastrodiplomacy, gastroindustry, territories, gastroturism, city image, gastrodiplomacy tools management, gastronomic potential of the territory
УДК: 332.14:339.38(470.54-25)
ВАК: 05.04.07
Article received: June 18, 2023
Article accepted: June 22, 2023
Sharunenko, Yu. M. (2017). Development of tourism as a factor in the formation of the image of the territory. Science-2020, (1), 390–392.
Pecherkina, I. F., Shumilova, Yu. A., & Pereladova, E. S. (2020). Marketing approach to the studies of a region’s image. Tyumen State University Herald. Social, Economic, and Law Research, 6(1), 281–300. https://doi.org/10.21684/2411-7897-2020-6-1-281-300.
Chebykin, V. A. (2021). Formation of the city image. Perspectives of Science, (3), 227–233. https://elibrary.ru/itlcvn.
Derbak, N. F. Z. (2023). Architecture and cultural heritage as a factor economic development of a city (tourist aspect). Innovation and Investment, (5), 312–316. https://elibrary.ru/dfwatk.
Balynskaya, N. R., Zinoveva, E. G., & Limareva, Yu. A. (2017). Ecological situation as a factor of attractiveness of the region and an indicator of the quality of life of the population. Management Issues, (5), 110–119. https://elibrary.ru/uuokeh.
Akulich, E. M., & Konovalov, V. V. (2013). The municipal policy of forming the image of the city: The accumulation of social capital. Management Issues, (2), 99–103. https://elibrary.ru/qgteib.
Gelibterman, L. V. (2022). Gastrodiplomacy as a promising area public diplomacy. In Hospitality Industry Bulletin (pp. 8–11). Saint Petersburg State University of Economics. https://elibrary.ru/augtjt.
Zagranichnyy, A. I., Kublin, I. M., & Saninskiy, S. A. (2017). Features of the formation of the image of the city. Bulletin of the Saratov State Socio-Economic University, (3), 52–57. https://elibrary.ru/zefzzf.
Shipitsin, A. I. (2016). Urban sculpture and cultural code of volgograd in the context of branding the territory. Bulletin of the Association of universities of tourism and service, 10(4), 89–97. https://doi.org/10.22412/1999-5644-10-4-12.
Vazhenina, I. S. (2018). Image, reputation and brand of the territory. Institute of Economics of the Ural Branch of the Russian Academy of Sciences.
Nye, J. S. (2005). Soft power: The means to success in world politics. Public Affairs Books.
Nye, J. S. (2006). Soft power: The means to success in world politics. Foundation for Socio-Prognostic Research “Trendy”. https://elibrary.ru/uljjzf.
Rockower, P. S. (2012). Recipes for gastrodiplomacy. Place Branding and Public Diplomacy, 8(3), 235–246. https://doi.org/10.1057/pb.2012.17.
Spence, C. (2016). Gastrodiplomacy: Assessing the role of food in decision-making. Flavour, 5, 4. https://doi.org/10.1186/s13411-016-0050-8.
Timonina, I. L. (2021). Japan’s gastrodiplomacy: Economic effects. Japanese Studies in Russia, (2), 6–25. https://doi.org/10.24412/2500-2872-2021-2-6-25.
© Article. Oksana I. Antonova, Irina S. Gileva, Violetta Yu. Cherkasova, 2023.
This article is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.