THE POTENTIAL OF GASTRODIPLOMACY TOOLS MANAGEMENT IN SHAPING THE IMAGE OF THE CITY OF EKATERINBURG

Abstract

he 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.