GASTICS IN DIFFERENT CULTURES AND PEOPLES OF THE TERRITORY OF THE RUSSIAN FEDERATION AS A MEANS OF EMOTIONAL BRANDING AND BRANDING OF THE TERRITORY IN RUSSIA

Abstract

The article examines the potential of gastics for the regions of Russia; cuisine that reflects the culture and mentality of the country. Gastika to form the brand of the area and promote tourism, creating an anchor to attract the attention of tourists to locations within the country. The idea of   gastics, a gastronomic brand as a method of attracting tourists and creating emotional connections with a local brand, is being considered. The article provides a theoretical study on the existing and potential capabilities of the regions of Russia to stimulate loyalty and involvement in the history and life of the country's territories. Key gastronomic brands of the North Caucasus are highlighted. A strategy for the use of gastics in brand promotion is given. The objectives of the study are analytical work with existing brands; obtaining data on the diversity of gastronomic brands in the Caucasus; potential capacities of the given examples of gastics in improving the mechanisms for popularizing the territory to attract tourists, strengthening the tourism business.