VISUAL COMPONENTS AND PUBLIC ART AS MARKETING TOOLS IN REGIONAL GASTRONOMIC AND HOTEL BRANDING

The modern development of the tourism industry in Russia actualizes the promotion of tourist products not only in traditional tourist regions, but in all constituent entities of the federation, since the variety of climatic, historical, cultural, economic conditions makes it possible to develop unique offers. The popularity of gastronomic tourism in many regions has led to the need to create gastronomic brands. The study is aimed at justifying the need to develop a visual component of a regional gastronomic brand due to the lack of recognition and competitiveness of regional tourist products. Since each territory has many gastronomic brands, their general visualization is required for ease of exposure and perception. The visual component of the gastronomic brand should be associated with food, its preparation and consumption, as well as with the peculiarities of the tourist destination, its historical past, culture and traditions of people living in the territory. To achieve the goal of research, tasks are solved: clarification of the concept of a gastronomic brand; analysis of gastronomic brands of Khakassia; investigation of features of archaeological artifacts of bronze boilers; determining the effects of the creation and practical use of the visual component of the gastronomic brand of the region, symbolizing ancient culture, original cuisine, the connection