The Role of Restaurants in Destination Gastronomic Brand Creation

This paper describes the results of the analytical work on the definition of the role of the restaurants in the formation of a gastronomic destination brand analysis gastronomic brand in St. Petersburg and to develop recommendations for the creation strategiipo formation gastronomic brand St. Petersburg In the study of terminology and branding development challenges destination author had studied the work of such foreign authors as S. Anholt, D. Aaker, B. Baker, D. Buhalis, Dinny K., M. Kavaratsis, Kotler, K.-S. Ooi, J. Hankinson, as well as domestic authors - E.N. KUKIN, L.V. Kovynevo, T. V. Meshcheryakov, A.P. Pankrukhin, N.K. Rodionova, and others. In the study of the essence of gastronomy and restaurants as a branding tool analyzed the work of authors such as B. Blichfeldt, S. Boyne, V.E. Gordin, M.A .Grandfathers, E. Cohen, M. Matetsky, N.E. Nekhaeva, Y.G. Trabskaya, H. Holkier, D.Holl and others. In order to collect the necessary data, the study was conducted content analysis and interviews with experts in the field of marketing and branding, catering and tourism industry. The study identified the major trends in the gastronomic life of St. Petersburg, the possible options of forming a gastronomic brand. А number of problems were identified, which does not allow, at this stage of development of the gastronomic culture of the city to form a brand recommendations to address them, as the main recommendations proposed the idea to create a "gastronomic cards" that could help the development of tourist information ecosystem and further contributed formation gastronomic brand in St. Petersburg.