Monitoring of Determination Features of Gastronomic Events Efficiency

• Main Authors: Mykola Ohiienko, Olena Shebanina, Alona Ohiienko
• Format: Article
• Language: English
• Published: KNUKiM Publishing Centre 2020-06-01
• Series: Ресторанний і готельний консалтинг: Інновації
• Subjects: гастрономічний захід; кулінарні конкурси; просування; таргетинг; ефективність; реклама
• Online Access: http://restaurant-hotel.knukim.edu.ua/article/view/205572

Topicality. Today, gastronomic tourism in theBlack Sea region is under development. a large number of scientists are engaged in the gastronomic culinary development activities and the study of their economic efficiency and promotion in Internet communications, but its impact on the quality of events is insufficiently studied. Therefore, conducting analytical research on the announcement and post-event publications in the information Internet resources of gastronomic events becomes an urgent task. Purpose and methods. The aim of the article is to study aspects of the development of the potential of gastronomic tourism in the region, to analyze the impact of advertising announcing the event on various Internet networks on the qualitative and quantitative indicators of event content. The methodological and informational basis of the work are scientific and theoretical works of scientists on the gastronomic tourism development, data obtained during the advertising campaign in open culinary competitions in Mykolayiv, and other culinary events organized and conducted by members of the Association of Culinary Arts of Ukraine. Various general scientific and special research methods are used. Results. in order to analyze the advertising promotion effectiveness of gastronomic events through television channels, informational online publications, social networks, tracking the dynamics of incoming traffic. Analysis of awareness in the region about the event indicates that in today’s conditions the use of online media has a positive effect. Conclusions and discussions. Significantly different rates of targeted advertising on Instagram and Facebook, used by us to promote events only in 2019, the quantitative indicators of coverage in these channels exceed the average views in online media by almost 1000 %. Studies of the data obtained after the events suggest that their conduct increases the number of visitors many times, and sometimes this number reaches 250–300 %. This confirms the economic feasibility of the events holding.