Ohiienko Mykola, Doctor of Economics, Associate Professor, Mykolayiv Branch of Kyiv National University of Culture and Arts, Mykolayiv, Ukraine

ORCID ID: 0000-0002-7900-2986
e-mail: ogienkonikolay@ukr.net

Ohiienko Alona, PhD (Economics), Associate Professor, Mykolayiv National Agrarian University, Mykolayiv, Ukraine

ORCID ID: 0000-0001-5427-7978
e-mail: ogienko_alеna@ukr.net

Use of Targeting Tools in the Promotion of Gastronomic Tourism Events

Introduction. The article deals with the process of developing tourist potential through the creation of gastronomic events. Gastronomic festivals are considered as a form of event tourism in  the Mykolaiv region. Income from tourism is significant, so one of the important factors is attracting participants and increasing the tourist flow. No event can take place without quality advertising and media coverage, with particular attention given to targeted advertising, given that it is user-friendly.

Purpose. The purpose of the article is to study the aspects of the development of event tourism in the region, analyze the current state of gastronomic tourism in Ukraine and Mykolaiv region, analyze the impact of targeted advertising on various Internet networks on the qualitative indicators of event filling, methodological and informational basis of work are scientific and theoretical works of scientists on the development of event tourism, statistics were obtained during the advertising campaign of the event “Management Platform”, which was held as part of the open culinary contest “Staff Battle” in Mykolaiv. The realization of this goal is based on a systematic approach to the problems under study, and various general scientific and special methods of research are used.

Results. The article investigates the process of the advertising campaign of the forum “Management platform” within the gastronomic festival “Nikolaev. Vintage Kitchen” with targeting and contextual advertising. We have investigated limiting factors affecting the target audience, such as age, region, and other filters that allowed us to bring information online to the target audience portrait. As a result, we conducted a comparative analysis of stakeholder responses to each of the networks. As a result, during the 6 days of the advertising campaign, we explored the reach of the target audience, the gender breakdown of the audience, the age categories of the stakeholders, the territorial division and other factors influencing the choice of the target audience in the promotion of gastronomic tourism.

Conclusions and Discussion. The analysis of the main directions of event tourism, namely gastronomic festivals and competitions, features of event tourism are: lack of seasonality; possibility of forecasting; mass; interactivity; innovation; regularity of events; encouraging repeat visits to destinations; and entertainment. The article also focuses on the influence of the Culinary Association of Ukraine, whose active work in the territory of Ukraine and the Mykolaiv region increased the potential of event tourism by organizing numerous competitions in culinary arts and service in the framework of gastronomic festivals. Emphasis is placed on the importance of promoting gastronomic festivals and competitions using both a wide-ranging advertising campaign and a strong focus on targeted advertising. Namely, the experience of targeting will be used for the advertising campaigns of subsequent events of event tourism, taking into account the effectiveness of zones of variation in the factors of influence on the choice of the target audience. This will minimize the costs of the advertising campaign with the same quality and number of participants involved.

Keywords: event tourism; event; gastronomic tourism; tourism potential; advertising; targeting; contextual advertising.

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