MARKETING ROLE OF THE POTENTIAL OF REGIONAL CUISINE - COLLECTIVE WORK

Discover the fascinating world of territorial marketing and its impact on promoting regions through regional cuisine. This collective work is a compendium of knowledge for anyone interested in building sustainable regional development through the use of local products and culinary traditions. Learn how regional cuisine can become a key element of identification with a place and unite local communities.

• Connection to local history and cultural heritage.
• Building sustainable development of the region.
• Identification of consumers with a specific region.
• Common history and customs as a unifying element.
• Territorial marketing as a way to promote the region.
• Beginning of interest in regional products in Poland.

A particularly important advantage of regional cuisine and regional products is their connection to local history and cultural heritage, which in turn is extremely important in building sustainable regional development. Consumers, who often change their place of residence, increasingly need to identify with a specific region, they want to call one area their small homeland. Identification with a certain limited area is fostered by a common history, customs, as well as legends and eating habits of the region, therefore regional products are an excellent element that binds people together, thus this feature is a distinguishing feature enabling the use of territorial marketing in the case of traditional articles as a way to promote the voivodeship, city or commune, in which the advertisement of the regional product would be inextricably intertwined.

In Poland, the beginning of territorial marketing dates back to the early nineties of the last century, when after the political transformations initiated in 1989, the first units of local government were established, while the beginning of customers' interest in regional products begins at the end of the nineties, when the desire to try foreign products, which until now were luxury products, is satisfied. This collective work is not only a theoretical analysis, but also practical tips on how to use the potential of regional cuisine to promote the region. It is a must-read for anyone who wants to understand how tradition and culture can support economic and social development.