CC BY
14
UDC 338.48
DOI: 10.24412/1995-0411-2021-4-107-114
Marina A. STRELNIKOVA
Bunin Yelets State University (Yelets, Lipetsk Region, Russia) PhD in Philology, Associate Professor; e-mail: miss.marst@mail.ru
CULINARY TOURISM PRODUCT OF LIPETSK REGION
Abstract. Culinary tourism is a promising direction of the tourism industry. In 2001, the International Culinary Tourism Association (ICTA) was created, which was the date of its official recognition. The COVID-19 pandemic has made significant changes to the situation in the international travel market. Due to the closure of the borders of many states, domestic tourism has become more in demand, and it has become an urgent task to fit into the new conditions for Russian tourist destinations, offering high-quality tourism products, taking into account epidemiological requirements. Culinary tourism at this stage is developing under difficult circumstances. But the importance of its role in the context of domestic tourism in the Russian Federation before the pandemic and in the future is obvious. The article touches upon the theoretical aspect of the topic, gives a characteristic of culinary tourism as the research subject. The main attention is focused on the regional characteristics of the culinary tourism product in the example of Lipetsk region. The author reviews one of the main types of this tourism that is culinary event and its festival format implementation in the region. A brief description of these events is given, with an emphasis on the gastronomic experience they form. The culinary tourism routes complete the gastronomy tourism picture of the region. However, their quantity and content, according to the author, do not fully reflect the rich gastronomy of the region. The regional culinary tourism product could be diversified by culinary classes, workshops and seminars, fairs and exhibitions presenting local products and cuisine, trips and tours to markets and grocery businesses. In general, Lipetsk region has all the opportunities for the development of culinary tourism, subject to the systematic and coordinated work of all market participants and a favorable epidemiological situation.
Keywords: domestic tourism, COVID-19 pandemic, culinary, gastronomy, culinary tourism, culinary tourism in Lipetsk region, culinary tourism products, gastronomy festivals in Lipetsk region, culinary routes of Lipetsk region.
Citation: Strelnikova, M. A. (2021). Culinary tourism product of Lipetsk Region. Service and Tourism: Current Challenges, 15(4), 107-114. doi: 10.24412/1995-0411-2021-4-107-114.
Article History Disclosure statement
Received 5 September 2021 No potential conflict of interest was reported by
Accepted 3 December 2021 the author(s).
© 2021 the Author(s)
This work is licensed under the Creative Commons Attribution 4.0 International (CC BY-SA 4.0). To view a copy of this license, visit https://creativecommons. org/licenses/by-sa/4.0/
UDC 338.48
DOI: 10.24412/1995-0411-2021-4-107-114
СТРЕЛЬНИКОВА Марина Анатольевна
Елецкий государственный университет им. И.А. Бунина (Елец, Липецкая область, РФ)
кандидат филологических наук, доцент; e-mail: miss.marst@mail.ru
ГАСТРОНОМИЧЕСКИЙ ТУРИСТСКИЙ ПРОДУКТ ЛИПЕЦКОЙ ОБЛАСТИ
Гастрономический туризм - перспективное направление в туристской отрасли. В 2001 г. была создана Международная ассоциация кулинарного туризма (ICTA), что стало датой его официального признания. Пандемия COVID-19 внесла существенные изменения в ситуацию на международном туристском рынке. По причине закрытия границ многих государств внутренний туризм стал более востребованным, и для российских туристских направлений актуальной стала задача вписаться в новые условия, предлагая качественный турпродукт с учетом эпидемиологических требований. Гастрономический туризм на данном этапе развивается в сложных обстоятельствах. Но важность его роли в контексте внутреннего туризма РФ до пандемии и в будущем очевидна. В статье затрагивается теоретический аспект темы, дается характеристика гастрономического туризма как предмета исследования. Главное внимание сосредоточено на региональных особенностях гастрономического турпродукта на примере Липецкой области. К основным его видам автор относит гастрономическое событие, которое реализуется в Липецкой области в формате фестивалей. Дается краткая характеристика этих мероприятий с акцентом на гастрономическом впечатлении, которое они формируют. Гастрономические маршруты дополняют картину гастрономического туризма в регионе. Однако их количество и наполнение, по мнению автора, недостаточно полно отражают богатую гастрономию региона. Разнообразие в региональный гастрономический турпродукт могли бы внести кулинарные классы, мастер-классы и семинары, ярмарки и выставки, представляющие местную продукцию и кухню, походы и туры на рынки и продуктовые предприятия. В целом Липецкая область имеет все возможности для развития гастрономического туризма при условии системной и координированной работы всех участников рынка и благоприятной эпидемиологической ситуации.
Ключевые слова: внутренний туризм, пандемия COVID-19, гастрономия, гастрономический туризм, гастрономический туризм в Липецкой области, гастрономический турпродукт, гастрономические фестивали в Липецкой области, гастрономические маршруты Липецкой области.
Для цитирования: Стрельникова М.А. Гастрономический туристский продукт Липецкой области // Современные проблемы сервиса и туризма. 2021. Т.15. №4. С. 107-114. DOI: 10.24412/1995-0411-2021-4-107-114. Дата поступления в редакцию: 5 сентября 2021 г. Дата утверждения в печать: 3 декабря 2021 г.
Introduction
The massive crisis resulting from the COVID-19 pandemic has influenced the prioritization of the tourism industry development strategy. Closed borders have become a prerequisite for a sharp increase in demand for the product of domestic tourism. This causes the need to intensify the efforts of domestic tour operators and all participants in the production of tourist products to update and improve the market in connection with the changed conditions. Variety, reasonable prices, competitiveness of the domestic tourist product, organization of tourist services taking into account compliance with all epidemiological safety standards - these are currently important factors for meeting the needs of a Russian tourist, who, thanks to the experience of international travel, has clear requirements for the level and quality of tourist services.
Culinary tourism is a dynamically developing trend of both international and Russian tourism. According to statistics, about 40% of tourists call the desire to get acquainted with the national cuisine the main motive of travel, and spend more than 30% of their tourist budget on gastronomic pleasures [17, p.394]. All the indicators of culinary tourism increased annually before the coronavirus pandemic, that indicates the growing popularity of this destination [17].
The study of the features and possibilities of the development of culinary tourism in Russia in today's realities is an important and relevant topic. In our opinion, integrated research in this area will help this promising direction to navigate in the new conditions of the travel market and continue to conquer it.
In turn, an interesting and high-quality culinary tourism product can expand the range of offers on the domestic market and become a driving factor for the promotion of tourist destinations, and for manufacturers of such product (farms, small businesses) become real support in difficult economic conditions.
Culinary tourism as the research subject
The development of Culinary tourism is presented in scientific publications by both Russian and foreign authors. It should be noted the constant interest in this topic among Russian authors started in 2012, when they
began discussions on gastro-tourism as an independent form of tourism in Russia. A number of aspects can be distinguished in the discussion of the topic:
- history, essence of the concept and features of Culinary tourism (Vorobyova M. S. [5], Veretennikov A. N. [3], Morozov A. A. [15], Yurieva V. A. [19]);
- foreign and Russian experience in the development of Culinary tourism (Kaznachee-va S. N. [10], Butsenko E. D. [2]);
- Culinary tourism in the context of the historical and cultural heritage of the destination (Zelenskaya E. M. [9]);
- gastronomic brands of the territories (Kornekova S. Yu. [12], Lagusev Yu. M.) [13];
- resources of culinary tourism (Zelenskaya E. M. [9], Mavlanova K. M. [14]);
- regional features of culinary tourism products (Vintaykina E. V. [4], Kireeva Yu. A. [11]);
- Culinary tourism as a factor in promoting destinations (Efremova E. V. [8], Shcher-bakova N. V. [18], Serdyukova N. K. [17], Ak-tymbaeva B. I. [1]);
- modern trends and development prospects (Dracheva U. L. [6], Nekhaeva N. E. [16], Egorova E. A. [7]).
Analysis of the sources shows this topic as the subject of serious scientific attention. Most of the researches of Russian scientists are devoted to the resource provision of culinary tourism, the study of problems and prospects in its development.
However, in addition to identifying typological features and general patterns, it is necessary to identify the specifics of creating a regional tourism product based on national cuisine and local culinary traditions. This is important from the point of view of promoting territories that do not have well-known tourist brands. However, destinations with significant tourist and recreational potential should also take into account the modern needs of tourists and their interest in gastronomy, the increased popularity of gastronomy in the experience economy.
Gastronomy, according to some researchers, can be considered as the main aspect of the development of tourist activities, tourist areas, especially in the context of increased competition in the tourism market [9].
Culinary tourism started its history in 1998, when Lucy Long, Professor of the Folk Culture Department at Bowling Green University, Ohio, USA, introduced the concept of "culinary tourism". The main idea of this type of tourism, in his opinion, is that national, local food helps tourists to get to know the culture of the country better, and the process of its preparation makes one feel like a native resident [19, p. 136].
The official beginning of the emergence of Culinary tourism is considered to be 2001, when Eric Wolff, President of the International Culinary Tourism Association (ICTA), presented an approved document on culinary tourism. The unofficial history of this phenomenon lasts hundreds of the years.
Today it is the Culinary tourism has become one of the fastest growing innovative spheres of tourism. Several factors contribute to its popularity:
- increased attention over the past two decades to the process of cooking and the culture of food consumption, as evidenced by the increase in the number of cooking shows and programs on TV, gastronomic sites and blogs on the Internet;
- growing popularity of the restaurant business;
- public interest to the issues of environmental friendliness and food safety [15];
- fashion for a healthy lifestyle and healthy food;
- an increase in spending among the population for food in public places, travel and trips [15];
- the desire of the modern consumer to get a gastronomy experience, including traveling;
- interest in ethnography, part of which are the traditions of national cuisine.
Gastronomic tours have always been and remain in demand among tourists, as they represent a number of events dedicated to acquaintance with the people culture peculiarities through the national gastronomy [1].
Culinary tourism had been gaining popularity in Russia before the pandemic. There are 192 nationalities in Russia, a wide variety of national dishes and products are presented on its territory, interesting to all tourists who want to get new experiences and get to know
the country better. According to the market experts, the Culinary tourism market in Russia was growing 2 times faster then general domestic tourism [17, p. 395].
If we talk about the development of Culinary tourism in the Russian Federation, we can claim Moscow, St. Petersburg, Moscow Region, Vladimir Region, Kazan, Tver Region, Tula Region, Altai Territory, Kaliningrad Region and Novgorod Region as to be the undisputed leaders.
In this article, the subject of research is a culinary tourism product in Lipetsk Region. Let's try to identify the presence of certain examples of Culinary tourism products in Lipetsk Region and draw a conclusion about the prospects of this type of tourism in the region on this basis.
In 2012, the World Tourism Organization prepared the "International Report on Culinary Tourism", which identified the types of Culinary tourism product: gastronomy event, gastronomy route, cooking classes, workshops and seminars, fairs and exhibitions presenting local products and cuisine, hiking and touring to markets and grocery businesses.
The most significant is the gastronomic event in terms of its effect. It is this type of tourism product that contributes to the influx of tourists to the region, staying period increase at certain places in connection with the holding of the event. This leads to favorable results, both economic and sociocultural: "attracting funds to the local budget, increasing the employment rate, improving the image of the destination, strengthening the spirit of the community and national pride among the local population, increasing the duration of the tourist season and reducing the costs of seasonality, increasing the value local products" [14, p.179].
One of the most popular forms of gastronomy events is gastronomy festivals. And we can say that Lipetsk Region uses this resource very effectively. Gastronomy festivals have become the hallmark of the region and are included in the T0P-200 best event projects in Russia.
The analysis of the Lipetsk region event calendar for 2021 includes 37 events. 6 of them are gastronomy festivals/ They are Festival of winter fishing -"We are standing on the
Don, we are famous for the fish!" (February), "Shirokaya Maslenitsa (Broad Shrovetide)" (March), "Ranenburg Feast" (July), "Tasty City" (August), "Yelets Feast" (September), "Good Lard" (November). Gastronomy festivals such as Pumpkin Porridge, Russian Sourdough, Terbunskaya Rassypukha, Avgustovsk-ie Spasy, Yablochny Kray, Berry Paradise are also popular in the region.
Of course, these festivals have a different scale and level of tourist attraction: from interregional to local events. Let's focus on those that are already a well-established and popular tourist product and those that are of interest with their unique offer.
"Ranenburg feast" or "Feast for the whole world" (Chaplygin) is one of the most famous and colorful gastronomy festivals that is not only regional but also all-Russian level. It is a laureate of prestigious competitions in the field of event tourism. The most significant award is the Grand Prix of the national award in the field of event tourism in the category "Best gastronomy project of 2015". The festival includes a number of spectacular events: a parade of culinary specialists, various culinary exhibitions, tastings of dishes made according to old recipes, whole streets of delicacies, contests for cooks, loaves, and Russian amusements. Many dishes are cooked in front of the audience in various ways: in ovens, on bonfires, grills, skewers, in cauldrons, huge pots and even pumpkins.
The Ranenburg Feast Festival offers not only gastronomy impressions, but also a cultural and educational program that reveals the history of the city of Chaplygin (formerly Ranenburg), the traditions of merchant urban culture. Since 2013, this annual gastronomy event has been gaining in scope and is currently one of the main brands in Chaplygin. However, in 2021 due to epidemiological requirements this festival was held on June 2325 in online format.
The festival of culinary holidays "Vkus-ny gorod" (August 21, Lipetsk) is traditionally held at 5 city venues: "I am in chocolate", "Potato Day", "Sokolsky pies", "Pumpkin porridge" and the hop and malt festival.
The annual gastronomic festival "Good lard" (Dobroe village) is dedicated only to lard in its various forms: salted, smoked, boiled,
in black and red pepper, with a meat layer ("slot") and soft white, in Hungarian way, in Abkhazian way and even in chocolate. There are master classes on lard preparation, all the necessary ingredients for self-preparation are offered.
The symbol of a winter fishing festival "We stand on the Don, we are famous for fish" (Zadonsk city) is a fish that is called "Donskoy Biryuchok". This fish lives in the upper reaches of the Don river exclusively, is a symbol of the winter fishing festival. The festival can be attributed to sports gastronomy tourism. The fishing ends with cooking and tasting privet soup. The dish has a special taste, which was appreciated by A.S. Pushkin (artistic interpretation of this legend is reflected in the story of N. Zadonsky).
The culinary theme has long been a part of the event festivals "Russian Sourdough" and "Antonov Apples", which have been held in the city of Yelets since 2010. The "Russian Sourdough" festival reconstructs the "gluttonous" rows and offers local old gastronomy: white kvass, pickled apples, rennet with two types of fillings, pike "Kupechesky", pie "Staroyeletsky". White kvass which typical for Yelets city is presented in various forms: with horseradish, thyme and birch sap. The pie "Staroyeletsky" is an old-fashioned pie cooked in an old way of the 19th century is a special closed pie with a complex multi-layered filling of meat and vegetables covered with pancakes.
Traditional dishes of the Don Cossacks are presented as gastronomic impressions at the interregional festival of Cossack culture "Cossack Outpost".
The festival of ethnographic culture "Lipetsk Settlement", which reconstructs three eras at once: the Middle Ages, Peter's time and the XIX century, offers its gastronomy products. At the sites of each era, the features of everyday life, clothing, handicrafts and, of course, cooking as an important element of ethnography have been carefully restored.
The listed gastronomic events usually have regional and interregional status. There are festivals that are already known in the tourist market and have a long experience in organizing, winnings in professional competitions ("Ranenburg feast", "Antonovskie
apples", "Cossack Zastava", "Russian sourdough"), established contacts with tour operators. Such gastronomic tourism products as "Ranenburg feast", "Russian sourdough" give an idea of the destination as a whole and form its image.
We did not take into account events of an exclusively local nature (Krasninsky Samovar, Terbunskaya Rasspukha, etc.), although many of them, in our opinion, contain a unique ideas and an opportunity to gain greater scope and popularity.
The presence of the territory's gastronomy brand is important for the development of culinary tourism. It is the culinary brand that becomes the core of a gastronomy event or gastronomy route. A culinary brand can be easily identified due to its vibrant culinary tradition (Belevskaya or Kolomna pastila, Tula gingerbread). Formation of a culinary brand is a complex multi-stage process, including research work to And the original gastronomy traditions, re-created old recipes, and marketing strategies.
In the search for a culinary brand of the territory, the project "The delicious map" plays an important role. Unique recipes are presented in the "The delicious map of Lipetsk Region". Its presentation took place in the Skornyako-vo-Arkhangelskoye estate (Zadonsky district of the Lipetsk region) in 2017. The main judge of the competition was a famous Moscow chef Anton Prokofiev specialized in Russian cuisine.
The implementation of the delicious map project allows tourists to taste the unique dishes of local cuisine: sauerkraut (baked milk fermented with sour cream), straw (burnt flour is doused with boiling water and cooked in a pot with the addition of dried fruits), millet (a casserole of millet milk porridge with pumpkin, poured on top eggs).
Recently, a very popular culinary brand in the regions of the Russian Federation is the cheese. Each district of Lipetsk region has its own cheese producers: from large ones, like the Lebedyanskaya Druzhba and Perekh-valskiy dairy plant, to small enterprises. The quantity of cheese producers is increasing, developing cooperation allows cheese makers to exchange technologies, ideas, secrets of the production of unique products. It is quite possible to create a cheese gastronomy tour through Lipetsk region.
Unique for Lipetsk region is the production of French cheese in the village of Maslovka, Dankovsky district. On a farm with an unusual name "Sirbor Maslovka" tourists get acquainted with the secrets of cheese-making; have the opportunity to taste Russian-French cheeses of the highest quality during the degustation. Of course, French cheese from Maslovka does not belong to the authentic traditional products of the area and does not reflect the cultural traditions of the region, however, as a gastronomy experience and cognitive element that is successfully used in tourist routes through Lipetsk region.
Culinary tourist routes are one of the most important types of culinary tourism products. The following offers are being implemented in Lipetsk region:
- " Lipetsk region tasty stories" (3 days) with a visit to the Ranenburg feast gastronomy festival and the French cheeses production site in the village of Maslovka (Maslovka - Dankov - Lebedyan - Semyonov-Tyan-Shan-sky estate (village Urusovo) - Chaplygin -Lev-Tolstoy (tour operator "Travel Shop"). This route belongs to the cultural and educational type of gastronomy routes and is mainly devoted to the historical and cultural heritage of the Lipetsk region and its tourist attractions.
- "Gourmet weekend tour" (Center for the development of culture and tourism of Lipetsk region). The route includes a visit to the private cheese dairy "Ranenburg" (Bukhovoe village, Chaplyginsky district), the German bakery "Guten Tag" in the village of Bolshie Kuzminki, Lipetsk region, and excursions to the Kuleshovs' estate (Vvedenka village, Lipetsk region) to vineyards where 170 varieties of grapes are grown.
- "Taste of the era" (3 days) on the route Moscow-Yelets-Lebedyan-Lev Tolstoy-Lipetsk-Moscow (TC "RZD Tour") is a cultural and educational route, where only one site provides the local gastronomy product (tourists taste "Ankovsky pie" according to the Tolstoy family recipe, try canapes with Borzovka broth and Astapov tincture in Lev-Tolstoy,).
Until 2020, when the coronavirus pandemic disrupted the natural development of the industry, culinary tourism events were held that had a stimulating effect on this market segment. Undoubtedly, these facts evidence
that regional authorities understands the importance of the culinary tourism development.
So, in this regard, the interest of the creators of the program "Let's go, let's eat!" to Lipetsk region Is very indicative. The first visit of the program took place in 2012 and was dedicated to the city of Yelets. In August 2017, the 200th anniversary edition of the program was filmed in Lipetsk region, and the presentation of the "Lipetsk region delicious map" became the content center of the issue.
A culinary brand can play an important role in drawing attention to the tourist area. This brand represents the peculiarities of the local, regional cuisine, which is expressed in the presence of at least one original dish or drink that is available only in this destination and are famous for their authenticity [1, p. 75]. A culinary brand is a kind of marker, a line of territory, a point of attraction for gastronomy tourists [13].
The study of culinary brands in Lipetsk region is acquiring the greatest practical importance. The purpose of this work is to create a line of regional dishes to be included in the culinary map of Russia, thereby increasing the tourist attractiveness of the region. There has not been many interesting gastronomy brands in the Lipetsk region yet. For them to appear, local dishes need to be popularized in restaurants and hotels in the region. The search for authentic food and drinks takes place during culinary expeditions around the region.
According to experts, the gastronomy brand of Lipetsk region could be white Yelets kvass, taranchuk (meat stewed in kvass with onions and garlic) or old Russian lumps (pancakes served with sweet halva sauce).
Conclusions
Gastronomy is the most demanded intangible heritage object in the market [22]. This element of culture has a huge potential for the development of innovative tourism proposals [21]. In tourism, culinary has long been actively used not only as a basic service for providing food to tourists, but also as an independent tourist product.
The article reveals the regional aspect in the study of gastronomy as a factor in the development of domestic tourism. Summarizing what has been said, it should be emphasized that in Lipetsk region the following types of gastronomic tourism products are most widespread:
- a gastronomic event, implemented mainly in the form of culinary festivals and as an element of ethnographic, historical and cultural events in the region;
- gastronomy tourist routes. Unfortunately, despite the presence of favorable conditions (convenient geographical location of the region, climate, logistics, historical and cultural sites), this type of tourist product is poorly represented on the market of travel services. It is necessary to analyze the reasons that do not allow developing this offer and expanding it. This is not our task, but we could identify some of the factors: insufficient accommodation facilities for the expedient logistics of the route; lack of motivation and awareness of leading tour operators about the availability of an attractive gastronomic tourism product; a small number of local tour operators, the absence of a bright "promoted" gastronomy brand of the territory, which is a point of attraction for tourists.
In our opinion, the region has every opportunity to diversify the culinary tourism product and to use more extensively culinary classes, master classes and seminars, fairs and exhibitions presenting local products and cuisine, trips and tours to markets and grocery enterprises as resources for gastronomic tourism.
It should be noted that in a diffi-cult-to-predict epidemiological environment, it is difficult to build and outline prospects. Many food festivals planned for 2021 did not take place or were held online, leveling their main goals. However, with the closure of most of the popular external tourist destinations, the value of the domestic tourism product has increased. This should become the main motivating factor for analyzing the situation in the regional tourism market and formulating strategic objectives. In the future, in more favorable conditions, the prospects for the region of culinary tourism are obvious. But for this, there should be not only the absence of epidemiological barriers, but also preliminary systematic work, as well as coordination of the efforts of the executive authorities, tourism management, local entrepreneurs, farms and tourism enterprises to create and promote an interesting culinary tourism product that is in demand by tourists.
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