Enhancing Regional Tourism Potential through Gastronomic Festivals and Events: A Case Study of the Samarkand Region

This article provides a theoretical and empirical analysis of the role of gastronomic festivals and events in enhancing regional tourism potential, using the case of the Samarkand region. The aim of the study is to reveal the mechanisms through which gastronomic events influence the local economy, the socio-cultural environment and the tourist brand of the region, and to develop recommendations for improving the system of organising such events. The study employs analysis of open statistical data and official sources, a case study (the "Samarkand Osh" gastronomic festival), comparative analysis and SWOT analysis. The findings show that gastronomic festivals enhance regional tourism potential through four interconnected channels — economic, socio-cultural, branding and infrastructural mechanisms — smoothing the seasonality of tourist flows and increasing average tourist expenditure and length of stay. The author proposes a conceptual model for improving the mechanisms of organising gastronomic festivals, which can be applied in the practice of planning and managing gastronomic tourism in the Samarkand region.