BUILDING A COUNTRY BRAND THROUGH GASTRONOMICAL MARKETING

Gastronomic marketing is becoming a crucial element in national branding, influencing the country's international perception, promoting tourism, and economic development. This article analyzes theoretical approaches to gastronomic marketing as a nation-branding tool, the characteristics of Uzbek cuisine and its potential to attract tourists, and existing practices for promoting Uzbekistan’s gastronomic image. It demonstrates that culinary traditions can serve not only as a cultural phenomenon but also as a marker of competitiveness in the global tourism market. Based on this analysis, recommendations are offered for strengthening Uzbekistan's gastronomic brand.