Discover Moldova through Taste: Strengthening the International Image through Gastronomic Tourism

Abstract

Modern tourism is undergoing a radical transformation, shifting from a model based on passive sightseeing to one centered on the "experience economy." Within this context, gastronomic tourism has emerged as a primary driver of destination identity and country branding. This research investigates the strategic potential of the Republic of Moldova to consolidate its international image by leveraging its authentic culinary heritage. By synthesizing recent bibliometric data and empirical studies, including the analysis of global trends post-2011, the paper explores how small destinations can compete through "human-scale" hospitality and sensory storytelling. Three fundamental hypotheses are developed: the integration of culinary traditions with the cultural landscape (H1), the role of digital narratives and international validation, such as the UNWTO "Best Tourism Village" award (H2), and the competitive strength of a connected local oeno-gastronomic ecosystem (H3). The study proposes a comprehensive strategic model structured across Identity, Experience, and Communication tiers, supported by specific KPI indicators. The findings suggest that Moldovas path to international recognition lies in its ability to transform the "taste of home" into a high-value experiential product, distinguishing it from more standardized regional competitors. CZU: 338.48:641.5(478); JEL: M41, L83, M31, Z32