THE ROLE OF FOOD NAMES IN GASTRONOMIC TOURISM AND THE FORMATION OF A NATIONAL BRAND

Abstract

In the contemporary tourism industry, gastronomy has become an important means of representing national identity, cultural heritage, and the distinctive image of a country. Traditional food names function not only as linguistic units denoting particular dishes but also as cultural signs that transmit information about a nation's history, lifestyle, customs, values, and worldview. This article examines the role of food names in the development of gastronomic tourism and the formation of a national brand from linguistic, cultural, and tourism-oriented perspectives. Particular attention is paid to the relationship between traditional food terminology, cultural identity, tourist perception, and destination branding. Using examples from Uzbek cuisine, including palov, somsa, manti, shashlik, norin, and sumalak, the study demonstrates how culturally marked food names can function as recognizable elements of national identity in international tourism discourse. The article argues that preserving authentic food names while providing appropriate linguistic and cultural explanations can strengthen destination recognition and contribute to the construction of a sustainable national gastronomic brand