The subject of this thesis is the research of gastronomy and gastro tourism, how they influence on the development of the tourist offer of Lika and local community through the role of branding. The thesis deals with ways of making a marketing plan and which are the main elements of creating brand. Furthermore, there is a research of the characteristics of modern consumer behavior and which trends have prevailed in the market for the last few years, with particular emphasis on trends in consumer habits. The theoretical part of the thesis includes research of food marketing and describes gastronomy as an important part of the tourist offer. It was analyzed how is gastro tourism currently developing in the world and Croatia and clarifies the importance of gastronomy as part of the identity of a particular community and tourist destination. Further, in thesis are mentioned informations and basic features of Licko-senjska county about economic and tourist trends. The following is processing gastronomic offer of Lika, Lika's potato and its importance in the diet, which is an introduction to the processing and review of licki potato. Also, informations and data about attitudes and consumption of tourists in Croatia are presented. After finishing theoretical framework there has been elaborated empirical research including qualitative study and that was conducted using the method of interview, gathering the primary data. The results of the interview indicate that respondents suggest that a defined marketing strategy for gastronomy has a favorable impact on tourism in Lika, but that the offer must be clearly focused and carefully formed. Also, they indicate that quality of gastronomy has an impact on creating additional value for tourist destination and increasing the number of guests. Based on the theoretical framework and the empirical research proposal was being made with the steps for branding gastronomy of Lika region based on example of Lika's potato.