Marketing support of rural green tourism development in Ukraine

N.Je. Kuzo1, N.S. Kosar1
1. Lviv Polytechnic National University (Lviv, Ukraine)
Ecological Marketing and Management
369 - 381


The aim of the article. The article aims is to clarify the essence and characteristics of rural green tourism and determine the prospects of tourism development based directly on consumers demands.

The results of the research. It has been established that due to its natural conditions Ukraine has a huge tourism potential in the area of green tourism. The tourism potential features were defined. The financial and economic crisis actualizes the further development of this kind of tourism. It requires the development of unique tourism services in rural green tourism area that will be attractive not only to Ukrainian but also for foreign tourists.

However, Ukrainian tour operators offer a small number of tours that cover the Ukraine natural landscapes, national parks, reserves. They do not organize recreation of people during some amount of time, offering them specific vacation in a particular estate.

In order to develop recommendations on the formation and activation of demand for rural green tourism, an Internet poll regarding the needs and preferences of consumers in this kind of tourism was conducted during July-September 2016. The poll received responses from 112 respondents, 57.1 % female and 42.9 % male.

The results show that 96.4% of respondents have been on vacations in Ukraine, indicating on the one hand the high tourist and recreational potential of Ukraine, and on the other - the difficult economic situation is favorable for the development of rural green tourism using mansions and mini-hotels. It is the kind of vacations that should provide travel agencies with differentiation for individual market segments. In particular, urban residents with small children are interested in a recreation and acquaintance with nature, while kids could see domestic animals and even feed them. For this segment of the market can offer organized food using dishes of Ukrainian cuisine with environmentally friendly products and living in a comfortable environment uncontaminated areas in the Carpathians for two weeks in the summer. For older people one can make emphasis on minimum requirements for accommodation, the possibility to cook food and spend some time in harmony with nature, especially in summer and autumn. Regarding young people without a family green tourism should focus on the ability to travel through the mountains, spend time outdoors with friends, cooking their own food (mainly barbecue) or using the services of cooking of estates owners. This category of the people can organize their vacations throughout the year.

Conclusions and directions of further research. The success of rural green tourism depends on tour operators and agencies, segment-oriented product policy for consumers of different age, with different levels of income and family composition.

The development of rural green tourism affects positively the development of the regions of Ukraine. This effect will be detected as follows: the increase of employment and income growth; infrastructure improvement, revival and development of local folk customs, crafts, culinary traditions, recovery of folk architecture.

It is suggested to evaluate different regions of Ukraine in terms of opportunities for further development of rural green tourism in the future.

tourism product, rural green tourism, tourism market segments, farmstead and mini-hotels, consumer preferences in tourism

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