scholarly journals MARKETING STRATEGIES OF DEVELOPMENT ON THE EXAMPLE OF GREEN TOURISM

2020 ◽  
Vol 1 (2) ◽  
pp. 25-34
Author(s):  
Kateryna Malinoshevska ◽  
Maryna Korzh
Keyword(s):  
Marketing Strategy ◽  
Rural Areas ◽  
Form Factors ◽  
Statistical Processing ◽  
State Regulation ◽  
Marketing Strategies ◽  
Competitive Advantages ◽  
Methodological Foundation ◽  
Green Tourism ◽  
Business Entities

Current economic conditions for the development of business entities are characterized by oversaturation with goods and services, as well as high levels of industrial progress. Tourist services are not an exception and their effectiveness depends primarily on the degree of satisfaction of target customers and the coverage of both individual clients as well as corporate ones by the market. At the same time, advertising has become one of the main elements of a marketing strategy in the tourist services system. But the introduction of innovative advertising measures is now unreasonably ignored by tour operators. Therefore, the most promising latest advertising technologies in the implementation of the international marketing strategy of the tour operators are identified in the research paper. Today, in both global and domestic practices, demand for natural rest and recreation is increasing. It is precisely in line with such demand and peasant traditions of Ukraine, so it is necessary to use this opportunity and develop rural green tourism. Green tourism has many different definitions and interpretations. A significant cohort of domestic and foreign scientists distinguishes it as a separate tourist destination; no less opponents consider it an integral part of the ecological tourism structure. However, even extensive research does not allow one to interpret this phenomenon uniquely and individually. Balancing the rural green tourism market is possible when effective state regulation is in place, the condition and feasibility should be investigated. The subject of research is the theoretical and methodological foundation of competitive advantages of rural green tourism. The purpose of this study is to develop and form factors taking into account the competitive advantages of rural green tourism, identify the main stages and possible marketing strategies of rural tourism entities to enter the international market and explore promising methods of lead generation through innovative advertising technologies. To achieve this purpose, the author uses a dialectical method of scientific knowledge and a number of general and special research methods, interconnected and consistently applied according to the general logic of analysis: theoretical generalization, analysis and synthesis, systemic analysis, statistical analysis, comparison, classification and modeling. Logical methods of analysis that summarize the functioning of rural green tourism; methods of statistical processing taking into account statistical data; method of comparative analysis. Conclusion. As a result of research on the basis of the offered factors influencing development of rural green tourism, the theoretical analysis of competitive advantages was checked. Rural green tourism can provide demographic stability and solve socio-economic problems in rural areas. The development of rural green tourism needs support from the state, the establishment of regulatory measures for employment opportunities for the rural population. Rural green tourism can become an organizational and economic component to solve the problems of rural residents.

Methodical Approach to Developing a Marketing Strategy

2018 ◽  
Vol 7 (1) ◽  
pp. 26-36
Author(s):  
Е. Лукина ◽  
E. Lukina
Keyword(s):  
Marketing Strategy ◽  
Marketing Strategies ◽  
Competitive Advantages ◽  
Strategy Formation ◽  
Innovation Potential ◽  
Methodical Approach ◽  
Methods Of Evaluation ◽  
Alternative Approaches ◽  
Business Entities ◽  
A Company

The dominant paradigm of strategic marketing is increasingly becoming the object of criticism and stimulates alternative approaches to selection or creation of the reference strategy. First of all, it is connected with the development of the resource concept of competitive advantages of enterprises and the new dominant logic of marketing, in which offers an innovative paradigm for managing development of business entities and promoting their products to target markets. The methodical approach for marketing strategy of a company formation, a concept of innovation potential of the company that distinguishes from the known fact that reflects not just the availability of the necessary resources for the implementation of innovation, and indicates the ability either to generate different types of innovation within the enterprise, or to borrow them from the outside is set out in this article. The reference to types of innovation is the author’s proposal; an advanced algorithm of marketing strategy formation, the author’s matrix of choice for marketing strategies and methods of evaluation of innovative potential of the enterprise as the basis of strategy selection is the part of it.

scholarly journals Directions of introduction of innovation-investment and marketing strategies for effective development of rural green tourism enterprises

2020 ◽  
pp. 35-40
Author(s):  
Iryna Romaniuk
Keyword(s):  
Rural Areas ◽  
Marketing Strategies ◽  
Low Incomes ◽  
Green Tourism ◽  
The Subject ◽  
Tourism Enterprises ◽  
Virtual Sales ◽  
The One ◽  
Main Components ◽  
Effective Development

 The subject of the research is the theoretical and practical aspects of defining and implementing innovation, investment and marketing strategies to increase the competitiveness of rural green tourism enterprises and the reproduction of rural areas. The purpose of the work is to substantiate the main components and directions of implementation of innovation, investment and marketing strategies to ensure the effective development of rural green tourism enterprises, taking into account others, including problematic factors of their locations. Methodological basis of the article were the main theoretical and methodological provisions of economics, regulations of Ukraine, the works of leading foreign and domestic scientists in economics, marketing and management of tourism enterprises. Results of work. The importance of using innovation-investment and marketing strategies for the effective development of rural green tourism enterprises is substantiated in the work. Their main components and directions are determined. The main problems were identified and the forecast of the expected results of involvement was made. The field of application of results. The results can be used by rural green tourism enterprises, united territorial communities, regional and state authorities. Conclusions. Innovations are of paramount importance in increasing the efficiency of rural green tourism enterprises in the knowledge economy. Therefore, it is important to group them by areas of implementation. Investing in the development of rural green tourism enterprises is recognized as one of the main problems hindering their spread due to the low incomes of the vast majority of the rural population on the one hand and housing and other conditions that need improvement on the other. Therefore, determining their sources and reserves is of paramount importance. Marketing strategies are of paramount importance for the development of rural green tourism enterprises. Their main tools are brands and trademarks; virtual sales; advertising and PR-technologies, detailed by enterprises and agro-villages; tourist goods, unique and inherent in certain rural areas (food, cosmetics, crafts); attractions and services.

scholarly journals The Recovery of Rural Green Tourism in COVID-19 Conditions as an Instrument for the Renovation of the Agrarian Economy

2020 ◽  
Vol 10 (513) ◽  
pp. 155-162
Author(s):  
O. V. Kovalova ◽  
◽  
V. V. Samsonova ◽  
T. O. Gakal ◽  
◽  
...  
Keyword(s):  
Rural Areas ◽  
Financial Incentives ◽  
Current System ◽  
Good Condition ◽  
State Regulation ◽  
Tourism Industry ◽  
The State ◽  
Special Role ◽  
Agrarian Economy ◽  
Green Tourism

The article proves that modern globalization challenges create unique opportunities for the recovery of rural green tourism, outlining the prospects for its attribution to strategically important sectors of the national economy on the grounds of priority, resilience and responsibility. However, achieving such results is impossible without appropriate organizational and economic provision for the development of infrastructure of enterprises of rural green tourism, where the State-based levers and instruments play a special role, because due to the sudden, unprecedented drop in demand, the travel and tourism sector will require, first of all, financial incentives with regard to support and recovery. The article is aimed at determine the potential for the recovery of green rural tourism in the conditions of COVID-19 as an instrument for the renovation of the agrarian economy. It is specified that the development of normative and legal provision for the activation of economic activity in the sphere of rural green tourism is a basic condition for the formation of a legal framework for the development of this type of tourism and attraction of investments in this industry. The main determinants of infrastructure development of rural green tourism in Ukraine have been identified and priority measures for the development of rural green and gastronomic tourism in rural areas for the future period are proposed. According to the authors, the active development of rural green tourism in Ukraine necessitates the following: carrying out an analysis of the current system of railway communication between cities and adjusting it to the tourist map of the country; increasing the level of responsibility of carriers for their activities and create conditions for safe passage through the territory; to carry out repairs not only of nationally important roads, but to maintain local roads in good condition as well; improving the quality of road infrastructure, with a focus on placing the appropriate identifying signs for both historical tourist sites and objects of rural green tourism; increasing the efficiency of the State regulation in this sphere. Prospects for further research are to determine the feasibility of implementing the world experience of recovering the tourism industry, particularly rural green tourism.

scholarly journals DEVELOPMENT OF MARKETING COMPETITIVE STRATEGIES OF ENTERPRISES

2021 ◽  
Author(s):  
Mariia Bahorka ◽  
Iryna Kadyrus ◽  
Olga Kravets
Keyword(s):  
Competitive Advantage ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Competitive Advantages ◽  
Competitive Strategies ◽  
Logical Scheme ◽  
Gradual Development ◽  
Marketing Activities ◽  
Marketing Analysis ◽  
Oriented Approach

The article substantiates the theoretical and methodological approaches to the choice of marketing competitive strategies of enterprises and presents areas for their improvement. The peculiarities of marketing strategies, their tasks and principles of formation are highlighted. The algorithm of formation of marketing strategy of the enterprise on the basis of the structural and logical scheme and an estimation of competitive positions of the enterprise is offered. On the basis of the conducted research the grouping of marketing competitive strategies on the level of influence on competitive advantages of the enterprise is carried out. It is established that when choosing a marketing strategy it is necessary to focus on the goals, the main features of the marketing strategy, such as: long-term orientation; based on the results of strategic marketing analysis; a certain subordination in the hierarchy of enterprise strategies; defined market orientation (in relation to consumers and competitors). It is highlighted that in the process of substantiation and development of marketing strategies, depending on the type of enterprise development, three interrelated tasks are solved: * development of a set of marketing activities; * adaptation of the enterprise to changes in the external environment; * ensuring the adequacy of the company's marketing policy to the changing needs of customers. Subject to the gradual development of marketing strategy, based on the proposed structural and logical scheme and assessment of the competitive position of the enterprise should take into account both its existing and potential customers and competitors. The company needs to constantly analyze competitors and develop competitive marketing strategies that will provide it with effective positioning in relation to competitors and provide the maximum possible competitive advantage. The competitor-oriented approach is based on the strategy and tactics of counteracting competitors. Within this approach, two ways to achieve competitive advantage can be used: cost leadership and a set of actions to degrade the quality of the competitive environment. The main method of achieving competitive advantage, which is used within the consumer-oriented approach, is product differentiation. The tool of differentiation is positioning, which is carried out primarily through a set of marketing communications and promotion strategies.

scholarly journals State support for the development of rural green tourism at the regional level

2020 ◽  
pp. 13-17
Author(s):  
Mykola Butko
Keyword(s):  
Rural Communities ◽  
Rural Areas ◽  
Local Governments ◽  
State Regulation ◽  
Entrepreneurial Activity ◽  
State Support ◽  
Green Tourism ◽  
The Subject ◽  
Tourism Enterprises ◽  
Further Development

The subject of research is the theoretical and practical principles of organization and development of rural green tourism enterprises, its regulation and support as a form of entrepreneurial activity in rural areas. The purpose of the work is to develop theoretical principles and practical proposals for the implementation of state support for rural green tourism enterprises and its improvement. The methodological basis of the article were the main theoretical and methodological provisions of economics, regulations of Ukraine, the works of leading foreign and domestic scientists. Results of work. The paper identifies the conditions and resources, features and institutions of organization and development of rural green tourism enterprises. The importance and sources of its spread and growth as a form of entrepreneurial activity in the countryside are substantiated. The forms of statistical reporting for the account are offered. The directions of improvement of the state regulation of the further development of its subjects are developed, including with the involvement of regional and local authorities, united territorial communities. Field of application of results. The conclusions of the article can be used in the educational and scientific process of higher education institutions, the work of rural communities, local governments, fiscal services. Conclusions. In the future, to ensure the development of rural green tourism in Ukraine and its effective management is considered appropriate: to improve the regulatory framework of rural tourism activities at both state and regional levels; constantly monitor indicators and study the needs of the market of its products and services; create an infrastructure of state financial and credit support for rural green tourism entities.

scholarly journals Agroturism in ukraine and its innovative composition

2018 ◽  
Vol 20 (86) ◽  
pp. 73-77
Author(s):  
I.V. Vlasenko
Keyword(s):  
Marketing Strategy ◽  
Rural Areas ◽  
Price Competition ◽  
Monopolistic Competition ◽  
National Level ◽  
Tourism Industry ◽  
Rural Tourism ◽  
Demographic Development ◽  
Green Tourism

The regional features of forming a marketing complex of rural green tourism in conditions of economic instability are considered. The purpose of the research is to develop theoretical and methodological approaches to the formation of the marketing complex of tourist enterprises of rural green tourism in Vinnytsia region. The theoretical and methodological provisions, scientific and practical recommendations concerning promotion of rural green tourism are substantiated. The state of development of marketing of rural green tourism in conditions of development of a market economy is analyzed. It is noted that rural green tourism should be considered as an integral part of the program of integrated socio-economic development of the village and its revival, as well as through the development of rural green tourism, sustainable economic and demographic development in rural areas can be ensured. Promotion of tourism product with marketing efforts «Seven R» is shown. It has been found that the majority of the rural tourism industry is represented by small, mostly family-owned enterprises that do not use (or use very few) marketing approaches because of: lack of understanding of the principles and role of marketing in gaining profit for small farms and marketing costs. The main obstacles encountered by the owners of the agrosides themselves are intended to carry out marketing measures for the promotion of their products on the market. It is shown that the marketing price policy of the product of agroclitin in the market is based on three factors: costs, demand, competition. In today's market conditions, the leader is a price-driven demand-driven strategy: about 54.2% of marketing managers consider it to be a priority. Prices of rural green tourism providers do not disclose publicly. However, the functioning of agro-oles is increasingly characterized by signs of imperfect (monopolistic) competition, in particular through the use of non-price competition. Only about 15% of tourist enterprises in the region determine the main criterion for competition pricing marketing strategy. For further development of rural green tourism in the region, the strategy of balanced regional development of Vinnytsia region for the period till 2020 is considered. List of problematic issues hindering the development of rural tourism, the solution of which requires special regulatory regulation. It is proposed to form a clear marketing strategy for the development of the tourism industry of Ukraine at the national level, which should correspond to the strategies and programs of tourism development at the regional level, which will create new jobs, improve the quality of service provision and gradually improve the quality of the infrastructure components (roads, agro churches, museums, etc.), which provides comfort of consumption of tourist services by foreign and domestic tourists.

scholarly journals The organizational and economic mechanism of development of small enterprises of rural green tourism on the principles of competitiveness

2020 ◽  
pp. 7-12
Author(s):  
Oleksandr Antonov
Keyword(s):  
Swot Analysis ◽  
Restaurant Industry ◽  
Small Enterprises ◽  
Competitive Advantages ◽  
Economic Mechanism ◽  
Analysis And Synthesis ◽  
Green Tourism ◽  
General Scientific ◽  
Tourism Enterprises ◽  
Business Entities

The subject of the research is the theoretical, methodological and practical aspects of the formation and use of the organizational and economic mechanism of the socio-economic development of small enterprises in rural green tourism based on competitiveness. The purpose of the work is to form the structure and components and use the organizational and economic mechanism for the development of rural green tourism enterprises, taking into account the factors of competitiveness, competitive advantages, competition. The methodological basis of the article is both general scientific and special methods of scientific knowledge. Methods were used: historical, dialectical, system-structural analysis and synthesis, statistical and economic, SWOT-analysis, groupings, problem-target approach. Results of work. The article defines the features of the formation of the structure and components of the organizational and economic mechanism of the functioning and development of rural green tourism enterprises, taking into account the requirements of the competitiveness of the factors of competitive advantages and competition in the market of tourist services. The field of application of results. The materials, results and conclusions of the article can be used in the activities of rural territorial communities, local authorities, enterprises and agro-estates, higher educational institutions of the corresponding specialization, faculties of economics and management, financial and humanitarian, tourism and hotel and restaurant industry. Conclusions. Taking into account that the organizational and economic mechanism of functioning of small enterprises of rural green tourism provides for their various types and forms of associations, in its formation it is advisable to take into account the requirements of competitiveness. Institutional and innovative investment support, tactical and strategic planning, marketing tools, integration associations, instruments of public-private partnership may be relevant among the components. Also progressive is the use of methods for creating rural green tourism clusters, alliances, associations, centers, ecovillages, cells, networks on the basis of cooperation and integration when using the common tourist and resource potential of the territories where business entities are located.

scholarly journals STATE REGULATION AND SUPPORT OF TOURISM SERVICES IN THE RURAL REGIONS IN ACCORDANCE WITH EUROPEAN REQUIREMENTS

2018 ◽  
Vol 4 (4) ◽  
pp. 188-193 ◽  
Author(s):  
Yuriy Kyrylov ◽  
Vadim Yarovoy
Keyword(s):  
Rural Areas ◽  
Practical Importance ◽  
State Regulation ◽  
Special Role ◽  
Analysis And Synthesis ◽  
Scientific Principles ◽  
Logical Method ◽  
Green Tourism ◽  
Definition Of ◽  
Tourism Services

The objective of the article is to identify the problems of development of rural green tourism as an important direction of tourism activity in Ukraine and to substantiate their solution on the basis of state regulation and support. Methodology. In order to achieve an objective of the study, the general scientific and special methods were used: analysis and synthesis in the study of scientific principles of state regulation of services of rural green tourism; statistical analysis, comparison and generalization – in the study of the peculiarities of the organizational and economic mechanism of state regulation and support of rural green tourism services and the definition of modern aspects of the mechanisms of state regulation of rural green tourism; abstract-logical method – for synthesis and formulation of conclusions and proposals. Results. The article reveals the challenges and problems of the development of rural population and rural areas in Ukraine. A special role in their solution of tourism activities in the form of rural green tourism was determined. Therefore, a considerable attention is paid to its state regulation and support. They are carried out in the form of regulatory and legislative support, monitoring systems, pricing services, taxation, etc. Practical importance. The obtained results can be used in practice by the state authorities, local authorities and self-government bodies, public organizations. The conducted study, conclusions drawn on their result, are the basis for: a further in-depth scientific study of the theory of public administration, development of recommendations for the improvement of conceptual provisions and measures for the implementation of an effective mechanism of state regulation and support of rural green tourism services. The scientific novelty of the results is that the theoretical foundations and conceptual approaches to improving the mechanisms of state regulation and support of rural green tourism services in Ukraine are substantiated.

scholarly journals Modern trends in the development of agrarian sector

2021 ◽  
Vol 37 ◽  
pp. 00124
Author(s):  
Farit Mukhametgaliev ◽  
Ilgizar Gainutdinov ◽  
Marsel Khismatullin ◽  
Landysh Sitdikova ◽  
Farida Mukhametgalieva
Keyword(s):  
Rural Areas ◽  
State Regulation ◽  
Sustainable Growth ◽  
Agricultural Producers ◽  
Agrarian Sector ◽  
The Face ◽  
Food Market ◽  
Business Entities ◽  
Fierce Competition ◽  
Practical Recommendations

The paper is relevant due to the need to ensure the sound functioning of all links constituting the economic agrarian sector by deepening research and elaborating recommendations to improve the economic mechanism for managing rural commodity producers in the face of fierce competition in the global food market. The paper proposes development trends and rationale for priority directions to nourish agrarian business and agricultural production. The paper is devoted to a comprehensive study of the current agrarian sector of the economy and the priority areas for sustainable agrarian business entities functioning in modern conditions of external and internal socio-political challenges. It provides a scientific rationale for the directions of state regulation of processes in rural areas. It defines the priority strategic directions for agrarian sector to flourish, improving the mechanisms of state regulation of agriculture. The theoretical provisions and practical recommendations proposed in the paper will solve the problem of sustainable growth in the production of competitive agricultural products, increasing the efficiency of state support, strengthening the economy of agricultural producers and ensuring the socio-economic development of rural areas.

scholarly journals Information support of enterprises of rural green tourism in Ukraine in the context of the COVID-19 pandemic

2021 ◽  
Vol 110 (2) ◽  
pp. 19-26
Author(s):  
I. Ksonzhyk ◽  
O. Petrova
Keyword(s):  
Information Technology ◽  
Rural Areas ◽  
Large Scale ◽  
Tourism Industry ◽  
Information Support ◽  
Current State ◽  
Green Tourism ◽  
Tourism Enterprises ◽  
Business Entities ◽  
The Impact

I. Ksonzhyk, O. Petrova. Information support of enterprises of rural green tourism in Ukraine in the context of the COVID-19 pandemic. The current state has been studied and the specificity of the development of rural green tourism in Ukraine has been determined. The problems of practical application of information support by business entities working in the tourism industry have been identified. The essence and necessity of large-scale information support of the rural green tourism industry have been substantiated and its features have been investigated. The analysis of information technology used today in the field of information support for the rural green tourism industry has been carried out. The impact of the global COVID-19 pandemic on the development of the tourism industry in Ukraine has been established. Measures to extend information support in the field of rural green tourism under conditions of adaptive quarantine have been identified. The proposals for improving the level of information support for the rural green tourism industry have been summarized. Keywords: rural green tourism, enterprises, development of rural areas, information support, information technology, region, information support.

Sign in / Sign up

Export Citation Format

Share Document