scholarly journals IMPROVING THE COMPETITIVENESS OF RURAL GREEN TOURISM ENTERPRISES ON THE BASIS OF BRANDING AND MARKETING STRATEGIES

Agrosvit ◽  
2020 ◽  
pp. 50
Author(s):  
M. Іhnatenko ◽  
O. Adamchуk
Keyword(s):  
Marketing Strategies ◽  
Green Tourism ◽  
Tourism Enterprises

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 Innovative sources of increasing the competitiveness of rural green tourism enterprises

2020 ◽  
pp. 38-45
Author(s):  
Oleksandr Adamchуk
Keyword(s):  
Rural Communities ◽  
Knowledge Economy ◽  
Strategic Alliances ◽  
Social Life ◽  
Local Governments ◽  
High Speed ◽  
Business Economics ◽  
Modern Business ◽  
Green Tourism ◽  
Tourism Enterprises

The subject of research is the theoretical and practical aspects of the definition and implementation of innovations, forms and directions of innovation in order to increase the competitiveness of rural green tourism enterprises. The aim of the work is to identify innovative sources of increasing the competitiveness of rural green tourism enterprises and substantiate the factors, components and tools for innovation in a knowledge economy, digital technologies, non-cash payments, high-speed Internet. The methodological basis of the article were the theoretical and methodological provisions of modern business economics, historical and monographic methods of scientific knowledge, as well as system-structural analysis and synthesis of the study of phenomena and processes, problem-based approach in justifying types, forms and directions of innovation. Results of work. The sources and offered components, directions and tools of introduction of innovations in work of the enterprises of rural green tourism, including in the form of organizational and administrative, marketing, product groups of them are revealed; in the form of IT startups, touring and digital systems and backup networks; timesharing, clustering, strategic alliances and clubs; smart Internet projects, software organization and management of the actual agro-villages and tourist enterprises in the countryside to increase their competitiveness. Field of application of results. Conclusions and results can be used in the work of rural green tourism enterprises, rural communities, public organizations, local governments; in the educational and scientific process of economic faculties of universities, colleges of tourist specialization, other institutions of higher education. Conclusions. Innovative activity in the system of strategic goals, priorities and guidelines for increasing the competitiveness of rural green tourism enterprises in the era of knowledge economy and digitalization will take a leading place. The realization of their important socio-economic functions, as well as other subjects of social life is becoming increasingly associated with an innovative type of development. In turn, it is based on a continuous and purposeful process of finding, preparing and implementing innovations. The possibility and motivation to obtain higher incomes and the need to increase the efficiency of financial and investment resources forces the participants of the tourism business in the countryside to purposefully create new tastes, interests and needs, introduce fundamentally new products, products, services and technologies. All this is also connected with the acceleration of innovation processes.

scholarly journals Improving the structure of the labor market of agricultural territories by developing agricultural green tourism enterprises

2018 ◽  
pp. 70-77
Author(s):  
Larysa Marmul’ ◽  
Iryna Romaniuk
Keyword(s):  
Labor Market ◽  
Rural Areas ◽  
Rural Population ◽  
Rural Economy ◽  
Professional Training ◽  
Scientific Methods ◽  
Green Tourism ◽  
Tourism Enterprises ◽  
Definition Of ◽  
High Level

The subject of the research is the structure of the labor market of rural areas through the development of enterprises of rural green tourism. The purpose of the work is to identify problems and trends of employment of rural population and to substantiate the organization of alternative types of employment in rural areas through the development of rural green tourism enterprises. Methodological basis of the article became general scientific methods of cognition, generalization, method of comparative analysis, statistical and other methods of research. Results of work The labor market in the countryside is characterized by the curtailment of job offers through the holding of agrarian production, its modernization. There is an increase in labor productivity, the release of large masses of the rural population, a decrease in the levels of its income and life. This leads to the search for and justification of alternative types of employment in the countryside. One of them is the definition of rural green tourism and its enterprises. Moreover, the organization of small tourist enterprises and agro-villages in the village does not require significant investments and special professional training of workers. They are based on the use of material resources of farmers, personal peasant and households, as well as the traditions of hospitality and the rural way of life of Ukrainians. The field of application of results. The results of the study can be used by the state executive authorities in improving the structure of the labor market of rural areas. Conclusions With the purpose of developing the rural economy and expanding the labor market for rural residents, we proposed the development of rural green tourism enterprises. The organization of new types of economic activity in rural areas is intended to increase the incomes of rural population. With the active development of unique and competitive destinations for rural green tourism, for which rural areas are used as an advantage, rather than treated as a disadvantage, it is possible to reach a sufficiently high level of profitability. This will give impetus to the further development of the countryside and the emergence of adjacent or serving businesses.

scholarly journals Use of the European experience of supporting the development of small enterprises of rural green tourism in Ukraine

2020 ◽  
pp. 28-35
Author(s):  
Yaroslav Plevako
Keyword(s):  
Rural Areas ◽  
Local Governments ◽  
Theory And Practice ◽  
European Countries ◽  
Significant Feature ◽  
Practical Implementation ◽  
European Experience ◽  
Theoretical Generalization ◽  
Green Tourism ◽  
Tourism Enterprises

The subject of this research is theoretical, methodological and practical aspects of the functioning of rural green tourism enterprises in European countries and in Ukraine. The purpose of the work to analyze the European experience in supporting and identifying the features of the functioning of rural green tourism enterprises in the context of leading European countries to optimize their activities and increase the number in Ukraine. The methodological basis of the article was the methods of scientific knowledge: monographic – for theoretical generalization and identification of the features of the formation of rural green tourism in European countries; system-structural analysis and synthesis, groupings – for the interpretation of the results; problem-target – for the practical implementation of the European experience in the operation of rural green tourism enterprises. Results of the article. The article reveals the features of the implementation of rural green tourism in European countries and grouping of countries by the identity of tools and support mechanisms. The possibilities of their implementation in Ukraine in terms of practice, institutions of support, local support not only as a type of activity, but as a resource for the storage and reproduction of rural areas are substantiated. 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 governments, enterprises and agro-estates, higher educational institutions of the corresponding specialization and faculties of economics and management of tourism and hotel and restaurant business. Conclusions. It has been determined that the most significant feature of the theory and practice of the operation of rural green tourism enterprises in European countries is the expansion of their functions from purely business to more socially necessary and significant ones – as tools for the preservation and reproduction of rural areas, incl. depressive. This ensures their great support at the level of local communities, state authorities, it is advisable to use them in every possible way. It is also advisable to use proven mechanisms and forms of tourism in the countryside.

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.

scholarly journals State support and regulation of rural green tourism enterprises development

2020 ◽  
pp. 30-35
Author(s):  
Yaroslav Plevako
Keyword(s):  
Rural Communities ◽  
Swot Analysis ◽  
The State ◽  
State Support ◽  
The Future ◽  
Analysis And Synthesis ◽  
Green Tourism ◽  
Grouping Problem ◽  
New Type ◽  
Tourism Enterprises

The subject of the research is theoretical, methodical and practical aspects of state support and regulation of rural green tourism enterprises development. The purpose of the work is to substantiate the directions, mechanisms and instruments of state support and regulation of the development of rural green tourism enterprises for the future. The methodological basis of the article was both general scientific and special methods of scientific knowledge. Methods were used: historical, dialectical, system-structural analysis and synthesis, statistical-economic, SWOT-analysis, grouping, problem-targeted approach. Results of work. The article highlights the problems, factors and prospects of state support and regulation of rural green tourism enterprises development. The conditions, resources, mechanisms and instruments of state support and regulation are identified. Reasonable sources of their spread and growth. Forms of monitoring, reporting and accounting are proposed. Functions have been defined to improve state support, regulation and management of rural green tourism enterprises development in the future. 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 self-government bodies, enterprises and agro-villages, higher education institutions of relevant specialization and faculties of economics and management. Conclusions. Rural green tourism is a relatively new type of rural activity. It is useful for both holidaymakers and owners – rural residents, entrepreneurs, rural communities, regions and the state as a whole. Its businesses and agro-settlements contribute to the development of many related businesses in other industries; preservation of national spirituality, popularization of Ukrainian culture; dissemination of knowledge and information about the historical, natural, ethnographic features of the country. It deserves all the support from the state, public organizations, large agribusiness, rural territorial communities.

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.

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