TOURIST BRANDING AS A MEANS OF REALIZATION OF STRATEGIC GOALS OF TRUSKAVETS RESORT DEVELOPMENT

This article describes the advantages and infrastructural features of the resort of Truskavets - the most developed spa resort in Ukraine. It is emphasized that this resort has a developed network of different types of accommodation: hotels, sanatoriums, boarding houses, villas, which have more than 26,550 beds. A wide range of medical and health services is provided. The marketing strategy of development of the city which includes formation of a tourist brand is developed. Based on the data of the SWOT-analysis, the operational goals and objectives for achieving the strategic goals of the resort development were determined. Comparing the goals and real changes, the achievements and problems of the resort were identified to achieve the strategic goal: "Truskavets is the capital of health. The leader among the balneological resorts of the world with the unique healing water Naftusya. Western Ukrainian Center for Medical and Cultural Tourism, Sports, Beauty and Longevity, with a developed infrastructure, high social and economic standards. " Many tasks have been affected by the Covid-19 pandemic, which has caused significant economic damage to the city. In addition, the development of the resort is hampered by negative factors related to the solution of issues at the legislative and administrative levels. The modern logo of Truskavets indicates that the uniqueness of the brand is based on water resources, but it does not fully represent the tourist and recreational potential of the city. In the minds of potential consumers, the city is perceived only as a place where you can improve your health. Mostly middle-aged and older people are interested in it, the city does not attract young people. In Truskavets, the range of services of the sanatorium-resort complex is expanding and the quality of service is improving. But, despite the developed system of accommodation facilities, the development of territorial tourist products is slow. The potential of the subregion and the surrounding centers of culture and tourism is not fully used. The material and technical base of Truskavets, in addition to medical and health tourism, allows to develop business, excursion, cultural and educational, entertainment, sports and other types of tourism.

The Last Resort: Building Big Architecture in Big Landscapes

<p>Accommodating large groups of people typically requires large architecture. However, in precious landscapes, such as National Parks, large architectural interventions are often opposed on the grounds of an aesthetic cost to the landscape. Most of the building activity that has attracted this opposition detracts from the natural environment by both dominating the landscape and being indifferent to it. In attempts to mitigate aesthetic damage, other buildings are composed in such a way that is ‘sympathetic’ with the landscape. Employing strategies of fragmentation, dispersion, miniaturization, and camouflage, the ideal of these approaches is an invisible building. But because no building is invisible, this is an unproductive direction for the discipline. The high-end resort typology would require a relatively large footprint and would suffer the same critique as the approaches noted above. What strategies do architects need to take to develop large buildings in the landscape that are neither invisible nor an aesthetic expense? And, in the pursuit of large architectural interventions, how can these operations enhance the qualities of the landscape, such that the landscape is made more intelligible, more spectacular, more powerful or more dramatic? Forming the first section of this thesis, a proposed high-end resort development at Waikaremoana critically explores formal solutions that enhance the Urewera landscape. Employing a research through design methodology, a critical analysis of both problematic and exemplary precedents has unearthed a range of formal strategies that enhance and detract from the landscape respectively. A ‘before and after’ comparison technique has been employed throughout this analysis - and the design process - to determine whether the interventions strengthen or weaken the landscape. In response to the densely forested site, the scheme employs cutting as a general formal gesture - generating both an ecological and cultural cross section through the site, while providing pedestrian access from road to lake. Developed through an intuitive design process, the scheme has tested the architectural possibilities of occupying a cut and how such an intervention may enhance the dramatic qualities of the landscape. Highlighting the intellectual implications of the issues raised throughout the design process, a written argument forms the second section of this thesis. This proposition looks to the cutting formal traditions of land-art, particularly of the 1960s-70s, for insight into architectural forms that enhance the landscape. Reading the cut as “not landscape” and “not architecture,” Rosalind Krauss’s (1979) “Sculpture in the Expanded Field” provides a starting platform for this inquiry. Several overlooked cutting interventions within Te Urewera build on this knowledge, rethinking various aspects of the cut and how it can operate to enhance the landscape. Providing connectivity, security and a place for confrontation, a cutting formal strategy offers opportunities to enhance both architecture and the landscape.</p>

The Last Resort: Building Big Architecture in Big Landscapes

<p>Accommodating large groups of people typically requires large architecture. However, in precious landscapes, such as National Parks, large architectural interventions are often opposed on the grounds of an aesthetic cost to the landscape. Most of the building activity that has attracted this opposition detracts from the natural environment by both dominating the landscape and being indifferent to it. In attempts to mitigate aesthetic damage, other buildings are composed in such a way that is ‘sympathetic’ with the landscape. Employing strategies of fragmentation, dispersion, miniaturization, and camouflage, the ideal of these approaches is an invisible building. But because no building is invisible, this is an unproductive direction for the discipline. The high-end resort typology would require a relatively large footprint and would suffer the same critique as the approaches noted above. What strategies do architects need to take to develop large buildings in the landscape that are neither invisible nor an aesthetic expense? And, in the pursuit of large architectural interventions, how can these operations enhance the qualities of the landscape, such that the landscape is made more intelligible, more spectacular, more powerful or more dramatic? Forming the first section of this thesis, a proposed high-end resort development at Waikaremoana critically explores formal solutions that enhance the Urewera landscape. Employing a research through design methodology, a critical analysis of both problematic and exemplary precedents has unearthed a range of formal strategies that enhance and detract from the landscape respectively. A ‘before and after’ comparison technique has been employed throughout this analysis - and the design process - to determine whether the interventions strengthen or weaken the landscape. In response to the densely forested site, the scheme employs cutting as a general formal gesture - generating both an ecological and cultural cross section through the site, while providing pedestrian access from road to lake. Developed through an intuitive design process, the scheme has tested the architectural possibilities of occupying a cut and how such an intervention may enhance the dramatic qualities of the landscape. Highlighting the intellectual implications of the issues raised throughout the design process, a written argument forms the second section of this thesis. This proposition looks to the cutting formal traditions of land-art, particularly of the 1960s-70s, for insight into architectural forms that enhance the landscape. Reading the cut as “not landscape” and “not architecture,” Rosalind Krauss’s (1979) “Sculpture in the Expanded Field” provides a starting platform for this inquiry. Several overlooked cutting interventions within Te Urewera build on this knowledge, rethinking various aspects of the cut and how it can operate to enhance the landscape. Providing connectivity, security and a place for confrontation, a cutting formal strategy offers opportunities to enhance both architecture and the landscape.</p>

Groundwater, Graves and Golf: Layers of Heritage Tourism on a Fiji Resort Island

While island resorts in the South Pacific are primarily marketed as sun, sea and sand destinations, cultural dimensions value-add to and diversify the product for mixed audiences. Resort developments require, at minimum, the compliance with legally mandated environmental standards and adherence to national employment legislation. Socio-culturally and environmentally sustainable tourism concepts should exceed mandated environmental standards and be characterised by a close involvement with and respect for the expectations of local host communities who may hold land and/or traditional usufruct rights. But do resort developments comply? Using an example of a resort established on free-hold land during the pioneering days of resort development in Fiji, the aim of this paper is to provide a deliberation of the tension between organic resort development and sustainable tourism on private land. It will show that, where cultural and environmental planning controls were absent, development not only could progress unfettered but also that changes to tourism philosophies are not necessarily reflected in changes to a resort. The island of Malolo Lailai (Viti Levu, Fiji) has a rich and multi-layered history and heritage (Fijian, European and Chinese plantations, resort development) that provides an opportunity to value-add to the tourist experience. In reality, however, the ongoing resort development extinguishes past histories in favour of a post-occupation, twentieth-century colonial settler narrative, where heritage sites are merely allowed to co-exist provided they do not impact on resort development objectives. It demonstrates that, in the absence of external regulatory controls, the resort owner’s philosophy dominates and shapes the tourist experience.

РОЗВИТОК ТУРИСТИЧНОГО ПОТЕНЦІАЛУ УКРАЇНИ: СВІТОВИЙ ДОСВІД ТА ВІТЧИЗНЯНІ РЕАЛІЇ

This paper seeks to explore the tourism potential as a broad multifaceted concept that covers a range of natural recreational, cultural, historical, organizational and economic indicators that lay the foundation for the development of different types of tourism and the tourism industry overall. The study identifies a set of indicators contributing to the national tourism potential realization and development which specify the geographical location, historical, spatial, natural, economic, political, legal, environmental, demographic, social, cultural, infrastructural, technological, organizational, managerial, innovative and human resources potential. According to the selected indicators, Ukraine has great prospects for boosting its tourism potential, so a SWOT analysis has been delivered. Given the due regard to each of the SWOT analysis component consideration (strength, weaknesses, opportunities and threats of the Ukrainian tourism sector), a conclusion was made that the long-term development of the national tourism should rely on the following critical elements: ensuring investment and innovation in tourism and hospitality; enhancing the transport industry support; training of qualified personnel; normalization of the political, economic and legislative climate; digitalization of communications, etc. that will facilitate effective performance in the tourism sector. It is argued that implementation of innovations and progressive European standards in providing guest and recreational services are crucial in developing a competitive national tourism sector in the international market environment. Among the key strategic goals in enhancing the tourism potential of Ukraine by 2026 are the following: creating a quality tourism product based on effective marketing activities; effective and integrated use of existing tourism capacities and its potential by addressing the issues of nature management and environmental protection as well as improving the tourism infrastructure; updating technical resources and materials; ensuring the compliance between price and quality of tourist products by building a framework to optimize the organizational and economic structure of small and medium-sized businesses, granting tax holidays, green corridors, etc. The study also provides insights into the system of training and advanced training of specialists in the area of tourism and resort management. The findings demonstrate that according to the assessment of tourism and resort development indicators in Ukraine, the current potential in the national tourism sector can ensure raising the flow of international tourists arriving to Ukraine, increasing the number of tourism business entities, growth of revenues to local budgets from tourist tax payments as well as to the consolidated government budget of Ukraine from tourism activities, increasing the number of jobs in the tourism sector along with boosting the number of domestic tourists and holiday makers.

Natural resource reserves sustainable use and inclusive resort development

The article is devoted to the directions natural resources reserves formation basis on inclusive development of the territory. We consider the definition of natural resources reserve use, which unlike common understanding reserve includes the related services provided to meet the requirements of inclusive growth. The expediency of natural resources reserves use forming is considered on the example of therapeutic muds of the Kuyalnyk estuary. Today, there is a lack of funds for infrastructure development needs for state and communal enterprises that carry out their activities on the natural resources using. Such situation has developed at the state importance Kuyalnyk resort in Ukraine. Having all the natural importance competitive advantages the implementation of health activities using the therapeutic mud of the Kuyalnyk estuary, economic activity in the area is declining due to lack of funds for infrastructure development. The problem solution is possible through the natural resources reserves formation for their further use on inclusive development base. The option principle can apply in reserves of use formation, which makes it possible to calculate the break-even point. It is also necessary to pay attention to the standards for calculating tax liabilities and their further redistribution to the needs of territorial development.