The purpose of the article is an implementation of the comparative analyses of development of regional markets of cultural and cognitive tourism in Ukraine. The theoretical and methodological basis of research is the ideas of the theoryof tourism, theory of management, works of the leading native and foreign scholars regarding the development of the touristic services market. To achieve the desired goal, the following research methods were used: the system and complex analyses (for determination of the development tendencies of the regional markets of the cultural and cognitive tourism in Ukraine); calculation-analytical and comparative methods (for determination of the centers of the regional markets of the cultural and cognitivetourism in Ukraine); cartographical method (for visual demonstration of the emphasized touristic regions of the cultural and cognitive tourism in Ukraine). The regionalized territory of Ukraine according to the development of the cultural and cognitivetourism, which is based on the calculation of average data of the quantity of themuseums according to the regions, analysis of their visitations and of the volume of the tourist flows permitted to emphasize four formed regions of the cultural and cognitive tourism: Western, including Lviv, Ivano-Frankivsk, Ternopil, Chernivtsi, Zakarpattia, Volyn, Rivne and Khmelnytsk regions; Northern – city of Kyiv and Kyiv, Zhytomyr, Cherkasy, Chernihiv, Vinnytsia, Kirovohrad regions; Eastern – Kharkiv, Sumy, Poltava, Dnipropetrovsk, Zaporizhzhia, Donetsk, Luhansk regions; Southern - Autonomous Republic of Crimea, Kherson, Mykolaiv, Odesa regions. The conducted analyses of the emphasized regions permitted emphasize the modern tendencies of development of the cultural and cognitive tourism market in Ukraine, namely: the availability of substantial disparity of its development according to the regions of Ukraine; refocusing of the touristic flows from the South-Eastern regions to the North-Western as a result of annexation of Crimea and military conflict in the east of Ukraine; the sustained development of the cultural and cognitive tourism of the North region at the expense of the extensivediversification of the available offer and possibility to meet the requirements of all groups of tourists; the highest rates of development of the cultural and cognitive tourism in the West region caused by the attraction of the tourists from the other regions of Ukraine with activation of the natural and historical advantages use.
Clustering of regional tourism service markets of Ukraine is performed according to the indicators of functioning of subjects of tourism activity (number of subjects of tourism activity; number of stuff members of tourist activities; income from tourism; number of tourists served by tour operators and travel agents; cost of travel packages sold). The clustering was performed in the software STATISTICA 10, the Ward method was chosen as the clustering algorithm, and the Euclidean distance was chosen as a measure of distance. The calculations made it possible to distinguish 6 clusters of regional tourism servicemarkets of Ukraine, which are formed at a threshold distance of 0.5, namely: cluster 1 is Kyiv city, cluster 2 is Zaporizhia, Kyiv, Poltava, Ivano-Frankivsk regions, cluster 3 is Dnipropetrovsk , Lviv regions, cluster 4 is Odessa, Kharkiv regions, cluster 5 is formed from Zhytomyr, Ternopil, Chernihiv, Kirovograd and Luhansk regions, cluster 6 unites Vinnytsia, Chernivtsi, Donetsk, Cherkasy, Transcarpathian, Rivne, Khmelnytsky, Volyn, Sumy, Kherson and Mykolaiv regions. The clusters on the vertical dendogram of hierarchical clustering are visualized, the spatial distribution of clusters of regional markets of tourist services is shown on the map of Ukraine. It is established that the high degree of regional differentiation of tourist service markets in Ukraine is caused by differences in the distribution of natural resources, climatic features of the regions, cultural and historical conditionality, and uneven placement of transport, communication, resort and entertainment infrastructures, asymmetrical distribution of recreational resources. It is suggested to take into account the restrictions of development of regional tourism service markets of Ukraine (clusters of regional tourism service markets) in terms of spatial polarization, to distribute them into internal (historically-formed basic and innovative determinants) and external ones.
Objective. The objective of the article is to determine the marketing component of the tourist product, to reveal the role of innovative marketing tools for the promotion of the tourist product on the market; to consider goals, tasks and functions of the promotion process. Methods. Theoretical and methodological basis of the research is the position of modern economic theory, management theory, scientific works of domestic and foreign scientists in the field of marketing. The research applies methods that provide its logical essence such as the method of a systemic approach, the dialectical method of scientific knowledge, the method of system-structural analysis, the method of modeling complex systems, which allow to reveal the essence of the innovative marketing approach for the promotion of a tourist product. Results. In the article authors consider ways to ensure effective promotion of goods and services and attract consumers in order to increase sales of tourist products. The peculiarities of the use of traditional and innovative marketing tools in the modern tourism business are determined. New forms and channels, methods and marketing tools of tourism product promotion, ways of filling them with innovative content are characterized. Creative and effective ways of promoting goods and attracting customers in the market of tourist services in the modern virtual space are defined. The main aspects of the use of the virtual environment for the effective and promising activity of tourist enterprises in order to increase their competitiveness are analyzed. Specifics of innovative marketing programs for the promotion of a tourist product, which will contribute to the significant activation of inbound tourism flows to Ukraine, have been revealed.
Objective. The objective of the article is to determine the essence of marketing management of a tourist enterprise in the context of the paradigm of sustainable development, to justify the peculiarities of the operation of tourist enterprises based on the active introduction of management of the enterprise's marketing activities. Methods. The theoretical and methodological basis of the research is the position of modern economic theory, management theory, scientific works of domestic and foreign scientists in the field of marketing management. The methods that ensure its logical essence are used in the research - the dialectical method of scientific knowledge, the method of system-structural analysis, the method of modeling complex systems. Results. In the article, the authors consider the issue of marketing approaches to managing the activities of a tourist enterprise in the context of the paradigm of sustainable development. It was determined that the management system should have a marketing orientation, which will stimulate the development of strategies for the transition of enterprises from outdated forms and methods of management and management to new, scientifically based market methods that involve a marketing approach. It was determined that the development of a new system of complex management of marketing activities is relevant, which should determine the mission of the enterprise, what resources and in what period will be needed by the tourist enterprise to achieve marketing goals; how to achieve the most effective use of the resources involved. The authors note that the marketing management of a tourist enterprise requires the planning of marketing activities, which should have a comprehensive nature and be implemented at the corporate, local and structural unit level. The structural-functional model of marketing management of a tourist enterprise developed by the authors in the conditions of the paradigm of sustainable development gives an idea of a system object, which allows you to identify the regularities of the object's functioning and trace the cause-and-effect relationships between the behavior of the system and the nature of the influence that is carried out.
The objective. The objective of the article is to substantiate the statement that the development and formation of professional motivation of bachelors in Tourism is through the organization and content of educational activities in the process of studying disciplines of professional orientation; to analyze possibilities of modeling of activity professional environment by means of functional forms of the organization of future professional activity in the course of bachelors in Tourism training. To achieve this purpose, a set of theoretical and empirical methods are used, which determine the content of museum activities in the new socio-cultural conditions and strategies to achieve the appropriate level of professionalism of higher education students in Tourism. Methods. The main methods of studying the professional motivation of the personality of a tourism specialization are: the method of scientific induction and deduction — to develop scientific approaches to defining the main components of the concept of professional motivation, abstract-logical — to define the main problems while creation of learning environment, modeling method — while developing conceptual foundation means of the training course, their influence on the self-determination of the individual in the world of cultural values and the creation of a tourist product as a cultural and artistic synthesis. Results. In the context of the research, the role and place of the discipline “Fundamentals of Museum Studies” in the process of professional training of students in Tourism are determined. The interpretation of the concept of «professional motivation» in the psychological and pedagogical literature is considered and it is determined that professional motivation is the subject of purposeful systematic work on the formation and modeling of professionally oriented educational environment. The set of factors that guide the behaviour of applicants for higher education in speciality «Tourism» in a professional environment, determine the effectiveness of their professional activities is analyzed. It is emphasized that the development and formation of professional motivation is through the organization and content of educational activities in the process of introducing functional forms of modeling the content of professional activities of bachelors in Tourism. The author’s definition of professional motivation of bachelors in Tourism as an integrated personal education is given, which reflects the formed positive motivation for self-improvement, readiness to perceive the language of the museum exposition, when the student’s motives are transformed into professional motives. The authors have developed a structural and functional model of the formation of professional motivation of bachelors in Tourism in the course of «Fundamentals of Museum Studies». The components of the process of formation of professional motivation, forms of organization of educational modeling of the content of professional activity are determined, taking into account the fact that the motivational sphere is more dynamic than cognitive and intellectual ones.
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