Document Type : CASE STUDY
Authors
1 Research Sector, Sumy State Pedagogical University, Sumy National Agrarian University, Sumy, Ukraine
2 International e-Сommerce and Hotel and Restaurant Business Department, V.N. Karazin Kharkiv National University, Kharkiv, Ukraine
3 Department of Marketing and Communication Design, Kyiv National University of Technologies and Design, Kyiv, Ukraine
4 Department of Economics and Services, Kyiv National University of Technologies and Design, Kyiv, Ukraine
Abstract
BACKGROUND AND OBJECTIVES: Environmental guidelines and principles of sustainable development are becoming increasingly popular and are a priority for most business areas. One of the widely developing eco-destinations is green tourism, which is gaining a profitable and priority status, especially for lower middle-income countries. The purpose of the article is to determine the strategic marketing support for the development of green tourism on the example of Ukraine and its regions based on an approach to its assessment in terms of environmental and tourism competitiveness.
METHODS: The authors used general scientific and specific methods: comparative, critical and system analysis, synthesis to search and group indicators of ecological and tourism competitiveness. Distance method, ranking, economic and statistical analysis were implemented to analyze the green tourism potential in each region in Ukraine and reveal the leaders and outsiders among them. For the accumulation, processing, visualization of data and forming the matrix of green tourism, based on data for 2015-2019, potential Microsoft Excel, Figma and Canva tools, Harrington scale were applied.
FINDINGS: The approach to estimate the green tourism potential based on the ecological and tourism regional competitiveness according to the author’s list of 37 indicators were proposed, the matrixes of green tourism potential of Ukrainian regions in 2019 and 2020 were developed, and strategic marketing support according to sustainable development for green tourism business were proposed. Strategic marketing support of green tourism development in Ukrainian regions was defined based on ecological and marketing strategies.
CONCLUSION: The author's approach makes it possible to systematically assess the potential of green tourism using up-to-date statistical information. According to the tourism and environmental competitiveness rating, the regions with the most significant and worst potential were found. The positive dynamics of the development of green tourism in 2019-2020 were revealed. The results are the basis for providing comprehensive environmental and marketing support to ensure sustainable development and gain additional competitive advantages in the green tourism business.
Graphical Abstract
)
Highlights
- Based on the author’s approach to estimate the green tourism potential according to the ecological and tourism competitiveness, leaders and outsiders of Ukrainian regions were recognized;
- It is positive affects the development of green tourism in 2020, because the ecological competitiveness increased in 12 regions and tourism competitiveness – in 16 regions of Ukraine;
- According to the authors’ developed matrix strategic marketing support of green tourism development in Ukrainian regions was defined.
Keywords
- Ecological competitiveness
- Green tourism
- Entrepreneur
- Marketing perspective
- Potential
- Region
- Sustainable development
Main Subjects
Open Access
©2022 The author(s). This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made. The images or other third party material in this article are included in the article’s Creative Commons license, unless indicated otherwise in a credit line to the material. If material is not included in the article’s Creative Commons license and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this license, visit: http://creativecommons.org/licenses/by/4.0/
Publisher’s Note
GJESM Publisher remains neutral with regard to jurisdictional claims in published maps and institutional afflictions.
Citation Metrics & Captures
Google Scholar | Scopus | Web of Science | PlumX Metrics | Altmetrics | Mendeley |
)
Letters to Editor
[1] Letters that include statements of statistics, facts, research, or theories should include appropriate references, although more than three are discouraged.
[2] Letters that are personal attacks on an author rather than thoughtful criticism of the author’s ideas will not be considered for publication.
[3] Letters can be no more than 300 words in length.
[4] Letter writers should include a statement at the beginning of the letter stating that it is being submitted either for publication or not.
[5] Anonymous letters will not be considered.
[6] Letter writers must include their city and state of residence or work.
[7] Letters will be edited for clarity and length.
Send comment about this article