{"id":9166,"date":"2018-03-20T19:37:13","date_gmt":"2018-03-20T17:37:13","guid":{"rendered":"https:\/\/modecon.mnau.edu.ua\/?p=9166"},"modified":"2018-03-23T14:07:24","modified_gmt":"2018-03-23T12:07:24","slug":"implementation-of-marketing-in-rural-tourism-as-a-pragmatic-development-agenda","status":"publish","type":"post","link":"https:\/\/modecon.mnau.edu.ua\/en\/implementation-of-marketing-in-rural-tourism-as-a-pragmatic-development-agenda\/","title":{"rendered":"Chumachenko Y., Chumachenko E., IMPLEMENTATION OF MARKETING IN RURAL TOURISM AS A PRAGMATIC DEVELOPMENT AGENDA"},"content":{"rendered":"

[vc_row][vc_column][vc_column_text]JEL <\/strong>Classification:<\/strong> M31; O13; O18; Q13.<\/p>\n

Chumachenko\u00a0Yuliia, <\/strong>postgraduate PhD, Teacher of the Department of Management and Business Administration, Cherkasy State Technological University, Cherkasy, Ukraine.<\/p>\n

Chumachenko\u00a0Evgeniya,<\/strong> magistrate, Department of Marketing, Lviv National University named after. I. Frank\u043e, Lviv, Ukraine<\/p>\n

IMPLEMENTATION OF MARKETING IN RURAL TOURISM AS A PRAGMATIC DEVELOPMENT AGENDA<\/strong><\/p>\n

Introduction. <\/strong>In the context of integration processes and the transition to a market economy, innovative forms of management and the search for alternative or related activities for gaining competitive advantages and obtaining additional profit become more and more important. This tendency takes place not only in specific business units, but also in industries and business complexes in general. Therefore, these available resources and opportunities, new forms and activities within the business segment and market niche should to be introduced.<\/em><\/p>\n

Purpose.<\/strong> The purpose of the article is to highlight the essence of rural tourism, study its types and forms, as well as substantiate the need for the development of this service for the development of rural areas. The main task is to demonstrate the role and necessity of using the marketing system for the effective development of rural tourism, indicating its advantages and peculiarities of practical implementation.<\/em><\/p>\n

Results<\/strong>.<\/strong> As a result of the study, the general characteristics of rural tourism, its types and place in the general structure of agrarian-industrial complex are determined. The difference between the definitions of \u00abrural tourism\u00bb, \u00abagro tourism\u00bb and \u00abgreen tourism\u00bb, which is often identified, however, has distinctive features and features. The existing definition of the definition of \u00abrural tourism\u00bb is investigated and the author’s own definition is formed. The weight of green tourism in the socio-economic development of the village and region as a whole is proved. The level of application of marketing in the development of this direction and its main problems are determined. Examples of marketing tools that are successfully applied in the world are presented and recommended to be used for the development of green tourism in Ukraine.<\/em><\/p>\n

Conclusions.<\/strong> Rural tourism is a new direction of development, which is a symbiosis of the tourist and recreational sphere and agro-industrial complex, in particular, the agricultural sector. The positive features of the development of this type of tourism are the improvement of socio-economic development of the village, expansion of the employment of the rural population and additional income without interruption from the main activity. To successfully develop rural tourism it is necessary to apply marketing tools, in particular, the means of advertising and promotion of the services provided. The use and practical implementation of the marketing complex will allow us to form a positive reputation, to bring the activity to a profitable level and to occupy a corresponding niche in the market<\/em><\/p>\n

Keywords:<\/strong> rural tourism, agro-industrial complex, agrarian marketing, rural green tourism, ecotourism, agrarian tourism, marketing, agro-village.<\/em><\/p>\n

References:<\/strong><\/p>\n

    \n
  1. The Verkhovna Rada of Ukraine (2009), The Law of Ukraine \u00abAgricultural Rural green tourism\u00bb, available at: http:\/\/zakon.rada.gov.ua<\/a> (Accessed 01 February 2018).<\/li>\n
  2. Darmostuk, G. (2017) Trends in the development of green tourism in Ukraine, Theory and Practice of Public Administration<\/em>, no. 2 (57), pp. 1.<\/li>\n
  3. Medlik, S. (1993) Dictionary of Travel. Tourism and Hospitality<\/em>, Butterworth-Heinemann, Etd London, pp. 43.<\/li>\n
  4. Kifyak, F. (2003) Organization of tourism activity in Ukraine<\/em> [Teaching. Manual], Books XXI, Chernivtsi, Ukraine.<\/li>\n
  5. Dvorskaya, L. (2010), \u201cFeatures of Marketing of Rural Green Tourism in Ukraine\u201d, Scientific notes of Ternopil National Pedagogical University named after Volodymyr Hnatyuk.<\/em> Geography.<\/em> Taipe<\/em>, Ternopil, <\/em>Ukraine.<\/li>\n
  6. Telichkan, V. V. (2009), \u201cPromotion of agro-tourism services with the help of modern information technologies\u201d, Collection of scientific works of Uman National University of Horticulture<\/em>, no. 72 (2), pp.169-175.<\/li>\n
  7. Nilsson, (2002), \u201cStaying on farms; an ideological background\u201d, Annals of Tourism Research, <\/em>no. 29, pp. 7-24.<\/li>\n
  8. Lobo, R. (2001), \u201cHelpful agricultural Tourism (Agri-tourism)\u201d Definitions, no\/ 5, 25 \u2013 26.<\/li>\n
  9. Ivanova, V. , \u201cRural tourism\u00bb as a category of science of administrative law and legislation\u201d, Law<\/em> and<\/em> Society, <\/em>no. 3, pp. 119-125.<\/li>\n
  10. Papp, V. (2015), Rural green tourism as a priority trend in the development of rural areas of Ukraine, AgroSvit<\/em>, no.18, pp. 17-22.<\/li>\n
  11. Kalna-Dubinjuk, T. P. and Pugach, N. A. (2011), \u201cApplication of modern information technologies in the development of rural green tourism in Ukraine\u201d, Scientific herald of the National University of Bioresources and Nature Management of Ukraine, <\/em>vol. 163, part 1.<\/li>\n<\/ol>\n
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    [vc_row][vc_column][vc_column_text]JEL Classification: M31; O13; O18; Q13. Chumachenko\u00a0Yuliia, postgraduate PhD, Teacher of the Department of Management and Business Administration, Cherkasy State Technological University, Cherkasy, Ukraine. Chumachenko\u00a0Evgeniya, magistrate, Department of Marketing, Lviv National University named after. I. Frank\u043e, Lviv, Ukraine IMPLEMENTATION OF MARKETING IN RURAL TOURISM AS A PRAGMATIC DEVELOPMENT AGENDA Introduction. In the context of integration
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