创新旅游服务市场,形成目的地形象

N. Melnyk, Andrii Melnyk, Khrystyna Kotsan
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In fact, domestic tourism (about 80% of the tourist flow) is one of the trends of tourism development in Ukraine today.\n\nAccording to the Main Department of Statistics in Lviv region, the most visited tourist destinations in this region are the cities of Lviv and Truskavets, which, of course, related with existing there tourist and recreational potential and own brand on the market of tourist services of Ukraine. However, there is a disproportion of the development of the tourism industry within the Lviv region. Such centers as Drohobych, Sambir, Stryi should become important determinants of the tourist face of Lviv region. The research of the tourist identics of the city of Stryi, promotion of its tourist potential is the main aim of our research.\n\nThe article is devoted to research of regional market of excursion services on the example of town of Stryi. The focus of attention is directed on innovative excursion products as the main drivers of popularization of tourist destination and intensification of domestic tourism.\n\nStryj has a special historical and cultural heritage for the formation of excursion services and their promotion on the domestic market. Among the tourist attractions are allocated: The memorial complex «To fighters for freedom of Ukraine», the museum of Petro Obal, Museum of regional ethnography «Verkhovyna», the Banderas' family museum, the synagogue, the former gymnasium, where Filaret Kolessa and Stepan Bandera have studied, the room-museum of ethnographer and the collector of Olha Bachynska, the city house of culture, the memorial-sculpture complex «Buditeli» (the only monument in Ukraine to three Ukrainian writers Taras Shevchenko, Lesya Ukrainka, Ivan Franko).\n\nThere are about 15 tour offices in the town, which offer visitors an overview and thematic excursions. 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引用次数: 0

摘要

乌克兰旅游业发展的战略目标是创造一种在世界市场上具有竞争力的产品,能够尽可能地满足该国人口的旅游需求,在此基础上确保领土的复杂发展及其社会经济利益,同时保持经济平衡和历史文化特征。我们研究的目的是将任务数据插入到区域背景中。事实上,国内旅游(约占旅游流量的80%)是当今乌克兰旅游业发展的趋势之一。根据利沃夫地区主要统计部门的数据,该地区访问量最大的旅游目的地是利沃夫和特鲁斯卡韦茨市,这当然与当地现有的旅游和娱乐潜力以及乌克兰旅游服务市场上的自有品牌有关。然而,旅游业在利沃夫地区的发展是不平衡的。像Drohobych, Sambir, Stryi这样的中心应该成为利沃夫地区旅游面貌的重要决定因素。研究Stryi市的旅游身份,提升其旅游潜力是本研究的主要目的。本文以斯特里镇为例,对旅游服务的区域市场进行了研究。重点关注创新旅游产品,作为旅游目的地大众化和国内旅游集约化的主要驱动力。Stryj在旅游服务的形成和在国内市场的推广方面有着特殊的历史和文化遗产。其中旅游景点分配:纪念建筑群“乌克兰自由战士”,彼得罗·奥巴尔博物馆,地区民族志博物馆“Verkhovyna”,班德拉斯家族博物馆,犹太教堂,前体育馆,菲拉列特·科莱萨和斯捷潘·班德拉曾经学习过,民族志学家和奥尔哈·巴琴斯卡收藏家的房间博物馆,城市文化之家,纪念雕塑建筑群“Buditeli”(乌克兰唯一的三位乌克兰作家塔拉斯·舍甫琴科,莱斯亚·乌克兰卡,伊万·弗兰科的纪念碑)。该镇约有15个旅游办事处,为游客提供概述和主题游览。其中包括:“四处奔跑”,“蓝色火焰的边缘”,“尤金·季琴科之旅”,“斯特里市场之旅”。最受欢迎的主题游览路线是“斯特里圣建筑”。通过对Stryi旅游服务市场的分析,我们发现在服装旅游、探索旅游、互动旅游等创新产品的缺失。因此,为了使小镇内的游览产品多样化,将其定位为乌克兰西部的文化和可识别的中心,我们研究的目的是开发作者的探索游览“斯特里科将传播……”。未来它可以在城镇旅游服务市场中占有一席之地,拓展目的地旅游产品,成为形成地域形象的工具之一。在开发作者的探索之旅之前,根据关于旅游对象吸引力的净推荐值(NPS)方法和计算出的忠诚度指数进行了营销调查,从而可以在Stryi绘制一个旅游景点的圆圈,这对于给定游览产品的潜在消费者来说是有趣的。也就是说,展示对象的选择不是随机的,而是有科学依据的。目前,斯特里镇还没有自己的旅游品牌,这将使其在西部地区旅游中心的竞争中脱颖而出。因此,我们提出了一套措施来促进被调查目的地的旅游潜力。关键词:创新,旅游地,地域形象,净推荐值法,探索游览。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Innovations in the market of tourist services as an instrument of formation of the image of the destination
The strategic goal of tourism development in Ukraine is to create a product that is competitive on the world market, able to satisfy the tourist needs of the population of the country as much as possible, to ensure on this basis the complex development of the territories and their socio-economic interests while preserving the economic balance and historical and cultural identity. Our study’s objective was to interpolate the task data to the regional context. In fact, domestic tourism (about 80% of the tourist flow) is one of the trends of tourism development in Ukraine today. According to the Main Department of Statistics in Lviv region, the most visited tourist destinations in this region are the cities of Lviv and Truskavets, which, of course, related with existing there tourist and recreational potential and own brand on the market of tourist services of Ukraine. However, there is a disproportion of the development of the tourism industry within the Lviv region. Such centers as Drohobych, Sambir, Stryi should become important determinants of the tourist face of Lviv region. The research of the tourist identics of the city of Stryi, promotion of its tourist potential is the main aim of our research. The article is devoted to research of regional market of excursion services on the example of town of Stryi. The focus of attention is directed on innovative excursion products as the main drivers of popularization of tourist destination and intensification of domestic tourism. Stryj has a special historical and cultural heritage for the formation of excursion services and their promotion on the domestic market. Among the tourist attractions are allocated: The memorial complex «To fighters for freedom of Ukraine», the museum of Petro Obal, Museum of regional ethnography «Verkhovyna», the Banderas' family museum, the synagogue, the former gymnasium, where Filaret Kolessa and Stepan Bandera have studied, the room-museum of ethnographer and the collector of Olha Bachynska, the city house of culture, the memorial-sculpture complex «Buditeli» (the only monument in Ukraine to three Ukrainian writers Taras Shevchenko, Lesya Ukrainka, Ivan Franko). There are about 15 tour offices in the town, which offer visitors an overview and thematic excursions. Among them are: «Running around», «The Edge of Blue Fire», «The Tour from Eugene Tychenko», «The Trip to the Stryi Market». The most popular thematic excursion is the route «Stryi sacral buildings». Analysis of the market of excursion services in Stryi revealed the absence of innovative products such as costume excursions, quest-tours, interactive excursions, etc. Therefore, for the purpose of diversification of excursion products within the town, positioning it as a cultural and recognizable center of Western Ukraine, the purpose of our research was to develop the author's quest-excursion «Striyko will spread…». In the future it can take its niche in the market of excursion services of the town, expand the tourist product of destination, become one of the tools of formation of image of the territory. Before the development of the author’s quest-tour, a marketing survey was conducted according to the Net Promoter Score (NPS) method concerning the attractiveness of tourist objects and a calculated loyalty index, which allowed to draw a circle of tourist attractions in Stryi, which would be interesting for potential consumers of the given excursion product. That is, the selection of display objects was not random, but scientifically based. At present, the town of Stryi hasn't its own tourist brand, which would allow to identify it among dicker of tourist centers of the western region. Thus, we have proposed a system of measures to promote the tourist potential of the investigated destiation. Keywords: innovations, tourist destination, territory image, Net Promoter Score method, quest-excursion.
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