Государственное управление / 2.Современные технологии управления

Ph.D. student Savenkova S.V.

Odessa Regional Institute of Public Administration of the National Academy of Public Administration office of the President of Ukraine, Ukraine

The Marketing Research of the Development Prospects of Odessa

In industrially developed countries, governments, land administration, states, cantons, departments of the cities are using marketing to enhance socio-economic development. Based on the European experience, it can be concluded that marketing techniques are increasingly used in local self-government activities. In practice, their use proved its effectiveness in various areas - from development and branding of territories, promoting the ideas political activities to evaluate the effectiveness of local government and establishing a feedback between local governments and citizens [3, p. 367].

Applied municipal marketing in Ukraine is oriented in the vast majority on the sales concept, aimed to attract investments, tourists, visitors, and is realized, usually by creating a favorable investment climate and promotion of tourist destinations, popular local activities, etc. [1, p. 34]. In most regions of Ukraine a positive experience in development and implementation of marketing plans and promotion of relevant areas have formed [2, p. 59].

Odessa is a famous resort city of Ukraine, which situated on the north coast of the Black Sea. Being found in the end of 18^th century as the Porto-Franco city (the city of tax free trading area), Odessa is still a very attractive city for trade, commerce and tourism.

The main aim of this article is to identify the current state and potential development directions of Odessa.

Following this aim we conducted a survey among students of the Odessa Regional Institute of Public Administration of the National Academy of Public Administration, Office of the President of Ukraine (ORPA NAPA), specialties "Governance" and "Public Administration".

Questioning was conducted in April-May 2013. As a result 70 respondents were interviewed, including 39 permanent residents of Odessa and 31 – the guests of the city (see Figure 1).

Figure 1. Structure of respondents by place of residence

Also, all respondents were grouped according to the working area they represented. Among the Odessa residents, namely 67% of people work in the public service and local self-government agencies, 10% represent private sector, and 23% - others areas, including health care system (see Figure 2).

Figure 2. Structure of respondents-residents of Odessa on the scope of their activities

Among the Odessa city visitors 78% were public servants, 3% - worked in private sector and 19% represented other areas (see Figure 3).

Figure 3. Structure respondents (the Odessa guests) on the scope of their activities

The main purpose of the questionnaire was to identify the prospects of Odessa development from the residents and visitors points of view.

Answer the question "Do you think that situation has changed in Odessa in different areas of life within previous years (2007-2012)?" almost 80% of respondents-residents did not notice any changes or mentioned changes for the worse. Such indicators as "Information environment: the quality of media communication services" and "Architectural city image" half of the respondents notified improvements (see Figure 4).

Figure 4. The results of the questionnaire of Odessa residents on the issue "Do you think that situation in Odessa has changed in different areas of life within previous years (2007-2012)?"

According to Odessa citizens’ opinion, road system maintenance, condition of construction and housing facilities were deteriorated most of all, as well the degree of social tension, labor market and unemployment had sufficiently risen. Nearly half of Odessa visitors’ respondents found that question as a difficult one. (see Figure 5). About 30% did not notice any changes. Among the areas of life that has changed for the worse, Odessa guests mentioned as follows: the degree of social tension, labor market, high unemployment level and poor road system facilities. In contrast to Odessa citizens, guests of city noted the improvement of condition of construction and housing facilities. On other indicators the answers of guests and residents were matched.

Figure 5. The results of the questionnaire of Odessa guests on the issue "Do you think that situation in Odessa has changed in different areas of life within previous years (2007-2012)?"

Also, the respondents were proposed to choose one of the most important directions of Odessa development in the next 15-20 years (Fig. 6, 7). Replies of residents and visitors were alike coincide in two directions of Odessa development: top rank – tourism; attraction of investments and creating of the most attractive conditions for investors took the second place. Odessa citizens and visitors had defined different areas for the third place: business development, encouraging of entrepreneurship was chosen by Odessa residents, while visitors indicated preserving and development of market infrastructure (i.e. utility infrastructure, roads).

Figure 6. The survey results of Odessa citizens on the issue on strategic development of the city

At the same time, Odessa citizens did not pay attention at two very important directions of Odessa development: the development of urban industrial base and retention of the population, attracting qualified labor sources from outside and creation the new ones.

Figure 7. The survey results of Odessa guests on the issue on strategic development of the city

Odessa citizens highly appreciated the coziness of urban environment, primarily due to the planting of greenery in the city, its architectural image, illumination and lighting design of streets and public transportation. The highest marks were given the tolerant attitude of local population to the city visitors and rich cultural life (Figure 8). The low ratings were given to roads conditions, sidewalks and landscaping, street cleanliness, quality of engineering networks, community services and water quality. Other characteristics of Odessa city the citizens estimated at the average level.

Figure 8. The results of Odessa characteristics evaluation by its residents

It was notified, that public servants rated the quality of administrative services higher than other categories of respondents, so it gives this index rather subjective assessment.

As city residents, guest respondents highly rated such characteristics as the tolerant attitude of local population to the city visitors and the city's cultural life. However, roads, sidewalks, landscaping, cleanliness of the streets, air and water quality and a feeling of security the Odessa city guests rated higher than local residents. Also the opinions of respondents about public transportation were different: guests rated it lower than residents of Odessa. Almost half of the respondents found it difficult to answer about quality of administrative services (Figure 9).

Some respondents offered their own characteristics of Odessa city assessment: health care and quality of sea water.

Figure 9. The results of Odessa characteristics evaluation by its guests

By answering the question "Select the particular qualities, unique features, objects, brands and pride of the city, which could be the basis for a good image and reputation of Odessa" most of respondents-residents believed that the image of Odessa should be developed in accordance with existing in the city architectural monuments (the Opera House, the Potemkin Stairs, Deribasivska Street) and natural resources – the Black Sea (Fig. 10.)

Figure 10. The results of the questionnaire of Odessa residents on the issue "Select the particular qualities, unique features, objects, brands and pride of the city that could become the basis for a good image and reputation of Odessa"

The unique features of the city, according to reviews of guests, are the Opera House, the Potemkin Stairs and Deribasivska street. Also an important role in image of Odessa plays the Black Sea, French Boulevard and "Arcadia" (Fig. 11).

Figure 11. The results of the questionnaire of Odessa guests on the issue "Select the particular qualities, unique features, objects, brands and pride of the city, which could be the basis for a good image and reputation of Odessa"

Also the respondents offered their unique variants of Odessa features, including: Primorsky Boulevard, Odessa Russian Drama Theatre and hospitality of the population.

The main findings of marketing research are as follows:

1. The most significant result of the survey was minimal difference in opinion of Odessa residents and guests.

2. The most powerful and competitive advantages of Odessa city revealed the Opera House, the Potemkin Stairs, Deribasivska street and the Black Sea according to local residents and visitors opinions.

3. Among the most negative features of Odessa city the respondents identified roads, sidewalks, landscaping, cleanliness of the streets, quality utilities and communication services and water quality.

4. Among the most positive features of the city the respondents identified the architectural city image, its cultural life and public tolerance to visitors.

5. In recent years (2007-2012) in the city, according to respondents’ opinion, the roads system maintenance, housing and construction, degree of social tension, labor market and unemployment had been deteriorated.

6. The respondents unanimously identified two main directions of Odessa development in the next 15-20 years: tourism, which took first place and attracting investment as well as creating the most attractive conditions for investors.

Using the marketing research in local self-government we can understand the economic and social interests of the citizens and guests of the city, because of the realization of these interests is the ultimate goal of all governments and the state in general.

References:

1. Буднікевич І.М. Муніципальний маркетинг: теорія, методологія, практика / І.М. Буднікевич. – Чернівці: Чернівецький нац. ун-т, 2012. – 648 с.

2. Мартов С. Деякі аспекти здійснення регіонального маркетингу за кордоном / С. Мартов // Міжнародна економіка. 36. наук. пр. – К. : Ін-т світової економіки і міжнародних відносин НАН України, 2002. – Вип. 35. – С. 58-61.

3. Савенкова С.В. Європейський досвід використання маркетингових технологій в діяльності органів місцевого самоврядування / С.В. Савенкова // Ефективність державного управління [Текст] : зб. наук. праць ЛРІДУ. – Вип. 32. – Львів: ЛРІДУ НАДУ, 2012. – С. 357-368.