Экономические науки / 6. Маркетинг и менеджмент

С.ph.s. Moiseiva F., Smykova M.

Donetsk national university of economics and trade named after Mykhаil Tugan-Baranovsky

Prospects of increasing rural tourism image in Ukraine

To sell anything it is important to build a brand image. Perhaps, this is the strategy now Ukraine is adapting too. In order to promote Ukrainian tourism, rural tourism is been promoted these days. Interestingly, Ukraine is the country with ancient and interesting customs, kind-hearted and easygoing people, picturesque landscape therefore giving many reasons for the people to roam around in and out Ukraine.

First of all, clear the concept of rural tourism. In government terms or in broad terms, rural tourism is any type of tourism that showcases the rural life, culture, art and heritage of the rural places of country. Thereby, helping the local community both socially and economically by an increase in tourism. Rural tourism is usually experience oriented and at locations that are sparsely populated and full of natural environments and local events. Just like ecotourism focuses on environment, rural tourism focuses on the rural life of a country.

Nowadays countryside vacation in Ukraine is becoming increasingly popular. Traditionally an agrarian country, Ukraine has a rich rural culture. Pampushkas, borscht, wattle and daub, vyshivanka - all Ukrainian names are well known far beyond the country. Ethnographic wealth of Ukraine is represented in its museums of rural life, which are scattered across the country: from Kharkov to Lviv and Chernihiv to Alushta.

The tradition of the rural tourism can be trace the Europe of about 50 years ago. For Ukraine this is a new trend still it’s worth noticing that the very kind of such tourism is much older in the country that it may appear at first sight. At the beginning of the 20th century the hospitable country received high guests such as Franco, Ukrainka, Grushevskij. A special organization is involved in promoting and popularization of rural tourism in Ukraine today, it holds conferences, issue-related exhibitions. Its main occupations are - trainings and seminars for those who involved in rural tourism in Ukraine that means for hosts for it is they who determines the quality of service.

The main things which make rural tourism an outstanding trend is the combination of the factors which pleasantly affects man – in particular – health-improving, aesthetic and cognitive. Rural tourism does not stand for a resort swarming with people. In the majority of cases the calm atmosphere is underlined by positive effect cause by surroundings either forests or mountains, lakes or meadows. By the way the landscape and ecological situation of the region are the decisive factors to choose the location.

As for territory, consider the most popular, original and developed regions.

Rural tourism in the Carpathians developed extensively. And when it comes to rest in the estates, it is now even more traditional for the Carpathians than hotels or camping sites. Ethnographic tourism in the Carpathians also includes getting familiar with crafts of Carpathian Ruthenia. In this region traditions of life of Ukrainians, Slovaks, Czechs and Poles are closely intertwined. Apart from the Ukrainians, the traditions of indigenous nation-Ruthenians are also represented in the Carpathians. The most famous museum complex, which provides examples of rural architecture and life of Ukrainian Carpathians, is considered to be the museum of folk architecture and life in Lviv. It is also called Shevchenkovskiy Gai, in honor of the famous Ukrainian writer Taras Shevchenko.

The biggest Ukrainian ethnographic ensemble is Museum Pirogovo near Kiev. The total area of exposure - 150 hectares. This is one of the largest museum complexes of this type in Europe. In addition to state structures, it represents a unique tradition, which you can get familiar with and where you can participate.

Countryside vacation in eastern Ukraine - it is primarily the land of Poltava region. Villages Dikanka and the Great Sorochintsy near the town of Mirgorod become one of the main places in the works of genius Gogol. Sorochyntsi are known for their fair, which is arranged in the village every year in late August, and is timed to the day of the birth of the famous writer. Dikanka, Sorochintsy, and the village Gogolevo today are an integral part of Gogol National Reserve Museum.

Countryside vacation in Crimea is represented by numerous private cottages, houses and bungalows on the entire coast of the peninsula, from Kerch to Sevastopol. However, there are a number of unique rural ensembles, often very exotic. Among them are the village of ethnic Germans Kronental (today - a village Kolchugino), Czech Bogemka village near Dzhankoya, settlements of Tatars and Greeks in the Bahchisarai area.

Thus, it is possible to pick out the main objectives of rural tourism in Ukraine for creating positive image of this sphere and making it more popular amount local people and foreigners:

· The first and foremost objective of promoting rural tourism is to showcase sustainable tourism. It is also a way of letting foreigners understand the ordinary and everyday life of the rural Ukraine and thereby raising its standard.

· Another object is to generate a good amount of revenue and a good source of income for the local people, especially craftsmen and artisans to encourage their art.

· Rural tourism in Ukraine also aims to promote the historical monuments, their environment, dwellings, town layout and lanes. In other words, rural tourism will help conserving the country’s rural heritage.

To conclude, we can say that rural tourism will definitely help building the country’s brand image to a great extent and it is already helping it

References:

1. Rural Tourism in Ukraine. - www.discover-ua.info/special-interest-tours/rural-tourism-in-ukraine.html;

2. Rural Tourism: will it help to build the Country’s Brand Image. - http://www.theotherhome.com/blog/tourism-and-travel-in-india/rural-tourism-will-it-help-to-build-the-countrys-brand-image

3. Ukraine Forum: Where to go in Ukraine and Rural Tourism. - http://www.tripadvisor.co.uk/ShowTopic-g294473-i3662-k3859700-Where_to_go_in_Ukraine_and_Rural_Tourism-Ukraine.html