THE PECULIARITIES OF DOMESTIC AND OUTBOUND TOURISM MARKET OF KYIV
Journal Title: ВЧЕНІ ЗАПИСКИ ТАВРІЙСЬКОГО НАЦІОНАЛЬНОГО УНІВЕРСИТЕТУ ІМЕНІ В.І. ВЕРНАДСЬКОГО СЕРІЯ: ЕКОНОМІКА ТА СУСПІЛЬСТВО - Year 2018, Vol 29, Issue 1
Abstract
The article analyzes the outbound tourism market of Kyiv as a priority target audience of consumers of tourist product of other cities of Ukraine, as well as foreign countries. The main factors which define the potential volume of the outbound market of Kyiv have been determined, such as: the direct high-quality transport connection; distance to the destination point; ease of entry to the country of destination / necessity to obtain a visa; cost of travel and stay in a tourist destination; convenience of the departures schedule (periodicity and comfort of transportation); the intensity of marketing outreach activities in Kyiv (the availability of information about a certain tourist destination and its image among the citizens of Kyiv). The intensity of international air and railway connections of Kyiv with different countries of the world has been analyzed. The country rating based on the overall rate of connections, with the leading positions of Germany, Poland, Belarus and Turkey, have been created. The important air directions that can stimulate both foreign tourist destinations and the tourist market of the capital have been determined, namely: Kyiv – Toronto, Kyiv – Delhi, Kyiv – Shanghai, Kyiv – Tashkent, Kyiv – Oslo, etc. The features of leisure activities of Kyiv residents in the context of tourism and travel have been determined based on the sociological survey. It was found that only 10% of Kyiv residents are not inclined to entertain themselves outside the capital. 30% of Kyiv residents go for tourism&travel more than twice a year. 95% of potential tourists from Kyiv regularly (at least several times per week) use the Internet, while including 82% of them use the Internet every day. Therefore, the most effective tool for promoting tourist products for potential Kyiv tourists will be online advertising. These features of the Kyiv outbound tourist market should be necessarily taken into account when developing tourist products for Kyiv residents and for the creation of a strategy to increase tourist flows from Kyiv to any destination. The main recommendations for tourist destinations planning to work with the Kyiv consumer of a national/local tourist product have been formulated. In particular, we recommend: visa liberalization with Ukraine in order to facilitate the entry of Ukrainian tourists to the country of destination; the organization of direct air and rail connections with Kyiv, the construction of high-quality highways; creation of the new tourist products oriented on the peculiarities of tourist from Kyiv; popularization of the created tourist product in Ukrainian (Russian) language via popular social networks (Facebook, Instagram), specialized internet websites for tourists (Zruchno.Travel, TripAdviser), via networks of tour operators and popular mass media (TV programs about travels, specialized magazines, etc.); conducting of fam-trips for leading Kyiv tour operators and press tours for Kyiv journalists; distribution of outdoor advertisement in Kyiv and formation of a positive image of the destination.
Authors and Affiliations
A. Romanova
Keywords
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- EP ID EP520497
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