{"id":3579,"date":"2021-01-30T23:22:45","date_gmt":"2021-01-30T21:22:45","guid":{"rendered":"http:\/\/journals.khnu.km.ua\/vestnik\/?p=3579"},"modified":"2021-05-14T11:31:13","modified_gmt":"2021-05-14T08:31:13","slug":"%d0%b7%d0%b0%d0%b3%d1%80%d0%be%d0%b7%d0%b8-%d1%82%d0%b0-%d0%bc%d0%be%d0%b6%d0%bb%d0%b8%d0%b2%d0%be%d1%81%d1%82%d1%96-%d1%80%d0%be%d0%b7%d0%b2%d0%b8%d1%82%d0%ba%d1%83-%d1%82%d1%83%d1%80%d0%b8%d1%81","status":"publish","type":"post","link":"https:\/\/journals.khnu.km.ua\/vestnik\/?p=3579","title":{"rendered":"\u0417\u0430\u0433\u0440\u043e\u0437\u0438 \u0442\u0430 \u043c\u043e\u0436\u043b\u0438\u0432\u043e\u0441\u0442\u0456 \u0440\u043e\u0437\u0432\u0438\u0442\u043a\u0443 \u0442\u0443\u0440\u0438\u0441\u0442\u0438\u0447\u043d\u0438\u0445 \u0434\u0435\u0441\u0442\u0438\u043d\u0430\u0446\u0456\u0439 \u0443 \u0441\u0443\u0447\u0430\u0441\u043d\u0438\u0445 \u0443\u043c\u043e\u0432\u0430\u0445: \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0438\u0439 \u0430\u0441\u043f\u0435\u043a\u0442"},"content":{"rendered":"

<\/p>\n

\u0417\u0410\u0413\u0420\u041e\u0417\u0418 \u0422\u0410 \u041c\u041e\u0416\u041b\u0418\u0412\u041e\u0421\u0422\u0406 \u0420\u041e\u0417\u0412\u0418\u0422\u041a\u0423 \u0422\u0423\u0420\u0418\u0421\u0422\u0418\u0427\u041d\u0418\u0425 \u0414\u0415\u0421\u0422\u0418\u041d\u0410\u0426\u0406\u0419 \u0412 \u0421\u0423\u0427\u0410\u0421\u041d\u0418\u0425 \u0423\u041c\u041e\u0412\u0410\u0425: \u041c\u0410\u0420\u041a\u0415\u0422\u0418\u041d\u0413\u041e\u0412\u0418\u0419 \u0410\u0421\u041f\u0415\u041a\u0422<\/p>\n

THREATS AND OPPORTUNITIES OF DEVELOPMENT OF TOURIST DESTINATIONS IN MODERN CONDITIONS: MARKETING ASPECT<\/p>\n

<\/a> \u0421\u0442\u043e\u0440\u0456\u043d\u043a\u0438: 42-48. \u041d\u043e\u043c\u0435\u0440: \u21165, 2020 (286)<\/strong><\/p>\n

\u0410\u0432\u0442\u043e\u0440\u0438:<\/strong>
\n\u0411\u0423\u0414\u041d\u0406\u041a\u0415\u0412\u0418\u0427 \u0406. \u041c., \u0411\u0410\u0420\u0410\u041d\u042e\u041a \u0414. \u0421., \u041a\u0420\u0423\u041f\u0415\u041d\u041d\u0410 \u0406. \u0410.
\n\u0427\u0435\u0440\u043d\u0456\u0432\u0435\u0446\u044c\u043a\u0438\u0439 \u043d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442 \u0456\u043c\u0435\u043d\u0456 \u042e\u0440\u0456\u044f \u0424\u0435\u0434\u044c\u043a\u043e\u0432\u0438\u0447\u0430<\/p>\n

Budnikevych I., Baraniuk D., Krupenna I.
\nYuriy Fedkovych Chernivtsi National University<\/p>\n

DOI<\/strong>:<\/strong>\u00a0https:\/\/www.doi.org\/10.31891\/2307-5740-2020-286-5-9<\/a>
\n\u041d\u0430\u0434\u0456\u0439\u0448\u043b\u0430 \/ Paper received :<\/strong> 01.10.2020
\n\u041d\u0430\u0434\u0440\u0443\u043a\u043e\u0432\u0430\u043d\u0430 \/ Paper Printed :<\/strong> 05.11.2020<\/p>\n

\u0410\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u043c\u043e\u0432\u043e\u044e \u043e\u0440\u0438\u0433\u0456\u043d\u0430\u043b\u0443<\/strong><\/p>\n

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\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0443 \u0442\u0443\u0440\u0438\u0441\u0442\u0441\u044c\u043a\u0438\u0445 \u0434\u0435\u0441\u0442\u0438\u043d\u0430\u0446\u0456\u0439. \u0412 \u0441\u0442\u0430\u0442\u0442\u0456 \u0437\u0432\u0435\u0440\u043d\u0443\u0442\u0430 \u0443\u0432\u0430\u0433\u0430 \u043d\u0430 \u043a\u0430\u0442\u0430\u0441\u0442\u0440\u043e\u0444\u0456\u0447\u043d\u0438\u0439 \u0432\u043f\u043b\u0438\u0432 \u043f\u0430\u043d\u0434\u0435\u043c\u0456\u0457 \u043a\u043e\u0440\u043e\u043d\u0430\u0432\u0456\u0440\u0443\u0441\u0443 \u043d\u0430 \u0444\u0443\u043d\u043a\u0446\u0456\u043e\u043d\u0443\u0432\u0430\u043d\u043d\u044f \u0434\u0435\u0441\u0442\u0438\u043d\u0430\u0446\u0456\u0439, \u043d\u0430 \u043c\u043e\u0436\u043b\u0438\u0432\u0456 \u0441\u0446\u0435\u043d\u0430\u0440\u0456\u0457 \u0440\u043e\u0437\u0432\u0438\u0442\u043a\u0443, \u0441\u0444\u043e\u0440\u043c\u043e\u0432\u0430\u043d\u0456 UNWTO, \u043d\u0430 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\u0440\u0435\u0430\u043b\u0456\u0437\u0443\u044e\u0442\u044c \u043a\u043e\u043c\u0443\u043d\u0456\u043a\u0430\u0446\u0456\u0439\u043d\u0456 \u0442\u0430 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0456 \u043a\u0430\u043c\u043f\u0430\u043d\u0456\u0457 \u0434\u043b\u044f \u043f\u0440\u043e\u0441\u0443\u0432\u0430\u043d\u043d\u044f \u043f\u043e\u0442\u043e\u0447\u043d\u0438\u0445 \u0442\u0430 \u043c\u0430\u0439\u0431\u0443\u0442\u043d\u0456\u0445 \u043f\u0440\u043e\u043f\u043e\u0437\u0438\u0446\u0456\u0439. \u0420\u043e\u0437\u0433\u043b\u044f\u043d\u0443\u0442\u0456 \u0437\u0430\u0445\u043e\u0434\u0438, \u044f\u043a\u0456 \u0440\u0435\u0430\u043b\u0456\u0437\u0443\u044e\u0442\u044c\u0441\u044f \u0432 \u0423\u043a\u0440\u0430\u0457\u043d\u0456 \u0432 \u043d\u0430\u043f\u0440\u044f\u043c\u043a\u0443 \u043d\u0456\u0432\u0435\u043b\u044e\u0432\u0430\u043d\u043d\u044f \u0437\u0430\u0433\u0440\u043e\u0437, \u044f\u043a\u0456 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\u043f\u043e\u043b\u0456\u0442\u0438\u043a\u0430.
\n\u041a\u043b\u044e\u0447\u043e\u0432\u0456 \u0441\u043b\u043e\u0432\u0430:<\/strong> \u0442\u0443\u0440\u0438\u0441\u0442\u0438\u0447\u043d\u0456 \u0434\u0435\u0441\u0442\u0438\u043d\u0430\u0446\u0456\u0457, \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433 \u0442\u0443\u0440\u0438\u0441\u0442\u0438\u0447\u043d\u0438\u0445 \u0434\u0435\u0441\u0442\u0438\u043d\u0430\u0446\u0456\u0439, \u0437\u0430\u0433\u0440\u043e\u0437\u0438 \u0441\u0435\u0440\u0435\u0434\u043e\u0432\u0438\u0449\u0430, \u043c\u043e\u0436\u043b\u0438\u0432\u043e\u0441\u0442\u0456 \u0441\u0435\u0440\u0435\u0434\u043e\u0432\u0438\u0449\u0430, \u043f\u0430\u043d\u0434\u0435\u043c\u0456\u044f COVID-19, \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0456 \u0456\u043d\u0441\u0442\u0440\u0443\u043c\u0435\u043d\u0442\u0438, \u0442\u0443\u0440\u0438\u0441\u0442\u0438\u0447\u043d\u0456 \u0440\u0435\u0433\u0456\u043e\u043d\u0438.<\/p>\n

\u0420\u043e\u0437\u0448\u0438\u0440\u0435\u043d\u0430 \u0430\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u0430\u043d\u0433\u043b\u0456\u0439\u0441\u044c\u043a\u043e\u044e \u043c\u043e\u0432\u043e\u044e<\/strong><\/p>\n

The article regards marketing aspect of reaction of world tourist destinations to threats and opportunities that are now formed by environment of their functioning and development. Main attention is accentuated to importance of marketing in development of tourist destinations, on formation of notion of tourist destination on the basis of marketing approach, on specifying the understanding of tourist destinations marketing. The article pays attention to disaster influence of coronavirus pandemic to functioning of destinations, to possible scenarios of development formed by UNWTO, to necessity of elaboration and implementation of new models of tourists receiving in tourism areas. The article also considers practices, recommendations, strategic instruments of support of tourism areas, describes activities implemented by governments of various countries (Poland, Portugal, Spain, Great Britain, Turkey). It determines that practically all tourist destinations of different levels elaborate and implement communicational and marketing campaigns for promotion of current and future offers. Experience of Turkey is investigated regarding support and stimulation of entrepreneurship activity development in hospitality industry and tourism both in pandemic conditions and beyond lockdown activities. It also analyses measures taken in Ukraine with the purpose to lessen the threats created by COVID-19 pandemic for tourism and hospitality industry. The conclusion is made that due to significant determination of tourist destinations development by factors of internal and external environment, the key condition of their successful development is consideration of global trends, smart adaptation of positive service practices and constructive state and regional policy. Special accent is made to the point that COVID-19 pandemic and lockdown measures drive tourist destinations and their actors towards reloading of their strategies and tactics, renovation of management and marketing instruments, readiness to use opportunities created for tourism development after the lockdown is over.
\nKey words:<\/strong> tourist destinations, marketing of tourist destinations, environment threats, environment opportunities, COVID-19 pandemic, marketing instruments, tourism areas.<\/p>\n

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

    \n
  1. ASI sobralo luchshie mirovy`e praktiki po podderzhke turizma v usloviyakh pandemii [Elektronnj resurs] \u2013 Rezhim dostupu: https:\/\/asi.ru\/news\/121744\/<\/li>\n
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  14. Coronavirus COVID-19 Destination Management Resilience Scheme [\u0415\u043b\u0435\u043a\u0442\u0440\u043e\u043d\u043d\u0438\u0439 \u0440\u0435\u0441\u0443\u0440\u0441] \u2013 \u0420\u0435\u0436\u0438\u043c \u0434\u043e\u0441\u0442\u0443\u043f\u0443:\u00a0 https:\/\/www.visitbritain.org\/coronavirus-covid-19-destination-management-resilience-scheme<\/li>\n
  15. Destination Marketing for the 21 st century [\u0415\u043b\u0435\u043a\u0442\u0440\u043e\u043d\u043d\u0438\u0439 \u0440\u0435\u0441\u0443\u0440\u0441]. \u2013 \u0420\u0435\u0436\u0438\u043c \u0434\u043e\u0441\u0442\u0443\u043f\u0443: http:\/\/www.esgt.ipt.pt\/download\/disciplina\/355_ Destination%20Marketing%20WTO.pdf.<\/li>\n
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