Rural Tourism in Ivano- Frankivsk Region
Transcript of Rural Tourism in Ivano- Frankivsk Region
Rural Tourism in Ivano-
Frankivsk Region
Bachelor Thesis for Obtaining the Degree
Tourism and Hospitality Management
Submitted to Kristof Tomej
Iryna Romaniuk
1211030
Vienna, May 29, 2016
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Affidavit
I hereby affirm that this Bachelor’s Thesis represents my own written work and
that I have used no sources and aids other than those indicated. All passages
quoted from publications or paraphrased from these sources are properly cited
and attributed.
The thesis was not submitted in the same or in a substantially similar version,
not even partially, to another examination board and was not published
elsewhere.
29.05.2016
Date Signature
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Acknowledges
First of all, author wants to convey heartfelt gratitude to her thesis supervisor
Mr. Kristof Tomej for providing with everyday support, professional guidelines
and great knowledge during this year.
Furthermore, author is very thankful to her family, which has given her the
opportunity of studying at Modul University Vienna and supporting throughout
the whole life. Additionally, the author is very grateful to her friends and study
colleges Irina and Ecaterina, who made the last 3,5 years of her life the most
memorable and incomparable.
In addition, I would like to thank teaching staff of Modul University and all
survey participants.
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Abstract
The purpose of this study is to identify main issues of the development of rural
tourism in Ukraine, particularly Ivano-Frankivsk region, and to find appropriate
solutions for facing them and improving the service level. Currently, tourism is
one of the fastest growing industries in the world, which shows much more
positive perspectives and a huge range of opportunities in the future. People
travel to distant destinations for participating in different events and exploring
new lifestyles. That’s why every destination has to understand needs of tourists
and to create effective strategy offering benefits, which guest can find in this
country.
This study has been made because of the lack of information how actually rural
tourism can be coordinated in the Carpathian mountains. The research is based
on primary data, collected from a guest surveys, as well as academic articles,
books and web-sites. The main findings indicate a great potential and
importance of development of rural tourism in Ivano-Frankivsk region. A
SWOT analysis based on the collected information is then used to suggest
strategies on coordination of small businesses in rural areas and promoting
Ukraine as a perfect destination with beautiful nature.
Keywords: rural tourism, agritourism, rural areas in Ivano-Frankivsk region.
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Table of Content Affidavit ....................................................................................................................... 2
Acknowledges .............................................................................................................. 3
Abstract ........................................................................................................................ 4
1 Introduction ......................................................................................................... 7
2 Literature Review ............................................................................................... 9
2.1 The Concept of Rural Tourism ..................................................................... 9
2.1.1 Types of Rural Tourism ...................................................................... 12
2.2 International Categorization of Rural Tourism ........................................... 13
2.2.1 Approaches to Rural Tourism in the UK and in the Nordic Countries15
2.2.2 French Experience of Recreation Services in Rural Areas ................. 17
2.2.3 Features of Rural Tourism in Spain and Italy ..................................... 20
2.3 IT Promotion and Marketing of European Agricultural Product in the
Context of Globalization ......................................................................................... 22
3 Case Study of Ivano-Frankivsk Region........................................................... 23
3.1 Short Description of Ivano-Frankivsk Region ............................................ 23
3.2 Development Strategy of the Ivano-Frankivsk region 2020 ....................... 25
4 Methodology ...................................................................................................... 27
5 Results and Discussions .................................................................................... 29
6 Conclusion ......................................................................................................... 38
7 Bibliography ........................................................................................................ 39
Appendices ................................................................................................................. 42
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List of Figures Figure 1: gender differentiation among tourists in Ivano-Frankivsk region ... 29
Figure 2: purpose of the trip to Ivano-Frankivsk region ................................. 30
Figure 3: age differentiation among tourists in Ivano-Frankivsk region ........ 30
Figure 4: usage of different types of transport while travelling to Ivano-
Frankivsk region .............................................................................................. 31
Figure 5: correlation between the purpose of the trip and accommodation type
.......................................................................................................................... 32
Figure 6: correlation between the amount of spending money and length of
stay .................................................................................................................. 32
Figure 7: percentage of tourists stayed over in different cities in Ivano-
Frankivsk region ............................................................................................. 33
Figure 8: information sources about vacation in Ivano-Frankivsk region ....... 34
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1 Introduction
Ukraine is situated in the center of Europe, which gives it a lot of opportunities
and prospects. Even, with all these benefits, nobody can say, that this is a well-
developed country. Currently, tourism is a very fast growing industry in many
countries and has third place among person’s spending costs, after costs of food
and accommodation (Newsome, Moore and Dowling, 2013). Tourism income
is growing day by day and plays a very important role in the economy. This
thesis discussing considering the potential of rural tourism offers in Ivano-
Frankivsk region, situated in Western Ukraine. Despite having substantial
recreational resources, tourism here is very slowly developing compared to
other Central European countries. Only few years ago people have understood
the importance of such business, but the lack of knowledge and investment do
not allow them to offer a competitive service. I will try to give an explanation
and advices in developing tourism in Ivano-Frankivsk region plus successful
past experiences of well-developed countries can avoid future issues. My
objectives are:
- to identify the barriers of developing tourism industry in Ivano-
Frankivsk region;
- to find more solutions, which can help us to be a competitive tourism
destination;
Much has to be changed in order to increase economy in Ukraine, and rural
tourism is one of them, which can solve problems of poor quality of life, high
unemployment rate, low salaries and keep young people in their country (Kudla,
2013).
“Tourism is the activity of persons travelling to and staying in places outside
their usual environment for not more than one year for leisure, business and
other purpose” (UNWTO, 1995, p.10). Therefore, as suggested, tourism has an
impact on different areas of a tourist destination, which are as follows: economy,
natural environment and built infrastructure, and local people and tourists
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themselves (UNWTO, n.d.). The vision of tourism is based on meeting human
needs and wishes.
Village and mountain areas began to play an important role in leisure and
tourism all around the world, because people want to be more sustainable and
environmental friendly (Roberts & Hall, 2003). Nowadays, some people cannot
afford themselves to buy a vacation near the sea or ocean, and some people are
just tired of luxury summer resorts and prefer to experience traditional
countryside holidays in silent villages and mountain areas. According to Borg
(2008, as cited in Kommpula, 2000), rural tourism is defined as, tourism which
takes place outside of densely populated communities and tourists centers. Lane
(1994, as cited in Roberts and Hall, 2003) suggests that there are three main
characteristics, which clearly identify areas as rural:
- population density and the size of settlement;
- land use and economy;
- traditional social structures;
The tourism industry in regions such as Ivano-Frankivsk can be shown as a
network of independent actors. They are able to co-operate in order to produce
and offer final products and satisfy customer’s needs (Kommpula, 2000).
While being a part of the Soviet Union, Ukraine had the best tourism attractions,
but not anymore because of the poor services, economic problems, old hotels
and political issues (Hudman, Jackson, 2008). There is a Green Union in
Ukraine from 1996, which helps people to find all necessary information on
their web site www.greentour.com.ua. It also provides all relevant information
such as photos, description, possibilities and even, which bird can wake you up
in the morning. A direct contact with nature in combination with acceptable
financial costs are making rural tourism more attractive and one of the most
effective kinds of recreation and outdoors activities.
In order to provide current and robust information on the studied topic, the
collection of primary data is essential (Veal, 2006). This type of data was
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collected from a survey based on a questionnaire consisting of 16 close-ended
questions disseminated at several museums in Ivano-Frankivsk region during
two weeks.
Secondary research is of outmost importance for this study for the reason of
answering the questions that lead to the main purpose of the research. The
components of secondary research section include several sources such as:
journals, books, internet websites, statistics and scientific articles. The review
of these sources covers the areas of statistics of tourism development in Ivano-
Frankivsk region, destination management and future outlook of the region as a
well-developed rural destination. Based on the secondary data and the results of
the questionnaires, a SWOT analysis of tourism in Ivano-Frankivsk region is
conducted.
As a conclusion, the thesis provides a better understanding of rural tourism
industry in Ivano-Frankivsk region, how it performs as a tourist destination and
is perceived by people.
2 Literature Review
2.1 The Concept of Rural Tourism
Nowadays, there is a massive shift from the usual tourist recreational trips to
educational trips. The concept of the three common “S” (“Sun-Sea-Sand) is
changing to the concept of three “L” (Landscape-Lore-Leisure”). Therefore,
there is a strong demand of travelling to rural areas, where the urban residents
are surrounded by agricultural and green landscapes, traditional rural lifestyle
with pets and natural products (Rutynskiy & Zinko 2006).
The activities, that we call now rural tourism were common since ancient times.
Even in the Roman Empire there was a fashion to spend vacation in rural areas
far from large cities. The massive interest in rural tourism – the kind of tourism
that takes into account the needs of the environment in rural areas, can be seen
from the XIX century. From the second part of XX century, rural tourism has
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become the “saving place” from the impacts of stressful developed industrial
cities for people of huge cities (Postna, 2010).
The biggest issue for the development of rural tourism were poor transportation
systems to the leisure centers and low quality services. However, in the early
XX century majority of rural European villages have successfully overcome
them. Through the efforts of regional and local authorities the communication
infrastructure have been upgraded; a huge amount of private cars has given a
possibility to reach the desired regions without any difficulties; the quality of
accommodation and recreation services have met all the standards (Cherchyk,
2009).
According to Roberts and Hall (2003), rural tourism activities are situated in
rural areas. However, this very simple definition is unclear in many aspects. It
is difficult to create one common definition because:
- “urban” tourism is not situated only in cities;
- currently, not all existing tourism in villages can be covered by the
concept of “rural tourism” (health resorts, auto camping which are
situated in rural areas, but have another focus);
- “rural areas” are defined in various ways in different countries;
The World Tourism Organization experts agree with the opinion, that rural
tourism is a complex of many activities, which includes rural excursions,
mountain hiking, climbing, horseback riding, sport and wellness travel, hunting
and fishing and other similar ones. (Roberts, & Hall, 2003)
Most Western researchers agree that rural tourism can exist, when there is less
than 10-20% of land areas covered with buildings. Typically, rural areas have
low population density, which is the result of small settlements. Organization of
Economic Cooperation and Development uses the main criteria such as
population density of 150 persons per km2. The average value of the rural
population density differs between countries because of the existence of
different classifications in many countries as it show in table 1 (Murdoch &
Marsden, 1994).
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Table 1. Criteria for defining rural areas in different countries (Murdoch &
Marsden, 1994, p.232)
Country Criteria
Australia Resettlement population numbering less than 1000
persons.
Austria Rural areas with a maximum population of 5000
persons.
Canada The areas with the territory up to 400 km2 and
population – maximum of 1000 persons.
Denmark, Norway Settlement up to 200 persons.
UK Area with rural infrastructure and population up to
10 000 persons
France Areas with a population up to 2000 persons
Switzerland, Portugal Areas with a population up to 10 000 persons.
Thus, the term “rural area” is characterized by an open space with disperse
settlement system, low population density and small villages with a population
of maximum 10 000 persons.
According to Folorunso, Khoo-Latimore & Nair (2014), the following features
can characterize rural tourism:
- environmental protection;
- minimal damage by offering tourism services;
- controlled used of the tourism services (vehicles, energy, drinking
water);
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- social justice for local communities (income and benefits from tourism
have to be shared with the interest of the local population and cannot
move to foreign investors);
- aesthetic harmony of tourism and nature (tourism activity and
infrastructure integrate with the historical environment and save the
local uniqueness).
It is self-evident that, rural tourism has its advantages and disadvantages.
Baranovskiy (2008) suggests such benefits as:
- providing tourist accommodation where hotel industry is not present;
- providing employment possibilities for local people;
- preserving local traditional lifestyle;
- selling agricultural products;
- increasing quality of life;
- improving understandability between people from the villages and from
the big cities;
- motivation for learning new things;
Unfortunately, there are some disadvantages as well (Baranovskiy, 2008):
- very often only wealthy villages are engaged in rural tourism, because
poor peasants do not have possibility to start business;
- tourism seasonality coincides with fieldwork;
- after some years, traditional culture becomes very similar to urban;
To sum it up, rural tourism can be defined as a form of tourism practiced in rural
and farm areas offering services in small family hotels or cottages, trying to
highlight natural areas, local culture and gastronomy.
2.1.1 Types of Rural Tourism
The concept of “rural tourism” is often equated with the term “agritourism”.
Indeed, there are many parallels between them but it is not correct to make them
equally the same. Rural tourism is a broader kind of tourism than agritourism.
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We can say that agritourism is one of the main subgroup of rural tourism
(Petroman & Petroman, 2010).
According to Postna (2010), agritourism is a kind of leisure tourism, which is
concentrated in rural areas and includes the use of agriculture (farming) for the
purpose of recreation, education or active involvement in traditional forms of
farming. Agriotourism can manifest itself in many forms but always contains
the rent of rural accommodation (Petroman & Petroman, 2010).
Petroman & Petroman (2010) offer some common forms of agritourism:
- agrarian tourism (helping farmers to gather fruits and vegetables);
- agricultural tourism (visiting farm for pleasure and relaxation);
The difference from the traditional rural tourism is that, very often agritourism
brings no income for the farmer (Postna, 2010).
Another type of rural tourism is ecotourism – travelling into natural areas or
form of tourism that responsibly protect nature and promote prosperity of the
local inhabitants (Lucian, 2012).
Nowadays, ecotourism has the fastest growth and the strongest demand in areas
with important natural resources (national and landscapes parks). There are two
forms of ecotourism: active ecotourism (hiking, cycling, horseback riding,
fishing, hunting) or faunal and floral trip (Dyshliuk, 2011).
2.2 International Categorization of Rural Tourism
Rural tourism in the form of international tourism has first emerged in France
and Switzerland. From early XVIII century, there were first little houses –
chalets for British expeditions of naturalists in French and Swiss Alps (near
Montblanc and other high peaks). Rural tourism became world famous in the
second part of the XX century. That is, when the concept of “Bed & Breakfast”
– temporary residence in simple rooms or small houses regardless of their
location –has become very popular in the USA and the UK. Later, the concept
“Bed & Breakfast” evolved into farmhouses and small mini-hotels situated only
in the rural areas (Boiko & Boiko, 2008).
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Rutynskiy and Zinko (2006) offer such specific types of accommodation in
rural tourism according “Bed & Breakfast” concept:
- B & B Cottage – temporary residence (about 6 - 7 days) in fully rented
cottage, which is situated in a rural area (or resort villages). It is common
to offer this type of accommodation near a sea, lake or a mountain.
- B & B farm vacation – centers that are focused on children vacations in
the picturesque countryside areas. It is used for seasonal stay of children
of different age groups from big cities during school holidays and
provides possibilities to communicate with peers, recognize the natural
value and enjoy holidays in “home-like” atmosphere without parents.
- B & B homestay – temporary residence (approximate 5 – 7 days) in
separate guest rooms in rural houses together with the owner and his\her
family. Staying in these houses is accompanied by attracting guests to
the traditional rural lifestyle.
- B & B farm stay – temporary residence (about 5 – 7 days) in farmhouses
or in camp houses at the farms. Guest are able to buy owner’s products
and participate in agricultural work on the farms.
From the XXI century, rural tourism is determined as the fastest growing
sector of world tourism. According to the European Federation for Farm and
Village Tourism (2005), young people (up to 33 years old) who live in big
cities (population of more than 100 000 persons) prefer rural tourism and
make 86.7% out of the total number. The reason of choosing tourism was
in:
- 35.2% - “escape” from stressful lifestyle;
- 20.2% - possibility to combine relaxation with rural activities (cycling,
hiking, hunting);
- 17.3% - desire to stay in countryside and communicate with a nature;
- 10.4% - family holidays (pay attention for children and relatives);
- 5% - sport purpose with using cheap accommodation;
- 11.9% - another purposes (Kuzyk, Kuzyk & Rytynskiy, 2011).
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It is important to note that rural tourism has originated in Europe, but the
leadership in the recent decades is consistently held by the USA. 2\3 out of the
population made at least one rural vacation during the last three years
(Kommpula, 2000).
As for Europe, it is important to the note significant amount of governmental
support programs for attracting communities to rural tourism. The European
Union sees rural tourism as the best way for recovering and improving economic
development in rural areas. Experts of the European Bank for Reconstruction
and Development estimate that moving to the town is in 20 times more
expensive than creating comfortable conditions for life and work in the
countryside. An important point is that the income received from one overnight
is equal to the annual income per farmer’s cow (Roberts & Hall, 2003).
2.2.1 Approaches to Rural Tourism in the UK and in the Nordic
Countries
United Kingdom professes classical European traditions and values of rural
recreation for decades. 1100 rural accommodation places are accredited by the
National Tourism Organization in UK. Rural tourism provides more than
380 000 jobs and existence of 25 000 little businesses only in rural England
(excluding Wales, Northern Ireland and Scotland) (Rutynskiy & Zinko, 2006).
An interesting approach to the categorization of rural accommodation for
tourists is implemented by Iceland, where rural areas cover 70% out of the total
island square (Rutynskiy & Zinko, 2006).
All village accommodation is divided into 4 room categories with mandatory
breakfast meal in Iceland:
- CAT I – simple rooms; daily cleaning; towels; shared big guest room;
- CAT II - rooms with washbasins and extra relaxation sofa with chairs;
daily cleaning; towels; shared big guest room;
- CAT III – well equipped rooms with furniture and en-suit bathroom;
daily cleaning; towels; shared big guest room;
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- CAT VI – possibility to stay overnight with own sleeping bag in shared
room (1 – 4 persons) (Melnychenko, 2011).
Apart from room categorization, there is also guesthouse categorization.
General requirements for such type of houses are reduced to the following
points:
1. The house should be clean and in good condition with centralized water
supply and WC.
2. The house should be small and rented maximum by one family.
3. The farmer must offer duvets.
4. The farmer must provide necessary cooking devices and clean dishes.
5. Categories A, B, C and D differ in size and comfort level:
- Category A – simple very small house with mentioned above
requirements including one WC.
- Category B – includes conditions from previous category plus one
separate living room and guest room with comfortable furniture;
- Category C – includes conditions from previous category plus bathroom
and refrigerator;
- Category D – includes conditions from previous category plus luxury
furniture and technology (Rutynskiy & Zinko, 2006).
Each category includes typical breakfast consisting of fried or boiled eggs, 4-6
types of sandwiches, tea, coffee, milk, juice (Rutynskiy & Zinko, 2006).
The National Association for Agritourism in Denmark was created in 1988.
Currently it unites 209 persons owning 1268 accommodation places in rural
areas. This country has it’s own accommodation categorization which is similar
to the one for hotel’s:
***** - minimum floor area of 43 m2; separate bedroom (one or two),
living room, kitchen, every room has own bathroom with separate toilet,
fireplace, own sauna, all household staff (refrigerator, freezers, cooking
plate, dishwasher, microwave, TV…);
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**** - minimum floor area of 24 m2; separate bedroom (one or two),
living room, kitchen, one bathroom with separate toilet, fireplace, own
sauna, household staff;
*** - minimum floor area of 24 m2; one separate bedroom, living room
together with kitchen, shared bathroom with separate toilet (used by up
to 10 persons), fireplace, own sauna, TV, cooking plate, refrigerator;
** - minimum floor area of 12 m2; separate one bedroom, living room
together with kitchen, shared bathroom with separate toilet (used by up
to 10 persons), wood oven, cooking plate, refrigerator and TV;
*- minimum floor area of 12 m2 , oil lamp or gaslight, shared bathroom
with separate toilet (used by up to 10 persons), wood oven, gas cooking
plate, possibility to keep products in cold basement (Rutynskiy & Zinko,
2006)
The living room assessment is carried out by their area and interior. General
bedroom’s requirement are minimum floor area of 7 – 10 m2 and minimum
bed’s size 80*200 cm with a clean mattress.
Currently, in Finland, the greatest demand is for small houses without owners
situated on near protected lakes or rivers (in taiga). Guest are able to rent the
whole forest house with using all house equipment, energy, wood, sauna,
boat…Most houses have TV (4* and 5* houses are equipped with modern
technology). Rent terms include permit for sport fishing (Boiko & Boiko, 2008).
2.2.2 French Experience of Recreation Services in Rural Areas
Rural tourism of this country is presented by the National Organization “Gites
de France” (Maison des Gites de France et du Tourisme Vert). This
organization offers village houses for any taste and type of recreation, which are
certified to high national service standards. Generally, rural houses in France
are decorated with national unique charm and look much better and more
comfortable than accommodation in Nordic countries (Baranovskiy, 2008).
France has adopted such standards of rural life as:
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* - small house with garden and furniture, shared bathroom and toilet
(maximum up to 6 persons), grill, cooking plate, refrigerator,
dishwasher, necessary cooking staff;
**- conditions from previous type plus own bathroom, washing
machine, mixer, coffee machine and TV;
***- conditions from previous type plus separate entrance and garden
part, two toilets, telephone, cleaning service;
****- conditions from previous type plus more comfortable house with
interior and fireplace;
*****- conditions from previous type plus private small landscape park
including swimming pool or tennis court or sauna, garage and more
technical equipment (Rutynskiy & Zinko, 2006).
In all types of accommodation, price includes breakfast that consist of fresh
homemade bread, milk, croissants with homemade jam, cookies, various
cheeses and local wines. Some places accept guests with their pets (cats, dogs,
guinea pigs…), offering them special infrastructure and services (Rutynskiy &
Zinko, 2006).
There is also a specific categorization for persons with disabilities, certified by
the organization “A.P.F.”:
- category I – accommodation on the ground floor with the special
entrance and possibility of moving inside (to the kitchen or bathroom or
bedroom) in wheelchair;
- category II – similar to previous category but with more limited
conditions of moving inside the house (Rutynskiy & Zinko, 2006).
France has a specially designed children recreation program for pupils in rural
areas during school holidays. Children at the age from 3 till 13 years old have a
possibility to live in village houses, take care of farm animals (cows, pigs,
rabbits, chickens, etc.), to play active outdoors games with peers, to make
exciting trips and adventures. Children can learn national dances, crafts, folklore
or foreign languages as well. The quality of this program is controlled and
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certified by the French Ministry of Health and Social Security (Descamps,
1997).
France has also a well-developed sector of camping tourism which is attractive
for people who prefer to travel using their own car. They are situated in rural
areas with possibility of getting fresh homemade meal from farmers. All
campsites constantly are checked for existence of all national standards and
receive categorical certificate (Postna, 2010).
There are such categories as:
*- camping is situated near village, area for tents is 3000 – 400 m2, one
toilet and one sink for laundry, 1 – 3 shower or bath places, conduit with
cranes of hot and cold water.
**- conditions from previous type plus children playground and adult
sport ground.
***- conditions from previous type plus electricity possibility, bio-toilet,
covered parking, 2 – 3 bath places, 2 – 4 shower places, 3 places for
laundry, car wash place.
****- conditions from previous type plus relaxation room, payphone,
more bath and shower places (1 for 10 persons) (Rutynskiy & Zinko,
2006).
Villages near beautiful landscape parks are very popular among tourists. There
is a special investment program “Gites de France programme, chalets-loisirs”
for development infrastructure of such villages. In order to promote
agriecotourism in French national parks, a panda – hotel (Panda – Gites) chain
has been created. It is certified by WWF and met the following requirements:
- it fits in national landscape style with measurable level of service and
does not require a large expenditures of resources;
- it follows sustainability principles by using eco-technology;
- it offers eco-tourism support programs, renting binoculars, fauna guides,
maps with eco-tourist routes (Rutynskiy & Zinko, 2006).
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According to the agreement between “Panda – hotels” and WWF France,
scientists and experts of organizations are carrying out regular checks on
compliance with the rules of environmental business style (Descamps, 1997)
Extremely popular among French population and foreigners are recreational
programs in castles, situated on scenic agricultural landscapes plains and
foothills. These castle-manors offer tourists from one simple guest room to the
apartments with a graceful aristocratic service. There are more than 700 castles
and palaces of exquisite architectural styles, certified for tourists. Their interiors
are decorated with many old pictures, sculptures, ceramics, antique and modern
furniture (Dyshliuk, 2011).
2.2.3 Features of Rural Tourism in Spain and Italy
Nowadays, Spain is a serious competitior in rural tourism for France. The
owners of small rural houses are united in associations. Their task is to do the
categorization of rural houses depending on the service level and monitor their
working process (Marti, 2004)
Spain has the following categorization in rural tourism (Lozano, 1997):
- HR (hotel rural) – rural hotel;
- CA (castillo) – castle, historic estate;
- CR (casa rural) – small rural house.
In general, Spain offers more than 5,000 recreational options (approximaly
27,000 places) in rural areas. 750 rural hotels are categorized by the system
“INNS OF SPAIN” based on awarding from 1 to 4 tulips. Some of these village
hotels are situated in converted monasteries, estates, historic castles, also on
Canary or Balearic islands as well. The approximate price of accommodation in
rural areas is 25 – 120 dollars per person/night (Marti, 2004)
It is quite easy to browse catalogs or find appropriate rural home for everybody
in the offices of rural association or on the official web site. Besides, workers
of such offices are involved in booking air tickets, opening visa and car rental.
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Spain holds the first place in promoting rural tourism among European countries
(Boiko & Boiko, 2008).
From 1993, Spain holds annual international exhibition “Exhibition of Tourism,
Sport and Rural Development”. The first European Congress of Rural Tourism
was held in Spain in 2013, organized by European federation of farm and rural
tourism (EuroGites). Annually 1.2 million people use l rural tourism services in
Spain (Folorunso, Khoo-Latimore & Nair, 2014).
Italy is not so far behind France and Spain. This country focuses the tourist’s
attention on historic tradition of recreation in the Alps and along the seaside.
For many years agritourism in Italy has been seen as the main form of business
activity. That’s why rural tourism in this country is closely intertwined with sea
tourism. Because of preferential tax treatment for rural entrepreneurship in Italy,
there is an extensive network of prestigious recreational cottages and
guesthouses not lower than 3*, which have all the necessary recreational
infrastructure (tennis court, swimming pools, jacuzzi, horse riding…) (Trifiletti,
2004).
An important factor of Italy’s specialization in agritourism is wine and
gastronomic tourism. Each province of the country is famous for its grapes and
wines of unique taste. It is usually possible to taste them in small private
wineries and in houses, located in rural areas (Petroman & Petroman, 2010).
Unfortunately, nearly half of rural cottage’s owners do not “hurry” to leave the
“shadow” and to pass the government certification, to obtain the license and to
pay taxes. The National Tourist Organization estimates, that only 7000
agritourism business out of 12 000 are licensed by state institutions. Other 5000
are still very skeptical to standard procedures, central reservation systems,
participation in exhibitions offered by associations of rural tourism and prefer
direct contact with consumers (Folorunso, Khoo-Latimore & Nair, 2014).
Annually 2 million people use rural tourism services in Italy, bringing an
income of 350 million dollars and 78% of them is Italian population (Folorunso,
Khoo-Latimore & Nair, 2014).
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2.3 IT Promotion and Marketing of European Agricultural Product
in the Context of Globalization
From XXI century, more than half of European rural products have been sold
through Internet. Nowadays, an active support from European governments and
the USA helps in developing the system of promotion and booking of rural
products. Annually about 2 billion dollars are spent in USA for creating a new
network infrastructure. Research in the field of network communications are
funded by governments of UK, Sweden, Finland and Germany (Rutynskiy &
Zinko, 2006).
Some analysis showed that the lowest participation in the Internet is on
weekends and holidays and the highest – on weekdays from 14:00 until 17:00
(Folorunso, Khoo-Latimore & Nair, 2014).
In the late 1990s all national rural organizations in Europe were united into the
European Federation for Farm and Village tourism (EuroGites) (Ziemele,
2004).
The main purpose of the Federation is defined as (Ehrlich, 2004):
- to comprehensively popularize holidays in the countryside;
- to learn and to keep the potential value of rural tourism;
- to promote rural tourism in all agricultural areas of Europe;
- to implement sustainable rural tourism for various forms of recreation in
the countryside;
- to target investments into the development projects of rural tourism that
support the principles of keeping beautiful landscapes and ethno-cultural
diversity of Europe and promote the growth of employment in rural
communities;
- to provide assistance to the organizers of rural tourism (consultation,
marketing tips, practical courses).
Rural tourism is becoming more popular every year. From one side, it allows a
affordable holiday for tourists, and from the other side, it helps to develop rural
farms. In conclusion, rural tourism increases employment in villages, it has
23
positive economic and ecological impact and helps to keep and develop local
lifestyle, attractions, historical and cultural heritage.
3 Case Study of Ivano-Frankivsk Region
3.1 Short Description of Ivano-Frankivsk Region
Ivano-Frankivsk region is stretching from the northwest to the southwest along
the Ukrainian Carpathians. It is the region with the highest mountain in Ukraine.
About 43% of its territory is mountains and the most famous among them are
the ranges of Chornogora, Gorgany, Grynyavy and Chyvchyny. Ivano-
Frankivsk region includes many ethnographic areas, such as Opillya, Pokuttya,
Guculshchynna and so on. Their inhabitants have preserved the rich traditional
Ukrainian culture, as well as a number of original rituals, folk architecture,
clothing and lifestyles, art crafts, that attract the attention of tourist. With its
picturesque landscape and ethnographic diversity, Ivano-Frankivsk has formed
the image of one of the most popular tourist regions of Ukraine (Fedulova,
2006).
Ivano-Frankivsk’s region covers an area of 13.9 thousand square km2 (2.3% of
Ukraine). It has a population of 1.45 million (2.9% population of the total
population of Ukraine). The proportion of rural and urban population is
respectively 56.6% and 43.4%. The region consist of 15 cities (two cities -
Kolomyya and Kalush have a population above 50 thousands), 24 towns and
765 villages. The landscape can be divided into three types: plains, foothills
and mountains. The local climate is temperate continental: the average
temperature in winter is -5C and the average temperature in summer is +18C.
The Carpathian mountains have more severe climate, depending on the
elevation. The average temperatures here are 3-5C lower than in the foothills
areas (Rutynskiy & Zinko, 2006).
Snow stays for five months on the Carpathian slopes, which contribute the
development of winter sports. There are few mountain rivers forming cascades
and waterfalls. Ivano-Frankivsk region also has the biggest forest area in
24
Ukraine, which is 41% of the region’s territory. It is important to note, that
Ivano-Frankivsk counts 147 objects of nature-reserved funds and 3.5 thousands
of historical monuments. The region has five cities mentioned in ancient
chronicles: Galych (898 AD), Tysmennycya (1143), Snyatyn (1158), Tlumach
(1213) and Kolomyya (1240) (Sus, 2006).
According to Lucian (2012), tourism destination offers a wide range of services
that include rich national cuisine, juice bars with cocktails from Carpathian
herbs, as well as pools, saunas and rental of mountain gear. There are a lot of
excursions during summer and spring, such as:
- combined bus-walking tours (visiting old cities, villages, monasteries);
- walking and hiking tours;
- water rafting across mountains rivers in canoes;
Equally popular is winter tourism. For many decades, the Vorohta-Yaremche
area has been a leader in the ski and snowboard tourism in the Carpathian
mountains. A modern infrastructure of winter sports (ski tows and chairlifts, ski
jump complexes, tamping machines, rent of mountain equipment, etc.) has been
created in all tourists’ centers (Kudla, 2013).
The newly built tourists complexes, private hotels and farmstead estates in
Vorohta, Tatariv and Yablunycya provide the level of European service
standards (Kuzyk, Kuzyk & Rutynskiy, 2011). The major competitor of the
large tourist complexes is rural tourism, in which, high level of comfort is
combined with “home” hospitality in rural families and unforgettable
ethnographic lifestyle in the countryside (Prodius, 2009). The main advantages
are the opportunity to gather herbs, berries and mushrooms in the forests,
acquiring skills of cooking national Carpathian dishes from domestic raw
materials and mastering rural crafts (Melnychenko, 2011).
In conclusion, it is necessary to note that only rural tourism can really help the
small settlement of Ukraine to survive in the current economic and demographic
conditions.
25
3.2 Development Strategy of the Ivano-Frankivsk region 2020
The following sub-section is based on the official publication “Development
Strategy of the Ivano-Frankivsk region for the period until 2020” written by
Popovych, Nasadiuk, Kashevskyi, Yavorska, Zdrok & Yakymiv in 2014.
The modern world of competition and common global challenges, lack of
natural, financial, human resources motivate all various markets seeking of new
development opportunities using their own strengths and opportunities and
getting better access to resources. The development strategy of the Ivano-
Frankivsk region 2020 was created based on the Ukrainian Law “The
Stimulation of Regional Development", taking into account the Development
Strategy of Ukraine till 2020 and the experience of implementation of the
Strategy of economic and social development of the territory of the region by
2015.
The strategy developed by the working groups and has been created on May 15,
2014 by a series of workshops and discussions during April and in August 2014
by organizational and methodological support from the European Union project
"Regional Development Support in Ukraine". The process of collaboration on
this strategy allowed bringing together many organizations and active people
from various sectors of society, governmental agencies, local governments,
academic institutions and NGOs.
The strategy promise to transform Ivano-Frankivsk in unique place combine
with European value and national traditions, open to cultural cooperation,
offering competitive tourist resorts and recreational centers of Ukraine,
innovation comfortable economic system, safe environment and high level of
social life. This strategy defines long-term prospects focusing on the needs of
future generations.
There was not enough attention to issues about regional development in
Ukraine. In fact, the state did not create strategy for stimulating national
development.
26
Economic development involves policies and programs, implementation of
which allows the regional adaptation to economic change by improving its
competitive position based on production factors, human resources, information
technology, capital and infrastructure.
The main tasks are:
- to create a positive investment image of the Ivano-Frankivsk region;
- to improve the quality of investment support;
- to develop business support infrastructure;
- to improve the management of energy resources;
- to increase the efficiency of enterprises and organizations plumbing
economy;
- to reducing the negative impact on environment from industrial and
residential facilities;
- to create new and support existing tourism products;
- to develop resort and recreational areas in Ivano-Frankivsk region;
- to improve access to markets for agricultural producers;
- to create trainings for small businesses in rural areas;
- to promote self-employment in rural areas, especially - in the highlands;
- to develop primary health care in rural areas;
- to develop leadership and entrepreneurial skills of young people;
- to keep the regional traditions and development of Ukrainian culture.
A monitoring system has to be created in order to ensure the control of strategy
implementation. The realization of the strategy is based on the partnership and
coordination of all major stakeholders. The process of monitoring strategy will
be done every three years for checking and clarifying elements that may be
occurred and impacted by external and internal factors (Popovych, Nasadiuk,
Kashevskyi, Yavorska, Zdrok & Yakymiv, 2014).
27
4 Methodology
As mentioned before, primary data collection plays an important role in research
study. For the current study, it can give present practical information on guest’s
satisfaction level with rural tourism experiences in Ivano-Frankivsk region.
Consequently, it was decided to conduct a guest survey based on a questionnaire
of 16 close-ended questions.
According to Veal (2006), questionnaire is the type of survey method for
making quantitative research and it is very practical for situations, when
interviews are inconvenient. It is an easy and cheap way of gathering large
amount of information from a big sample size. Questionnaire is also very quick
way of getting data collection because respondents do not need to present
answers and give open-ended explanations. Besides all these benefits, there is a
range of disadvantages and limitations as well. This research method can be
characterized by a lack of details and explanations for the researcher.
Furthermore, different respondents can understand questions in different ways,
while the researcher if often insensible to what is important for the respondent.
This affects the validity and accuracy of the results (Veal, 2006).
Primary data was collected through surveys that were disseminated in two
museums in the city of Kolomyya the Pysanka Museum and the National
Museum of Folk Art of the Hutsul and Pokuttya, and in the Local History
Museum of Ivano-Frankivsk. The collection of questionnaires was conducted
during two weeks. Since the selection of the respondents was not random, the
sampling can be described as convenience sampling.
All survey participants completed the questionnaire anonymously and were
informed about the possibility of getting the results by e-mail at the end of
research study by request. The questionnaire was written in the Ukrainian
language and the main target of the survey were domestic visitors of the Ivano-
Frankivsk region. The full questionnaire is presented in Appendix. Responders
were asked questions about the purpose of their trip, financial spending, service
satisfaction and sources of finding information about destination. Specifically,
28
they are asked more than ten close-ended questions and one question that
included a rating scale from one to five for measuring satisfaction of their trip
to Ivano-Frankivsk region. There was also a space after every question, for
giving the respondents a possibility to include comments on problems, which
have not been covered in the questionnaire.
Afterwards, the results of the survey were transferred to the SPSS statistical
software for further analysis. Crosstabs, comparison of means and correlations
tests were used to receive inferences. Crosstabs refer to quantitative research
method which shows relationship of two or more variables multiply features at
one glance. In some cases, it also helps to avoid problems of missing statistical
information and it can be used with any type of data such as nominal, interval
or ordinal (Field, 2009).
Based on the tests mentioned above, column chart, bar chart and pie chart were
created for making trends easier to highlight that tables do. Column chart and
bar chart are using for visually comparing values across a few categories and
pie chart shows proportions of the whole 100%.
In addition, SWOT analysis was conducted for better understanding and
organizing range of issues and benefits of rural tourism in Ivano-Frankivsk
region. It helps to evaluate the possibility of rural tourism in Carpathian
Mountains and to develop effective measures for preventing possible problems.
Nowadays, this technique is used to analyze internal and external factors that
may affects the company’s activities. It includes variety of aspects such as
economic, political, international, legal, social, and technological. Also, the
analysis includes an assessment of the strengths and weaknesses of competitors,
suppliers and even those companies that indirectly affect the company. SWOT
analysis has been successfully used worldwide since 1960. It helps the managers
to receive a strategic planning instrument. This tool not only helps to protect the
company from a variety of threats, but also to move the market in the future
(Ziemele, 2004).
29
5 Results and Discussions
The objective of this section is to analyze the results using SPSS Software and
discuss them with proposed recommendations.
Within two weeks, 836 completely filled out questionnaires have been received.
The majority of the respondents was female, as the percentage of 58% shows
(489 out of 836), whereas the remaining 42% of male respondents (347 out of
the total) are quite less.
Figure 1: gender differentiation among tourists in Ivano-Frankivsk region.
From that survey it can be concluded that the region of Ivano-Frankivsk is
mainly and first of all known and visited for leisure purposes as 77.7% of the
respondents chose this point, which the bar chart depicts clearly(652 out of the
total). The following 11.12% or 93 persons want to attend events there. The
other motivations for visiting the area come rather close to each other in
percentage: 5.6% or 47 persons want to see friends and family there and a small
proportion of 5.3% or 44 persons out of the total come because of business
purposes.
Overall, the most popular holiday activities in the Ivano-Frankivsk region are
skiing in winter and relaxing near a river or a lake, canoeing, rafting, hiking,
Male 42%
Female58%
GENDER
Male
Female
30
cycling, horse riding and many more activities in summertime. Other
opportunities to visit the region are health treatments, attending museums and
historic sites as well as to take part in guided tours and excursions.
Figure 2: purpose of the trip to Ivano-Frankivsk region.
Next diagram displays almost no age differentiation among tourists in Ivano-
Frankivsk region. It is almost equal results between 18-40 years old people. I
think it is a good point, that this destination is interesting among all ages.
Figure 3: age differentiation among tourists in Ivano-Frankivsk region.
0
100
200
300
400
500
600
700
Leisure Business Event VRF
652
4493
47
PURPOSE OF THE TRIP
15-177%
18-2427%
25-3029%
31-4022%
older than 4015%
AGE
31
Results shows that people, which arrived by car, were continuing their trip by
this transport as well. Of course, there is the same situation with the trips by
tourists’ busses. High-class people arrived by plane and moved in Ivano-
Frankivsk by rented cars or taxies. Tourist, which came by public transport or
train, preferred to continue holidays by foot or public transport.
Figure 4: usage of different types of transport while travelling to Ivano-
Frankivsk region.
The next bar chart deals with the connection of travel purpose and
accommodation. Those visitors who came for leisure trips and recreation
preferred rural accommodation (314 persons or 37.6%). A similar proportion
chose to stay in hotels when looking for recreation (372 persons or 44.5%). A
different matter are business trips where business people prefer to stay in rented
rooms or apartments. On private trips to relatives and friends it is self-evident
and no surprise that the visitors are accommodated with their relatives and
friends, so they stay overnight at their places. In addition, there is also a
remarkable number of one-day tourists (leisure or event purposes) with no need
of accommodation
284
78
328
133
13
282
71
328
101 50 5
ARRIVING TRANSPORT/TRANSPORT DURING VACATION
32
Figure 5: correlation between the purpose of the trip and accommodation
type.
Vacations that lasted less than seven days showed costs from 1.000 to
approximately 5.000 Ukrainian Hryvnia (UAH). Vacations between seven days
and one month ranged above 5.000 UAH and more. On their private visits to
relatives 100 persons spent much less than 1.000 UAH which is quite self-
understanding. Furthermore, the results also show that most people prefer to
stay over for 4-6 days and the mean is quite similar between leisure and business
trips.
Figure 6: correlation between the amount of spending money and length of
stay.
0%
50%
100%
STAY OVER/PURPOSE
Leisure Business Event VRF
0
50
100
150
Less than300
301 - 500 501 - 1000 1001 - 2000 2001 - 5000 more than5000
SPENDING MONEY/LENGTH OF STAY
none 2-3 nights 4-6 nights 7 nights till month more than month
33
The highest tourism demand of bed nights was in Yaremche (440 or 52,7%) and
the lowest in Kolomiya (115 or 13,8%). As we can see, Verhovina and Kosiv
were second very famous destinations for tourism, 139 or 16,6% persons and
103 or 12,3%, respectively. However, all surveys were conducted in Ivano-
Frankivs and Kolomiya, there is a very small number of tourists stayed over in
these cities.
Figure 7: percentage of tourists stayed over in different cities in Ivano-
Frankivsk region.
Referring to the sources of information, we can conclude from the next table
that personal relations and social contacts are most important and show the
highest figures together with the use of communication networks and websites
in general. Friends (26.6% or 222 persons), most probably of the same age
group, provide the best and most reliable information to decide upon a trip
destination. Well-established social networks like Facebook, VK, Twitter etc.
enable a fast exchange of personal opinion, experience and feedback. In a
similar way that applies to substantial contents of trusted websites. As expected,
TV is not so popular anymore (3.6% or 30 persons). Remarkable is the
negligible proportion of the role of newspapers although we already expected a
low number. However, just one respondent got information from print media
(0.12% or 1 person).
6%5%
53%
17%
12%
7%
STAY OVER DESTINATION
IF Kolomiya Yaremche Verhovina Kosiv Other
34
Figure 8: information sources about vacation in Ivano-Frankivsk region.
In addition, male respondents were more dissatisfied with local infrastructure
and means of transport than female ones. Nevertheless, the survey also shows
that men in general are happier with prices than women are. In general, the latter
tend to consider prices as too high whereas that topic seems to be a lesser
problem for men. It is vital to note that there is almost no difference between
the genders concerning the level of satisfaction with local food & beverage and
locations of entertainment. Well-off tourists who arrived by car or even by plane
are very happy about the quality of services compared to the other tourists. This
may find its explanation that financially better-off customers prefer to attend
high-class hotels and restaurants that provide adequate quality in service.
Based on the literature review and on the statistical data, we conducted a SWOT
analysis in order to achieve a better understanding and visualization of all
possible strengths and weaknesses, opportunities and threats.
S – Strengths:
- clean and safe environment;
- existence of rivers, lakes, mountains and forests (Boiko & Boiko, 2008);
- socially active young generation (Dyshliuk, 2011);
0 50 100 150 200 250
TV
Tourism Agency
Relatives
Friends
Online Websites
Social Network
Newspapers
INFORMATION SOURCES
35
- low prices;
- large amount of operators, welcoming guests with traditional lifestyle
(Rutynskiy & Zinko, 2006);
- saved old rural traditions (Melnychenko, 2011);
- central location in Europe (Dyshliuk, 2011);
- beautiful landscapes, rich flora and fauna;
- close location to EU borders (Dyshliuk, 2011);
- the wealth of historical and cultural monuments (Boiko & Boiko, 2008);
- investment attractiveness of the region (Melnychenko, 2011).
W – Weaknesses:
- low quality of lodging base (Melnychenko, 2011);
- regional diverse problems with water supply (Boiko & Boiko, 2008);
- underdeveloped road and engineering infrastructure;
- lack the sufficient information about the region;
- hosts ignorance of foreign languages (Boiko & Boiko, 2008);
- not too attractive image of Ukraine among foreigners (Dyshliuk, 2011);
- poor reservation system;
- high labor migration (Dyshliuk, 2011);
- unsustainable use of forest resources (Postna, 2010);
- the poor waste management (Boiko & Boiko, 2008);
- high-mortality among the working-age population (Postna, 2010);
- rather poor tourism infrastructure.
O – Opportunities:
36
- starting to develop rural tourism will significantly increase farmers’
income and that will consequently improve the economic development
of Carpathian villages )Baranovskiy, 2008);
- developing of infrastructure (Prodius, 2009);
- creating facilities for recycling (Prodius, 2009);
- increase rural employment (Postna, 2010);
- promoting foreign cooperation (Cherchyk, 2009);
- development of international rural tourism (Baranovskiy, 2008);
- attractions of foreign and domestic investments into the region
(Cherchyk, 2009);
- motivating and encouraging local population to save the cultural
monuments in the region and care for them (Melnychenko, 2011);
- this will create jobs not only in tourism and hospitality industries, but
also in the fields of transport, networks, medicine and will provide
working opportunities for graduates of higher educational institutions as
well (Dyshliuk, 2011).
T – Threats:
- uncategorized lodging base can reduce the quality of services;
- significant unemployment may lead to an increase in crime and may thus
deter potential tourists (Dyshliuk, 2011);
- natural emergencies (flood, landslides, etc.) (Boiko & Boiko, 2008);
- strong completion and lack of cooperation between different
organizations dealing with rural tourism services may prevent the
development of strong common strategy (Prodius, 2009);
- natural gas shortage due to excessive dependence on imports (Postna,
2010);
37
- low agricultural production due to the lack of government support
compared with European countries (Melnychenko, 2011);
- lack of foreign investors because of the damaged political image
(Cherchyk, 2009);
- a reduced domestic commodity turnover due to the low purchasing
power of the population (Dyshliuk, 2011).
Considering all the facts and analyzing the information above, I recommend
starting and enhancing following activities like:
- introduce and conduct a unified categorization of rural lodging base;
- develop measures (especially animated) to increase the length of stay of
the tourists in rural homes;
- establish cooperation projects with foreign countries that already have
well-developed rural tourism to get more and deeper knowledge based
on their experience;
- organize trainings courses on a regular basis for persons who provide
services in rural tourism;
- improve web-sites about rural tourism in the Ivano-Frankivsk region;
- create a modern reservation system;
- create information centers in Ivano-Frankivsk, Yaremche, Kolomyya,
Kosiv, Vorochta (provide information of new rural homes, attractive
places, available hospitality places, price range and other necessary
information for tourists. Additionally, small centers can be arranged in
the villages);
- develop measures for improving the image of the Carpathian region
(brochure publication, media speeches, conducting various promotions);
- create governmental rural programs like in France;
38
6 Conclusion
This thesis explored the development of rural tourism in the Ivano-Frankivsk
region of Ukraine. Many barriers were explored such as poor economy, lack of
financial resources, unsustainable use of nature, etc. Nevertheless, this region is
slowly developing day-by-day, increasing competitive level and trying to
recommend itself in a good image among foreign countries.
In conclusion, rural tourism is becoming more popular every day in many
countries and in Ukraine, as well. It gives a possibility for cheap healthy
vacation for people and opportunity of activating and developing poor rural
regions. A central location of Ukraine, gives range of opportunities for
developing rural tourism and become a competitive country among foreign.
However, Ivano-Frankivsk region needs more governmental support and strong
strategy for developing infrastructure and service aspects. Tourism in Ukraine
will give high income and high employment, which avoid people of going
abroad for searching better life and salaries.
The future of rural tourism in Ivano-Frankivsk is very promising, but a lot
should be done for increasing demand. Fortunately, we can see, many operators
are trying to improve the services and follow European standards. Young
Ukrainian generation are very enthusiastic and try to solve problems of poor life
quality, create events and festivals for promoting our country, improve IT
sector, etc. It is very important to meet human needs and wishes, and offer
unique Ukrainian atmosphere for tourists.
Only joint efforts can create rural quality of life according European standards,
preserve national and linguistic identity, spirituality and cultural traditions of
Ukrainian village.
39
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Appendices
Анкета
Шановний відвідувач, опитування проводиться з метою отримання більш
детальної інформації про рівень сервісу сільського туризму в Івано-
Франківській області. Всі результати будуть направленні на покращення
сфери обслуговування в цій області. Обіцяємо Вам конфіденційність і
анонімність. Дуже вдячні Вам за те, що приділили нам час.
1. Зазначте, будь ласка, Ваш вік:
2. Напишіть, будь ласку, Вашу стать:
3. Зазначте, будь ласка, мету Вашої поїздки:
- відпочинок;
- відрядження\по роботі;
- відвідування події;
- відвідування родичів чи друзів.
4. Яка тривалість Вашої поїздки?
- без ночівлі;
- 1 ночівля;
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- 2-3 ночівлі;
- 4-6 ночівлей;
- від 7 днів до одного місяця;
- більше місяця.
5. Як Ви прибули до курорту?
- власним автомобілем;
- рейсовим автобусом;
- туристичним автобусом;
- поїздом;
- авіа перельотом;
- інше______.
6. Яким видом транспорту Ви користувалися під час відпочинку?
- пішки;
- власним авто;
- туристичним автобусом;
- рейсовим автобусом;
- таксі;
- орендованим транспортом;
- інше____.
7. Де Ви зупинилися на нічліг?
- не зупинявся(-лася);
- в рідних або друзів;
- в сільській садибі;
- в готелі;
- в орендованій кімнаті чи квартирі;
- інше_____.
8. Вкажіть, будь ласка, назву населеного пункту, де Ви поселилися?
9. Чим Ви займалися протягом відпочинку у курорті?
- лікувальними процедурами;
- походами в гори;
- катанням на квадрациклах;
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- катанням на конях;
- катанням на лижах;
- рибалкою;
- мисливством;
- відпочинком біля озера чи річки;
- екскурсією містами;
- відвідуванням музеїв;
- покупками;
- інше_____.
10. На шкалі від одного до п’яти, де один – це незадовільно, а п’ять –
відмінно, позначте, будь ласка, на скільки ви задоволені…
Незадовільно Допустимо Задовільно Добре Відмінно
місцевими закладами
харчування
місцевими закладами
розміщення
природніми
ландшафтами
вартістю послуг
місцевими дорогами
транспортною
доступністю
11. Яка Ваша приблизна сума витрат на поїздку у гривнях (транспорт,
проживання, харчування, розваги)?
- менше 300;
- 301-500;
- 501-1000;
- 1001-2000;
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- 2001-5000;
- більше 5000;
12. Як Ви планували Вашу поїздку?
- самостійно за допомогою інтернету;
- самостійно по телефону;
- самостійно на місці відпочинку без попереднього бронювання;
- через туристичне агентство;
- інше_____.
13. Де Ви знайшли інформацію про відпочинок в Івано-Франківській
області?
- телевізійна реклама;
- туристичне агентство;
- особисте спілкування з рідними;
- особисте спілкування з друзями;
- інтернет-сайти;
- соціальні мережі (vk, fb…);
- газети, журнали;
- інше_____.
14. Скільки разів Ви проводили свій відпочинок в Івано-Франківській
області?
- перший раз;
- другий раз;
- більше двох разів;
- регулярно (більше п‘яти разів).
15. З ким Ви подорожували в останній раз до Івано-Франківської
області?
- не подорожував раніше;
- з партнером;
- з дітьми;
- з батьками;
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- з друзями;
- з колегами;
- з однокурсниками чи однокласниками;
- інше.
16. Як часто Ви подорожуєте на відпочинок протягом року?
- один раз у декілька років;
- один раз у рік;
- два рази у рік;
- раз у місяць;