STRATEGIC PLANNING METHODOLOGICAL APPROACHES OF TOURISM DESTINATION DEVELOPMENT У статті визначено, що основними стратегічними пріоритетами розвитку туристичних дестинації є створення, вдосконалення і підтримка туристичного продукту; розбудова простору туристичної дестинації; розвиток інфраструктури; промоція; підсилення спроможності людських ресурсів й активізація підприємництва; інституалізація туристичного сектору. Розроблено стратегічні та операційні цілі й завдання розвитку туристичних дестинації у контексті функціонального, територіального та продуктового підходів до стратегічного планування розвитку туристичних дестинації. The article deals with the world and national trends of tourism development in terms of the international tourist arrivals and the international tourism receipt. The economic impact of tourism in Ukraine and in the world is analyzed. The article determines that the main strategic priorities of tourism destinations development are the creation, improvement and support of the tourism product; expansion of the tourism destination; infrastructure development; promotion; enhancement of human resources and entrepreneurship; institutionalization of the tourism sector. Proposed to consider the event portfolio of the destination as an integral part of its tourism product, which is both a specific activity for tourists and a means of tourism marketing. Strategic and operational goals and tasks of tourism destinations development in the context of functional,

Branding of the protected area plays an important role in the process of forming its attractiveness for the currently growing target market, focused on the consumption of environmental friendliness as an unconditional value. The results of literature review show that when the object of branding is a national nature park or any other nature protected object, intangible elements of the brand (affirmative opinions, beliefs and associations) must be based on the principle of eco-friendliness, and the tangible elements (logo, colours, design, semantic and visual effects) reflect this primary value. This is the so-called eco-brand which provides the ecological prerogative of the positioning object. The aim of this paper is to analyze the tangible and intangible components of Ukrainian national nature parks brands, their current market positioning, as well as the development of proposals for eco-brand formation of the national parks. The study tested text and visual content of Internet sites of Ukrainian national natural parks and analyzed their logos. As a result, most logos can be considered environmentally friendly due to their symbology and colours, but Internet sites are not customer and business oriented, and don’t reflect the national parks positioning. Based on a sample of 87 on‐ site visitor survey responses, two factors, the brand awareness and national parks attendance, were estimated. The brand awareness of Ukrainian national parks is critically small and directly depends on the brand awareness. The hiding place survey suggested that consumers do not identify national parks by logos and do not differentiate them well. The results of the survey of potential visitors were supported by the results of interviews with 8 ecotourism experts. Experts identified the current positioning for each national park, proposed changes in positioning based on the characteristics of the landscapes and hydrology, flora and fauna. Based on the findings of this study, the authors proposed a set of measures for the brand positioning of national parks within the framework of the eco-brand concept. The authors insist that the development of a national nature park in the concept of an eco-brand also means the introduction of environmental standards of landscape design, appropriate behaviour patterns and management approaches.

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У статті визначено сутність поняття «споживча лояльність», її види та форми. Розглядаються найбільш використані міжнародними операторами масового туризму заходи й інструменти формування споживчої лояльності, складові програм лояльності. На основі глибинного інтерв'ювання туристичних операторів визначено проблемні аспекти як формування програм лояльності, так і їх наповнення. Виділено першочергові завдання вдосконалення програм лояльності українських туроператорів. Визначено, що ключовими складовими програм лояльності міжнародних туроператорів є: клієнтська база даних (ідентифікація клієнта); комплекс комунікацій з клієнтами (утримання клієнта); пакет привілеїв (матеріальне і нематеріальне стимулювання потрібної поведінки клієнта); аналітичне ядро, що дозволяє спрогнозувати те, як клієнт поведе себе завтра, а також яким чином його поведінка позначиться на показниках бізнесу. The article defines the essence of the concept of "customer loyalty", its types and forms. The most used measures and tools of formation of customer loyalty, components of loyalty programs used by international mass tourism operators are considered. On the basis of in-depth interviews with tour operators, the problematic aspects both the formation of loyalty programs and their filling have been identified. The priority tasks of the Ukrainian tour operators loyalty programs improving are highlighted. It has been determined that the key components of the loyalty programs of international tour operators are: client database (customer identification); complex of communications with clients (customer retention); package of privileges (tangible and intangible stimulation of the client's desired behavior); an analytics kernel that allows you to predict how a customer will behave tomorrow, and how their behavior will affect business performance. The tangible (price) stimulation includes discount and bonus instruments aimed at the client to make repeated requests to the tour operator and, consequently, to increase the volume of tourist services. The undoubted advantage of purely cost-effective methods is that they can be easily and quickly organized in a simple and accessible form. The weaknesses of loyalty programs based solely on price instruments should be attributed to the short-term nature of this effect. The purpose of nonprice measures of loyalty formation is to establish strong friendly relations with the client in the long period run by offering him mainly unique emotional and social benefits from receiving tourist services. Non-price loyalty programs can be considered as the most promising type of loyalty promotion programs for a particular tour operator, because unlike price measures, which seek to change the behavioral loyalty of consumers, non-price ones aim at forming the so-called affective loyalty to the tour operator, because they appeal to the emotions. The preparation, implementation and support of a loyalty program generates significant costs and should therefore be considered as a long-term commitment and an integral part of a long...

The purpose of the article is to adapt the basic methodological principles of building a Tourism Satellite Account to the regional system of tourist statistics on the example of Ivano-Frankivsk Region. The authors used data provided by the Main Department of Statistics (Ivano-Frankivsk region), data from state statistical surveys “Regional Accounts” and “Structural changes in the economy of the country and its regions”. The methodological basis of the study were two documents: Satellite account of tourism: recommended methodological basis, 2008, issued by UNWTO and the UN Statistical Commission and Methodological provisions for compiling an satellite account of tourism in Ukraine. The results of the article were the method of collecting statistical data for the 5th and 6th table’s construction of Regional Tourism Satellite Account was specified, taking into account the system of Ukrainian regional statistics; the methods for data obtaining about production in terms of tourism products were identified; an algorithm for calculating the indicators characterizing the contribution of tourism to the region’s economy, which cannot be measured in the absence or insufficiency of statistical information, was proposed; the list of indicators characterizing tourist activity, for establishment of which carrying out of expert estimations is defined. The contribution of tourism to the economy of Ivano-Frankivsk region is determined on the basis of the Tourism Satellite Account methodology as gross value added of tourism industries (GVATI), tourism direct gross value added (TDGVA), Tourism direct gross domestic product. Thus, the process of disaggregation allowed determining the contribution of tourism to the economy of Ivano-Frankivsk region as 10.34% of the gross regional product, but without taking into account the shadow economy. This is more than twice as much as the figure for Ukraine, determined by the authors by the same method at 4.8%. It can be assumed that the assessment of the shadow economy ratio at the oblast level will allow clarifying the obtained indicators in further research.