INTERNATIONAL TOURISM BUSINESS TRENDS
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Документ Customization of the tourism product in the mice tourism market(Державний торговельно-економічний університет, 2025) Tomashevska, V.This article proposes and validates a customized hybrid event model in the MICE sector, developed for the Ukrainian city of Slavutych as a pilot destination. The research demonstrates how behavioral personalization, adaptive service design, and immersive technologies can be integrated into event architecture to meet the demands of international business tourism. The methodology is grounded in strategic marketing and includes PESTEL and SWOT analysis, STP segmentation, benchmarking, participant journey mapping, and scenario-based modeling. The proposed model enables data-driven personalization, dynamic spatial experience, and long-term emotional engagement. The study contributes to both theoretical and practical understanding of how underrepresented regions can offer globally competitive and intellectually enriched MICE solutions through symbolic innovation and digital transformation.Документ Development and promotion of a wine tourism product in the ukrainianblack sea region for the eu market(Державний торговельно-економічний університет, 2025) Kukh, V.-A.This paper examines the development of a wine tourism product in Ukraine’s Black Sea region targeting the EU market. It provides an overview of the region’s winemaking heritage and identity, its current tourism infrastructure and wine production profile. We propose objectives and scope for the product, and analyze marketing strategies suitable for EU promotion. Challenges such as security and brand awareness are discussed alongside opportunities from EU integration and global wine-tourism trends. Finally, recommendations for implementation and sustainability are given, including route development, community involvement, and alignment with EU standards.Документ INTERNATIONAL TOURISM BUSINESS TRENDS(Державний торговельно-економічний університет, 2025)The collection presents scientific articles of master's degree students, which highlight features of design and promotion of national and regional product portfolios for different types of tourism in the international market. There are strategic and innovative management methods for recovery of the tourism potential of Ukraine's regions in the post-war period. This scientific collection is intended for scientists, staff tourism business, university lecturers, graduate students and students. Materials are provided in the author's wording. The content of the materials is the responsibility of the authors.Документ Promotion of castle tourism product of the ternopil region on the international market(Державний торговельно-економічний університет, 2025) Kamenchuk, D.This article outlines a strategic plan for promoting castle tourism in the Ternopil region on the international market. It examines the region's substantial, yet underexploited, historical assets, including its numerous castles, palaces, and fortifications. The analysis identifies key challenges such as infrastructure deficiencies, geopolitical factors impacting safety perceptions, funding limitations, and insufficient international branding. To overcome these barriers, the plan proposes a multi-pronged approach centered on digital innovation, particularly virtual and augmented reality technologies, alongside strategic public-private partnerships, targeted influencer marketing, and a unified destination branding initiative. The article emphasizes the potential for castle tourism to drive economic growth, create employment opportunities, and contribute to the sustainable preservation of cultural heritage in the context of Ukraine's post-war recovery.Документ The strategy of personalization of the tourism product of the destination ternopil in the international market(Державний торговельно-економічний університет, 2025) Ulianenko, D.The article examines approaches to personalization of a tourist product using the example of the destination Ternopil in the context of global competition in the international tourist market. The key elements of the personalization strategy that influence the attractiveness of the region for foreign tourists are considered. The need for the introduction of digital technologies, analysis of the behavior of target segments and the use of local features as factors in the successful positioning of Ternopil as a unique tourist destination is substantiated.