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Title

Green tourism business as marketing perspective in environmental management

فصلنامه جهانی علوم و مدیریت محیط زیست، دوره: 8، شماره: 1
Year: 1401
COI: JR_GJESM-8-1_009
Language: EnglishView: 70
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Authors

O. Gryshchenko - Research Sector, Sumy State Pedagogical University, Sumy National Agrarian University, Sumy, Ukraine
V. Babenko - International e-Сommerce and Hotel and Restaurant Business Department, V.N. Karazin Kharkiv National University, Kharkiv, Ukraine
O. Bilovodska - Department of Marketing and Communication Design, Kyiv National University of Technologies and Design, Kyiv, Ukraine
T. Voronkova - Department of Economics and Services, Kyiv National University of Technologies and Design, Kyiv, Ukraine
I. Ponomarenko - Department of Marketing and Communication Design, Kyiv National University of Technologies and Design, Kyiv, Ukraine
Z. Shatskaya - Department of Economics and Services, Kyiv National University of Technologies and Design, Kyiv, Ukraine

Abstract:

BACKGROUND AND OBJECTIVES: Environmental guidelines and principles of sustainable development are becoming increasingly popular and are a priority for most business areas. One of the widely developing eco-destinations is green tourism, which is gaining a profitable and priority status, especially for lower middle-income countries. The purpose of the article is to determine the strategic marketing support for the development of green tourism on the example of Ukraine and its regions based on an approach to its assessment in terms of environmental and tourism competitiveness.METHODS: The authors used general scientific and specific methods: comparative, critical and system analysis, synthesis to search and group indicators of ecological and tourism competitiveness. Distance method, ranking, economic and statistical analysis were implemented to analyze the green tourism potential in each region in Ukraine and reveal the leaders and outsiders among them. For the accumulation, processing, visualization of data and forming the matrix of green tourism, based on data for ۲۰۱۵-۲۰۱۹, potential Microsoft Excel, Figma and Canva tools, Harrington scale were applied.FINDINGS: The approach to estimate the green tourism potential based on the ecological and tourism regional competitiveness according to the author’s list of ۳۷ indicators were proposed, the matrixes of green tourism potential of Ukrainian regions in ۲۰۱۹ and ۲۰۲۰ were developed, and strategic marketing support according to sustainable development for green tourism business were proposed. Strategic marketing support of green tourism development in Ukrainian regions was defined based on ecological and marketing strategies.CONCLUSION: The author's approach makes it possible to systematically assess the potential of green tourism using up-to-date statistical information. According to the tourism and environmental competitiveness rating, the regions with the most significant and worst potential were found. The positive dynamics of the development of green tourism in ۲۰۱۹-۲۰۲۰ were revealed. The results are the basis for providing comprehensive environmental and marketing support to ensure sustainable development and gain additional competitive advantages in the green tourism business.

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Paper COI Code

This Paper COI Code is JR_GJESM-8-1_009. Also You can use the following address to link to this article. This link is permanent and is used as an article registration confirmation in the Civilica reference:

https://civilica.com/doc/1259902/

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If you want to refer to this Paper in your research work, you can simply use the following phrase in the resources section:
Gryshchenko, O. and Babenko, V. and Bilovodska, O. and Voronkova, T. and Ponomarenko, I. and Shatskaya, Z.,1401,Green tourism business as marketing perspective in environmental management,https://civilica.com/doc/1259902

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