Improvement of development and promotion of the product of cultural tourism of the Khmelnytskiy region on the international market

Abstract

This paper deals with investigation of cultural tourism potential of Khmelnitsky region of Ukraine. The main methods and directions of Khmelnytskiy region's cultural tourism product design and promotion are explored. The creation of consortium of cultural heritage tourism stakeholders that promote visitation, prolonged stays, and present a unified voice for Khmelnitsky region to foster quality stewardship of local cultural heritage assets is substantiated. The ways for conducting partnership and collaboration inside Khmelnitsky region tourism development field are proposed. The creation of 4 sections strategy of Khmelnytskiy region's cultural tourism development is grounded. There are: 1. Popularization of tourist and recreational potential of Khmelnitsky region and creation of modern positive tourist image; 2. Development and improvement of tourist and recreational infrastructure of the region; 3. Improving the competitiveness of tourist products of the region; 4. Development of marketing and advertising and information activities of the tourism industry in Khmelnitsky region. The evaluation of cultural tourism product design and promotion in Khmelnytskiy region effectiveness is calculated. The specific tour route (Kyiv - Starokostiantyniv - Samchyky – Medzhibizh – Kyiv) for Khmelnytskiy region's cultural tourism promotion with preliminary calculation of tourism product cost is proposed. The forecasting of cultural tourism product further designing & promotion in Khmelnytskiy region as a whole and using specific separate tours (social connectivity, local gastronomy, pilgrimage tourism etc.) is substantiated. After our investigation through global tourism trends, we decided to point out some of separate local tours. “Stay like a local” is a key trend among travelers seeking cultural authenticity as they look to have a more real local experience by sharing accommodation with locals. Social connectivity is an emerging trend among cultural tourists as travelers show more concern towards social issues and are aware of the positive impact they can have. Exploring local gastronomy enables travelers to hone their culinary skills and experience different aspects of their destination’s everyday life. With pilgrimage tourism undergoing continuous transformations in recent years, pilgrimages or religious tourism is considered a subset of cultural tourism and pay a key role in Khmelnytskiy region. The competition of Khmelnytskiy region's cultural tourism on the world tourist market is investigated. There are the main factors of Khmelnytskiy region competition growing in tourism field: the emergence of an increasing number of countries that choose tourism and resorts of Khmelnytskiy region as a priority area of economic development; fierce competition at the level of corporate strategies (including cases of rapid price reduction - dumping); achieving natural maxima of some forms and types of tourism offered by Khmelnytskiy region.