Positioning of the National Rural Green Tourism Brand in the Services Market

Abstract

The paper describes the issues of forming the national rural green tourism (RGT) brand as well as areas and ways of its positioning on the services market. The purpose of the study is a comprehensive analysis of the formation and development of the national RGT brand and justification of ways to position it for potential consumers. In methodological terms, the concepts of brand image and attributes (values) of brand equity were used to study the RGT branding. Methodical approaches to the study of the brand and its positioning in the services market were based on the application of systematization and chronology of organizational and product development of rural tourism, analysis of positioning strategies and methods for their implementation, statistical and sociological survey data processing. The stages, factors and tools in the formation of the national RGT brand for the last decades have been comprehensively considered in the study of national issues of rural tourism for the first time. The article clarifies strategies and ways of RGT services and tourism product positioning as brand components.During the period from the late 90s of the twentieth century to the present, there are three main stages of the RGT brand formation associated with its implementation, establishment and active development. The range of its values was expanding at each stage of the national RGT brand formation: from brand awareness through the assessment of its quality and benefits to the development of loyalty policy. The degree of formation and expressiveness of certain elements of the brand capital according to consumers and producers was assessed on the basis of statistical data, the results of various sociological surveys of tourists and monitoring of rural tourism entities. The main role in the formation and development of the national RGT brand and regional RGT subbrands was played by such factors as public and legal, informational and social support of rural tourism as a type of recreation in the country. Effective brand development tools include a variety of communication means with consumers, programs for categorization and certification of quality and environmental friendliness of services and active support for rural tourism entities – homestead owners. The important role of the NGO Union of Rural Green Tourism of Ukraine in ensuring the brand of the same name functioning has been emphasized.The positioning of the national RGT brand as a system of services and products in the services market was based on the use of certain strategies at the main stages of its formation: from the tourist product advantage to its competitiveness. At each stage of the RGT brand development, a certain set of ways to implement the dominant strategies was used. The article also deals with the debating points of RGT brand functioning and management. The potential for the revival of national rural tourism in the post-pandemic period is emphasized.