THE INFORMATION MEANS TO PROMOTION GREEN TOURISM

Abstract

It has been determined that rural green tourism in Ukraine has a significant share in the tourism market. However, it is not the state institutions that promote it, but the efforts of NGOs and green tourism market actors. At the same time, the development of green tourism can solve a complex problem in depressed rural areas. Green tourism in Ukraine could be used as a tool for promoting modern advertising, marketing, researching tourists' needs, and stimulating them to improve the quality of services. The purpose of the work was to develop a new approach to creating information tools for the organization, marketing, advertisings of green tourism, improving the quality of services of this type of activity of rural population and developing a software product that implements this approach. In order to achieve this goal and solve the problems of the article, it is proposed to use a counter rating system and modern cloud technologies, on the basis of which a pilot sample of the software product was developed. The assessment of the subjects of green tourism and the package of typical tourist needs will be formed in the analysis of consumer requests. The review of the scientific literature was also conducted, analyzing both the identified consumer requirements for green tourism providers and the possible range of undetermined requirements, the main groups of criteria for evaluating the activities of the subjects of green tourism market, and other indicators by which the databases were formed. The scientific novelty of the obtained results lies in the formation of an original approach to the creation of a universal software complex for green tourism, the introduction of digital technologies in the field of marketing, the advertising of which has hitherto been carried out by amateur methods. The developed pilot sample of the software complex proves that it is the most adapted for use, updating of databases, and also provides the opportunity to reduce the cost of both computer hardware, software and its maintenance. It is created as a universal tool, including, for marketing and advertising, stimulating to improve the quality of green tourism services.