Non-traditional tourism product effective positioning system at the Ukrainian tourist services market

Bohatyryova, Galina and Богатирьова, Галина Андріївна and Богатырева, Галина Андреевна and Barabanova, Valentina and Барабанова, Валентина Віталіївна and Барабанова, Валентина Витальевна (2019) Non-traditional tourism product effective positioning system at the Ukrainian tourist services market. Торгівля і ринок України (45). pp. 115-125. ISSN 2079-4762

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Abstract

In the article the authors consider industrial tourism as a new way to meet the recreational needs of the individual. Exploring the resource potential of industrial tourism, the authors analyze the signs of tourist attractiveness of non-traditional tourism product in the form of objects of industrial heritage. The unique system of mining-industrial landscapes and engineering-technological objects of a modern industrial city is considered by the authors as an object of industrial tourism, which requires substantiation and introduction of a new model of perception of activity of industrial enterprises. While going with excursion we can get acquainted with technological processes characteristic of these enterprises, their infrastructure, so the authors consider such activity as a kind of socio-practical practice, which will meet the needs of different target audiences of tourism services consumers. The authors argue that, within the boundaries of anthropogenic-modified territories, during the acquaintance and visiting of industrial objects, the skills of self-knowledge and motivation of consumers of an untraditional tourist product can be formed. The production artifacts of the article treat the article as a sign of such a product, which is fully capable of satisfying the cognitive needs of tourists and influencing the formation of a positive opinion about the tourist object. Particular attention, according to the authors, there are deserved anthropogenic landscapes as an organic combination of monuments of industrial heritage and objects of nature. The authors developed a structural-functional model of the system of effective positioning of non-traditional tourist product in the market of tourist services of Ukraine. The constituent systems are defined: the type structure of industrial objects; positioning strategies and instruments for implementing the subjective positioning of an untraditional tourist product. The most effective are defined: features of perception of industrial objects, motivation of visits to industrial objects, demand for industrial tourism, positive tourist image of the industrial region, etc. Systemic use of such instruments will allow the tourists to offer a unique tourist product. The instruments developed and classified by the authors formed the basis of a new model of perception of industrial objects in the process of implementing an untraditional tourist product.

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