MARKETING APPROACHES IN PROMOTING SUSTAINABLE TOURISM
Abstract
The article is devoted to the feasibility study of using marketing approaches and tools in the sustainable tourism promotion in order to achieve the sustainable development concept goals. The latest research and publications are analyzed, which reveal the negative impact of the tourism load growth problems on the environment, the difficulties of achieving sustainable development goals, the role of the tourism industry in this process and the concept emergence of sustainable tourism, the activation of which is taking place under the influence of current challenges and societal demands. Based on the analysis, the main directions of sustainable tourism development are identified, the sustainable tourism concept essence, its principles and components are investigated. The author has formed the main advantages of implementing sustainable tourism by players in the tourism industry. The recent research results on the subject of compliance with sustainable tourism and effective practices in achieving the sustainable tourism goals by all participants in the tourism industry are analyzed. Statistical data are presented, which confirm the need and implementing and popularizing feasibility the principles of sustainable tourism using marketing tools. The sustainable tourism marketing concept essence is presented, which includes the experiences promotion and travel destinations in a way that prioritizes environmental conservation, cultural preservation and social responsibility. The author groups the main effective marketing tools that will allow to communicate the business commitment to sustainable development and highlight its environmental practices and initiatives to target consumers and society at large. It is proven that the use of marketing tools in the sustainable tourism promotion not only helps to reduce the negative consequences of tourism, but also demonstrates the benefits, ensuring that travel is climate neutral, allows to attract travelers who are deeply concerned about the impact of their travels, reach a targeted audience that values responsible travel and supports socially responsible business.
References
Соловій І.П., Адамовський О.М. Сталий туризм: сучасний стан та перспективи розвитку в Україні. Економіка та суспільство. Вип. 50. 2023. DOI: https://doi.org/10.32782/2524-0072/2023-50-79
Lozano-Oyola M., Blancas F.J., González M., Caballero R. Sustainable Tourism Indicators as Planning Tools in Cultural Destinations. Ecological Indicators. 2012. Vol.18. pp. 659-675.
Горіна Г.О., Борблік К. Е. Механізм забезпечення сталого розвитку ринку туристичних послуг. Торгівля і ринок України. 2019. № 1(45). С. 137-147. DOI : https://doi.org/10.33274/2079-4762-2019-45-1-137-147
UNWTO International Network of Sustainable Tourism Observatories. URL: https://www.unwto.org/insto (дата звернення: 10.12.2024).
Мелько Л.Ф. Туризм в контексті сталого розвитку. Вчені записки університету «КРОК». Вип. 48. 2017. С. 190-197.
Осітнянко Д.О., Примак Т.Ю. Впровадження принципів сталого розвитку в туристичній індустрії. Ефективна економіка. Вип. 1. 2020. DOI: 10.32702/2307-2105-2020.1.152
Єрко І.В. Сталий та безпечний розвиток туризму як один з критеріїв трансформації конкурентного потенціалу суб’єктів туристичної індустрії. Підприємництво та інновації. Вип. 29. 2023. С. 7-13.
Заячковська Г. Концепція сталого розвитку туризму як засіб післякризового відновлення галузі. Вісник ТНЕУ. Вип. 5-2. 2011. С. 345-350.
Тимкова В.А., Савіна С.С. Вдосконалення маркетингових інструментів для розробки концепції сталого розвитку туристичних підприємств. Молодий вчений. Вип. 5(69). 2019. С. 241-245.
A Practical Guide to Sustainable Tourism for real travelers and not just tourists. URL: https://www.enelgreenpower.com/learning-hub/gigawhat/search-articles/articles/2024/02/sustainable-tourism (дата звернення: 12.12.2024).
Air passenger transport statistics. URL: https://ec.europa.eu/eurostat/statistics-explained/index.php?title=Air_passenger_transport_statistics (дата звернення: 12.12.2024).
Заваріка Г.М., Зеленко О.О. Сталий туризм як інструмент збереження культурної спадщини та відновлення постраждалих територій. Економіка та суспільство. Вип. 39. 2022. https://doi.org/10.32782/2524-0072/2022-39-78
Booking.com Sustainable Travel Report 2024. URL: https://www.gstcouncil.org/booking-sustainable-travel-report-2024/ (дата звернення: 12.12.2024).
Effective Policies for Reducing Tourism-Related Emissions. URL: https://www.statista.com/chart/31780/policies-to-reduce-tourism-emissions/ (дата звернення: 12.12.2024).
Enhance Your Tourism Marketing Strategies with Climate Contribution. URL: https://ecocart.io/sustainable-tourism-marketing-strategies/ (дата звернення: 13.12.2024).
Sustainable Tourism Marketing in the Age of Conscious Consumerism. URL: https://skyline.studio/sustainable-tourism-marketing/ (дата звернення: 13.12.2024).
Soloviy I.P., Adamovsʹkyy O.M. (2023). Stalyy turyzm: suchasnyy stan ta perspektyvy rozvytku v Ukrayini [Sustainable tourism: current state and development prospects in Ukraine]. Ekonomika ta suspilʹstvo [Economy and Society]. Vyp. 50. DOI: https://doi.org/10.32782/2524-0072/2023-50-7
Lozano-Oyola M., Blancas F.J., González M., Caballero R. (2012). Sustainable Tourism Indicators as Planning Tools in Cultural Destinations. Ecological Indicators. Vol.18. pp. 659-675.
Horina H.O., Borblik K. E. (2019). Mekhanizm zabezpechennya staloho rozvytku rynku turystychnykh posluh [Mechanism for ensuring sustainable development of the tourism services market]. Torhivlya i rynok Ukrayiny [Trade and Market of Ukraine]. № 1(45). S. 137-147. DOI : https://doi.org/10.33274/2079-4762-2019-45-1-137-147
UNWTO International Network of Sustainable Tourism Observatories. Available at: https://www.unwto.org/insto (accessed December, 10, 2024).
Melʹko L.F. (2017). Turyzm v konteksti staloho rozvytku [Tourism in the sustainable development context]. Vcheni zapysky universytetu «KROK» [Academic notes of the University "KROK"]. Vyp. 48. S. 190-197.
Ositnyanko D.O., Prymak T.Yu. (2020). Vprovadzhennya pryntsypiv staloho rozvytku v turystychniy industriyi [Implementation of sustainable development principles in the tourism industry]. Efektyvna ekonomika [Effective Economy]. Vyp. 1. DOI: 10.32702/2307-2105-2020.1.152
Yerko I.V. (2023). Stalyy ta bezpechnyy rozvytok turyzmu yak odyn z kryteriyiv transformatsiyi konkurentnoho potentsialu subʺyektiv turystychnoyi industriyi [Sustainable and safe development of tourism as one of the criteria for transforming the competitive potential of tourism industry entities]. Pidpryyemnytstvo ta innovatsiyi [Entrepreneurship and Innovation]. Vyp. 29. S. 7-13.
Zayachkovsʹka H. (2011). Kontseptsiya staloho rozvytku turyzmu yak zasib pislyakryzovoho vidnovlennya haluzi [The concept of sustainable tourism development as a means of post-crisis recovery of the industry]. Visnyk TNEU [Bulletin of TNEU]. Vyp. 5-2. S. 345-350.
Tymkova V.A., Savina S.S. (2019). Vdoskonalennya marketynhovykh instrumentiv dlya rozrobky kontseptsiyi staloho rozvytku turystychnykh pidpryyemstv [Improving marketing tools for developing a concept of sustainable development of tourism enterprises]. Molodyy vchenyy [Young Scientist]. Vyp. 5(69). S. 241-245.
A Practical Guide to Sustainable Tourism for real travelers and not just tourists. Available at: https://www.enelgreenpower.com/learning-hub/gigawhat/search-articles/articles/2024/02/sustainable-tourism (accessed December, 10, 2024).
Air passenger transport statistics. Available at: https://ec.europa.eu/eurostat/statistics-explained/index.php?title=Air_passenger_transport_statistics (accessed December, 10, 2024).
Zavarika H.M., Zelenko O.O. (2022). Stalyy turyzm yak instrument zberezhennya kulʹturnoyi spadshchyny ta vidnovlennya postrazhdalykh terytoriy [Sustainable tourism as a tool for preserving cultural heritage and restoring affected areas]. Ekonomika ta suspilʹstvo [Economy and Society]. Vyp. 39. https://doi.org/10.32782/2524-0072/2022-39-78
Booking.com Sustainable Travel Report 2024. Available at: https://www.gstcouncil.org/booking-sustainable-travel-report-2024/ (accessed December, 12, 2024).
Effective Policies for Reducing Tourism-Related Emissions. Available at: https://www.statista.com/chart/31780/policies-to-reduce-tourism-emissions/ (accessed December, 12, 2024).
Enhance Your Tourism Marketing Strategies with Climate Contribution. Available at: https://ecocart.io/sustainable-tourism-marketing-strategies/ (accessed December, 13, 2024).
Sustainable Tourism Marketing in the Age of Conscious Consumerism. Available at: https://skyline.studio/sustainable-tourism-marketing/ (accessed December, 13, 2024).
This work is licensed under a Creative Commons Attribution 4.0 International License.
