Open AccessPricing as a component of a marketing strategy for the development of tourism destinations in the West-Ukrainian border areas
Author(s) -
Oleksandr Kyfiak
Publication year - 2019
Publication title -
vìsnik ternopìlʹsʹkogo nacìonalʹnogo ekonomìčnogo unìversitetu
Language(s) - English
Resource type - Journals
eISSN - 2706-8765
pISSN - 1993-0240
DOI - 10.35774/visnyk2019.01.051
Subject(s) - tourism , destinations , marketing , business , recreation , ukrainian , purchasing power , tourism geography , advertising , quality (philosophy) , economic geography , regional science , geography , economics , political science , linguistics , archaeology , epistemology , philosophy , keynesian economics , law
Based on the analysis and observation of the effective use of tourism opportunities in West-Ukrainian border areas, the study defines the following key tourist attractions: historical, cultural and architectural sights; unique natural recreational resources; proximity to borders and transport accessibility; organized local cross-border circulation (border- crossing by tourists, local residents, businesspeople); ethnic ties; knowledge of languages, traditions, customs and rituals; cross-border cooperation and membership in European regions; developed frontier infrastructure; the capacity of border crossing points, etc.The results of monitoring and comparing prices for tourism services and tourism products in the West-Ukrainian border areas and adjacent regions of other countries, there price differences for the same sets of tourism services, quality of services and function, as well as factors influencing the pricing in tourist destinations. Using Tourist Lviv as an example of pricing in a tourist destination, the specific features and the most common methods for pricing are determined. The author states that the analysis of demand for tourism services in tourist destinations such as Tourist Lviv, Sports Bukovel, Health Truskavets, Recreation Morshyn, Tourist Bukovyna, Historical Khotyn has helped to introduce innovative approaches to pricing in these destinations.It is proposed to regulate prices dynamically depending on the value for money for particular tourism services. The author also suggests other approaches based on the purchasing power of tourists in destinations where prices for guided group tours with interpreters and instructors are much cheaper than those for individual travelers, and where new exclusive special tours promote introducing client-oriented prices at the point of equilibrium between interests of sellers and buyers.It is established that in many popular tourist destinations in the West-Ukrainian border areas the paradigm of fixed pricing is becoming a paradigm of dynamic pricing, and dynamic pricing strategies seem to be more rational in comparison with fixed pricing strategies.