FORMATION AND PROMOTION OF AN ECOTOURISM PRODUCT

Abstract

The article is devoted to the substantiation of ecological tourism popularization, determining the needs of domestic ecotourists and features of formation and advancement of ecologically directed tourist products. Since the tourism industry is an important factor in a stable and dynamic increase in budget revenues, it makes a significant positive impact on the state of affairs in many sectors of the economy (transport, trade, communications, construction, agriculture etc.), so Ukraine needs to develop this activity. The peculiarity of ecological tourism is that it helps to involve citizens in learning about the natural, historical and cultural heritage of the region, preserving ecological balance, provides environmental education, increases employment in the region, stimulates market relations, and promotes a positive image of the country and international cooperation. The specific properties of the tourist product of ecological orientation have been considered and characterized, the importance of further development of ecological tourism has been substantiated, and the factors influencing the formation of the tourist product have been indicated. Each region has its own characteristics of the tourism industry, which must be taken into account in the formation and promotion of tourism products. That is why the study proposes the creation of a regional ecotourism product based on the preferences of potential consumers surveyed in the Zhytomyr region. Based on the survey data, a study of the potential demand for tourist potential in the Zhytomyr region has been conducted, socio-demographic information of respondents has been provided, information on the approximate duration of rest, number of trips per year, satellites during the holiday, budget per person and sources of information about tourist services have been visualized. The study actualizes the needs of modern tourists, offers options for ecotourism products, and presents some locations of eco-tourism. It has been planned to map the objects of the nature reserve fund, ecological trails, recreation points, hospitable estates in the Zhytomyr region with a description of these objects, infrastructure features, coordinates and ability to pave the route etc. Such actions will allow to get acquainted in detail with places of rest, to form demand for an ecotourism product and to provide active development of tourist sphere of the region.