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Cultural tourism potential of Khmelnitskyi region of Ukraine as tourism product development basis
 
PIIS221979310013503-6-1
DOI10.37490/S221979310013503-6
Publication type Article
Status Published
Authors
Alexander Gladkey 
Occupation: Professor
Affiliation: Kyiv National University of Trade and Economics
Address: Ukraine, Kiev
Journal namePskov Journal of Regional Studies
EditionIssue 1 (45)
Pages77-91
Abstract

This paper deals with investigation of cultural tourism potential of Khmelnitsky region of Ukraine. The main features of Khmelnitsky region location and development are disclosed. The main awareness, attraction, accessibility, accommodation, activities, amenities, affordability of Khmelnitsky region cultural tourism development are substantiated. The most well-known attractions, located on the territory of Khmelnitsky region are described. The largest transport hubs of Khmelnitsky region are explored. The number of hotels, collective accommodation facilities, specialized accommodation facilities as well as sanatoriums and dispensaries are explored also. The indices of Khmelnitsky region infrastructure development are calculated. The most important priorities for the development of tourism in Khmelnitsky region are defined. The main cultural destinations of Khmelnitsky region are described. In total, Khmelnitsky region has 269 territories and objects of nature reserve fund: 39 reserves, including 15 ones of state importance, 198 natural monuments, 4 of them of state importance, Kamyanets-Podolskiy Botanical Garden, 7 protected tracts, 24 parks - monuments of landscape art, including 8 of national importance, one UNESCO monument - the Struve Arc, 3 of the four objects of which in Ukraine are located in the Khmelnitsky region. In total, it is one of the five most attractive tourist regions in terms of the number of potential objects for tourism. There are other famous cultural destinations of Khmelnitsky region: Podolskie Tovtry National Nature Park, Smotrych canyon in the valley of Smotrych river, Kamyanets-Podolskiy castle of the Middle Ages, Medzhybizh State Historical and Cultural Reserve with the fortress, Samchyky State Historical and Cultural Reserve, Starokonstantynov historical and cultural center and other interesting historical sites located in Sutkovtsi, Antoniny, Gubyn, Izyaslav, Hrytsov, Zinkov, Starokonstantynov, Pylyava, Zhvanchyk. Khmelnitsky region can use the trend of popularization of rural green tourism among the population of Ukraine and Europe. Khmelnitsky region is associated in tourism sector of Ukraine as a center of innovative types of tourism. It is one of the most potentially attractive in terms of tourism because contains a large amount of historical and cultural resources. To better understand the tourism potential and to provide characteristics of cultural resources in the Khmelnitsky region the SWOT analysis of cultural heritage tourism industry in the Khmelnitsky region is proposed. The main features of cultural tourism product design and development as well as the main mechanisms for its promotion on national and international market are disclosed.

Keywordscultural tourism, Khmelnitsky region, tourism product, tourism potential, cultural heritage, Kamyanets-Podolskiy, Medzhybizh, Starokonstantynov
Received19.05.2021
Publication date19.05.2021
Number of characters39769
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1 Introduction. The actuality of recreational and tourist potential research of any region lies in the fact that its methodological tools are effectively used for further design and promotion of regional tourism products on national and international tourism markets. The tourist product is a complex economic category and is an important element of the tourist services market. The complexity of its concept lies in the fact that it does not have a clearly expressed material or immaterial form. That is, it represents a certain combination of tourist resources of a different nature, which may have different properties within different territories. This emphasizes the importance of tourist product formation regional aspects through research of recreational and tourist potential of the region.
2 The purpose of the study consists of a research of cultural tourism potential features of the Khmelnytskyi region of Ukraine as a basis for further tourism product design and the development of mechanisms for its promotion on the national and international market of tourist services.
3 The objectives of the study include the analysis of the formation and location of the Khmelnytskyi region key tourism infrastructure elements (transport, hotels, restaurants, etc.), the study of cultural potential of the territory applicable to the field of tourism and recreation as well as analysis of the main cultural, art, architectural, natural and heritage resources of the region and directions of their usage in the field of tourist product design and promotion on the national and international market of services.
4 Scientific state of problem knowledge and the novelty of the study. The analysis of recent scientific publications showed that researchs of cultural tourism potential development in different regions of Ukraine are successfully conducted by leading Ukrainian scientists: T. I. Tkachenko, O. A. Lyubitseva, A. A. Beydyk, V. P. Rudenko and others. In particular, the peculiarities of location and organization of cultural tourism potential of Khmelnytskyi region are disclosed in the works of L. Altheim, V. O. Jaman, O. V. Zastavetskaya , B. I. Zastavetskyi, I. L. Ditchuk, S. A. Kovalev, M. Fedunets, V. Basirov, L. F. Artyukh, V. G. Banushok, K. I. Gerenchuk and others. However, further research of the Khmelnytskyi region cultural tourism potential development will be connected with researches of possible ways for improving the development of tourism products in the regional context.
5 Research information base. The proposed researchis based on free analytical, statistical, and informational papers downloaded from open-access Internet resources of the Ministry of Statistics of Ukraine, from the Khmelnytskyi Regional State Administration Website as well as from a number of free open-access bulletins of different national and international companies and organizations related to tourism development researches. For the purpose of meeting the previously mentioned objectives, we have used a number of qualitative and quantitative methods. The process of the scientific research implemented for the writing of the qualifying paper comprised the review of the existed literature on this topic, analysis of the current state of cultural and heritage tourism in the Khmelnytskyi region, and its main indicators. In the process of qualifying paper writing, the next research methods were used: analysis, systematization, comparative analysis, generalization, and classification. Moreover, the first theoretical part of the paper required the use of deduction, abstraction, and observation. In the second part, analytical methods were actively used along with SWOT-analysis. The third part of the paper was created with the usage of methods of tourism product design and promotion and the evaluation of their effectiveness. In this scientific work, the new cultural and heritage tourism product of the Khmelnytskyi region was developed as well as the complex of improvement measures for the tourism industry was proposed.
6 The results of research. Khmelnytskyi region is located at the junction of two historical and geographical regions — the Right Bank and Western Ukraine. The area of the region is 20.6 thousand sq. km, 3.4 % of the territory of Ukraine. The elongation of the region from north to south makes it possible to have several natural and climatic zones in the region. Khmelnytskyi region has a fairly rich natural resource potential and cultural and historical potential, which under appropriate conditions can become normal conditions for further development of the region.
7 In order to analyze tourism potential in the Khmelnytskyi region, we can assess the 7 A’s of the region's tourism industry. Seven A's of the tourism industry are the following: awareness, attraction, accessibility, accommodation, activities, amenities, affordability [11]. The 7 A’s of tourism have to be taken into account as part of any tourism destination branding strategy.
8

Successful destinations meet all seven essential requirements namely:

1. Awareness. Awareness is a term commonly used in consumer behavior literature. This is referred to as the brand or product that first comes to mind measured by the unaided recall. Wilson’s (1981) study confirmed that the higher a product is in the consumer’s mind, the higher the purchase intention and the higher the last reported purchase of the brand [10]. According to Woodside and Wilson (1985) the higher the position of a product in the consumer’s mind, the higher the product preference [14]. Countries, cities, and destinations, from a general perspective, face new important challenges. They seek on a daily basis their competitive advantages, thus place branding and place brand management are key to their success. Competitive territories are those that succeed in creating knowledge and facilitating learning, publicly discriminating their differences and their distinctive competencies.

2. Attraction. A tourist attraction is a place of interest that tourists visit, typically for its inherent or exhibited cultural value, historical significance, natural or created beauty, offering leisure or amusement opportunities. Places of natural beauty such as beaches, tropical island resorts, national parks, mountains, deserts, and forests, are examples of traditional tourist attractions that people may visit. Cultural tourist attractions can include historical places, monuments, ancient temples, zoos, aquaria, museums and art galleries, botanical gardens, buildings and structures (such as forts, castles, libraries, former prisons, skyscrapers, bridges), theme parks and carnivals, living history museums, public art (sculptures, statues, murals), signs, ethnic enclave communities, historic trains, and cultural events.

3. Accessibility. Transport is needed to physically move tourists from their home to the tourist destination. Globally, air transport dominates the movement of international visitors. In Ukraine roads and private motor vehicles serve as significant forms of access. Good roads and a well-developed bus service are necessary for those tourists who are unable to travel on their own transport. Train connections also playing a significant role in tourist transportation in Ukraine and pretty developed as a way of transportation for tourists.

4. Accommodation. This seems obvious but all destinations need accommodation nearby, otherwise, tourists will have nowhere to sleep. A variety of accommodation options will positively affect the destination because people are more likely to choose a destination where they have alternatives.

5. Activities. Attractions are often supported by a range of activities. For example, a beach attraction may have such a range of activities as windsurfing, sailing, paddle boarding, and surfboarding.

6. Amenities. Amenities are the services that are required to meet the needs of tourists while they are away from home. They include public toilets, signboards, grocery stores, retail shopping stores, restaurants and cafes, information centers, telecommunications, and emergency services.

7. Affordability. Last but not least is the seventh “A” which stands for affordability and is crucial for attracting tourists to the destination. Tourists should be able to afford the trip in terms of transport costs, accommodation charges, entrance fees at attractions and the number of days, which need to be spent on travel and stay; i. e. they should be able to afford the holiday in terms of time and money

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