Rural Tourism in Ivano- Frankivsk Region

Bachelor Thesis for Obtaining the Degree

Tourism and Hospitality Management

Submitted to Kristof Tomej

Iryna Romaniuk

1211030

Vienna, May 29, 2016

Affidavit

I hereby affirm that this Bachelor’s Thesis represents my own written work and that I have used no sources and aids other than those indicated. All passages quoted from publications or paraphrased from these sources are properly cited and attributed.

The thesis was not submitted in the same or in a substantially similar version, not even partially, to another examination board and was not published elsewhere.

29.05.2016

Date Signature

Acknowledges

First of all, author wants to convey heartfelt gratitude to her thesis supervisor Mr. Kristof Tomej for providing with everyday support, professional guidelines and great knowledge during this year.

Furthermore, author is very thankful to her family, which has given her the opportunity of studying at Modul University Vienna and supporting throughout the whole life. Additionally, the author is very grateful to her friends and study colleges Irina and Ecaterina, who made the last 3,5 years of her life the most memorable and incomparable.

In addition, I would like to thank teaching staff of Modul University and all survey participants.

Abstract

The purpose of this study is to identify main issues of the development of rural tourism in Ukraine, particularly Ivano-Frankivsk region, and to find appropriate solutions for facing them and improving the service level. Currently, tourism is one of the fastest growing industries in the world, which shows much more positive perspectives and a huge range of opportunities in the future. People travel to distant destinations for participating in different events and exploring new lifestyles. That’s why every destination has to understand needs of tourists and to create effective strategy offering benefits, which guest can find in this country.

This study has been made because of the lack of information how actually rural tourism can be coordinated in the Carpathian mountains. The research is based on primary data, collected from a guest surveys, as well as academic articles, books and web-sites. The main findings indicate a great potential and importance of development of rural tourism in Ivano-Frankivsk region. A SWOT analysis based on the collected information is then used to suggest strategies on coordination of small businesses in rural areas and promoting Ukraine as a perfect destination with beautiful nature.

Keywords: rural tourism, agritourism, rural areas in Ivano-Frankivsk region.

Table of Content Affidavit ...... 2 Acknowledges ...... 3 Abstract ...... 4 1 Introduction ...... 7 2 Literature Review ...... 9 2.1 The Concept of Rural Tourism ...... 9 2.1.1 Types of Rural Tourism ...... 12 2.2 International Categorization of Rural Tourism ...... 13 2.2.1 Approaches to Rural Tourism in the UK and in the Nordic Countries15 2.2.2 French Experience of Recreation Services in Rural Areas ...... 17 2.2.3 Features of Rural Tourism in Spain and Italy ...... 20 2.3 IT Promotion and Marketing of European Agricultural Product in the Context of Globalization ...... 22 3 Case Study of Ivano-Frankivsk Region...... 23 3.1 Short Description of Ivano-Frankivsk Region ...... 23 3.2 Development Strategy of the Ivano-Frankivsk region 2020 ...... 25 4 Methodology ...... 27 5 Results and Discussions ...... 29 6 Conclusion ...... 38 7 Bibliography ...... 39 Appendices ...... 42

List of Figures Figure 1: gender differentiation among tourists in Ivano-Frankivsk region ... 29 Figure 2: purpose of the trip to Ivano-Frankivsk region ...... 30 Figure 3: age differentiation among tourists in Ivano-Frankivsk region ...... 30 Figure 4: usage of different types of transport while travelling to Ivano- Frankivsk region ...... 31 Figure 5: correlation between the purpose of the trip and accommodation type ...... 32 Figure 6: correlation between the amount of spending money and length of stay ...... 32 Figure 7: percentage of tourists stayed over in different cities in Ivano- Frankivsk region ...... 33 Figure 8: information sources about vacation in Ivano-Frankivsk region ...... 34

1 Introduction

Ukraine is situated in the center of Europe, which gives it a lot of opportunities and prospects. Even, with all these benefits, nobody can say, that this is a well- developed country. Currently, tourism is a very fast growing industry in many countries and has third place among person’s spending costs, after costs of food and accommodation (Newsome, Moore and Dowling, 2013). Tourism income is growing day by day and plays a very important role in the economy. This thesis discussing considering the potential of rural tourism offers in Ivano- Frankivsk region, situated in Western Ukraine. Despite having substantial recreational resources, tourism here is very slowly developing compared to other Central European countries. Only few years ago people have understood the importance of such business, but the lack of knowledge and investment do not allow them to offer a competitive service. I will try to give an explanation and advices in developing tourism in Ivano-Frankivsk region plus successful past experiences of well-developed countries can avoid future issues. My objectives are:

- to identify the barriers of developing tourism industry in Ivano- Frankivsk region;

- to find more solutions, which can help us to be a competitive tourism destination;

Much has to be changed in order to increase economy in Ukraine, and rural tourism is one of them, which can solve problems of poor quality of life, high unemployment rate, low salaries and keep young people in their country (Kudla, 2013).

“Tourism is the activity of persons travelling to and staying in places outside their usual environment for not more than one year for leisure, business and other purpose” (UNWTO, 1995, p.10). Therefore, as suggested, tourism has an impact on different areas of a tourist destination, which are as follows: economy, natural environment and built infrastructure, and local people and tourists

themselves (UNWTO, n.d.). The vision of tourism is based on meeting human needs and wishes.

Village and mountain areas began to play an important role in leisure and tourism all around the world, because people want to be more sustainable and environmental friendly (Roberts & Hall, 2003). Nowadays, some people cannot afford themselves to buy a vacation near the sea or ocean, and some people are just tired of luxury summer resorts and prefer to experience traditional countryside holidays in silent villages and mountain areas. According to Borg (2008, as cited in Kommpula, 2000), rural tourism is defined as, tourism which takes place outside of densely populated communities and tourists centers. Lane (1994, as cited in Roberts and Hall, 2003) suggests that there are three main characteristics, which clearly identify areas as rural:

- population density and the size of settlement;

- land use and economy;

- traditional social structures;

The tourism industry in regions such as Ivano-Frankivsk can be shown as a network of independent actors. They are able to co-operate in order to produce and offer final products and satisfy customer’s needs (Kommpula, 2000).

While being a part of the Soviet Union, Ukraine had the best tourism attractions, but not anymore because of the poor services, economic problems, old hotels and political issues (Hudman, Jackson, 2008). There is a Green Union in Ukraine from 1996, which helps people to find all necessary information on their web site www.greentour.com.ua. It also provides all relevant information such as photos, description, possibilities and even, which bird can wake you up in the morning. A direct contact with nature in combination with acceptable financial costs are making rural tourism more attractive and one of the most effective kinds of recreation and outdoors activities.

In order to provide current and robust information on the studied topic, the collection of primary data is essential (Veal, 2006). This type of data was

collected from a survey based on a questionnaire consisting of 16 close-ended questions disseminated at several museums in Ivano-Frankivsk region during two weeks.

Secondary research is of outmost importance for this study for the reason of answering the questions that lead to the main purpose of the research. The components of secondary research section include several sources such as: journals, books, internet websites, statistics and scientific articles. The review of these sources covers the areas of statistics of tourism development in Ivano- Frankivsk region, destination management and future outlook of the region as a well-developed rural destination. Based on the secondary data and the results of the questionnaires, a SWOT analysis of tourism in Ivano-Frankivsk region is conducted.

As a conclusion, the thesis provides a better understanding of rural tourism industry in Ivano-Frankivsk region, how it performs as a tourist destination and is perceived by people.

2 Literature Review

2.1 The Concept of Rural Tourism

Nowadays, there is a massive shift from the usual tourist recreational trips to educational trips. The concept of the three common “S” (“Sun-Sea-Sand) is changing to the concept of three “L” (Landscape-Lore-Leisure”). Therefore, there is a strong demand of travelling to rural areas, where the urban residents are surrounded by agricultural and green landscapes, traditional rural lifestyle with pets and natural products (Rutynskiy & Zinko 2006).

The activities, that we call now rural tourism were common since ancient times. Even in the Roman Empire there was a fashion to spend vacation in rural areas far from large cities. The massive interest in rural tourism – the kind of tourism that takes into account the needs of the environment in rural areas, can be seen from the XIX century. From the second part of XX century, rural tourism has

become the “saving place” from the impacts of stressful developed industrial cities for people of huge cities (Postna, 2010).

The biggest issue for the development of rural tourism were poor transportation systems to the leisure centers and low quality services. However, in the early XX century majority of rural European villages have successfully overcome them. Through the efforts of regional and local authorities the communication infrastructure have been upgraded; a huge amount of private cars has given a possibility to reach the desired regions without any difficulties; the quality of accommodation and recreation services have met all the standards (Cherchyk, 2009).

According to Roberts and Hall (2003), rural tourism activities are situated in rural areas. However, this very simple definition is unclear in many aspects. It is difficult to create one common definition because:

- “urban” tourism is not situated only in cities; - currently, not all existing tourism in villages can be covered by the concept of “rural tourism” (health resorts, auto camping which are situated in rural areas, but have another focus); - “rural areas” are defined in various ways in different countries;

The World Tourism Organization experts agree with the opinion, that rural tourism is a complex of many activities, which includes rural excursions, mountain hiking, climbing, horseback riding, sport and wellness travel, hunting and fishing and other similar ones. (Roberts, & Hall, 2003)

Most Western researchers agree that rural tourism can exist, when there is less than 10-20% of land areas covered with buildings. Typically, rural areas have low population density, which is the result of small settlements. Organization of Economic Cooperation and Development uses the main criteria such as population density of 150 persons per km2. The average value of the rural population density differs between countries because of the existence of different classifications in many countries as it show in table 1 (Murdoch & Marsden, 1994).

Table 1. Criteria for defining rural areas in different countries (Murdoch & Marsden, 1994, p.232)

Country Criteria

Australia Resettlement population numbering less than 1000 persons.

Austria Rural areas with a maximum population of 5000 persons.

Canada The areas with the territory up to 400 km2 and population – maximum of 1000 persons.

Denmark, Norway Settlement up to 200 persons.

UK Area with rural infrastructure and population up to 10 000 persons

France Areas with a population up to 2000 persons

Switzerland, Portugal Areas with a population up to 10 000 persons.

Thus, the term “rural area” is characterized by an open space with disperse settlement system, low population density and small villages with a population of maximum 10 000 persons.

According to Folorunso, Khoo-Latimore & Nair (2014), the following features can characterize rural tourism:

- environmental protection; - minimal damage by offering tourism services; - controlled used of the tourism services (vehicles, energy, drinking water);

- social justice for local communities (income and benefits from tourism have to be shared with the interest of the local population and cannot move to foreign investors); - aesthetic harmony of tourism and nature (tourism activity and infrastructure integrate with the historical environment and save the local uniqueness).

It is self-evident that, rural tourism has its advantages and disadvantages. Baranovskiy (2008) suggests such benefits as:

- providing tourist accommodation where hotel industry is not present; - providing employment possibilities for local people; - preserving local traditional lifestyle; - selling agricultural products; - increasing quality of life; - improving understandability between people from the villages and from the big cities; - motivation for learning new things;

Unfortunately, there are some disadvantages as well (Baranovskiy, 2008):

- very often only wealthy villages are engaged in rural tourism, because poor peasants do not have possibility to start business; - tourism seasonality coincides with fieldwork; - after some years, traditional culture becomes very similar to urban;

To sum it up, rural tourism can be defined as a form of tourism practiced in rural and farm areas offering services in small family hotels or cottages, trying to highlight natural areas, local culture and gastronomy.

2.1.1 Types of Rural Tourism

The concept of “rural tourism” is often equated with the term “agritourism”. Indeed, there are many parallels between them but it is not correct to make them equally the same. Rural tourism is a broader kind of tourism than agritourism.

We can say that agritourism is one of the main subgroup of rural tourism (Petroman & Petroman, 2010).

According to Postna (2010), agritourism is a kind of leisure tourism, which is concentrated in rural areas and includes the use of agriculture (farming) for the purpose of recreation, education or active involvement in traditional forms of farming. Agriotourism can manifest itself in many forms but always contains the rent of rural accommodation (Petroman & Petroman, 2010).

Petroman & Petroman (2010) offer some common forms of agritourism:

- agrarian tourism (helping farmers to gather fruits and vegetables); - agricultural tourism (visiting farm for pleasure and relaxation);

The difference from the traditional rural tourism is that, very often agritourism brings no income for the farmer (Postna, 2010).

Another type of rural tourism is ecotourism – travelling into natural areas or form of tourism that responsibly protect nature and promote prosperity of the local inhabitants (Lucian, 2012).

Nowadays, ecotourism has the fastest growth and the strongest demand in areas with important natural resources (national and landscapes parks). There are two forms of ecotourism: active ecotourism (hiking, cycling, horseback riding, fishing, hunting) or faunal and floral trip (Dyshliuk, 2011).

2.2 International Categorization of Rural Tourism

Rural tourism in the form of international tourism has first emerged in France and Switzerland. From early XVIII century, there were first little houses – chalets for British expeditions of naturalists in French and Swiss Alps (near Montblanc and other high peaks). Rural tourism became world famous in the second part of the XX century. That is, when the concept of “Bed & Breakfast” – temporary residence in simple rooms or small houses regardless of their location –has become very popular in the USA and the UK. Later, the concept “Bed & Breakfast” evolved into farmhouses and small mini-hotels situated only in the rural areas (Boiko & Boiko, 2008).

Rutynskiy and Zinko (2006) offer such specific types of accommodation in rural tourism according “Bed & Breakfast” concept:

- B & B Cottage – temporary residence (about 6 - 7 days) in fully rented cottage, which is situated in a rural area (or resort villages). It is common to offer this type of accommodation near a sea, lake or a mountain. - B & B farm vacation – centers that are focused on children vacations in the picturesque countryside areas. It is used for seasonal stay of children of different age groups from big cities during school holidays and provides possibilities to communicate with peers, recognize the natural value and enjoy holidays in “home-like” atmosphere without parents. - B & B homestay – temporary residence (approximate 5 – 7 days) in separate guest rooms in rural houses together with the owner and his\her family. Staying in these houses is accompanied by attracting guests to the traditional rural lifestyle. - B & B farm stay – temporary residence (about 5 – 7 days) in farmhouses or in camp houses at the farms. Guest are able to buy owner’s products and participate in agricultural work on the farms.

From the XXI century, rural tourism is determined as the fastest growing sector of world tourism. According to the European Federation for Farm and Village Tourism (2005), young people (up to 33 years old) who live in big cities (population of more than 100 000 persons) prefer rural tourism and make 86.7% out of the total number. The reason of choosing tourism was in:

- 35.2% - “escape” from stressful lifestyle; - 20.2% - possibility to combine relaxation with rural activities (cycling, hiking, hunting); - 17.3% - desire to stay in countryside and communicate with a nature; - 10.4% - family holidays (pay attention for children and relatives); - 5% - sport purpose with using cheap accommodation; - 11.9% - another purposes (Kuzyk, Kuzyk & Rytynskiy, 2011).

It is important to note that rural tourism has originated in Europe, but the leadership in the recent decades is consistently held by the USA. 2\3 out of the population made at least one rural vacation during the last three years (Kommpula, 2000).

As for Europe, it is important to the note significant amount of governmental support programs for attracting communities to rural tourism. The European Union sees rural tourism as the best way for recovering and improving economic development in rural areas. Experts of the European Bank for Reconstruction and Development estimate that moving to the town is in 20 times more expensive than creating comfortable conditions for life and work in the countryside. An important point is that the income received from one overnight is equal to the annual income per farmer’s cow (Roberts & Hall, 2003).

2.2.1 Approaches to Rural Tourism in the UK and in the Nordic Countries

United Kingdom professes classical European traditions and values of rural recreation for decades. 1100 rural accommodation places are accredited by the National Tourism Organization in UK. Rural tourism provides more than 380 000 jobs and existence of 25 000 little businesses only in rural England (excluding Wales, Northern Ireland and Scotland) (Rutynskiy & Zinko, 2006).

An interesting approach to the categorization of rural accommodation for tourists is implemented by Iceland, where rural areas cover 70% out of the total island square (Rutynskiy & Zinko, 2006).

All village accommodation is divided into 4 room categories with mandatory breakfast meal in Iceland:

- CAT I – simple rooms; daily cleaning; towels; shared big guest room; - CAT II - rooms with washbasins and extra relaxation sofa with chairs; daily cleaning; towels; shared big guest room; - CAT III – well equipped rooms with furniture and en-suit bathroom; daily cleaning; towels; shared big guest room;

- CAT VI – possibility to stay overnight with own sleeping bag in shared room (1 – 4 persons) (Melnychenko, 2011). Apart from room categorization, there is also guesthouse categorization. General requirements for such type of houses are reduced to the following points:

1. The house should be clean and in good condition with centralized water supply and WC. 2. The house should be small and rented maximum by one family. 3. The farmer must offer duvets. 4. The farmer must provide necessary cooking devices and clean dishes. 5. Categories A, B, C and D differ in size and comfort level: - Category A – simple very small house with mentioned above requirements including one WC. - Category B – includes conditions from previous category plus one separate living room and guest room with comfortable furniture; - Category C – includes conditions from previous category plus bathroom and refrigerator; - Category D – includes conditions from previous category plus luxury furniture and technology (Rutynskiy & Zinko, 2006). Each category includes typical breakfast consisting of fried or boiled eggs, 4-6 types of sandwiches, tea, coffee, milk, juice (Rutynskiy & Zinko, 2006).

The National Association for Agritourism in Denmark was created in 1988. Currently it unites 209 persons owning 1268 accommodation places in rural areas. This country has it’s own accommodation categorization which is similar to the one for hotel’s:

***** - minimum floor area of 43 m2; separate bedroom (one or two), living room, kitchen, every room has own bathroom with separate toilet, fireplace, own sauna, all household staff (refrigerator, freezers, cooking plate, dishwasher, microwave, TV…);

**** - minimum floor area of 24 m2; separate bedroom (one or two), living room, kitchen, one bathroom with separate toilet, fireplace, own sauna, household staff; *** - minimum floor area of 24 m2; one separate bedroom, living room together with kitchen, shared bathroom with separate toilet (used by up to 10 persons), fireplace, own sauna, TV, cooking plate, refrigerator; ** - minimum floor area of 12 m2; separate one bedroom, living room together with kitchen, shared bathroom with separate toilet (used by up to 10 persons), wood oven, cooking plate, refrigerator and TV; *- minimum floor area of 12 m2 , oil lamp or gaslight, shared bathroom with separate toilet (used by up to 10 persons), wood oven, gas cooking plate, possibility to keep products in cold basement (Rutynskiy & Zinko, 2006) The living room assessment is carried out by their area and interior. General bedroom’s requirement are minimum floor area of 7 – 10 m2 and minimum bed’s size 80*200 cm with a clean mattress.

Currently, in Finland, the greatest demand is for small houses without owners situated on near protected lakes or rivers (in taiga). Guest are able to rent the whole forest house with using all house equipment, energy, wood, sauna, boat…Most houses have TV (4* and 5* houses are equipped with modern technology). Rent terms include permit for sport fishing (Boiko & Boiko, 2008).

2.2.2 French Experience of Recreation Services in Rural Areas

Rural tourism of this country is presented by the National Organization “Gites de France” (Maison des Gites de France et du Tourisme Vert). This organization offers village houses for any taste and type of recreation, which are certified to high national service standards. Generally, rural houses in France are decorated with national unique charm and look much better and more comfortable than accommodation in Nordic countries (Baranovskiy, 2008).

France has adopted such standards of rural life as:

* - small house with garden and furniture, shared bathroom and toilet (maximum up to 6 persons), grill, cooking plate, refrigerator, dishwasher, necessary cooking staff; **- conditions from previous type plus own bathroom, washing machine, mixer, coffee machine and TV; ***- conditions from previous type plus separate entrance and garden part, two toilets, telephone, cleaning service; ****- conditions from previous type plus more comfortable house with interior and fireplace; *****- conditions from previous type plus private small landscape park including swimming pool or tennis court or sauna, garage and more technical equipment (Rutynskiy & Zinko, 2006).

In all types of accommodation, price includes breakfast that consist of fresh homemade bread, milk, croissants with homemade jam, cookies, various cheeses and local wines. Some places accept guests with their pets (cats, dogs, guinea pigs…), offering them special infrastructure and services (Rutynskiy & Zinko, 2006).

There is also a specific categorization for persons with disabilities, certified by the organization “A.P.F.”:

- category I – accommodation on the ground floor with the special entrance and possibility of moving inside (to the kitchen or bathroom or bedroom) in wheelchair; - category II – similar to previous category but with more limited conditions of moving inside the house (Rutynskiy & Zinko, 2006).

France has a specially designed children recreation program for pupils in rural areas during school holidays. Children at the age from 3 till 13 years old have a possibility to live in village houses, take care of farm animals (cows, pigs, rabbits, chickens, etc.), to play active outdoors games with peers, to make exciting trips and adventures. Children can learn national dances, crafts, folklore or foreign languages as well. The quality of this program is controlled and

certified by the French Ministry of Health and Social Security (Descamps, 1997).

France has also a well-developed sector of camping tourism which is attractive for people who prefer to travel using their own car. They are situated in rural areas with possibility of getting fresh homemade meal from farmers. All campsites constantly are checked for existence of all national standards and receive categorical certificate (Postna, 2010).

There are such categories as:

*- camping is situated near village, area for tents is 3000 – 400 m2, one toilet and one sink for laundry, 1 – 3 shower or bath places, conduit with cranes of hot and cold water. **- conditions from previous type plus children playground and adult sport ground. ***- conditions from previous type plus electricity possibility, bio-toilet, covered parking, 2 – 3 bath places, 2 – 4 shower places, 3 places for laundry, car wash place. ****- conditions from previous type plus relaxation room, payphone, more bath and shower places (1 for 10 persons) (Rutynskiy & Zinko, 2006).

Villages near beautiful landscape parks are very popular among tourists. There is a special investment program “Gites de France programme, chalets-loisirs” for development infrastructure of such villages. In order to promote agriecotourism in French national parks, a panda – hotel (Panda – Gites) chain has been created. It is certified by WWF and met the following requirements:

- it fits in national landscape style with measurable level of service and does not require a large expenditures of resources; - it follows sustainability principles by using eco-technology; - it offers eco-tourism support programs, renting binoculars, fauna guides, maps with eco-tourist routes (Rutynskiy & Zinko, 2006).

According to the agreement between “Panda – hotels” and WWF France, scientists and experts of organizations are carrying out regular checks on compliance with the rules of environmental business style (Descamps, 1997)

Extremely popular among French population and foreigners are recreational programs in castles, situated on scenic agricultural landscapes plains and foothills. These castle-manors offer tourists from one simple guest room to the apartments with a graceful aristocratic service. There are more than 700 castles and palaces of exquisite architectural styles, certified for tourists. Their interiors are decorated with many old pictures, sculptures, ceramics, antique and modern furniture (Dyshliuk, 2011).

2.2.3 Features of Rural Tourism in Spain and Italy

Nowadays, Spain is a serious competitior in rural tourism for France. The owners of small rural houses are united in associations. Their task is to do the categorization of rural houses depending on the service level and monitor their working process (Marti, 2004)

Spain has the following categorization in rural tourism (Lozano, 1997):

- HR (hotel rural) – rural hotel; - CA (castillo) – castle, historic estate; - CR (casa rural) – small rural house.

In general, Spain offers more than 5,000 recreational options (approximaly 27,000 places) in rural areas. 750 rural hotels are categorized by the system “INNS OF SPAIN” based on awarding from 1 to 4 tulips. Some of these village hotels are situated in converted monasteries, estates, historic castles, also on Canary or Balearic islands as well. The approximate price of accommodation in rural areas is 25 – 120 dollars per person/night (Marti, 2004)

It is quite easy to browse catalogs or find appropriate rural home for everybody in the offices of rural association or on the official web site. Besides, workers of such offices are involved in booking air tickets, opening visa and car rental.

Spain holds the first place in promoting rural tourism among European countries (Boiko & Boiko, 2008).

From 1993, Spain holds annual international exhibition “Exhibition of Tourism, Sport and Rural Development”. The first European Congress of Rural Tourism was held in Spain in 2013, organized by European federation of farm and rural tourism (EuroGites). Annually 1.2 million people use l rural tourism services in Spain (Folorunso, Khoo-Latimore & Nair, 2014).

Italy is not so far behind France and Spain. This country focuses the tourist’s attention on historic tradition of recreation in the Alps and along the seaside. For many years agritourism in Italy has been seen as the main form of business activity. That’s why rural tourism in this country is closely intertwined with sea tourism. Because of preferential tax treatment for rural entrepreneurship in Italy, there is an extensive network of prestigious recreational cottages and guesthouses not lower than 3*, which have all the necessary recreational infrastructure (tennis court, swimming pools, jacuzzi, horse riding…) (Trifiletti, 2004).

An important factor of Italy’s specialization in agritourism is wine and gastronomic tourism. Each province of the country is famous for its grapes and wines of unique taste. It is usually possible to taste them in small private wineries and in houses, located in rural areas (Petroman & Petroman, 2010).

Unfortunately, nearly half of rural cottage’s owners do not “hurry” to leave the “shadow” and to pass the government certification, to obtain the license and to pay taxes. The National Tourist Organization estimates, that only 7000 agritourism business out of 12 000 are licensed by state institutions. Other 5000 are still very skeptical to standard procedures, central reservation systems, participation in exhibitions offered by associations of rural tourism and prefer direct contact with consumers (Folorunso, Khoo-Latimore & Nair, 2014).

Annually 2 million people use rural tourism services in Italy, bringing an income of 350 million dollars and 78% of them is Italian population (Folorunso, Khoo-Latimore & Nair, 2014).

2.3 IT Promotion and Marketing of European Agricultural Product in the Context of Globalization

From XXI century, more than half of European rural products have been sold through Internet. Nowadays, an active support from European governments and the USA helps in developing the system of promotion and booking of rural products. Annually about 2 billion dollars are spent in USA for creating a new network infrastructure. Research in the field of network communications are funded by governments of UK, Sweden, Finland and Germany (Rutynskiy & Zinko, 2006).

Some analysis showed that the lowest participation in the Internet is on weekends and holidays and the highest – on weekdays from 14:00 until 17:00 (Folorunso, Khoo-Latimore & Nair, 2014).

In the late 1990s all national rural organizations in Europe were united into the European Federation for Farm and Village tourism (EuroGites) (Ziemele, 2004).

The main purpose of the Federation is defined as (Ehrlich, 2004):

- to comprehensively popularize holidays in the countryside; - to learn and to keep the potential value of rural tourism; - to promote rural tourism in all agricultural areas of Europe; - to implement sustainable rural tourism for various forms of recreation in the countryside; - to target investments into the development projects of rural tourism that support the principles of keeping beautiful landscapes and ethno-cultural diversity of Europe and promote the growth of employment in rural communities; - to provide assistance to the organizers of rural tourism (consultation, marketing tips, practical courses).

Rural tourism is becoming more popular every year. From one side, it allows a affordable holiday for tourists, and from the other side, it helps to develop rural farms. In conclusion, rural tourism increases employment in villages, it has

positive economic and ecological impact and helps to keep and develop local lifestyle, attractions, historical and cultural heritage.

3 Case Study of Ivano-Frankivsk Region

3.1 Short Description of Ivano-Frankivsk Region

Ivano-Frankivsk region is stretching from the northwest to the southwest along the Ukrainian Carpathians. It is the region with the highest mountain in Ukraine. About 43% of its territory is mountains and the most famous among them are the ranges of Chornogora, Gorgany, Grynyavy and Chyvchyny. Ivano- Frankivsk region includes many ethnographic areas, such as Opillya, Pokuttya, Guculshchynna and so on. Their inhabitants have preserved the rich traditional Ukrainian culture, as well as a number of original rituals, folk architecture, clothing and lifestyles, art crafts, that attract the attention of tourist. With its picturesque landscape and ethnographic diversity, Ivano-Frankivsk has formed the image of one of the most popular tourist regions of Ukraine (Fedulova, 2006).

Ivano-Frankivsk’s region covers an area of 13.9 thousand square km2 (2.3% of Ukraine). It has a population of 1.45 million (2.9% population of the total population of Ukraine). The proportion of rural and urban population is respectively 56.6% and 43.4%. The region consist of 15 cities (two cities - Kolomyya and Kalush have a population above 50 thousands), 24 towns and 765 villages. The landscape can be divided into three types: plains, foothills and mountains. The local climate is temperate continental: the average temperature in winter is -5C and the average temperature in summer is +18C. The Carpathian mountains have more severe climate, depending on the elevation. The average temperatures here are 3-5C lower than in the foothills areas (Rutynskiy & Zinko, 2006).

Snow stays for five months on the Carpathian slopes, which contribute the development of winter sports. There are few mountain rivers forming cascades and waterfalls. Ivano-Frankivsk region also has the biggest forest area in

Ukraine, which is 41% of the region’s territory. It is important to note, that Ivano-Frankivsk counts 147 objects of nature-reserved funds and 3.5 thousands of historical monuments. The region has five cities mentioned in ancient chronicles: Galych (898 AD), Tysmennycya (1143), Snyatyn (1158), Tlumach (1213) and Kolomyya (1240) (Sus, 2006).

According to Lucian (2012), tourism destination offers a wide range of services that include rich national cuisine, juice bars with cocktails from Carpathian herbs, as well as pools, saunas and rental of mountain gear. There are a lot of excursions during summer and spring, such as:

- combined bus-walking tours (visiting old cities, villages, monasteries); - walking and hiking tours; - water rafting across mountains rivers in canoes;

Equally popular is winter tourism. For many decades, the Vorohta-Yaremche area has been a leader in the ski and snowboard tourism in the Carpathian mountains. A modern infrastructure of winter sports (ski tows and chairlifts, ski jump complexes, tamping machines, rent of mountain equipment, etc.) has been created in all tourists’ centers (Kudla, 2013).

The newly built tourists complexes, private hotels and farmstead estates in Vorohta, Tatariv and Yablunycya provide the level of European service standards (Kuzyk, Kuzyk & Rutynskiy, 2011). The major competitor of the large tourist complexes is rural tourism, in which, high level of comfort is combined with “home” hospitality in rural families and unforgettable ethnographic lifestyle in the countryside (Prodius, 2009). The main advantages are the opportunity to gather herbs, berries and mushrooms in the forests, acquiring skills of cooking national Carpathian dishes from domestic raw materials and mastering rural crafts (Melnychenko, 2011).

In conclusion, it is necessary to note that only rural tourism can really help the small settlement of Ukraine to survive in the current economic and demographic conditions.

3.2 Development Strategy of the Ivano-Frankivsk region 2020

The following sub-section is based on the official publication “Development Strategy of the Ivano-Frankivsk region for the period until 2020” written by Popovych, Nasadiuk, Kashevskyi, Yavorska, Zdrok & Yakymiv in 2014.

The modern world of competition and common global challenges, lack of natural, financial, human resources motivate all various markets seeking of new development opportunities using their own strengths and opportunities and getting better access to resources. The development strategy of the Ivano- Frankivsk region 2020 was created based on the Ukrainian Law “The Stimulation of Regional Development", taking into account the Development Strategy of Ukraine till 2020 and the experience of implementation of the Strategy of economic and social development of the territory of the region by 2015.

The strategy developed by the working groups and has been created on May 15, 2014 by a series of workshops and discussions during April and in August 2014 by organizational and methodological support from the European Union project "Regional Development Support in Ukraine". The process of collaboration on this strategy allowed bringing together many organizations and active people from various sectors of society, governmental agencies, local governments, academic institutions and NGOs.

The strategy promise to transform Ivano-Frankivsk in unique place combine with European value and national traditions, open to cultural cooperation, offering competitive tourist resorts and recreational centers of Ukraine, innovation comfortable economic system, safe environment and high level of social life. This strategy defines long-term prospects focusing on the needs of future generations.

There was not enough attention to issues about regional development in Ukraine. In fact, the state did not create strategy for stimulating national development.

Economic development involves policies and programs, implementation of which allows the regional adaptation to economic change by improving its competitive position based on production factors, human resources, information technology, capital and infrastructure.

The main tasks are:

- to create a positive investment image of the Ivano-Frankivsk region; - to improve the quality of investment support; - to develop business support infrastructure; - to improve the management of energy resources; - to increase the efficiency of enterprises and organizations plumbing economy; - to reducing the negative impact on environment from industrial and residential facilities; - to create new and support existing tourism products; - to develop resort and recreational areas in Ivano-Frankivsk region; - to improve access to markets for agricultural producers; - to create trainings for small businesses in rural areas; - to promote self-employment in rural areas, especially - in the highlands; - to develop primary health care in rural areas; - to develop leadership and entrepreneurial skills of young people; - to keep the regional traditions and development of Ukrainian culture.

A monitoring system has to be created in order to ensure the control of strategy implementation. The realization of the strategy is based on the partnership and coordination of all major stakeholders. The process of monitoring strategy will be done every three years for checking and clarifying elements that may be occurred and impacted by external and internal factors (Popovych, Nasadiuk, Kashevskyi, Yavorska, Zdrok & Yakymiv, 2014).

4 Methodology

As mentioned before, primary data collection plays an important role in research study. For the current study, it can give present practical information on guest’s satisfaction level with rural tourism experiences in Ivano-Frankivsk region. Consequently, it was decided to conduct a guest survey based on a questionnaire of 16 close-ended questions.

According to Veal (2006), questionnaire is the type of survey method for making quantitative research and it is very practical for situations, when interviews are inconvenient. It is an easy and cheap way of gathering large amount of information from a big sample size. Questionnaire is also very quick way of getting data collection because respondents do not need to present answers and give open-ended explanations. Besides all these benefits, there is a range of disadvantages and limitations as well. This research method can be characterized by a lack of details and explanations for the researcher. Furthermore, different respondents can understand questions in different ways, while the researcher if often insensible to what is important for the respondent. This affects the validity and accuracy of the results (Veal, 2006).

Primary data was collected through surveys that were disseminated in two museums in the city of Kolomyya the Pysanka Museum and the National Museum of Folk Art of the Hutsul and Pokuttya, and in the Local History Museum of Ivano-Frankivsk. The collection of questionnaires was conducted during two weeks. Since the selection of the respondents was not random, the sampling can be described as convenience sampling.

All survey participants completed the questionnaire anonymously and were informed about the possibility of getting the results by e-mail at the end of research study by request. The questionnaire was written in the Ukrainian language and the main target of the survey were domestic visitors of the Ivano- Frankivsk region. The full questionnaire is presented in Appendix. Responders were asked questions about the purpose of their trip, financial spending, service satisfaction and sources of finding information about destination. Specifically,

they are asked more than ten close-ended questions and one question that included a rating scale from one to five for measuring satisfaction of their trip to Ivano-Frankivsk region. There was also a space after every question, for giving the respondents a possibility to include comments on problems, which have not been covered in the questionnaire.

Afterwards, the results of the survey were transferred to the SPSS statistical software for further analysis. Crosstabs, comparison of means and correlations tests were used to receive inferences. Crosstabs refer to quantitative research method which shows relationship of two or more variables multiply features at one glance. In some cases, it also helps to avoid problems of missing statistical information and it can be used with any type of data such as nominal, interval or ordinal (Field, 2009).

Based on the tests mentioned above, column chart, bar chart and pie chart were created for making trends easier to highlight that tables do. Column chart and bar chart are using for visually comparing values across a few categories and pie chart shows proportions of the whole 100%.

In addition, SWOT analysis was conducted for better understanding and organizing range of issues and benefits of rural tourism in Ivano-Frankivsk region. It helps to evaluate the possibility of rural tourism in Carpathian Mountains and to develop effective measures for preventing possible problems.

Nowadays, this technique is used to analyze internal and external factors that may affects the company’s activities. It includes variety of aspects such as economic, political, international, legal, social, and technological. Also, the analysis includes an assessment of the strengths and weaknesses of competitors, suppliers and even those companies that indirectly affect the company. SWOT analysis has been successfully used worldwide since 1960. It helps the managers to receive a strategic planning instrument. This tool not only helps to protect the company from a variety of threats, but also to move the market in the future (Ziemele, 2004).

5 Results and Discussions

The objective of this section is to analyze the results using SPSS Software and discuss them with proposed recommendations.

Within two weeks, 836 completely filled out questionnaires have been received. The majority of the respondents was female, as the percentage of 58% shows (489 out of 836), whereas the remaining 42% of male respondents (347 out of the total) are quite less.

GENDER

Male 42% Female Male 58% Female

Figure 1: gender differentiation among tourists in Ivano-Frankivsk region.

From that survey it can be concluded that the region of Ivano-Frankivsk is mainly and first of all known and visited for leisure purposes as 77.7% of the respondents chose this point, which the bar chart depicts clearly(652 out of the total). The following 11.12% or 93 persons want to attend events there. The other motivations for visiting the area come rather close to each other in percentage: 5.6% or 47 persons want to see friends and family there and a small proportion of 5.3% or 44 persons out of the total come because of business purposes.

Overall, the most popular holiday activities in the Ivano-Frankivsk region are skiing in winter and relaxing near a river or a lake, canoeing, rafting, hiking,

cycling, horse riding and many more activities in summertime. Other opportunities to visit the region are health treatments, attending museums and historic sites as well as to take part in guided tours and excursions.

PURPOSE OF THE TRIP

652 700

600

500

400

300

200 93 44 47 100

0 Leisure Business Event VRF

Figure 2: purpose of the trip to Ivano-Frankivsk region.

Next diagram displays almost no age differentiation among tourists in Ivano- Frankivsk region. It is almost equal results between 18-40 years old people. I think it is a good point, that this destination is interesting among all ages.

AGE 15-17 older than 40 7% 15%

18-24 27% 31-40 22%

25-30 29%

Figure 3: age differentiation among tourists in Ivano-Frankivsk region.

Results shows that people, which arrived by car, were continuing their trip by this transport as well. Of course, there is the same situation with the trips by tourists’ busses. High-class people arrived by plane and moved in Ivano- Frankivsk by rented cars or taxies. Tourist, which came by public transport or train, preferred to continue holidays by foot or public transport.

ARRIVING TRANSPORT/TRANSPORT DURING VACATION

328 328 284 282

133 78 13 71 101 50 5

Figure 4: usage of different types of transport while travelling to Ivano- Frankivsk region.

The next bar chart deals with the connection of travel purpose and accommodation. Those visitors who came for leisure trips and recreation preferred rural accommodation (314 persons or 37.6%). A similar proportion chose to stay in hotels when looking for recreation (372 persons or 44.5%). A different matter are business trips where business people prefer to stay in rented rooms or apartments. On private trips to relatives and friends it is self-evident and no surprise that the visitors are accommodated with their relatives and friends, so they stay overnight at their places. In addition, there is also a remarkable number of one-day tourists (leisure or event purposes) with no need of accommodation

STAY OVER/PURPOSE

100%

50%

Leisure Business Event VRF

Figure 5: correlation between the purpose of the trip and accommodation type.

Vacations that lasted less than seven days showed costs from 1.000 to approximately 5.000 Ukrainian Hryvnia (UAH). Vacations between seven days and one month ranged above 5.000 UAH and more. On their private visits to relatives 100 persons spent much less than 1.000 UAH which is quite self- understanding. Furthermore, the results also show that most people prefer to stay over for 4-6 days and the mean is quite similar between leisure and business trips.

SPENDING MONEY/LENGTH OF STAY

150

100

0 Less than 301 - 500 501 - 1000 1001 - 2000 2001 - 5000 more than 300 5000

none 2-3 nights 4-6 nights 7 nights till month more than month

Figure 6: correlation between the amount of spending money and length of stay.

The highest tourism demand of bed nights was in Yaremche (440 or 52,7%) and the lowest in Kolomiya (115 or 13,8%). As we can see, Verhovina and Kosiv were second very famous destinations for tourism, 139 or 16,6% persons and 103 or 12,3%, respectively. However, all surveys were conducted in Ivano- Frankivs and Kolomiya, there is a very small number of tourists stayed over in these cities.

STAY OVER DESTINATION

IF Kolomiya Yaremche Verhovina Kosiv Other

7% 6% 5% 12%

17%

53%

Figure 7: percentage of tourists stayed over in different cities in Ivano- Frankivsk region.

Referring to the sources of information, we can conclude from the next table that personal relations and social contacts are most important and show the highest figures together with the use of communication networks and websites in general. Friends (26.6% or 222 persons), most probably of the same age group, provide the best and most reliable information to decide upon a trip destination. Well-established social networks like Facebook, VK, Twitter etc. enable a fast exchange of personal opinion, experience and feedback. In a similar way that applies to substantial contents of trusted websites. As expected, TV is not so popular anymore (3.6% or 30 persons). Remarkable is the negligible proportion of the role of newspapers although we already expected a low number. However, just one respondent got information from print media (0.12% or 1 person).

INFORMATION SOURCES

Newspapers

Social Network

Online Websites

Friends

Relatives

Tourism Agency

0 50 100 150 200 250

Figure 8: information sources about vacation in Ivano-Frankivsk region.

In addition, male respondents were more dissatisfied with local infrastructure and means of transport than female ones. Nevertheless, the survey also shows that men in general are happier with prices than women are. In general, the latter tend to consider prices as too high whereas that topic seems to be a lesser problem for men. It is vital to note that there is almost no difference between the genders concerning the level of satisfaction with local food & beverage and locations of entertainment. Well-off tourists who arrived by car or even by plane are very happy about the quality of services compared to the other tourists. This may find its explanation that financially better-off customers prefer to attend high-class hotels and restaurants that provide adequate quality in service.

Based on the literature review and on the statistical data, we conducted a SWOT analysis in order to achieve a better understanding and visualization of all possible strengths and weaknesses, opportunities and threats.

S – Strengths:

- clean and safe environment;

- existence of rivers, lakes, mountains and forests (Boiko & Boiko, 2008);

- socially active young generation (Dyshliuk, 2011);

- low prices;

- large amount of operators, welcoming guests with traditional lifestyle (Rutynskiy & Zinko, 2006);

- saved old rural traditions (Melnychenko, 2011);

- central location in Europe (Dyshliuk, 2011);

- beautiful landscapes, rich flora and fauna;

- close location to EU borders (Dyshliuk, 2011);

- the wealth of historical and cultural monuments (Boiko & Boiko, 2008);

- investment attractiveness of the region (Melnychenko, 2011).

W – Weaknesses:

- low quality of lodging base (Melnychenko, 2011);

- regional diverse problems with water supply (Boiko & Boiko, 2008);

- underdeveloped road and engineering infrastructure;

- lack the sufficient information about the region;

- hosts ignorance of foreign languages (Boiko & Boiko, 2008);

- not too attractive image of Ukraine among foreigners (Dyshliuk, 2011);

- poor reservation system;

- high labor migration (Dyshliuk, 2011);

- unsustainable use of forest resources (Postna, 2010);

- the poor waste management (Boiko & Boiko, 2008);

- high-mortality among the working-age population (Postna, 2010);

- rather poor tourism infrastructure.

O – Opportunities:

- starting to develop rural tourism will significantly increase farmers’ income and that will consequently improve the economic development of Carpathian villages )Baranovskiy, 2008);

- developing of infrastructure (Prodius, 2009);

- creating facilities for recycling (Prodius, 2009);

- increase rural employment (Postna, 2010);

- promoting foreign cooperation (Cherchyk, 2009);

- development of international rural tourism (Baranovskiy, 2008);

- attractions of foreign and domestic investments into the region (Cherchyk, 2009);

- motivating and encouraging local population to save the cultural monuments in the region and care for them (Melnychenko, 2011);

- this will create jobs not only in tourism and hospitality industries, but also in the fields of transport, networks, medicine and will provide working opportunities for graduates of higher educational institutions as well (Dyshliuk, 2011).

T – Threats:

- uncategorized lodging base can reduce the quality of services;

- significant unemployment may lead to an increase in crime and may thus deter potential tourists (Dyshliuk, 2011);

- natural emergencies (flood, landslides, etc.) (Boiko & Boiko, 2008);

- strong completion and lack of cooperation between different organizations dealing with rural tourism services may prevent the development of strong common strategy (Prodius, 2009);

- natural gas shortage due to excessive dependence on imports (Postna, 2010);

- low agricultural production due to the lack of government support compared with European countries (Melnychenko, 2011);

- lack of foreign investors because of the damaged political image (Cherchyk, 2009);

- a reduced domestic commodity turnover due to the low purchasing power of the population (Dyshliuk, 2011).

Considering all the facts and analyzing the information above, I recommend starting and enhancing following activities like:

- introduce and conduct a unified categorization of rural lodging base;

- develop measures (especially animated) to increase the length of stay of the tourists in rural homes;

- establish cooperation projects with foreign countries that already have well-developed rural tourism to get more and deeper knowledge based on their experience;

- organize trainings courses on a regular basis for persons who provide services in rural tourism;

- improve web-sites about rural tourism in the Ivano-Frankivsk region;

- create a modern reservation system;

- create information centers in Ivano-Frankivsk, Yaremche, Kolomyya, Kosiv, Vorochta (provide information of new rural homes, attractive places, available hospitality places, price range and other necessary information for tourists. Additionally, small centers can be arranged in the villages);

- develop measures for improving the image of the Carpathian region (brochure publication, media speeches, conducting various promotions);

- create governmental rural programs like in France;

6 Conclusion

This thesis explored the development of rural tourism in the Ivano-Frankivsk region of Ukraine. Many barriers were explored such as poor economy, lack of financial resources, unsustainable use of nature, etc. Nevertheless, this region is slowly developing day-by-day, increasing competitive level and trying to recommend itself in a good image among foreign countries.

In conclusion, rural tourism is becoming more popular every day in many countries and in Ukraine, as well. It gives a possibility for cheap healthy vacation for people and opportunity of activating and developing poor rural regions. A central location of Ukraine, gives range of opportunities for developing rural tourism and become a competitive country among foreign. However, Ivano-Frankivsk region needs more governmental support and strong strategy for developing infrastructure and service aspects. Tourism in Ukraine will give high income and high employment, which avoid people of going abroad for searching better life and salaries.

The future of rural tourism in Ivano-Frankivsk is very promising, but a lot should be done for increasing demand. Fortunately, we can see, many operators are trying to improve the services and follow European standards. Young Ukrainian generation are very enthusiastic and try to solve problems of poor life quality, create events and festivals for promoting our country, improve IT sector, etc. It is very important to meet human needs and wishes, and offer unique Ukrainian atmosphere for tourists.

Only joint efforts can create rural quality of life according European standards, preserve national and linguistic identity, spirituality and cultural traditions of Ukrainian village.

7 Bibliography

Boiko, E. O., & Boiko O. S. (2008). Rol Zelenoho Turysmu v Rozvytku Silskyh Terytorii [The Role of Green Tourism in Well-Developed Rural Ares]. Mykolaiv: Agrarniy University.

Baranovskiy, M. (2008). Turysm yak Forma Aktyvizacii Rozvytku Silskyh Depresyvnyh Terytoriy [Tourism as a Form of Active Development of Rural Depressive Territories]. Kyiv: National University of Taras Shevchenko.

Cherchyk, L. M. (2009). Silskiy Turysm yak Efektyvna Forma Samostiynoi Zainyatosti u Trudonadlyshkovych Regionah [Rural Tourism as an Effective Form of Self-employment in Regions with Excessive Labor Supply].

Descamps, J. (1997). The Organization of Tourism Supply in Rural Areas: the French Example. Published by the World Tourism Organization.

Dyshliuk, N. I. (2011). Silskiy Zeleniy Turysm yak Alternatyva Rozvytku Silskyh Terytoriy [ Rural Green Tourism as Development Alternative of Rural Areas].

Ehrlich, K. (2004). The Importance of Quality in Rural Tourism. Published by the World Tourism Organization.

Fedulova, L. (2006). Perspektyvy Innovaciynoho Rozvytku Promyslovosty Ukrainu. [Perspectives of Innovation Development of

Field, A. (2009). Discovering Statistics Using SPSS. Londond: SAGE Publication Ltd.

Folorunso, S., & Khoo-Latimore, C., & Nair. V. (2014). A Framework for Rural Tourism Destination Management and Marketing Organizations. Malasya: Taylors University.

Hudman, L., & Jackson, R. (2008). Ukraine. In Geography of Travel and Tourism. (Fourth edition, pp.325-327). USA: Thomson Delmar Learning

Kommpula, R. (2000). Developing Rural Tourism in Remote Areas – are Networks a solution?. In M., Robinson & R., Sharply & N., Evans & P., Long

& J., Swarbrooke (Eds.) Developments in Urban and Rural Tourism (pp.165- 178). Gateshead: Athenauem Press.

Kudla, N. (2013). Motyvy Vyboru Vidpochynku u Selyanskomu Ahroturystychnomu Hospodarstvu [Motives for Choosing Vacations in Rural Areas]. Lvov: Institute of Economic and Tourism.

Kuzyk. S., & Rutynskiy, M., & Kuzyk, P. (2011). Socialno-Ekonomichne Znachennya Silskoho Zelehoho Turysmu v Konteksti Suchasnych Prioritetiv Rozvytku Silskyh Terrytoriy Ukrainy [The Social_Economical Mean of Ryral Green Tourism in Ukraine in the Context of Modern Priorities of Rural Areas in Ukraine]. Lviv: Natinal University of Ivan Franko.

Lozano, A. (1997). Cooperation and Municipal Level for Local Development and Employment Creation through Rural Tourism. Published by the World Tourism Organization.

Lucian, R. (2012). Researches on the Concept of agrotourism and its Role on the Developing Mountain Areas. Romania: University of Oradea.

Marti, E. (2004). Quality System for Developing Rural Tourism: Case of Spain. Publishes by the World Tourism Organization.

Melnychenko, O. (2011). Stan i Perspektyvy Rozvytku Silskoho Zelenoho Turysmu v Ukraini [State and Prospects of the Development Rural Freen Tourism in Ukraine]. Ternopol: National Economical University.

Murdoch, L. & Marsden, T. (1994). Reconstituting Rurality: Class, Community, and Power in the Development Process. London: U.C.L. Press.

National Institute for Strategic Studies of Ukraine. (n.d.) Shodo Problem Rozvytku Sotsialnoi Infrastruktury Silskyh Nasellenyh Punktiv: Analitychna Zapyska [Referring to Issues of the Development of the Social Infrastructure of Rural Settlements: Analytic notec]. Retrieved from: http://www.niss.gov.ua/articles/1132

Newsome, D., & Moore, S., & Dowling, R. (2013). Natural Area Tourism: Ecology, Impacts and Management. Bristol, Uk: British Libarary Cataloguing in Publication Data.

Petroman, I., & Petroman, C. (2010). Agritourism and its Forms. Romania: Banat University of Agricultural Sciences and Veterinary Medicine from Timisoara.

Postna. G. (2010). Silskiy Zeleniy Turysm [Green Rural Tourism]. Simferopil: Crimean Republic Center of Employment.

Roberts, L., & Hall, D. (2003). Rural Tourism and Recreation: Pronciples to Practice. UK: Biddles Ltd.

Popovych, V., Nasadiuk, V., Kashevskyi, V., Yavorska, H., Zdrok, H., & Yakymiv, I. (2014).The Development Strategy of the Ivano-Frankivsk Region for the period until 2020. Ivano-Frankivsk: Misto NV Publishing.

Prodius, O. (2009). Problemy Socialno-Ekonomichnoho Rozvytku Silskyh Poselen ta Shlyahu ih Vyrishen [Preblems of Social-Economic Development Rural Accomodation and Ways for Improving It]. Odessa: Economic Bulletin.

Rutynskiy, M. & Zinko, Y. (2006). Silskiy Zeleniy Turysm [Rural Green Tourism]. Kiev: Publication “Znannya”.

Silskyi zelenyi turyzm [Rural Green Tourism]. Retrieved from: www.greentour.com.ua

Sus, T. (2006). Formuvannya i Vykorystannya Silskoho Socialno-Trudovoho Potencialu Regionu. [Formation and Using Rural Social-Working Potentional of the Region]. Kiev: Published by National Academy of Education in Ukraine.

Trifiletti, L. (2004). The Project ECOSERT in the Irpinia Region, Italy: An Experience of Rural Tourism Development. Published by the World Tourism Organization.

UNWTO. (n.d.). World Tourism Organization UNWTO. Retrieved 01.12.2015, from UNWTO: http://media.unwto.org/en/content/understanding-tourism- basic-glossary

Veal, A.J. (2006). Research Methods for Leisure and Tourism. Harlow: Pearson Education.

World Tourism Organization (1995). UNWTO technical manual: Collection of Tourism Expenditure Statistics. Retrieved from: http://pub.unwto.org/WebRoot/Store/Shops/Infoshop/Products/1034/1034- 1.pdf

Ziemele, A. (2004). Classifying and Certifying Rural Tourism Establishments and Activities. Published by the World Tourism Organization.

Appendices

Анкета

Шановний відвідувач, опитування проводиться з метою отримання більш детальної інформації про рівень сервісу сільського туризму в Івано- Франківській області. Всі результати будуть направленні на покращення сфери обслуговування в цій області. Обіцяємо Вам конфіденційність і анонімність. Дуже вдячні Вам за те, що приділили нам час.

1. Зазначте, будь ласка, Ваш вік: 2. Напишіть, будь ласку, Вашу стать: 3. Зазначте, будь ласка, мету Вашої поїздки: - відпочинок; - відрядження\по роботі; - відвідування події; - відвідування родичів чи друзів. 4. Яка тривалість Вашої поїздки? - без ночівлі; - 1 ночівля;

- 2-3 ночівлі; - 4-6 ночівлей; - від 7 днів до одного місяця; - більше місяця. 5. Як Ви прибули до курорту? - власним автомобілем; - рейсовим автобусом; - туристичним автобусом; - поїздом; - авіа перельотом; - інше______. 6. Яким видом транспорту Ви користувалися під час відпочинку? - пішки; - власним авто; - туристичним автобусом; - рейсовим автобусом; - таксі; - орендованим транспортом; - інше____. 7. Де Ви зупинилися на нічліг? - не зупинявся(-лася); - в рідних або друзів; - в сільській садибі; - в готелі; - в орендованій кімнаті чи квартирі; - інше_____. 8. Вкажіть, будь ласка, назву населеного пункту, де Ви поселилися?

9. Чим Ви займалися протягом відпочинку у курорті? - лікувальними процедурами; - походами в гори; - катанням на квадрациклах;

- катанням на конях; - катанням на лижах; - рибалкою; - мисливством; - відпочинком біля озера чи річки; - екскурсією містами; - відвідуванням музеїв; - покупками; - інше_____.

10. На шкалі від одного до п’яти, де один – це незадовільно, а п’ять – відмінно, позначте, будь ласка, на скільки ви задоволені… Незадовільно Допустимо Задовільно Добре Відмінно

місцевими закладами харчування місцевими закладами розміщення природніми ландшафтами вартістю послуг

місцевими дорогами

транспортною доступністю

11. Яка Ваша приблизна сума витрат на поїздку у гривнях (транспорт, проживання, харчування, розваги)? - менше 300; - 301-500; - 501-1000; - 1001-2000;

- 2001-5000; - більше 5000; 12. Як Ви планували Вашу поїздку? - самостійно за допомогою інтернету; - самостійно по телефону; - самостійно на місці відпочинку без попереднього бронювання; - через туристичне агентство; - інше_____.

13. Де Ви знайшли інформацію про відпочинок в Івано-Франківській області? - телевізійна реклама; - туристичне агентство; - особисте спілкування з рідними; - особисте спілкування з друзями; - інтернет-сайти; - соціальні мережі (vk, fb…); - газети, журнали; - інше_____. 14. Скільки разів Ви проводили свій відпочинок в Івано-Франківській області? - перший раз; - другий раз; - більше двох разів; - регулярно (більше п‘яти разів). 15. З ким Ви подорожували в останній раз до Івано-Франківської області? - не подорожував раніше; - з партнером; - з дітьми; - з батьками;

- з друзями; - з колегами; - з однокурсниками чи однокласниками; - інше. 16. Як часто Ви подорожуєте на відпочинок протягом року? - один раз у декілька років; - один раз у рік; - два рази у рік; - раз у місяць;