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UDC 338.4

Smyrnov Igor Georgiyovych,  Doctor of Geography Sciences, Professor, Taras Shevchenko National University of Kyiv, Kyiv, Ukraine, e-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

MARKETING ASPECTS OF TOURISM DEVELOPMENT IN HISTORICAL CITIES OF UKRAINE AND POLAND

Goal. To reveal the role of marketing factor in the development of tourism in historical cities on example of the Ukrainian city of Kamyanets-Podilsky and the Polish city of Tarnov.

The research methodology is to apply the theoretical principles of geo-marketing to the problem of how to increase the tourist flow to historic cities by expanding their tourist offers both in the product aspect (due to mystical tourism) and geographically (due to entering new tourist markets, for example, the market of Israel) .

Results A comparative analysis of the resource base and tourism development opportunities of historical cities of Ukraine and Poland was carried out, on example of accordinly Kamyanets-Podilskyi and Tarnov. The common features of tourism development for these cities are outlined, as well as opportunities for tourism intensification for Kamyanets-Podilsky, which currently takes tourists 4 times less than Tarnov. These opportunities are in the development of mystical tourism, for which Kamenets has a huge resource in the form of various ancient coats of arms and Latin inscriptions on the city's ants, as well as in the use of the Jewish heritage.

Scientific novelty. For the first time in the Ukrainian tourist literature a comparative analysis of historical cities of Ukraine and Poland was carried out on the example of Kamyanets-Podilsky and Tarnov with the aim of intensifying their tourism development through the use of marketing approaches, in particular the diversification of the tourist offer through the entry into new tourist markets (Israel) and the development of new tourist products (mystical tourism).

Practical significance is to apply marketing approaches to further intensication of tourism development of historic cities of Ukraine and Poland by comparing Kamyanets-Podilsky and Tarnov and identifying promising directions for the revitalization of tourist activity in the case of Kamyanets-Podilsky through the development of new tourist markets (Israel ) and new types of tourism (mystical tourism).

Key words: tourism marketing, historical cities, tourist resources, new markets, mystical tourism.

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