Directions of introduction of innovation-investment and marketing strategies for effective development of rural green tourism enterprises

Iryna Romaniuk
Additional contact information
Iryna Romaniuk: Kharkiv Petro Vasylenko National Technical University of Agriculture

University Economic Bulletin, 2020, issue 47, 35-40

Abstract: The subject of the research is the theoretical and practical aspects of defining and implementing innovation, investment and marketing strategies to increase the competitiveness of rural green tourism enterprises and the reproduction of rural areas. The purpose of the work is to substantiate the main components and directions of implementation of innovation, investment and marketing strategies to ensure the effective development of rural green tourism enterprises, taking into account others, including problematic factors of their locations. Methodological basis of the article were the main theoretical and methodological provisions of economics, regulations of Ukraine, the works of leading foreign and domestic scientists in economics, marketing and management of tourism enterprises. Results of work. The importance of using innovation-investment and marketing strategies for the effective development of rural green tourism enterprises is substantiated in the work. Their main components and directions are determined. The main problems were identified and the forecast of the expected results of involvement was made. The field of application of results. The results can be used by rural green tourism enterprises, united territorial communities, regional and state authorities. Conclusions. Innovations are of paramount importance in increasing the efficiency of rural green tourism enterprises in the knowledge economy. Therefore, it is important to group them by areas of implementation. Investing in the development of rural green tourism enterprises is recognized as one of the main problems hindering their spread due to the low incomes of the vast majority of the rural population on the one hand and housing and other conditions that need improvement on the other. Therefore, determining their sources and reserves is of paramount importance. Marketing strategies are of paramount importance for the development of rural green tourism enterprises. Their main tools are brands and trademarks; virtual sales; advertising and PR-technologies, detailed by enterprises and agro-villages; tourist goods, unique and inherent in certain rural areas (food, cosmetics, crafts); attractions and services.

Keywords: rural green tourism; business entities; farmsteads; innovations; investments; marketing; strategies; directions; development (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations:

Downloads: (external link)
https://economic-bulletin.com/index.php/journal/article/view/713/723 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aff:colart:y:2020:i:47:p:35-40

DOI: 10.31470/2306-546X-2020-47-35-40

Access Statistics for this article

University Economic Bulletin is currently edited by Tetiana Rybakova

More articles in University Economic Bulletin from Hryhorii Skovoroda University in Pereiaslav, Faculty of Financial, Economic and Vocational Education Contact information at EDIRC.
Bibliographic data for series maintained by Svitlana Kucherenko ().