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Liburkina L. M.

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Implementing the National Ethnocultural Component of the Rural Tourism in the Face of Globalization Challenges
Pecheniuk A. P.

Pecheniuk, Alla P. (2019) “Implementing the National Ethnocultural Component of the Rural Tourism in the Face of Globalization Challenges.” Business Inform 9:57–62.
https://doi.org/10.32983/2222-4459-2019-9-57-62

Section: Globalization Processes in the Economy

Article is written in Ukrainian
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UDC 338.48 (008)

Abstract:
The article is aimed at forming an efficient marketing model for implementation of the ethnocultural component in the rural tourism in the face of globalization challenges. The research used method of comparison - to define the level of identity of civil society and the quality of education; method of systemic approach – when considering the ethnocultural component as a system consisting of a certain number of interconnected elements that, interacting, mould the tourist consciousness; method of scientific abstraction - in the selection of typical connections in the researched phenomena, allowing to form in a generalized way the directions and criteria for the development of tourism activities. The general tendencies of world development are defined. Features of the national-cultural identification in the face of globalization challenges are determined. Approaches to formation of the ethnocultural component of the nation and its individual constituents are researched. The level of national identity of citizens from the view of their openness to tourism activities is identified. It is determined that Ukrainian society as a whole does not have clearly defined national guidelines. The need to form the tourist consciousness of citizens and the implementation of the national ethnocultural component in the rural tourism are substantiated. Several constituents of the ethnocultural component and the basis for their formation are suggested. A model of interaction between subjects of the rural tourism in terms of the specified base is developed, which will contribute to formation of the conception of development of the rural tourism, which should be basically oriented towards the cognitive ethnocultural needs of consumers. Prospect for further research in this direction is the development of methodical and evaluation parameters for defining the efficiency of the proposed measures.

Keywords: globalization, national identity, ethnocultural component, rural tourism, tourism product.

Fig.: 2. Tabl.: 1. Bibl.: 10.

Pecheniuk Alla P. – Candidate of Sciences (Economics), Candidate on Doctor Degree, Department of Economics, Entrepreneurship, Trade and Exchange Activities, Podillya State Agrarian and Engineering University (13 Shevchenka Str., Kamianets-Podіlskyi, Khmelnytsk region, 32300, Ukraine)
Email: [email protected]

List of references in article

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