Features of Marketing Tools for Sustainable Development of Recreational and Tourism Services on Forest Areas

E.A. Kulchytska, A.R. Stoianovskyi

Abstract


Opportunities of traditional, internal and interactive types of marketing for sustainable development of recreational and tourism services on forest areas were researched. It was established that the potential of components of the environmental marketing mix (product, price, distribution and communication policy of the enterprise) as a tool of traditional marketing can be used to ensure sustainable development of recreational and tourism activity on forest areas. Specific characteristics of recreation and tourism activities as services (intangibility, inseparability of production and consumption of services, variability of service quality, perishability) were taking in to account.


Keywords


sustainable development; recreational and tourism services; forest areas; marketing tools

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