€¦ · web viewin connection with the objective of the project “quality certification system...

Project funded by the European Union

CONSOLIDATED REPORT ON CUSTOMERS’ NEEDS AND EXPECTATIONS IN AGROTOURISM SECTOR IN GREECE, BULGARIA, MOLDOVA, ARMENIA, GEORGIA AND UKRAINE

1


January 2014

Table of ContentsABSTRACT...............................................................................................................................................2

INTRODUCTION......................................................................................................................................3

MATERIAL AND METHODS.....................................................................................................................3

RESULTS..................................................................................................................................................4

1.MOLDOVA.......................................................................................................................................4

1.1 The home countries of tourists surveyed.................................................................................4

1.2 Distribution of tourists by age, sex and profession...................................................................4

1.3 Reasons for selecting this destination......................................................................................5

1.4 Sources of information about the destination.........................................................................6

1.5 The method of making reservation..........................................................................................7

1.6 Form of transport used to reach the destination.....................................................................7

1.7 Types of attractions visited during the stay of tourists.............................................................7

1.8 Suggested attractions that the tourists would like to visit........................................................8

1.9 Type of activities tourist take part during their stay.................................................................8

1.10 Suggested types of activities that tourists would like to take part.........................................9

1.11 Events that tourists take part in during their stay..................................................................9

1.12 Other type of events that they would have wished to take part in......................................10

1.13 Level of satisfaction on planning their trip, accommodation and activities offered.............10

1.14 The most important first impression after tourist arrival.....................................................11

1.15 Most enjoyable things about the trip...................................................................................11

1.16 What was expected to find during the stay in Moldova and was not...................................12

1.17 General impressions and observations of the trip in Moldova.............................................12

1.19 Likelihood to return to this destination again.......................................................................14

2. BULGARIA.....................................................................................................................................14

2.1 Marketing aspects of rural tourism........................................................................................14

2.1.1 Target market segments..................................................................................................14

2.2 Tourism product.....................................................................................................................16

2.3 Price of product......................................................................................................................18

2.4. Results from studies of rural tourism customers, conducted in Bulgaria..............................19

2.4.1 Study conducted in Bulgaria - summer 2011...................................................................19

2.4.2 Study conducted in Bulgaria in 2013 for project CerTour:...............................................20

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2.5 SWOT analysis of rural customers’ expectations....................................................................26

Strengths............................................................................................................................26

Weaknesses......................................................................................................................26

Opportunities...................................................................................................................26

Threats.................................................................................................................................26

3. UKRAINE.......................................................................................................................................26

3.1 Value and effectiveness of agro-tourism activities in Ukraine................................................27

3.2 Results of the research the needs and expectations of potential costumers of agro-tourism services in Ukraine........................................................................................................................32

3.2.1 Needs and expectations of agro-tourism services in Zaporizhzhya region......................32

3.2.2 Needs and expectations of clients of agro-tourism services in Dnipropetrovs’k region. .34

3.2.3 Investigation of customer needs and expectations of agro-tourism services in Kyiv region..................................................................................................................................................36

3.2.4 Needs and expectations agro-tourism services in Lviv region.........................................38

3.2.5 Investigation of customer requests of agro-tourism services in Khmelnitsky region.......40

3.3 Prospects for the development of agro-tourism in Ukraine...................................................42

4.ARMENIA.......................................................................................................................................46

5. GEORGIA.......................................................................................................................................56

6. GREECE.....................................................................................................................................61

1. PROFILE OF THE RESPONDENTS............................................................................................61

2. REASONS FOR CHOOSING THE DESTINATION.......................................................................62

3. SOURCE OF INFORMATION – WAY OF RESERVATION – MEAN OF TRANSPORT...................63

4. ACTIVITIES.............................................................................................................................65

5. LEVEL OF SATISFACTION.......................................................................................................67

6. OVERALL ASSESSMENT.........................................................................................................71

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ABSTRACTIn connection with the objective of the project “Quality Certification System in

Agrotourism - CerTour” in the framework of the Joint Operational programme “Black Sea Basin 2007-2013”: to promote the agrotourism in the partners' regions and to improve the quality of the services provided by introducing a common specific quality standard and a specification process, the partners of the project conducted surveys of the agrotourism customers’ needs and expectations in their countries. The following consolidated report is created in connection with Activity 1.2 of the project and consists of Abstract, Introduction and 6 sections, containing the results from the studies of the agrotourism sector customers’ needs and expectations, conducted by the partners of project CerTour in their countries. Each report contains analysis of the questionnaire distributed among the customers of agrotourism sectors in the corresponding countries, which together with the results from the survey of the current status of these sectors will serve for the creation of the Gap analysis, demonstrating the gap between the services provided and the needs and expectations of the customers of agrotourism sector in project area.

INTRODUCTIONImproving quality in tourist destinations is an essential requirement for satisfying

tourists’ needs, for enhancing the competitiveness of the tourism industry, and for ensuring balanced and sustainable tourism development. Quality exists only to the extent that a product or service meets the customers’ requirements and expectations. Accordingly, the individual elements making up a strategy based on quality standards must be founded on a thorough understanding of the customer.

Total quality management systems are a common feature in the approach developed for specific tourist service providers (tour operators, travel agents, hotels, restaurants, etc.). However, as far as the tourist is concerned, the satisfaction derived from staying at a destination depends not only on experience of specific tourist services, but also on more general factors, for example hospitality, safety and security, sanitation and salubrity, traffic and visitor management. A large number of elements have an impact on the tourist’s perception of a destination, on the level of his/her satisfaction and, in consequence, on the tourist’s willingness to make a repeat visit and to recommend the destination to potential visitors.

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In this connection in the framework of Activity 1.2 of the above mentioned project each project partner conducted a survey of the needs and expectations of agrotourism customers in their countries and provided a report with the results, which was incorporated in the current consolidated report.

MATERIAL AND METHODSThe research of customers’ needs and expectations was carried out separately in each of

the partner countries. In Ukraine were covered five geographic regions (Zaporizhzhya, Dnipropetrovsk, Kyiv, Lviv and Khmelnitsky region), that comply the situation of agro-tourism sector. Target group consisted of 52 real and potential tourists from Ukraine. Interviews from 14 foreign tourists were taken as well. A survey was also conducted among the heads of enterprises and entrepreneurs that provided or wanted to provide services in the field of agro-tourism. In Moldova the research was conducted during October-November 2013 in four geographic regions of the country, but mainly in central part of Moldova that is corresponding to the region that is concentrated most of the agrotourism sector. The size of the tourists group interviewed was 41 persons. The study of the customers’ needs and expectations in Bulgaria was conducted in South-Central Bulgaria, districts Smolyan and Kardjali; North-Central Bulgaria, districts Veliko Tarnovo and Gabrovo; North-Eastern Zone, district Varna; South-Eastern Zone, districts Stara Zagora and Bourgas, (Strandja mountain). Interviews with 38 rural tourism customers were taken by e-mail and by phone.

The basic research tool was a questionnaire, elaborated on the basis of comprehensive review of literature on rural tourism, tourism marketing, quality management systems, etc. The interviews were taken directly, by phone or via Internet.

RESULTS

1.MOLDOVA

1.1 The home countries of tourists surveyed.Surveyed tourists were represented by adults who live in other countries than Moldova

and who visited Moldova. Tourists residing in 18 countries have responded to the questionnaire.

Table1. The home countries of tourists surveyedCountry of origin Nr. of touristsCanada 1Denmark 3Spain 1Latvia 1Belarus 1Estonia 5

5


Romania 7USA 5Italy 4Bulgaria 1Sweden 4Czech Republic 2Ukraine 1Russia 1Austria 1Poland 1Japan 1France 1

1.2 Distribution of tourists by age, sex and profession.Tourists surveyed who visited Moldova are 36,58% women and 63,41% men and the

average age of tourists is 36,14 years. The most popular professions of the tourists visiting Moldova are the followings: managers, engineers, project consultants, volunteers, doctors (medicine), students, and a very small part answered as unemployed.

Table 2. Distribution of tourists by age

Under 20 21-30 31-40 41-50 51-60 61-70 More than 700

5

10

15

20

25

30

35

40

2,43%

31,14%

36,58%

4,87%

9,75%7,31%

4,87%

1.3 Reasons for selecting this destination. At the question What were the reasons for selecting this destination most of the

respondents gave multiple answers. For more than half of the respondents the reason for selecting this destination was to explore new places (51,21%); for 48,78% of the respondents the main reason for visiting the destination was to learn new things, increase knowledge; also many respondents indicated that one of the main reason for visiting this destination is to

6


experience new and different lifestyles (36,58%). Also, among the most popular answers were interest in destination (29,26%), meet people with similar interests (31,70%), socialization (26,82). Big part of the respondents indicated in their answers other reasons for visiting the destination: business, visit friends or family, work, etc. (26,82%). None of interweaved tourists pointed out availability of additional services and recreational facilities as reasons for selecting this destination.

Table 3. Reasons for selecting this destination.

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Get refreshed

Relax away from the ordinary

Feel at home away from home

Meet people with similar interests

Experience new and different lifestyles

Experience traditional culture for the kids

Do exciting things

Attractive nature

Comfortable accommodation

Recreational facilities

Availability of Internet

Previous experience

Recommendation of a tour agency

Other

0 0.1 0.2 0.3 0.4 0.5 0.60.1707

0.21950.1951

0.09750.2195

0.26820.31700000000000

10.5121

0.365800000000001

0.487800000000001

0.07310.0975

0.19510.0243

0.19510.02430.0243

0.04870

0.02430.0487

00.0731

0.14630.0243

0.29260.2682

1.4 Sources of information about the destination.Most of the respondents answered that they get information about this destination from

their friends – 63,41%, also an important source of information for the tourists are tourist forums on Internet – 26,82%. None from the respondents pointed out catalogue/offer of tour agency or advertisement on the radio/TV as their source of information about the destination.

Table4. Sources of information about the destination

Website of/about the municipality

Website of tour agency

Website of the place I stay in

Tourist forums on Internet

Catalogue/Offer of tour agency

Advertisement on the radio/TV

Printed advertisement

Friends

0.0975

0.0243

0.0243

0.2682

0

0

0.0487

0.634100000000001

8


1.5 The method of making reservation.Most of the tourists participating in the study said that they make their reservation by

their selves - 70.73%. About 19,51% of the interviewed tourists make their reservation via tour agency and only 9,75% of the tourists are making their reservation on-line.

1.6 Form of transport used to reach the destination.Most of the tourist reached the destination using plane – 65,85% and this is due to the

fact that for most of the interviewed tourist the word destination had the meaning of Moldova as destination and not a particular area or region in the country. Moreover, there are only international flights from and to Moldova; there are no internal regular flights. Almost the same number of the tourist use own car and regular bus to reach the destination, 21,95% and respectively 19,51% of the respondents. About 7,31% used train to reach the selected destination and 4,87% use hired car to travel to the destination. Also, 4,87% of the tourists indicated other means of transportations – friends/colleagues cars.

Table 5. Form of transport used to reach the destination.

Plane Train Regular bus Own car Hired car Other

0.658500000000001

0.0731

0.19510.2195

0.0487 0.0487

1.7 Types of attractions visited during the stay of tourists.At the question What type of attractions did you visit during your stay most of the

tourists participated in the study gave multiple answers, and usually all the tourists try to visit as many attractions as possible during their stay in Moldova. According to the results, most visited attractions visited are cities – 73,17%, churches and monasteries – 70,73%, winery – 68,29%, places of historical significance - 56,09%, museum and art gallery – 51,21%. Also, very popular attraction for the tourists is sightseeing by car/coach/on foot – 65,85%. Among other attractions pointed out by the tourists are: nightclubs, restaurants, familiar locations and people, etc.

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Table 6. Types of attractions visited during the stay of tourists.

Sightseeing by car/coach/on foot

Visited a church/monastery

Visited a place of historical significance

Visited a museum/art gallery

Visited a country park/garden

Visited a place of architectural significance

Visited a nature reserve

Visited a winery

Visited a city

Other

0.658500000000001

0.7073

0.5609

0.5121

0.4146

0.317000000000001

0.311400000000001

0.6829

0.731700000000001

0.0975

1.8 Suggested attractions that the tourists would like to visit.From the suggested attractions that the tourists would like to visit the most frequent

answers were: more monasteries; nature reserves; traditional food places; karaoke clubs; nightlife attractions, Transnistrian region.

1.9 Type of activities tourist take part during their stay.It seems that from the activities that tourists take part during their stay, the most

popular is short walk/stroll – 73,13%. Guided tours are the second most popular activity pointed out by tourists – 43,90%. Also, many tourists are practicing long walks and hiking during their stay – 39,02%. Judging from the responses of tourist cooking local food is also popular activity, it was pointed out by 29,26%. More than 20% of the tourists take part in picnics and BBQs and less about 19,51% are participating in traditional handcrafting. Only 14,63% are participating in agricultural process but we suppose that this number is low because of the period that the study was conducted (October-November) and by this period most of the agricultural processes are ended. We also suppose that these results could be different if the study was conducted in a period of the year of agriculture activity. None of the tourists pointed out that they take part in mountain biking, cycling, boating or wildlife/bird watching. It seems that these services are less developed and not offered very often to the tourists.

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Table 7. Type of activities tourist take part during their stay.

Went on a guided tour

Short walk/stroll

Long walk, hiking

Boating

Wildlife, bird watching

Horse riding

Cycling

Mountain biking

Picnic or BBQ

Cooking local food

Traditional handicraft

Agricultural process

0.439000000000001

0.731700000000001

0.3902

0

0

0.0243

0

0

0.2195

0.2926

0.1951

0.1463

1.10 Suggested types of activities that tourists would like to take part. The most suggested types of activities that tourists would like to take part were the

followings: tours on air balloon; visiting more historical sites and nature reserves, motorcycling, canoe, Para-plane, horse riding, cooking local food, agricultural process, cycling, mountain biking.

1.11 Events that tourists take part in during their stay.

From the events that tourists took part during their stay in Moldova the most popular are music/art festival – 36,58%, live music concert – 31,70%, exhibition/fair – 26,82%, 24,39% answered that they attended both traditional dance/music event and special event of a village life as a wedding, etc. At the same time 26,82% has participated at none of these events. 9,75% of tourists participated at other events than those indicated in the questionnaire, among them the most popular are the followings: meeting with (business) partners; festivals and concert, wine festival, fest of the city.

Table 8. Events that tourists take part in during their stay.

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Music/art festival

Attended an exhibition/fair

Attended a live music concert

Attended a traditional dance/music event

Attended a special event of the village life as a wedding, christening or other

None of these

Other

0.365800000000001

0.2682

0.317000000000001

0.2439

0.2439

0.2682

0.0975

1.12 Other type of events that they would have wished to take part in.More than half of the interviewed tourists could not suggest other type of events that

they would have wished to take part in. From the suggested type of events the most popular are: movie/film, ethnic festival, traditional art exhibition; attend a special event of a village, attend traditional dance event; music event, etc.

1.13 Level of satisfaction on planning their trip, accommodation and activities offered.

Within the study, tourists were asked to make an assessment of the level of satisfaction on planning their trip, accommodation and activities offered. Tourists were asked to give an appreciation of choosing from six levels of satisfaction:

Very satisfied 6Satisfied 5 Fairly satisfied 4Fairly dissatisfied 3Dissatisfied 2Very dissatisfied 1When asking about the level of satisfaction of the trip planning the answers were the

followings: Availability of useful information online to help you plan the trip the average of the assessment was - 4,13; At the question - Availability of other useful information off-line to help you plan your trip the average of the assessment was - 3,72; At the question - Availability of convenient transport routes the average of the assessment was - 4,05; At the question - Cost of travel the average of the assessment was - 5,05.

When asking about the level of satisfaction about the accommodation the answers were the followings: - Availability of low cost/budget accommodation the average of the assessment was - 4,91; At the question - Availability of good quality accommodation the average of the assessment was - 4,52; At the question - Value for money the average of the assessment was - 5,05; At the question - Friendly and efficient service the average of the assessment was - 4,88.

When asking about the level of satisfaction of the activities offered the answers were the followings: - Availability of information locally about places you can visit during your

12


trip, the average of the assessment was - 4,08; At the question - Enough opportunities to take part in various activities, the average of the assessment was - 3,85; At the question - Enough opportunities to attend local events/festivals, the average of the assessment was - 4,13.

1.14 The most important first impression after tourist arrival.The most important for the first impression for the tourists at their arrival according

to their answers is friendly services. By friendly services were impressed 51,21% of the tourists participating in the study. Also, accessibility of the place was one of the most important impression for the tourists – 36,58% of the respondents. For 29,26% of the tourists also the quick and easy accommodation was an important first impression after the arrival. Less important first impression was the nice view from the room – 14,63%, availability of information about the region – 12,19% and the less indicated first impression for the tourist was the correspondence of the tourist site to the initial description – 7,31%.

Table 9. The most important first impression after tourist arrival

Friendly service

Nice view from the room

Accessibility of the place

Quick and easy accommodation

The correspondence of the tourist site to the initial description

Availability of information about the region

0.5121

0.1463

0.365800000000001

0.2926

0.0731

0.1219

1.15 Most enjoyable things about the trip.In order to capture the country's image in the minds of foreign tourists in the

questionnaire was introduced with an open response questions that were asked to say what they have enjoyed the most during their trip. Key phrases are indicated by tourists are: food, parks in Chisinau, whole trip experience, monuments, churches, Chisinau city; nature, sightseeing, weather, friendly services, hospitality, process of making food, wine, friendly and warm hosts, friendly people, beautiful country, people and friends, generosity of the people, meeting with locals, countryside and Transnistria, intercultural shock, interest from people to show their culture, visit at the winery; experiencing new environments and culture, colleagues, meeting friends and family, walking around the city, hotel staff, hiking in the country side, picnic with locals, nature, whole trip experience, welcoming and very hospitable people, authenticity of the local life. Almost 10% of the tourists have mentioned food as the most enjoyed during their trip. At the same time almost 20% have mentioned hospitality as the main thing that they have enjoyed during their trip.17% of the tourists have enjoyed the

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most - friendly people that they have meet during their trip in Moldova. Also, among the most enjoyable things were mentioned – wine, nature and meeting old friends.

1.16 What was expected to find during the stay in Moldova and was not.When asked what you expected to find during your stay in Moldova and you didn't

most of the tourists said that actually they didn’t have any expectations before coming to Moldova. Tourists that gave answers to his question said that they expected to find during their stay and they didn’t the followings: lack of services; more European lifestyle; souvenirs; high quality service, better touristic infrastructure; better access to maps, information and events list from the country; country non-spoiled of consumerism; poor roads.

1.17 General impressions and observations of the trip in Moldova.Tourists are given the opportunity to give appreciation on general impressions and

observations of their trip in Moldova. They could choose from Strong sides and Need for Improvement. When indicated the strong sides of their visit most of the tourists consider that People, hospitality, traditions – 92,68% are the strongest sides of Moldova. 78,04% of the tourists consider that Food is the strongest side of tourism in Moldova. Also, more than half of the respondents consider that Nature – 58,53% and Tranquility, peace – 51,21% are the strongest sides. At the same time, such things like Hygiene, Information, Infrastructure and utilities has the lowest points in the table below.

Table 10. Strong sides of the trip in Moldova.

Nature

People, hospitality, traditions

Infrastructure, utilities

Information

Transport access

Food

Service

Security

Hygiene

Tranquility, peace

Variety of additional activities

Other

0.5853

0.926800000000001

0.0243

0.1219

0.317000000000001

0.7804

0.2926

0.2926

0.1219

0.5121

0.1463

0

Most of the tourists that have participated in the study consider that Infrastructure, utilities has to be improved firstly – 75,60%, also what they consider that has to be improved is Information – 65,85%. According to the survey results also Transport access – 43,90% and Hygiene – 41,46% needs to be improved. What tourists consider that definitely do not need to

14


ne improved is People, hospitality, traditions and nature. Also very low percentage of the tourists considers that Tranquility, peace and Food needs to be improved.

Table 11. Needs improvement when talking about trip in Moldova

Nature

People, hospitality, traditions

Infrastructure, utilities

Information

Transport access

Food

Service

Security

Hygiene

Tranquility, peace

Variety of additional activities

Other

0.0243

0

0.756000000000001

0.658500000000001

0.439000000000001

0.0731

0.2682

0.1463

0.4146

0.0731

0.317000000000001

0

1.18 Rating of the overall experience of the destination.

Asked to rate their overall experience of the destination most of the tourists have indicated that they were Satisfied – 39,09%, also a big part said that they were Very satisfied - 36,58%, and Fairly satisfied – 24,39%. It should be noted that none of the respondents answered that they were Fairly dissatisfied, Dissatisfied or Very dissatisfied.

Table 12. The rating of the overall experience of the destination

Very satisfied

Satisfied

Fairly satisfied

Fairly dissatisfied

Dissatisfied

Very dissatisfied

0.365800000000001

0.3902

0.2439

0

0

0

15


1.19 Likelihood to return to this destination again.

36.58% of tourists who visited Moldova definitely will come back. About 46,36% said that they will probably will take a trip to this destination again. Also, 9,75% of the respondents answered that they will fairly likely to take a trip to this destination again.

Very few respondents answered that they probably not - 4,87% and definitely not – 2,43% take a trip to this destination again.

Table 13. Likelihood to return to this destination again

Definitely

Probably

Fairly likely

Probably not

Definitely not

0.365800000000001

0.4636

0.0975

0.0487

0.0243

2. BULGARIA

2.1 Marketing aspects of rural tourismAt the base of the marketing approach to rural tourism business is the concern for

consumers. Through an analysis and objective assessment the requirements of tourists are identified and additional advantages and unique products and services are created. As a result a customized product is planned in response to the needs, desires and expectations of the customers. Market surveys of potential users of rural tourism product help to establish the types of tourists (target groups), their origin, the amounts they are willing to spend, future trends in the tourism market position of competitors, price levels in the market, etc.

2.1.1 Target market segmentsThe correct marketing strategy at national, regional and corporate level is essential for

the successful development of any type of tourism. Marketing at national and regional level is accomplished by governmental and non-governmental organizations and local administrations, depending on the co-ordinated efforts of many people. Marketing of a

16


specific site for rural tourism /farm, rural property, house/ is the task of the management team or the owner of the company.

The main elements of management are: target market segments; tourist product; price range, distribution channels, communication, i. e. the so-called "marketing mix". It is based on the concept that the company should strive to achieve and maintain maximum compatibility and consistency between the target segment, product, price, distribution and communication.

Marketing aims at managing demand. On one hand, it is not possible for a particular small company to work with the entire market in the same manner as tourism demand is too large and internally heterogeneous /tourists differ in their needs, desires, attitudes, behavior/. On the other hand, the more complete and accurate information about their current and future clients the company has, the greater is the possibility to take proper and effective marketing solutions. It is therefore necessary to have a clear idea and knowledge of the main customer groups that form the market of rural tourism. On this basis, the company should choose those that can handle best.

Market segmentation aims to differentiate a large, measurable, viable /stable/ internally homogeneous group of costumers, distinguished on the basis of significant consumer characteristics. For the purposes of rural tourism market segmentation customer indicators such as needs, motives and expected benefit, geographical origin, demographic status, economic status, characteristics of consumer behavior, psychographic characteristics can be used. On this basis, a number of market segments can be distinguished (see Tab. 1) . The experience of European countries with a strong rural tourism, such as Netherlands, shows that the target groups in this particular sector of tourism are generally families, in particular - people over 50, young families with young children and students from urban schools. Agrotourism attracts customers from their own country and from abroad.

Table 1. Examples of market segments on rural tourism marketBase for

segmentation Market segments

1. Needs, motives, expected benefits

Tourists wishing passive rest in a calm and quiet environment

Active tourists with interests in horse riding, cycling, etc.

Tourists with cultural and cognitive interests in customs, crafts, folklore, flora, fauna, etc.

Tourists with health

needs

2. Geographic origin/nationality

Bulgarians Foreigners

3. Demographic and

17


economic status

3.1Age Young people Middle aged tourists Third age

tourists3.2.Family

statusWithout

family Families with children Families without children

3.3.Occupation and income

Businessmen and high income specialists

Qualified employees with average income

4. Customer behavior

4.1.Frequency of consumption

Regular participants in rural tourism

Accidental participants in rural tourism

4.2.Preference for travel arrangements

Organized tourists Unorganized tourists

4.3.Length of stay

Long stay /1-2 weeks/ Short stay /up to 3 nights/ One day

without night stay

4.4.Company preferred by tourists

Tourists travelling

individuallyTourists travelling with family and friends

Tourists preferring the company of strangers

Using the information from the table we can conclude that current market segments on

Bulgarian rural tourism market are:• Bulgarian families of specialists with income significantly above the national

average /doctors, lawyers, financiers, etc./, who use the family vacation to communicate with their children on issues like "food sources" and environment;

• Bulgarian families of celebrities with high income (politicians, actors, etc.) with or without children seeking weekend away from the big city;

• Foreign families from continental Europe (Germans, Dutch, Belgians), middle aged or above the middle age, with average income, with no children in the family, enthusiastic about " rural tourism”, who want to stay with a Bulgarian family and taste authentic Bulgarian cuisine;

• Foreign tourists practicing mass vacations on the seaside and in mountain resorts of the country, who wish to immerse briefly without accommodation in the atmosphere of the Bulgarian rural house and try rustic homemade dishes;

2.2 Tourism productFormulation of the tourism product is an important marketing decision, which is made

on the basis of information about the needs and interests of the selected target audience. The aim is to create a combination of product components, which will cover to a maximum extent the expectations of tourists, and will form satisfied customers. In pursuit of this objective, the rural tourism enterprise must pay attention to specific key marketing aspects of its product, i.e. to give accurate answers to the questions :

18


What will the company offer? The answer specifies the product in a narrow sense and refers to defining three things:

Core of the product. This is its immaterial, intangible side. Reflecting the benefits deriving from the product, the way the target customers see it. It has to be formulated in words and pictures that would motivate the purchase. As sample cores of rural tourism product can be identified benefits such as mental comfort, physical wellbeing, self-realization in a family context, learning more about the flora, fauna and agricultural production, socialization with different and interesting people, etc.

Product form. Shows the physical characteristics of the product. In practice it is equivalent to the formal offer in a booklet or leaflet and describes what will be provided to the customer in a particular time at a particular price. Depending on the case, the rural product may include a combination of different types of goods and services :

Basic tourist services - transport with traditional and non-traditional means of transport , accommodation in an authentic rural house, catering on the base of rural cuisine ;

Bdditional services - laundry, telephone, selling local homemade food and drinks; Specific tourist services - guided tours, participation in farming activities/ fruit

picking , feeding of domestic animals/ learning a craft, folklore performances, etc. Upon presentation the product it is extremely important to identify accurately and clearly describe all services and goods that the customers will get.

Added value of the product. Includes all added tangible and intangible bonuses to the initially agreed formal elements of the product that consumers perceive and evaluate as added benefits. In the rural tourism such bonuses can be: a cup of heated brandy, a jug of house wine, free of charge bicycle or horse ride, meetings with local people. The added value gives the tourist product a competitive advantage on the tourism market.

How will the company offer? The answer of this question defines the company's product in a broad sense, specifying the following characteristics:

Accessibility of the product. Important in this respect are two things: Location. For the customers is of great importance where are the village and the

accommodation place (farmyard, farm or house); What is the working time. Physical environment and atmosphere. This concerns the architecture, design, and

behavioral aspects that form the visual /size, layout, color, contrast/, acoustic /power, sharpness, hue/, olfactory /smell, freshness/, contact /softness, smoothness, temperature/ parameters of the product. Recommended for rural sites is: the reproduction of the ancient architectural and functional style of the buildings with a discrete insertion of modern household conveniences, avoiding striking colors and the contrast with the surrounding rural environment, the presence of ancient pottery, preserving of the intonational environment dominated by birds singing, croaking of frogs, the songs of crickets, the sounds of poultry and livestock, providing aromas of fresh flowers, trees, dried herbs and spices, the use of traditional bedding, etc.

Interaction with the customer. The characteristics of the product concerns the extent and means of communication between staff and customers aiming at full involvement of the customer in consumption. For the tourist product in a farm or rural house is typical the intense

19


interaction between host /farmer/ and guests . The host and his staff should be tactfully communicative, since it is necessary to talk about traditions, explain objects and customs, demonstrate crafts and agricultural activities, etc., all within acceptable limits;

Participation of the customer in the service. Unlike some types of tourism /as business tourism/ where the services are highly standardized and tourists participate passively in the process of service, in rural tourism product the situation is different. In rural tourism the participation in the production of services /food preparation, serving, crafts/ is desired by the tourist. In pursuit of this desire, tourists often prefer full self-service by hiring only accommodation. Active presence of tourists in the manufacturing process determines the high degree of personalization of services in the rural tourism product. This means that hosts must have a highly individual and personal approach to their customers.

In its entirety, as a combination of specific characteristics in all considered dimensions, rural tourism product must show and suggest authenticity, intimacy, social warmth, ecology and comfort.

2.3 Price of productFrom an economic point of view the product price must cover the costs of the company

for its development and realization, and contain certain profit. Assuming the economic dimension of the cost, marketing focuses on its informational dimension, i.e. on its ability to attract or repel customers.

The prices of specific rural tourism product must be extremely flexible due to the following characteristics of rural tourism market:

• High price elasticity of demand, mostly for tourists with medium and low payment capabilities, mainly due to the secondary nature of the demand for tourism;

• Widely expressed psychological aspect of the price for tourists. The price is seen as a symbol of quality and consumer value, but quite often as a symbol of status and prestige as well;

• Fluctuation in the demand for rural tourism within the week, month and year;• Inability to store the product in order to wait for better market conditions. • Availability of an extended period of time between the pricing and timing of sales -

from several days to several months /especially when the product is included in catalogs of foreign tour operators/. In such situations there is a high probability of unpredictable but significant variations in some factors such as price of electricity, exchange rates, etc;

• The prevailing monopolistic market structure. Supply is made up of many small and territorially dispersed firms (farmers) which compete primarily on the basis of price and often use tactical price reductions

• Availability of government price controls on certain products and activities of rural tourism - hunting of wild animals and birds, fishing, collecting herbs.

Price formation, based on marketing aims at managing the demand for a product in both short-term (tactical) and long-term (strategic) plan. In rural tourism these two price dimensions are as follows:

• Strategic role of price. It aims: To ensure maximum profit in the long term and on this basis to achieve the shortest

possible period of return on investment;20


To define and maintain the market position of a particular rural tourism product, reflecting its quality, status and image in the eyes of consumers in a particular market segment. For example, the uniqueness of the tourism site, the high quality of the accommodation place and the availability of various attractions require the maintenance of a relatively high price, which defines prestige and high customer status;

Reflection of the phase of the product life cycle. When the product is in a phase of growth a strategic raising of the price is necessary and if it is in a phase of decline a price reduction is needed;

Price differentiation according to seasons and periods of tourism demand and specific consumer segments. It is advisable to use different prices for high season, middle season, pre - season, weekend prices, special prices for children under certain age, etc.

• Tactical role of price, expressed in: Determining the daily income and cash flow /liquidity/ of the company in the short

term; Manipulation of marginal demand through incentives, i.e price reductions and bonuses

in order to fill the available capacity at the optimal cost. In rural tourism that can be “last minute discounts” /immediately before the trip to fill the vacancies in the accommodation place/, discounts for early bookings, 14 = 10 /clients pay 10 nights and get 14/ and others.

Response to the competition in the fastest way. In this case either imitation of the price actions of competitors or maintaining and enhancing the price differences are possible;

Promotion of the product for new customers through short use at promotional prices; In tourism practice there is a wide variety of prices of rural tourism products. A

thorough study of this practice is a prerequisite for determining the correct price range for a specific rural tourism product in a specific tourist destination.

• Channels of distribution - a combination of intermediaries , " ways " and "mechanisms" by which a specific product moves and reaches the end users. The main tasks of the company regarding the distribution channels is to choose the most appropriate of them and implement an effective management of the links with these channels. In the construction of an own sales system, the particular company should be guided by the following criteria:

Maximum territorial coverage of actual and potential customers ; Correspondence between the company's image and the image of intermediaries; Financial and informational engagement for the realization of the product by

intermediaries; Ability to control sales.

2.4. Results from studies of rural tourism customers, conducted in Bulgaria

2.4.1 Study conducted in Bulgaria - summer 2011Recently rural tourism in Bulgaria has attracted more foreigners than Bulgarians. Only

10% of the visitors to guest houses are Bulgarian. In Bulgaria only 0.1% of the tourists go for rural tourism, they account for 0.5% of the total income from tourism. 90% of the tourists come from other countries therefore it is worth advertising abroad. Compared to this, rural tourism in Europe brings 1 - 1.2 billion euro each year. A study of the foreign visitors to

21


Bulgaria who go for specialized types of tourism (including rural tourism) shows that the greatest percentage of foreign tourists in Bulgaria belongs to the 36 – 45 years age group. These adult tourists account for 53% of the total number of tourists.1

Table 2. Foreign visitors to Bulgaria who go for specialized types of tourism (including rural tourism) - summer 2011

Percentage of tourists according to age and season15-35 years 36-45 years Over 56 years

High season 46% 42% 12%Low season 40% 44% 16%Special types

of tourism 34% 53% 13%

1 Ass. Prof. Marina Nikolova, PhD, D. A. TsenovRural tourism in bulgaria – an instrument for reviving rural microeconomics

2.4.2 Study conducted in Bulgaria in 2013 for project CerTour:The share of Bulgarians practicing rural tourism during the period of our investigation

was 12%, compared to 88% of foreign holidaymakers with around 40% of them residents of the UK, 25% coming from Balkan countries, 20% from Western Europe and 15% from Eastern Europe.

The age and gender distribution were as follows: tourists up to 55 years - 82%, over 55 – 18%, men have a slight prevalence over women – 56% to 44%.

34% of the interviewed tourists were highly educated specialists (e.g. doctors, lawyers), 52% have answered that they were "working people", and 14% have pointed out they take a managerial position

Fig.1 Profile of rural tourism customer according to nationality, age, gender and occupation

Bulgaria

ns

Foreign

ers

Up to 55 ye

ars

Over 55 ye

ars Men

Women

Highly e

ducated

speci

alists

Working

With m

anageria

l positi

on

0%10%20%30%40%50%60%70%80%90%

100%

22


Factors important for the choice of place for rural tourism: Quiet environment, attractive scenery, clean environment, the comfort of the

accommodation. These factors are within the accumulation of one third - about 35%. Followed by 30% for convenient location, exploring new places and experience new

and different lifestyles.Among other factors with lower accumulations are indicated: Relax away from the ordinary (16%), Feel at home away from home (14%), Novelty 13%. Price level 34%

Fig.2 Factor determining the choice of rural tourism place

Quiet, clean environment, attractive scenery, comfort of accommo-dation

Convenient location, exploring new places, experience different lifestyles

Relax away from ordinary

Feel at home away from home

Novelty

Price level

0% 5% 10% 15% 20% 25% 30% 35%

When trying to find information about a place for vacation tourists use more than one source. The greatest share of the interviewed tourists have got information about the tourist destination by tour operators ( 57%), through flyers and brochures (26%), 26% have found the required information in recommendations from friends and 16% in tourist forums on Internet.

Most of the respondents prefer to organize their trip on their own (71%), 22% have used the services of a tour agency and only 7% have made their reservation on-line.

The most common means of transport for foreign tourists to reach Bulgaria is the plane 98%, only 2% have used their own car. As for the way of reaching the tourist destination on the territory of Bulgaria the most widely used vehicles are regular bus (42%), hired car (22%) and Bulgarian tourists use mainly their own car (1249%).

Fig.3 Sources of information, planning, transportation

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Information through tour operators

Information through flyers and brochures

Recommendation from friends

Information through internet forums

Self-organization of the trip

Organization through tour agency

On-line reservation

Transport to Bulgaria by plane

Transport to Bulgaria by car

Transport in Bulgaria by bus

Transport in Bulgaria by hired car

Transport in Bulgaria by own car (Bulgarians)

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Almost every tourist, practicing rural tourism in Bulgaria regardless of the nationality, tries to visit as much different attractions during his stay as possible. Among the most popular attractions are places of historical and architectural significance (50 %), museums (56%), churches and monasteries (58%), natural reserves (23%). 68% of the respondents have visited the nearest city. 71% have been to a sightseeing trip by car, coach or on foot.

The results of the study show that tourists prefer an active form of holiday, when practicing rural tourism as most of them participate in different activities during their stay. 71% have went on a guided tour with a bus, 100% have went for a short walk, 21% - on boating, 23% have practiced horse riding, 80% have went on a picnic or BBQ, small part (16%) has taken part in cooking local food or agricultural process and have tried traditional handicraft.

One of the factors that attract rural tourism customers to the tourism destinations in rural areas are the events they have the opportunity to join. In Bulgaria the most attractive ones are the folklore music festivals, fairs, live music concerts. A total percentage of 55% has either visited or would like to visit such an event, unfortunately they don’t take place all the year round. Another attractive type of events are the traditional dance or music happenings as well as the special events of the village life as a wedding or christening, but very few of the tourists (8%) have had the opportunity to join any of them, because they are not organized very often and for small groups.

Fig. 4 Entertainment – attractions, activities, events

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Visits to places with historical and architectural significanceVisits to museums

Vsiits to churches and monasteriesVisits to natural reserves

Visits to citiesSightseeing trip

Guided tourShort walk

BoatingHorse riding

Picnic and BBQCooking local food

Agricultural processFolklore festivals, fairs, concerts

Dance, music eventsVillage life events

0% 20% 40% 60% 80% 100% 120%

As the trip planning is concerned, the respondents turned out to be fairly satisfied from the availability of on-line and off-line information helpful for the organizing of the trip (4), fairly dissatisfied by the availability of convenient transport routes (3); and have been satisfied by the cost of the travel (5).

Fig.5 Trip planning satisfaction

Availa

bility o

f on-lin

e inform

ation

Availa

bility o

f off-lin

e inform

ation

Availa

bility o

f convin

ient tr

ansport

routes

Cost of tr

avel

0

1

2

3

4

5

The average level of tourists' satisfaction from the accommodation is 4.50, which means that the rural tourism customers are almost satisfied from the cost, quality, value for money of the accommodation and the friendly and efficient service.

When asked about their satisfaction from the activities they were offered, the respondents answered with very satisfied about the opportunities to take part in different

25


activities, but not so satisfied about the availability of information on local places to visit and the opportunities to attend local events and festivals.

When they arrive at their place for accommodation, tourists pay attention most of all to the beautiful view from the room or the house (26%). It is followed by the friendly service (20%)and easy accessibility of the site (21%), fast and easy accommodation (12%), compatibility of the site with the prior description and availability of parking space (by 9%), aesthetic features of the object (2%) and availability of information about the region (around 3%).

Fig. 6 Factors important for the first impression

Beautiful view from the room26%

Friendly service21%

Easy accessibility to the site21%

Fast and easy ac-commodation

12%

Compatibility with the description

9%

Availability of parking place9%

Availabilty of information about the region

3%

Chart Title

Among the things customers have enjoyed most during their holiday in a rural tourism destination in Bulgaria are the nature, the hospitality of the locals, traditional Bulgarian cuisine, the unique Bulgarian folklore and traditions and last but not least the prices. They expected to find a better infrastructure, better state of the roads and transport system, more experienced staff, higher quality of the services.

For appreciating the overall impressions and observations of the rural tourism customers in Bulgaria, they had to point out the strong sides of Bulgaria as a rural tourism destination and the results were: the most valuable assets of Bulgaria as a country developing rural tourism are considered nature, people, hospitality, traditions, food, tranquility, peace, folklore and the additional activities, offered to the tourists. At the other end of the scale were utilities, information, transport access, service, and as the weakest points were indicated infrastructure and hygiene.

STRONG SIDES NEED FOR IMPROVEMENT

NaturePeopleHospitality

UtilitiesInformationTransport

26


TraditionsFoodTranquilityPeaceFolkloreAdditional activities

Service InfrastructureHygiene

When asked about the extent of their satisfaction from the stay in the rural tourism destination 45% were completely satisfied, 39% satisfied, 11% fairly satisfied and 5% were dissatisfied.

Fig. 7 Satisfaction from the stay

Satisfied Fairly satisfied Dissatisfied0%

5%

10%

15%

20%

25%

30%

35%

40%

The loyalty of the interviewed rural tourism customer can be appreciated as follows: 40% of the respondents claim they will definitely come back to the tourism destination, 40% will probably return again, for 10% the return is fairly likely, 7% probably will never come to the same destination and for only 3% it is definitely sure they will not visit Bulgaria again.

Fig.8 Probability to return

Definitely come back

Probably come back

Fairly like to return Probably never come back

Definitely never come back

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

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2.5 SWOT analysis of rural customers’ expectations

Strengths Weaknesses

Tourist services offered in our country are well appreciated by customers. The „satisfaction” indicator is stable over time and does not depend on the period the holiday is carried out.Foreign tourists that have chosen Bulgaria are loyal to the destination and would not hesitate to recommend it as a place to practice specialized types of tourism.Bulgaria is an attractive destination for culture, spa, eco and rural tourism.Bulgaria is recognized by tourists as a destination for rural tourism.Rural tourism has a strong performance by the factors „Bulgaria has very good conditions to be practiced " and relatively strong by " Suitable for people of all ages ."

The main problems are poor infrastructure, roads, traffic. It is possible that at some point they become a serious threat to the development of specialized types of tourism.

The information about Bulgaria as a destination for specialized types of tourism is insufficient.

The insufficient hygiene of tourism sites provokes serious criticism from tourists.

Difficult communication due to the low knowledge of foreign languages.

Opportunities Threats

The tendency to combine different tourism types has to be developed and improved.The link between all types of specialized tourism is the combination of nature, special experience and the opportunity to use additional services, which should be used.There are typical combinations of types of tourism that can be considered in the formation of the packages.Potential opportunity represents the ability to promote the opinions of the tourists that have had a holiday in Bulgaria in order to increase confidence in the destination.Providing more accessible information about Bulgaria as a destination for specialized tourism is an important condition for the development of this market.Emphasis on specialized tourism should be the uniqueness and adventure perceived as provocative (causing interest) element.The popular seaside tourism can be used as an "engine" for the less practiced specialized types of tourism.Improvement can be sought in terms of the image of rural tourism as tourism that can be practiced in all seasons.

Probably the hesitant tourists first take a common decision on the type of the holiday and then - according to the attractiveness of offers choose a specific country. In this context, „management " of the tourists flow through messages can be difficult.Major competitors in the market niche of specialized types of tourism are Greece and Turkey. With well- built communication strategies by competitors, they can quickly replace Bulgaria in the minds of consumers.Main competitors for attracting foreign tourists in the next 12 months are Greece and Turkey (in the summer), Spain (for spring), Italy and France for the autumn holidays and ski trips to Austria (refers to the planned trip).

Austria has emerged as a major competitor of Bulgaria, on one hand, for winter travel, on the other - in respect with rural tourism.

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3. UKRAINE In Ukraine agro-tourism considered as recreational trips to the countryside, a kind of

small business, which strengthens the role of regional studies in order to reduce the role of human activity, creates life environment, which is closer to the nature.

For the first time about agro-tourism, or «green tourism», as a new form of recreation in Ukraine talked in 1996, when a group of like-minded people from such cities as Uzhgorod, Kyiv, Simferopol and Beregove appealed to the Ministry of justice with the request to register the Charter of the Union for promotion of rural «green» tourism. The purpose of activity of the Union was to make holiday in the village profitable, bring it to the peasants, who does not like farming, and to give citizens an alternative kind of rest. By 2003, when a law that allows the owner of the private sector to create in his estate conditions for the reception of tourists was adopted, such estates were working quasi-legal. Since that time, there are more than thousand such estates in Ukraine [22].

Analysis of the development of ecological and agricultural tourism in Ukraine indicates that there are many natural features, which are still insufficiently used. The main objective is to create legislative preconditions for development of ecological and agriculture tourism. This will contribute to rational use and protection of landscape resources, regulatory support in this sphere, in particular in relation to the conservation and use of biological diversity, ecological entrepreneurship, interdepartmental economic and ecotourism activity; improvement of the territorial organization of ecotourism and agro-tourism on the basis of international environmental criteria of the quality evaluation of landscapes; creation and implementation of development projects, dissemination through the media benefits of the organization of these kinds of tourism.

3.1 Value and effectiveness of agro-tourism activities in Ukraine

The most important factor of successful development of agro tourism sector abroad was that the agro-tourist product meets the requirements of a new customer, which represents the largest segment of the solvent demand, as well as the fact that there is a need to diversify agricultural production in tourism in connection with the restriction of volumes of the main product.

There is a need arising in the conditions of modern Ukraine. On the one hand, to provide recreation for the socially vulnerable sections of the population in the countryside, and on the other hand – in the development of the agricultural sector by agricultural tourism.

The relevance of agricultural tourism in our country is based on two concepts. The economic relevance of the first concept is that in conditions of decline of the material-technical base of recreation centers near large cities (tourist centers, rest homes, sanatoriums) the prerequisites for competitive proposals in the structure of agricultural enterprises have arisen.

At the same time the tourist sector of the agricultural enterprises and farms can offer a full range of services. In addition, here are proposed exceptionally agro tourism forms of customer service: water and pedestrian tourism, hunting and fishing events, harvesting of

29


mushrooms and berries, adventure tourism.An important aspect in the agricultural tourism is the organization of foreign agro tours.

Without considering some professional issues, on the account of cheap food and accommodation the cost of the agro tours is in 2-2,5 times lower than the cost of conventional tours abroad. Thus the whole complex of excursion service in the world’s tourist centers is fully preserved. However, on the services market there is no sufficient supply of agricultural tourism, especially for the socially vulnerable sections of the population.

Attraction of additional labor and capital is required for the revival of agricultural production. Besides, it is economically appropriate to bring the processing of agricultural raw materials to the places of its production. This will also be accompanied by the creation of favorable conditions for the development of business activity in the non-agricultural areas, especially in the sphere of recreation and conservation activities, agro – and eco-tourism, rural hotel business, subsidiary of industrial organizations in different fields.

The scientific support is necessary for the implementation of the regional concept of the development of agricultural tourism in Ukraine. The basic direction of this support is the development of regional programs of development of tourism. The software includes five main approaches: recreational, economic, marketing research, interdisciplinary approach and investment planning. The core of the program implementation is the financial support.

The agricultural tourism became an independent tourism division only with the beginning of the 1970s. Today the rural tourism takes its place on the world tourist market and has considerable volumes as a highly lucrative activity. What about Ukraine, it is rather poorly developed but it attracts the attention of foreign and domestic tour operators.

The main reasons for choosing this type of recreation are the following: unity with nature, fresh air, organic food; change of the situation; the lack of density of the population; the need for recovery in certain climatic conditions, recommended by a doctor; the opportunity to join other culture and customs; real participation in any agricultural work; and the harvesting of mushrooms, berries, medicinal herbs, and, of course, cheapness.

Such type of recreation is especially useful for children of preschool and adolescence age during their vacation, because the number of summer sports and recreational centers has considerably decreased over the last twenty years.

As a result of transformations in agriculture there are three groups of agricultural producers in Ukraine: agricultural organizations, households and farms.

Agricultural organizations are the main producers of grain, sugar beet, sunflower, eggs; households are the main producers of potatoes, vegetables, honey; farmers do not have a distinct specialization yet.

The hopes of the high efficiency of the farms were not realized. The efficiency of production in farms is lower than in households and in the agricultural organizations.

High efficiency of production in households is achieved through the intensification of labor per unit of land. The basis of the increasing efficiency of production in agricultural organizations is division and cooperation of labour. The effectiveness of agricultural production has decreased during the years of reforms. The decline in agricultural production is the result of the low prices, which are formed on the agricultural market. The reason is the formation of such economic layer as «dealers», who create their marginal income by buying

30


all the manufactured products.The solution is the development of agro tourism, which is a special form of sale of

agricultural products at prices which are lower than market prices and higher than the dealers’ prices. Introduction of such form of sale is profitable both for producers and consumers of agricultural products. Consumers in this case are the different segments of the agro tourists group, from economy class to VIP-tourists.

This fact determines the formation of different diets and tourism services creates the conditions for the formation of the next steps of the development of agro tourism, which are characterized by different means of placement – from private farms to agrotourcenters and regional rural (agricultural) tourist centers [22].

The main advantages of rural, agricultural and ecological tourism are given in the table 1.2 [11].

Table 1.2 – The main advantages of rural, agricultural and ecotourismRural tourism Agricultural tourism Ecotourism

– rural way of life– natural environment– local culture– traditional architecture– participation in local

cultural events

– agricultural classes– consumption of organic

food– participation in

agricultural works – animal care

– amenities of the natural environment

– ethnographic objects– «green schools»– active tourist

attractions without harm to the environment

Agriculture of Ukraine in comparison with the developed European countries is characterized by several times lower labor productivity and production efficiency, high grinding of the agrarian structure and dangerously high scale of hidden unemployment. The necessity of activation of rural population, the creation of appropriate working and living conditions for rural population dictate the importance of its diversified development, in particular the development of new forms of entrepreneurship and employment for the rural population. In this situation, agro-tourism acts as the first real alternative to the unemployment on the village, the source of income of its residents, the establishment of new labor market and improve the overall living standards of the rural population.

Agro-tourism, offering tourists rest in a natural environment and rural landscape, is the chance to improve the living conditions in rural areas. The value of agricultural tourism is reflected in the table 1.3.

Table 1.3 – Value of agro-tourism for farms, villages in general and touristsFor farms For villages For tourists

Use of free economic funds

Use of free funds of the village

Activities in a village

Additional income Additional income Knowledge of the cycle of food production

31


Additional and new jobs New jobs Consumption of fresh food

Intensification of the activity of the peasant family

Improvement of the rural infrastructure

Direct contact with nature

Aesthetic, cultural and educational development of the family

Activation of rural communities

Participation in the life of the farm

Self-development of members of the family

Conservation of cultural and historical heritage of the village

Direct communication with local residents

Knowledge of other cultures, customs and traditions

A estheticization of the village

Knowledge of the culture of the region

Contact with other cultures Learning new skillsSelf-development of the

inhabitants of the villageDevelopment of the

interestKeeping an eye on

animals

Agro-tourism is considered as a strategy of vertical diversification of farms, when the manufactured production in agriculture acquires surplus value, satisfying the broader needs and requirements of the consumers.

The criteria for the definition of agro-tourist farms are:– services for Agro-tourism are provided by farmers;– passing the night in their own home;– the share of household incomes from tourism (50%).Only those forms of tourism, which are related to production activities of the peasant

economy and to the use of its bases for such purpose, can be related to the agro tourism. Other agricultural farms which provide agro-tourism services are related to the rural green tourism.

The main conditions for the agro tourism activity are:– potential of the household;– environment of the household, which is primarily associated with the attractiveness of

the territory, the macroeconomic environment, the condition of regional infrastructure and activities of the local authorities [8].

To characterize the realized and the potential demand for agro-tourism products within a certain time it is proposed to determine the capacity of the market taking into account the number of population, the share who would like to join agro tourism, solvency of the population and the possible costs for these services.

Capacity of demand for agro-tourism services is determined by the formula:Ма = Кн × По × Тч × Сч × Ач, (1.1)

where Ма – market capacity of agro-tourist services,Кн – number of population (country or region),По – solvency of one person,

32


Тч – proportion of expenditure on tourism in total expenditures,Сч – proportion of people who prefer to spend their vacation in the village,Ач – percentage of people who prefer agro tourism.

The following system of indicators is proposed to assess the effectiveness of the development of agro tourism:

1) at the national level:– number of agro-tourism farms;– the share of agro-tourist farms in the total number of private farms;– the number of rooms and beds at the agro-tourist farms;– the share of beds in the common database;– the number of the employed in the country house;2) at the regional (local) level (including a group of indicators at the national level):– the share of the region in the number of agro-tourist farms, the number of beds;– use of Agro-tourism potential of the region;– a multiplicative effect of employment in eco-Agro-tourism;– development of tourism infrastructure;3) at the level of the household:– characteristics of quality services (accommodation, food, other offers);– the share of services of rural tourism in the whole income of the household;– indicators of the efficiency of the agro-tourism activities (return of investment,

income etc.).Thus, the main feature of a technique of definition of efficiency of agro-tourism

development is its focus on promising solution of problems, that is, the elaboration of relevant national and regional development strategies, the development of specific programs for its implementation.

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3.2 Results of the research the needs and expectations of potential costumers of agro-tourism services in Ukraine

3.2.1 Needs and expectations of agro-tourism services in Zaporizhzhya region

Zaporizhzhya region is situated in the South-Eastern part of Ukraine on the black soils of the steppe zone. In addition to the powerful industrial-energy potential, this region has valuable natural, historical and cultural resources for sustainable development of tourist, resort and recreational areas.

The South of the region is washed by the Azov Sea. The coastline is more than 300 km within the region. The water area of Dnipro River, the remains of the former floodplains of the historic Great meadows is a stabilizing recreational factor of industrial cells of the region.

The favorable climate, magnificent coastal scenery of the Dnieper, mineral water sources and gentle, warm Azov Sea attract tourists to this region. Mineral water and curative mud of the famous balneological types are explored and used within the region.

In General, resort and recreational areas make almost 15% of the area. The estates of green tourism are created in different parts of the region, tourist routes are continuously updated with new tourist facilities, especially actively historical, sport, green, rural, child, youth, business, ethno-tourism and other types of internal and external tourism are developing.

The identity in the tourist and resort sector is achieved by taking into account the poly-ethnic composition of the population, a combination of resort and recreation and tourist areas with traditional art projects in the region, bright achievements in the preservation and development of crafts, the use of the attraction of the broad public to the Khortitsa Island as the cell of the statehood, democratic and economic traditions of Ukraine.

During the studying of agro-tourist climate of Zaporizhzhya region, the survey of business representatives, who provide tourist services, in particular, managers of Travel Agency «Victoria» and Travel Agency «Free bird» was made. It is worth to be said, that these representatives of tourism industry use hired labor, and the majority of employees, including management, has a higher education, and specialized tourism education. In addition, managers and staff speak foreign languages, which show the appropriate level of service.

These travel agencies use computer technology and software to manage their business (for reservation, for the management of web pages, for advertising and promotion of tourist services). The Internet is also used for analyzing the tourist market.

As the main purpose of the business, the respondents indicated the improvement of tourist services and products, and also the increasing number of customers. It is possible to achieve the last one through the development of agro-tourism, because during the survey it was revealed that the management of tourist companies has a fairly high level of awareness about the agro-tourism activities. Among the main problems of the development of agro-tourism were specified the poorly developed infrastructure in the region, the lack of transport connections and poor transport infrastructure.

Unfortunately not all respondents want to certify their tourist business.

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According to the Zaporizhzhya regional tourist information centre, there are 31 subjects of agro-tourist services, which are successfully functioning in the region [21]. So, there is the Ethnographic farmstead «Ukrainian court of XIX century» in Tokmak.

There are 18 subjects of entrepreneurship which provide tourist services in Berdyansk district. There are 3 agro-tourism firms in Zaporizhzhya. There is the Green house Saenko in the Kuibyshev region, Melitopol and Azov area both have two, Primorskiy district – 3, and the «Saltychiyskuy steppe oasis: recreation and fishing» was created in Chernigov area.

Visual distribution of the subjects of the agro-tourism areas is shown on the picture 2.1.

Tokmak; Series1; 1; 3%

Berdyansk district; Se-ries1; 18; 58%

Zaporizhzhya district; Se-

ries1; 3; 10%

Kuibyshev region; Se-ries1; 1; 3%

Melitopol dis-trict; Series1;

2; 6%

Azov district; Series1; 2; 6%

Primorskiy dis-trict; Series1;

3; 10%

Chernigov area; Series1; 1; 3%

Tokmak Berdyansk district Zaporizhzhya district Kuibyshev region

Melitopol district Azov district Primorskiy district Chernigov area

Picture 2.1 – The Ratio of the number of agrotourist subjects for the cities and districts of Zaporizhzhya region in 2013 year

The questioning of 21 respondents from 18 to 47 years old, including 11 women and 10 men was made in the framework of the research of the needs and expectations of existing and potential agro-tourist services customers in Zaporizhzhya region.

Thus, the main motives in choosing between one or another organization which provide the agro-tourist services are the following: to meet people of similar interests, to do something exciting for getting experience, to relax from everyday life, to visit new places, to get an unforgettable experience, to learn something new, to expand their knowledge, quiet, clean and quiet environment, physical activity and other. In conclusion we can say that the spectrum of preferences is wide enough so the directions for the development of agro-tourism should be also varied.

On the opinion of the respondents the advantages are: nature, people, hospitality, traditions, safety, service, peace, etc.

The weak sides of Agro-tourism in Zaporizhzhya region are: infrastructure, public services, transport, sanitation, and a variety of other factors.

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So, those respondents in the Zaporizhzhya region who used agrotourist services, were largely satisfied, however, indicated that there were some problems, which need to be solved. The majority of respondents expressed a desire to continue developing of the agro-tourist recreation.

The Agro-tourism is successfully developing in the Zaporizhzhya region. Travelers have the opportunity to try Ukrainian national food which is prepared according to old recipes. Guests have the opportunity to watch the performances of folk groups, use the services for organization of children’s holidays, birthdays, weddings in Ukrainian style. They can also visit master-classes on traditional Ukrainian embroidery, on making bound dolls, amulets, woodcarving, blacksmithing, wickerwork, lessons of Ethnology and many others.

Even taking into account all that economic and social problems of the village, agro-tourism is successfully developing, especially in the Zaporizhzhya region. The tourism industry positively affects the development of the other industries, which are not directly related to the tourism, such as construction, transport and communications, municipal economy. Agro-tourism contributes to the development of the region, creating new jobs, stimulating the development of local industry, agriculture, services, reviving local traditions, folk crafts, rising the total accomplishment of cities and villages of the region.

3.2.2 Needs and expectations of clients of agro-tourism services in Dnipropetrovs’k region

Dnipropetrovsk region with its unique landscapes, rich historical and cultural heritage, recreational resources, friendly and hospitable people, has all the conditions for the successful development of the tourism industry, including agro-tourism. In Dnipropetrovsk region, the results of the first half of 2013, tour operators and travel agents provide services 25.5 thousand tourists, of which 20% – traveled to Ukraine. The volume of tourist services is over 40 million.

Dnipropetrovsk has unique natural resources across the region runs the cleanest river in Europe – Orel, enchants its forests Dnieper- Oril’s’kiy reserve. Having landscape and conservation area provides the impetus for the development of ecotourism. In 2013, on the map of Dnepropetrovsk region appears unique place so tireless work of volunteers rebuilt once abandoned houses Ukrainian village. In ethno- eco- village «100 Pudivka» can plunge into the real countryside and wilderness experience Ukrainian culture and traditions. Annually for the Dnipropetrovsk region became an international ethnic festival «Petrykivsky Divotsvet» where folk crafts introduce holiday guests with his craft and offer yourself to create your own unique masterpiece.

Experience the hospitality of the hosts can Dnieper settled in the so-called «green» estates, which in about 15. Each sector – its charms. In Nikopol’ area guests drive forest trails. In Petrykivschyni tourists invites four Cossack village. For example, the explorers’ Halushkivka «guests are greeted Cossacks on horseback, hikers are treated to old dishes of Ukrainian cuisine and entertaining theatrical show of saber battle [13].

During the research prospects providing agro-tourism services in Dnipropetrovsk region was carried out a survey of owners of the guest house, which started its business in 2010,

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Camp has over 10 beds, as hired labor. However, the presence of higher education employees do not have the tourism education and do not speak foreign languages.

As subjects of agro-tourism in the Zaporizhzhya region reported that use computer technology and software to manage the business, such as book, web page management and promotions. Internet as catalogs and travel guides are used to study the tourist market.

It should be noted that the owners of the guest house pointed to a certificate of quality that is positive and indicates proper quality agro-tourism.

The main priorities of the business respondents consider improving the quality of tourism services and products, increasing the number of customers increase efficiency of tourism businesses and to attract more foreign tourists. However, solving these problems is complicated primarily because of the large bureaucracy of administrative procedures for starting and operating a travel business.

According to the website of the Cossack cell «Old Kodak» in Dnipropetrovsk agro-tourism has great prospects for development, because currently are 7 Petrykivs’kiy estates in the area estates 4 – in Pavlograd, 3 estates – in Tsarychans’kiy 2 estate – Nikopol district. Expected to open estates in Pokrovs’ky and Vasilkovsky areas. In picture 2.2 is represented by the number of agro-tourism businesses and entrepreneurs by districts of Dnipropetrovsk region [20].

1; Petrykivs’kiy district; 7

1; Pavlograd dis-trict; 4

1; Tsarychans’kiy district; 3

1; Nikopol dis-trict; 2

Petrykivs’kiy district Pavlograd district Tsarychans’kiy districtNikopol district

Picture 2.2 – Number of agro-tourism businesses and entrepreneurs by districts of Dnipropetrovsk region in 2013

In the study, the needs and expectations of actual and potential customers agro-tourism services in Dnipropetrovsk region was conducted the survey 10 respondents aged 20 to 62

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years, including 7 women and 3 men.Respondents were chosen tourism organizations in order to: learn something new, a

break from the daily bustle, a break from everyday life, to visit new places and to be physically active.

Selection is carried out mainly on the recommendation of friends and the recommendation of the travel agency. On Tourist Places interviewees mostly learn from travel online forums and from friends.

As for attractions that are most in demand, should include churches and monasteries, historic sites, museums and art galleries, parks. During the rest of the respondents liked the nature, the people, the hospitality, traditions and so on. Improvements need infrastructure, utilities, information, transportation and security. But most of the rest was very happy and expressed a desire to use agro-tourism services in the future.

So today in the Dnipropetrovsk region rural tourism is experiencing a stage of development and is seen as an area of economic activity, which is worth investing because it greatly affects the intensification of the local economy and helps save the environment, landscape, local culture and traditions. Support needs of any business in the tourism sector, which is made in rural areas on the basis of individual production, it is necessary to introduce international experience in organization and promotion of agro-tourism farm tourism businesses as a form of revenue-generating activities in rural areas.

3.2.3 Investigation of customer needs and expectations of agro-tourism services in Kyiv region

One of the most promising regions for tourism development is Kiev region, which is located in northern Ukraine, in the middle reaches of the Dnieper River in the forest-steppe zone of the borders with Belarus. Kiev reservoir on the Dnieper River and major tributaries of the Dnieper – Pripyat, a beetle, Irpin Stugna, Desna, Trubizh of them located on the banks of the numerous tourist bases, seating areas, hunting farms, game reserves contribute to the development of health, green, and agro-tourism. Wellness area with resorts on the basis of mineral water in the Bila Tserkva and Myronivka, Boyarka, Vorzel and others. Major attractions are in the area of Kiev – over 50 museums and theaters, the largest planetarium in the former Soviet Union, many monuments of culture and art, architectural monuments. The greatest development in a cognitive and health tourism, and business tourism.

Ukrainian Fund for Entrepreneurship Support (Kyiv, Ukraine) and the Association «Center for European Cooperation» (Dzyerzhonyuv, Poland) developed the concept and implemented the project «Start Your Business in the countryside. Outside the agricultural business activities for the welfare of Ukrainian peasants (Agro-tourism)». Activities of this project were primarily educational in nature and included modules, the last in particular in Kiev, the final conference was also held in Kiev. As was attended by Polish and Ukrainian leading experts on integrated rural development, state support of entrepreneurship and rural tourism, the collection and dissemination of tourism information and more. The implementation of these components will boost the creation of viable agro-tourism business objects, which in turn should contribute to the solution of a global socio-economic issues such

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as improving the welfare of the inhabitants of the village, activation of self-employment and reducing unemployment, historic preservation and cultural heritage, preservation and restoration of environmental protection, revitalization of local government and improving partnership «business – government – community». Investigating the activities of agro-tourism business Kyiv region was done leadership questionnaire guest house, founded in 2004, It is a travel company with more than 10 beds.

Unfortunately, the staff of the guest house does not have a higher education and do not speak foreign languages, which to some extent reduces its competitiveness.

Computer technology and software used to manage the website. Promoting tourism enterprises as well as market research is mainly through the Internet.

Guide the guest house is not certified, nor use of quality standards, as well as non-member of tourism association.

Vacationers as additional services offered tours walks and cooking local food.The main purpose of business respondents consider increasing the number of clients,

but among the main problems that hinder the prosperity of the business were identified undeveloped infrastructure in the region and poor road infrastructure.

In order to maintain an adequate quality of services Agro-tourism and shaping a positive image of his Union for Promotion of Rural Tourism in Ukraine established a system of categorization of rural lodging base « Ukrainian hospitable mansion.» All-Ukrainian Network categorized B & B in the region contributes to quality services for placing domestic and foreign tourists, because a significant number of consumers sign of quality is the decisive criterion for choosing a product or service as a guarantee of quality.

Categories Network « Ukrainian hospitable mansion « indicated:– basic category – Estate meets the minimum requirements set to the location of tourists

and vacationers;– the first category – Estate meets the minimum requirements and requirements

concerning planting area, parking of vehicles, the minimum beds area sanitary facilities and passing maneuvers owners of estates;

– the second category – Estate meets the requirements of the first category and the requirements that involve the presence of light stands, separate entrance for guests available playground, bath / sauna and access to the Internet;

– the third (highest) category – Estate meets the second category and requirements, which include availability pool, garage, every room – TV, refrigerator decoration holiday destinations with natural materials, single and double rooms, hot and cold water;

– farms, not seen any of the signs, categorizing program «Ukrainian hospitable mansion» is not passed.

Thus, according to the NGO «Association for Promotion of Rural Green Tourism in Ukraine» in Kyiv region in the third category were classified as a B & B, the second – as one, the first – two to the base – and with six categories are three B & B. In picture 2.3 clearly shows the distribution of estates by category agro-tourism to provide services [2].

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the third (highest) category; Series1;

1

the second cat-egory ; Series1;

1

the first category; Series1; 2

basic category; Series1; 6

without the cat-egory; Series1;

3

Picture 2.3 – Distribution of estates Kyiv region by Category agro-tourism to provide services in 2013

Exploring the needs and expectations of customers agro-tourism services in Kyiv Region 5 conducted the survey respondents aged 23 to 33 years, including 2 women and 3 men.

Among the reasons most often elect Tourism Organization called: Learn something new (four respondents) and get thrills (two).

Strengths of the respondents consider the nature, the people, the hospitality, traditions, food, and weak, in need of improvement infrastructure, utilities, transportation, maintenance and security.

Dynamics motivations implementation tourist travel to Kyiv region shows that in recent years the trend increase in the flow of foreign tourists traveling in the following objectives: business tourism, recreation and leisure, treatment (almost 40%). Thus, there is a need for targeting the tourism sector and the capital of the region for the development of business, cultural, educational and agro-tourism.

3.2.4 Needs and expectations agro-tourism services in Lviv region

Lviv region is one of the major tourist regions of Ukraine which has unique historical and cultural sites. 1/4 of all the historical and cultural heritage of Ukraine is located in the region. Within the territory of the region there are 7 resorts, two national parks («The Skole Beskids» and «Yavoriv») and about 4 thousands of historical and cultural monuments under

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state protection (over 2 thousands of security facilities are located in Lviv, in 1998 historical and architectural ensemble of its central part is enrolled in the UNESCO World heritage Site). No other region of Ukraine can boast of such number and variety of historical, archeological, architectural and monumental art sites.

Lviv region is one of the most long-range regions of Ukraine for agro-tourism development. Its attraction for domestic and foreign tourists is caused by advantageous geographical location, a large number of historical, cultural and architectural sites full of therapeutic, recreation and climatic resources. Region neighboring ensures the continuous flow of citizens crossing the border of Ukraine. The most part of people moving across the border goes directly to Lviv and Lviv region as tourists, so the task of local authorities is to take advantage of the region as much as possible, to develop rapidly the travel industry which can make a significant contribution to the economic development of Lviv, replenishing regional budget.

The survey was conducted for the guest house management which operates in Lviv region and was registered in 2007. There are less than 10 sleeping accommodations in the camp. Wage labor is not used and the owners, though with higher education, do not speak foreign language and do not have special tourism education so far. For advertising or other purposes Internet is widely used. The main purpose of business is to increase the efficiency of tourism enterprises. Obstacles are caused by underdevelopment of region infrastructure and a large bureaucracy of administrative procedures for starting and dealing tourism.

Lviv Regional Association for promotion of green tourist development offers about 200 of agri-homesteads to green tourists who want to relax in the mountain villages of the region. The main types of agro-tourism services offered are given in table 2.1.

Table 2.1 – The main types of agro-tourism products in Lviv Region (based on Catalogue of rural tourism)

№ Agro-tourism products

Prevalence(* – is prevailed,

** – is fairly prevailed)

1.

National cuisine**

2.

Village Party with refreshments**

3.

Participation in the festivals, folk ceremonies (weddings, Christmas carols and folk music)

*

4.

Visiting craft, home museum*

5.

Gathering mushrooms, berries and conservation**

6.

Health-improvement sauna with herbal teas, ancient rejuvenation recipes

*

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7.

Tourist walking routes*

8.

Winter Fun, sleigh**

9.

Horseback riding*

10.

Bonfire and treats*

During the research of existing and potential customers requirements and expectations in agro-tourism services of Lviv region the survey of youth was conducted, namely 5 respondents from 17 to 18 years old, including 3 women and 2 men.

Respondents expressed a desire to relax from the daily routine while traveling, to take a relax from the daily hustle and bustle, learn new, enrich their knowledge and be physically active. Information about a chance to relax is usually got from friends and websites of travel agencies. The majority was definitively satisfied with the rest.

Lviv region has the necessary climatic, historical and cultural resources, as well as facilities for the development of tourism. However, the available resources are not fully used. activity reduction, lack of funds, lack of attention on the part of local authorities.

To enhance the development of tourism in Lviv region it is necessary first of all to dig up state funds and to involve private investors to invest in tourist development. Investments in both public and private capital should be directed to the maintenance and renewal of existing tourist resources, modernization and development of the tourist facilities, the development of tourist infrastructure (roads, facilities for accommodation, food, service, etc.), promotion, advertising and involvement in the region as many tourists as possible both domestic and foreign.

So, we can say that there are favorable socio-economic conditions for management and development of agro-tourism based on rural households and farms in Lviv region. Analysis of recreational infrastructure predetermines appreciation of prospects and economic feasibility of rural tourist development and changing of Lviv into tourist and recreational area of European importance.

3.2.5 Investigation of customer requests of agro-tourism services in Khmelnitsky region

The oldest area of Western Ukraine formed in 1937 was called Kamyanets-Podilskyi until 1954. On the territory of Khmelnytskyi region the National Historical and Architectural Reserve «Kamianets» is located – one of the most attractive tourist sites in Western Ukraine that is the second only to Kyiv and Lviv in the number of landmarks. In addition, castles, fortresses and Orthodox, Catholic, Jewish and Muslim places of worship of various styles remained in different parts of Khmelnytskyi. Civil architectural heritage is presented by various administrative buildings, palaces, parks, alcoves and historical monuments. Here are

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the national park and many interesting sights of animate and inanimate nature.Khmelnytskyi region tends to increase the number agri-homesteads. Thus, rural tourism

is quite developed tourist industry segment of the region with 64 agrahotels mainly located in Kamyanets-Podilskyi, Novoushitskyi and Shepetivskyi regions. According to official data there are 64 farms providing travel services in Khmelnytskyi region, informally there are much more such farms. Farmers who unofficially involved in this kind of business are afraid of absence of legislation that would explicitly regulate this type of management [18].

Among the tourist enterprises of Khmelnytskyi region there was conducted survey at the hotel with family property management using hired labor and founded in 2012. There are over 10 sleeping accommodations.

Employees have a need for special tourist education, however most fluent in at least one foreign language (English or German).

Computer technology and software are used to manage tourist enterprise for the reservation, management of a web page, as well as for promotion. The family-run hotel has not been certified, however, respondents expressed a desire to certify their business.

Additional services are guided tours – on foot and by bus, observing wildlife, birds, picnics and barbecues, cooking local food, traditional handicrafts.

The main purpose of business is to increase the number of clients and to attract more foreign tourists. Problems are the lack of region infrastructure and lack of transport links.

During the requirements and expectations research of potential customers in agro-tourism services of Khmelnytskyi region the survey of 5 respondents was conducted, from 20 to 55 years old, including 3 women and 2 men.

Respondents choose the tourist office taking into account opportunities to relax from the daily hustle and bustle, to do something exciting, on the recommendation of friends, a chance to learn about traditional culture, to get to know with other ways of life, to feel at home away from it and to meet people of similar interests. 80% of respondents learn about the tourist places from friends and book tickets via travel agencies.

Most tend to visit historical places but one of the respondents does not mind to a tour at the winery. Also respondents prefer exhibitions/fairs (80%), music concerts (60%), rural traditional activities, hiking and cycling. Failure is caused by lack of information and problems with transport.

To classify the problems and prospects of development of agro-tourism in Khmelnytskyi region SWOT-analysis has been carried out. Pointing out weaknesses will help to develop effective measures to prevent problems that could arise as a result of this type of management. Strengths make it possible to determine the potential of the region for tourism and to develop an effective strategy for its further development (table 2.2).

Table 2.2 – SWOT-analysis of Khmelnytskyi region for agro-tourism developmentStrengths (S) Weaknesses (W)

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Advantageous geographical locationRetained national traditionsRich flora and faunaPreferably clean environmentCarrying a variety of festivals and fairsHistorical and architectural heritageThe presence of landscaped parks and

natural monumentsThe presence of religious and ethnic

attractionsHospitable peopleRelatively reasonable prices for travel

services

Lack of full tourist informationLack of knowledge of population about the

possibilities and prospects of agro-tourismPoor quality of road surfaceThe low use of agro-tourism attractionThe lack of professionally trained experts

who are engaged in advertising and public awareness about the forms, methods and standards for agro-homesteads organisation

Threats (T),hampering the growth of agro-tourism

Opportunities (O),benefits from agro-tourism development

Lack of legal framework and political stability in the country

Bad political image which prevents the inflow of investments from foreign investors

Appearance of uncategorized lodging base that reduces the quality of services

High unemployment which adversely affects the crime rate

The development of agro-tourism increases the income of the rural population

Significant replenishing of local budgetThe inflow of tourists is of great aid in the

preservation of historical, cultural and architectural attractions

The growth of number of jobs in the service industry, medicine, transportation services, etc.

The main purpose of agro-tourism in Khmelnytskyi region is to develop competitive tourist product comforming to the international standards, aimed at the most efficient use of the recreational potential of rural areas as a factor that influences the stabilization of the economic development of rural areas, raising the standard of living of the population in rural areas.

Although Khmelnytskyi region is among the five regions of Ukraine on the number of tourist attractions, from a strategic point of view tourism is not a major industry in the region. Favorable conditions for tourist development exist in certain areas with the potential of some types of tourism. In addition to the famous city of Kamyanets-Podilskyi other prospective areas include Museum of Nikolay Ostrovskyi, parkland estates in the village Samchyky of Starokostyantynivskyi region, Sataniv resort, church and fortress in the village Sutkivtsi of Yarmolynetskyi region and Khmelnytskyi city, while the most prospective types of tourism are rustic and agro-tourism vacation.

3.3 Prospects for the development of agro-tourism in Ukraine

Structural changes that occur in the Ukrainian economy put to agriculture and rural new frontiers and opportunities for business development. This is due to the need of deep

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restructuring agricultural sector and overcoming underdevelopment in rural areas.In this context, particular attention should be paid to the development of agro-tourism.

This applies to regions with low levels of industrialization and urbanization, non-agricultural employment, high unemployment, low income op people, who have free space for receiving guests. But, unfortunately, in Ukraine agro-tourism has not received sufficient development [16].

October 8, 2013 at the Economics Faculty of Zaporizhzhya National University held a conference at the round table on «Agro-tourism» with a view to consider the basic problems in the functioning of the agro-industry and identify promising areas of agro-tourism in Ukraine.

Organizer of the meeting was the dean of the Faculty of Economics Alla Vasylivna Cherep. Other participants were professors and students the Faculty of Economics and guest – CEO of State organization «Regional Fund for support of entrepreneurial activity in the Zaporizhzhya region» – Volodymyr Vasylovych Stepanenko.

Throughout the meeting it was stated a lot of problems. It has been said that the agricultural tourism in Ukraine is at a nascent stage. That is why it should be encouraged. After a while the Faculty of Economics of Zaporizhzhya National University will publish a monograph based on the meeting. It will contain the scientific work of professors and students.

During the discussion, it was revealed that the most promising directions of development of agro-tourism in Ukraine is to attract foreign tourists. In order to find out the needs and expectations of foreign tourists, we conducted a survey via e-mail. 14 tourists participated in the survey. All they have previously used the services of agro-tourism in Ukraine. Among survey participants were four representatives of Moldova, 2 representatives from Russia, and one tourist from the United States, Italy, Switzerland, Sweden, Turkey, Israel, Jordan and South Korea. This is shown schematically in picture 3.1.

Moldova; Series1; 4; 29%

Russia; Series1; 2; 14%

United States; Series1; 1; 7%Italy; Series1; 1; 7%

Switzerland; Se-ries1; 1; 7%

Sweden; Series1; 1; 7%

Turkey; Series1; 1; 7%

Israel; Series1; 1; 7%

Jordan; Series1; 1; 7%

South Korea; Series1; 1; 7%

Moldova Russia United States Italy SwitzerlandSweden Turkey Israel Jordan South Korea

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Picture 3.1 – Distribution of respondents by foreign countries

Specifying the reasons which led them to rest in Ukraine, respondents most often mentioned are: the desire to do something exciting, a break from the daily bustle, be physically active, innovation, attractive nature, to get experience, on the recommendation of friends, another – came to friends, visit new location (for entertainment).

Mostly they received information from friends, online organizing and tourism online forum. Most of the trip organized with the help of a travel company.

It is worth to say that among the places that wanted to visit foreign visitors, was named island Khortytsya. Very satisfied with the remaining 6 tourists, happy – 5, while some expressed dissatisfaction 3 respondents that indicating a need for the development and qualitative improvement of agro-tourism services in Ukraine.

Ukraine has the resources necessary for the development of agro-tourism. Their economic value assessment is a natural expression of the properties of natural and social values of rural tourism resources economic benefits from the implementation of a specific proposal.

Famous historical attractions make our country an extremely attractive for all kinds of tourism: the beauty of nature (lakes, rivers, and forests), friendly, hospitable people, the diversity of agricultural landscapes, unique cultural and historical heritage. Transport connections in Ukraine are quite advanced (air, rail, road transport) to facilitate the development of agro-tourism.

There are two factors that hamper the development of agro-tourism: economic and organizational.

The economic factors include:– lack of initial capital for investment in tourism infrastructure, which impact on the

transport, hotel services, levels of service provision;– lack of management and marketing of rural tourism in order to attract potential

tourists to visit at least those areas that already have the infrastructure for a reception location and Desk;

– lack of targeted research and training necessary personnel.Organizational factors can be considered as follows:– lack of qualified specialists in the field of agro able to carry out the development,

organization and ecology of rural tours;– limited hiking trails in places agro-tourism and poor arrangement;– a small list of tourist and recreational services;– lack of specialized travel agencies in agro-tourism;– bureaucratic prohibitions and restrictions on visits by tourists attractive places in the

natural relation, mainly because no mechanism is elaborated administration natural interaction of business and environmental organizations with the organizers agro-tourism trips and excursions;

– lack of socio-oriented information management and advertising rural tourism and agro-tourism in fashion;

– disinterest heads of government agencies, departments and agencies in the

46


development of agro-tourism;– underdevelopment of legislation agro-tourism.Major problem for the development of agro-tourism activities are imperfect tax

legislation.A major problem is the lack of quality accommodation for tourists in rural areas.

Networking rural hotel could be a significant factor that contributed to the development of agro-tourism. Preliminary assessment of the demand for agro-tourism reveals the presence of a large market of potential buyers. First and foremost is the urban population of Ukraine (about 32 million) and some of the population of large cities. In addition, the village can draw on vacation 20% of the total number of foreign tourists. Thus, the potential demand and resources for the development of rural tourism in Ukraine is as urgent economic need for it.

However, success depends on agro-coordinated work of different members of society: local communities, government, NGOs, travel agencies and international organizations. Each of these entities has an interest in agro-tourism and play their indispensable role.

Local people interested in this type of activity because it provides additional income owners of estates and their neighbors (sales of agricultural products, more services, such as fishing, hunting, etc.).

Local authorities should support the idea of agro-tourism as the flow of additional funds in the municipal budget and improve social infrastructure, creating new jobs. It is a local government can provide tax incentives to individuals involved in the provision of tourism services.

The central government should support this initiative because it is the only form of tourism that does not require external investment, but improves the tourist image of our country. In addition, support for agro-tourism – is the support of the rural population and agriculture in general. The role of travel agencies in implementing and irreplaceable advertising the new tourist product – «rest in the village».

International organizations can provide expert support and sponsorship of the project.A special role in the development of agro-play social organizations because they bring

people together, make it possible to defend the interests, improve their skills and teach them how to contribute to the promotion of the idea of agro-tourism and direct travel services.

Creating a network of rural houses suitable for accommodation of tourists in need of some investment (equity homeowners may have sponsorship or loans). This is a small sum to organize estates (shower, toilet, bath). Buildings must certify to identify several categories of «star». Householder preferably be trained in a special program. To develop agricultural tourism should create economic and organizational prerequisites subject to the availability of interest of local authorities to develop this movement.

Particular importance should be given to the promotion of the agro-tourism program in Ukraine as a whole in order to raise awareness and creating a positive attitude towards this type of holiday. First of all, should be employed such types of marketing communications as PR articles, interviews, press conferences, seminars, briefings, TV shows that are not being commercial, trust and trigger a positive response.

In the next step when you are competitive «agro product» should take commercial advertising in the following areas:

47


– direct advertising houses and trails of farmers, publishing catalogs with their addresses and phone numbers;

– work with stakeholders – travel agencies, individual agents and so on.In the presence of competitive products they will market and sell it under the

commission.Agro-tourism covers not only tourist accommodation in the farmhouse, but proper

functioning infrastructure, including transport, places of entertainment, information services, restaurants and cafes. It is estimated that for each ruble spent on housing, accounted for UAH, which is a tourist spends on anything else (entertainment, souvenirs, etc.) [10].

Finally, rural tourism with established infrastructure will be the force that will allow the village to get out of social and economic depression on the path of development and prosperity. The use of modern innovations in this area will increase the competitiveness agro product, and the demand for additional supply on the market of tourist services.

Systematic approach to this new kind of tourism services should promote not only domestic but also tourism. To everyone who visits the Ukrainian land, were able to learn from its past, the beautiful nature, monuments and culture, and most importantly people.

4.ARMENIA The study was conducted among the visitors of different types and categories of establishments

exists in the regions of Armenia, starting from quite luxury accommodations to the rustic guesthouses

with very simple facilities.

Totally, there were interviewed 55 respondents, from 17 to 68 years old, including 29 women

and 26 men of very different professions .

12 tourists are domestic, from Armenia

43 interviewed respondents came from different countries: France, UK, Germany, Italy,

Japan, Russia, Iran and US.

From 43 foreign tourists, 14 were from Diaspora, i.e. tourists have Armenian nationality, but

are living in other countries and have other citizenship.

The summarized results of the survey are as follows:

What were the reasons for selecting this destination?

For the most of domestic customers the reasons for selecting this destination was the following:

Get refreshed, Relax from daily tension, Relax away from the ordinary, Explore new places, Do

exciting things, Quiet, calm and clean environment, Comfortable accommodation, Previous

experience, Recommendation by friends.

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20% of the visitors (11 responders) from different foreign countries were selecting this

destination, a part of a tour package, offered by touroperators. It could be implied that those tourists

visiting Armenia through a tour package are older visitors.

The remainder foreign tourists (44 visitors) made their own arrangements for the following

reasons: Explore new places, Experience new and different lifestyles, Learn new things, increase

knowledge, Experience traditional culture for the kids, Novelty, Convenient location, Comfortable

accommodation, Previous experience, Recommendation by friends, Interest in the destination

Where did you get information about this destination from?

The main source for getting information for domestic customers is WOM ( word of mouth ,

relatives and friends), Website of tour agency, Advertisement on the radio/TV

20% of the foreign visitors did not have any information about this destination and relay to the

tour agency booking the tour package.

80% of the visitors from from different foreign countries got information about this

destination from the Website of the place they stay in, Tourist forums on Internet, followed by

previous visits of their Friends who had visited this place before. Guidebooks are also considered to be

a good source of information. 5 backpackers have find this place just traveling near and asking

local people about good accommodation nearby.

How did you make your reservation?

All domestic customers organized the trip themselves (mostly by phone calls)

20% of the foreign visitors did not make the reservation themselves and visit this place

arranged by a tour agency as part of the tour package.

Only 20 % of foreign visitors make online reservation, especially the British visitors. Rest of

foreigners and domestic tourists had organized the trip themselves.

What form of transport did you use to reach this destination in Armenia?

Domestic customers mostly used Own car and Hired car to reach this destination. 2 of them

were backpackers and reach this destination by Regular bus (part of way) and hiking.

20% of the foreign visitors have flights to Armenia first from their countries, and in country

have reach this destination by transport of the tour agency as part of the tour package.

Hired cars to reach this destination have used only 4 of foreign visitor, first have flights to

Armenia from their countries.

49


The rest 28 foreign visitors of rural guest houses use the Regular bus (part of way), hiking as

well as bicycles to reach this destination , first have flights to Armenia from their countries. 3 of them

had traveled in Georgia before and have crossed the Georgian border by Regular bus.

12 domestic visitors used their own cars or regular buses.

What type of attractions did you visit during your stay?

Most of the tourists , 60% have visited a place of historical significance, including

churches/monasteries. This result is based on the fact, that Historical monuments representing several

distinctive cultures - Urartu, Hellenic, Christian and Soviet are present in countryside of the country,

offering an outstanding richness of choice.

20 % of guests have pointed that the visited the National Parks/ Nature Reserves

48% have visited a winery

The responder also visited other places of interest: the Natural/ Geological Monuments, i.e

waterfalls, natural bridges, etc., the ancient rock carvings ( petroglyphs)

4 guests of the villages in Vayots Dzor Region suggested another attraction they would have

wished to visit – the Natural caves

What type of activities did you take part in during your stay?

31% of visitors participated on a guided tour – on foot, bus or other transport

Another 30% of visitors prefer to have Short walk/stroll, as well as Long walk, hiking by their

own following the available Maps and guidebooks, as well as simply to following the

recommendations and explanation of routs given by local people.

3 tourists took part in guided Boating tours ( canoe river tours)

8 tourists took part in Wildlife watching: 6 of them were the participants of specialized bird

watching tour, other 3 were the guests of the B&B facility located at the bezoar goat observation site

in Shatin village.

4 tourists participated in the Horse riding activities, 2 of them being a visitors of the specialized

riding facilities, 2 others being a guests in the farm who use horses for their agricultural and home

activities.

5 visitors have been the participants of specialized Mountain biking trip.

Almost all the responders were happy to have Picnic or BBQ either in the hosts garden or at the

special places in the vicinity of farm they visited.

Almost half of responders (48%) answered that they took part in Cooking local food,

Agricultural process, Animal watching, as well as producing the Traditional handicraft. Most of

them mentioned that it was rather observation process then real participation.

50


However it is worse to mention that most of the visitors have taken part in Combined Tours

that includes many of the above mentioned activities

Besides some responders answered that they took part in Other activities, such as : Swimming

on Lake Sevan and in pools; The Tatev tramway trip; winter tours , i.e. the ski trainings and skiing,

donkey riding; Photography and painting; Garden or nursery tours; Tours to dairy producing

factories

Could you suggest any other type of activities you would have wished to take part in?

The young visitors would also like to take part in other kind of adventure available in Armenia,

i.e. rock climbing, paragliding spelunking. Besides the responders are willing to participate at

Mushroom and wild berry picking and amateur Fishing. Also they are interested in visiting the homes

of villagers.

What events did you take part in during your stay?

Only 20% of responders Attended the agricultural exhibition/fair, on-Farm sales; national food

expo.

4 of visitors attended the cultural events: a traditional dance/music event, including the puppet

performance and local artists exhibition at the cultural centers.

However many of responders took part in other traditional events : Traditional Day for Grape

Blessing; Apricot Day - Blessing of the new crop of apricot; Wine festival, Food festival, Cheese

festival, Harvest festival

Could you suggest any other type of events you would have wished to take part in?

Being informed from the interviewer about wide range of Events and Festivals that organized

in different regions of Armenia, the responders have been very interested in taking part in the

following events:

51


Sheep Shearing Festival tentatively planned for Hallidzor village in the Tatev Valley in

Syunik for May 3rd

Old Arpeni Village Festival on June 28th in Arpeni village in Upper Shirak

52


Taraz Fest - Talin, a festival celebrating traditional costumes of Armenia will be held in Talin,

Aragatsotn on May 24th

Exhibition of Armenian Food at Erebuni Museum on June 12th, 2014

Golden Apricot International Film Festival in Yerevan on July 13th - 20th, 2014

Tolma Festival in Sardarapat on July 16th, 2014

53


Navasard (Old New Year) in Tsaghkunk village, Gegharkounik on August 11th, 2014

Shamshadin Honey and Berry Festival in Berd, Tavush on August 17th, 2014.

Barbeque Festival in Akhtala village, Lori on September 6th, 2014

Voske Hask Festival in Vardenis, Gegharkounik on September 20th, 2014

HIGH FEST International Performing Arts Festival on September 30th - October 11th.

Popoki Ton / Walnut Festival in Ashtarak, Aragatsotn on October 4th.

Erebuni-Yerevan 2796 Celebration to be arranged in October of 2014.

ReAnimania - International Animated Film Festival in Yerevan on October 25th-31st, 2014

Yerevan Perspectives International Music Festival

The 5th SunChild International Environmental Festival

54


Thinking about your trip how satisfied were you with the trip planning?

20% of the visitors from different foreign countries, who have been traveling within

framework of the a tour package, offered by touroperators answered that they browse the general

information about Armenia, that available online , in brochures and guidebooks. They have not

chosen the village or farms to stay on their own, relaying on the organized tour they had booked. All

they are Satisfied with Cost of travel

All other responders answered on the question as follows:

Availability of useful information online to help you plan your trip

76 % Fairly satisfied – 4

24 % Fairly dissatisfied – 3

Availability of other useful information off-line to help you plan your trip (e.g. brochures,

guidebooks)

53% Fairly satisfied – 4

31% Fairly dissatisfied – 3

16 % Dissatisfied – 2

Availability of convenient transport routes



10% Dissatisfied – 2

Cost of travel

17% Satisfied - 5



Thinking about your trip, how satisfied were you with the accommodation?

Availability of low cost/budget accommodation

30 % Very satisfied - 6

37% Satisfied - 5


Availability of good quality accommodation

55


30% Very satisfied - 6

55 % Satisfied - 5


Value for money


47% Satisfied - 5


Friendly and efficient service


35% Satisfied - 5

Thinking about your trip, how satisfied were you with the activities offered?

Availability of information locally about places you can visit during your trip




Enough opportunities to take part in various activities


31% Satisfied - 5


Enough opportunities to attend local events/festivals

40% Satisfied - 5




What was the most important for your first impression after your arrival?

100 % Friendly service

36% Nice view from the room

30% Accessibility of the place

78% Quick and easy accommodation

80% The correspondence of the tourist site to the initial description

56


Thinking about your trip, what did you enjoy the most?

The majority of responders stated the most enjoyable are people , warm, friendly and

hospitable. Besides they noted the following: Abundance of natural attractions and historical sites;

Beautiful nature, mountainous landscape, Interesting flora & fauna ; Possibility of hiking, climbing,

and other outdoor activities; Safety inside the country.

What did you expect to find during your stay in Armenia and you didn't?

Visitors expect more sufficient information system within country, better roads quality. They

expects more developed service facilities for tourists – restaurants in regions, public toilets.

The youth expects more developed Extreme adventure tourism.

The absolute majority of responders are very dissatisfied with the pollution of the country.

What were your overall impressions and observations?

The responders repeated here the answer on two previous questions.

Thinking about your trip, how would you rate your overall experience of this

destination?

20 % Very satisfied

64% Satisfied

16% Fairly satisfied

How likely are you to take a trip to this destination again?

24% Definitely

16% Probably

48% Fairly likely

12% Probably not

CONCLUSION

Most responders are first time visitors; although repeat visitation is significant. The majority of

visitors are independent travelers. Generally, along with WOM, travel agents and the internet are

considered to be the most important sources of information for travelers in making a decision to

choose a destination. However not many visitors use the internet and even less use it for bookings.

This may be a result of the fact that there is not established e-booking mechanisms for rural tourism.

57


The main reasons selected by holiday/leisure interviewees for choosing Armenia as a tourist

destination were nature, followed by historical and cultural attractions; however, Armenian heritage

and ecotourism/rural tourism/ adventure tourism had a strong role in the market as well.

As it is shown, majority of visitors said that Armenia is very favorable as a tourist destination

The interest in agro and eco tourism and soft adventure is increasing. The traveler is getting

more and more interested in destinations that offer a unique experience. Many of them are also

interested in meeting the inhabitants. Hiking/walking was the most notable benefit of holidays in the

mountains and relaxation for those holidaying in the countryside.

Many of tourists prefer Agrotourism and Ecotourism sectors, others are cultural tourists.

Most of tourists like to participating in tours which are organized for seeing Armenian

factories, such as wine factories and Cheese producing factories. The preferable tourism activity is

also botanical tours and sightseeing tours, some of respondents answered that they like to participate

fishing tours, some tourists answered that they prefer horseback riding tours.

The rural tourism infrastructure should be more carefully planned and needs investments.

There is need to create climate favorable to private enterprises. In particular, wine cellars as

well as grape producers and farmers in general, could be encouraged to expand their activities into the

hospitality sector, as a form of agrotourism.

The people involved in rural tourism are very hospitable, however the qualified human

resources for the rural tourism sector is very important. Those employed in the sector should have a

working knowledge of at least one foreign languages. Both foreign and domestic tourists, however,

benefit from their hosts and guides with a knowledge of local traditions, as well as knowledge of

food and wine production and tasting.

Majority of tourists think that Armenia has very great potential for development agrotourism.

5. GEORGIA

The research was conducted in four geographic regions of Georgia,. The size of the target groups was 52 Tourists. The paper's outcomes have been obtained through survey to measure the external customer satisfaction (tourists).

58


Research limitations/implications – There is a limitation which faced this paper research

which is that the sample size is small, compared with the size of total population, that was

reflected on the level of reliability of the research results;

Results

1. The origin of Georgian visitors. The survey respondents included a cross section of

visitors from different parts of the world, but majority of them was coming from

Europe.

2. The average age of the respondents was 26 to 35

3. Gender of Georgian Tourism Visitors

The majority of respondents were female, although there is reasonable representation

of the male viewpoint.

4. Profession of Georgian Tourism Visitors

The profession of the tourists varied very much, but mostly included people from

business sphere.

5. Rating of Reasons for Visiting Georgia

Respondents were asked to name their reasons for visiting Georgia. Culture and nature

are driving forces. In addition, other important reasons include interest in the

destination and recommendation by friends.

6. Sources of Information about Visiting Georgia

The majority of the visitors came to Georgia based on the recommendations of others.

The Internet was also an important source of information.

7. Means of making Reservation of the trip

The majority of the visitors organized trips themselves

8. Type of Transport used to reach destination in Georgia

The mostly used transport was regular bus and hired taxi

9. Attraction visited during the stay in Georgia

The most visited attractions were places of historical significance and nature reserve.

59


10. The respondents wished to visit difficultly reachable high mountains areas in Georgia

as well.

11. Participation in Selected Activities while in Georgia

The highest incidence of activity participation in Georgia revolves around culture and

heritage sightseeing activities, followed reasonably closely by hiking. Wine tourism,

picnic or BBQ also have a reasonable high incidence of participation. Respondents

suggested to include cooking classes for tourists, as they wish to cook the food they

are tasting at home as well.

12. The Events in which Tourists Take Part in Georgia

The most visited events are music/art festival and traditional dance/music event.

13. No suggested events

14. Rating of the satisfaction with the trip planning

Respondents were asked to rate their satisfaction with the trip planning on a rating scale

from 1 to 6, where 6 is very satisfied. The most respondents were satisfied with the

availability of useful information online to help you to plan your trip and Fairly

Dissatisfied with availability of other useful information off-line to help you plan your

trip. Most visitors were dissatisfied with the availability of convenient transport routes and

were very satisfied with the Cost of travel.

15. Rating of the Satisfaction with the Accommodation

Again respondents were asked to rate their satisfaction with the Accommodation on a

rating scale from 1 to 6. Most visitors rated availability of low cost/budget

accommodation and value for money as satisfying and availability of good quality

accommodation as fairly satisfying. Friendly and efficient service was rated as very

satisfying by all respondents.

16. Rating of the Satisfaction with the Activities Offered

Respondents were asked to rate their satisfaction with the Activities Offered on a rating

scale from 1 to 6, where 6 is very satisfied. The most respondents were dissatisfied with

the availability of information locally about places they could visit during the trip and

60


satisfied with enough opportunities to take part in various activities and attend local

events/festivals.

17. The Most Important for your First Impression After Arrival in Georgia

Respondents rated as very satisfying the friendly service as the most important for their

first impression after their arrival. As satisfying was rated quick and easy accommodation

and the correspondence of the touristic site to the initial description. Nice view from

room, accessibility of the place and availability of the information about the region was

rated as fairly satisfying by most of the visitors.

18. All visitors enjoyed most Food, Beverage, People and Natural landscape during their

trip to Georgia.

19. There was nothing mentioned as the expectation of the tourist, which they could not

find.

20. Overall Impressions and Observations

As strong sides in by respondents were named: Nature; People, hospitality, traditions;

Food; Security; As a weak sides: Infrastructure, utilities; Information, Hygiene and

Transport Access were named.

21. Overall Experience of this Destination

Most of the respondents rated very satisfied their overall experience of Georgia

22. Chance to Take a Trip to Georgia Again

All visitors answered that they will definitely come back to Georgia.

During the interviews with tourists, they told us that word of mouth recommendations were

the most effective at getting them to visit another location. Tourists find recommendations

provided by locals to be particularly effective. We recommend that standards be set for any

business or attraction included in state or local itineraries. Those standards would include

responsibilities for being included in that itinerary which might include (a) training staff on

the importance of pushing tourists to other business destinations and what those opportunities

61


are and (b) having local information readily accessible for people entering their establishment.

It is imperative that local agrotourism businesses create partnerships with larger attractions to

help facilitate these word of mouth recommendations. Businesses that want to cater to

travelers – whether they be in-state or out-of-state travelers -- must realize that first and

foremost they must meet the needs of the tourist. This responsibility requires that agrotourism

businesses meet basic customer expectations including standard operating hours, standard on-

site signage directing travelers, a clean location, and a commitment to top notch. Because

many agrotourism locations are located on an existing farm, travelers told us that proper on-

site signage directing them is essential to knowing where they can go at the location.

Additionally, travelers are suspicious of agrotourism businesses because all too often those

businesses might be closed when they arrive because they do not operate on standard hours.

State and local organizations should set minimum standards of customers’ expectations (i.e.

standard operating hours) before a business is promoted online. Agro-tourism businesses

generally do not provide just one service. They cater to an overall visitor experience which

also includes some sort of refreshments/ food, a form of shopping, occasional festivals or

special events, a changing focus depending on customer service. The most successful agro-

entertainment businesses are those that become local and regional hubs of community

activity. To successfully market your agrotourism business, you must engrain yourself into

the community itself. That means finding ways to act as a meeting location for community

groups or a recreational center in some way for families and acting as a unique meeting

location.

The main conclusions of this research paper are: quality can be considered as a philosophy for

guiding tourism organization/destination when taking decisions related to tourism services; In

the area of the external customer satisfaction there is still a need for things to be done such as

the environmental conditions improvements, internal transport quality enhancement,

increasing people awareness, and improving the level of infrastructure.

62


6. GREECE

QUESTIONNAIRES’ RESULTS

1. PROFILE OF THE RESPONDENTS

Age of the respondents

The distribution of the respondents by age is

the following:

20-29: 16

30-39: 13

40-49: 8

50-59: 10

60-69: 7

It is obvious that , due to the small size and the

instantaneous (non- temporal) selection, the

sample can not be regarded as representative for

the overall number of visitors in the region

Age of the respondents

20-2929%

30-3924%

40-4915%

50-5919%

60-6913%

63


Gender of the respondents

The distribution of respondents by gender is as

follows:

Female: 7

Male: 1

In this case, due to the small size and the

instantaneous (non- temporal) selection, the

sample can not be regarded as representative for

the overall number of visitors in the region

Gender of the respondents

Female39%

Male61%

Origin of the respondents

All of the respondents come from Greece

2. REASONS FOR CHOOSING THE DESTINATION

In the questions regarding the reasons for the selection of the particular destination, the responses

received are displayed in the following chart:

64


What were the reasons for selecting this destination?

23

18

17

17

16

15

12

11

10

10

9

8

8

7

7

7

6

6

6

6

3

2

2

1

1

0

0 5 10 15 20 25

Attractiv e nature

Relax from daily tension

Relax aw ay from the ordinary

Quiet, calm and clean env ironment

Recommendation by friends

Get refreshed

Ex plore new places

Ex perience new and different lifesty les

Feel at home aw ay from home

Ex perience traditional culture for the kids

Learn new things, increase know ledge

Socialization

Do ex citing things

Be phy sically activ e

Comfortable accommodation

Conv enient location

Meet people w ith similar interests

Find thrills and ex citement

Prev ious ex perience

Interest in the destination

Nov elty

Recreational facilities

Av ailability of Internet

Av ailability of health serv ices

Recommendation of a tour agency

Av ailability of additional serv ices

3. SOURCE OF INFORMATION – WAY OF RESERVATION – MEAN OF TRANSPORT

65


Source of information

Where did you get information about this destination from?

6

6

12

4

3

2

2

31

0 5 10 15 20 25 30 35

Website of/about the municipality

Website of tour agency

Website of the place w e stay in

Tourist forums on Internet

Catalogue/Offer of tour agency

Adv ertisement on the radio/TV

Printed adv ertisement

Friends

Way of reservation

The answers of the respondents regarding the

way they made their reservation is :

I organised the trip myself: 26 (48%)

Via travel agency: 9 (17%)

Online: 19 (35%)

How did you make your reservation?

I organized the trip myself

Via tour agency

On-line

66


Mean of transport

What form of transport did you use to reach this destination?

5

3

2

40

6

0 5 10 15 20 25 30 35 40 45

Plane

Train

Regular bus

Ow n car

Hired car

4. ACTIVITIES

Attractions that respondents visited

What type of attractions did you visit during your stay?

28

18

23

10

6

10

16

10

13

0 5 10 15 20 25 30

Sightseeing by car/coach/on foot

Visited a church/monastery

Visited a place of historical significance

Visited a museum/art gallery

Visited a country park/garden

Visited a place of architectural significance

Visited a nature reserv e

Visited a w inery

Visited a city

67


Activities that respondents participated in

What type of activities did you take part in during your stay?

17

27

26

10

12

2

3

1

8

6

4

6

0 5 10 15 20 25 30

Went on a guided tour

Short w alk/stroll

Long w alk, hiking

Boating

Wildlife, bird w atching

Horse riding

Cy cling

Mountain biking

Picnic or BBQ

Cooking local food

Traditional handicraft

Agricultural process

Events that respondents participated in

What events did you take part in during your stay?

3

21

3

11

7

21

2

0 5 10 15 20 25

Music/art festiv al

Attended an ex hibition/fair

Attended a liv e music concert

Attended a traditional dance/music ev ent

Attended a special ev ent of the v illage

None of these

Other

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5. LEVEL OF SATISFACTION

Satisfaction from online information

How satisfied were you with the availability of useful information online to help you plan your trip?

1

4

8

18 18

5

0

5

10

15

20

25

30

Very dissatisfied Dissatisfied Fairly dissatisfied Fairly satisfied Satisfied Very satisfied

Level of satisfaction: 63.33%

Satisfaction from offline information

How satisfied were you with the availability of useful information offline to help you plan your trip?

1

10 9

1614

4

0

5

10

15

20

25

30



Satisfaction from the transport network

69


How satisfied were you with the availability of convenient transport routes?

4

89

20

9

4

0

5

10

15

20

25

30



Satisfaction from the cost of the trip

How satisfied were you with the cost of the travel?

0 0

6

24

18

6

0

5

10

15

20

25

30



70


Satisfaction from the accommodation

Talking about accommodation, what was satisfactory for you?

29

35

25

36

0

10

20

30

40

Availability of low cost/budgetaccommodation

Availability of good qualityaccommodation

Value for money Friendly and efficient service

Satisfaction from the services provided

Talking about services provided, what was satisfactory for you?

35

24 24

0

10

20

30

40

Availability of information about places you can visit Enough opportunities to take part in various activities Enough opportunities to attend local events/festivals

The first impression

71


What was the most important for your first impression after your arrival?

39

2219

1619

8

0

10

20

30

40

50

Friendly service Nice view from the room Accessibility of the place Quick and easyaccommodation

The correspondence ofthe tourist site to the initial

description

Availability of informationabout the region

72


6. OVERALL ASSESSMENT

Advantages - disadvantages

The respondents were asked to characterize some factors as advantages or disadvantages of the region

they visited. The answers for each factor are as follows:

Advantage Disadvantage

48 1. Natural Environment 2

38 2. People, hospitality, tradition 2

8 3. Infrastructure 30

19 4. Information 40

8 5. Transport Access 32

41 6. Food 2

13 7. Services provided 18

13 8. Safety 15

17 9. Hygiene 11

27 10. Tranquility 3

15 11. Variety of additional activities 9

1 12. Other (not specified) 1

Advantages - Disadvantages (Strengths - Weaknesses)

-50

-40

-30

-20

-10

0

10

20

30

40

50

60

Nature Food People,hospitality,traditions

Tranquility,peace

Information Hygiene Additionalactivities

Security Service Infrastructure,utilities

Transportaccess

73


Overall Evaluation

How would you rate your overall experience of this destination?

0 0 0

10

33

7

0

10

20

30

40


Overall level of satisfaction: 68.89%

Future Intention

How likely are you to take a trip to this destination again or to suggest it to friends of yours?

01

1415

20

0

10

20

30

Definitely not Probably not Fairly likely Probably Definitely

74


75


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