Marketing Approaches to Ecological Tourism as a Factor of Sustainable Development of the Economy of Ukraine
Year: 2025
Type: article
Abstract: In the context of the transformation of the global economy and the growing role of sustainable development, tourism is increasingly seen as an important tool for socio-economic growth, particularly through the development of environmentally-oriented forms of tourism. Ecological tourism, combining economic benefits with the need to preserve natural and cultural diversity, is of particular importance for countries with high natural resource potential, including Ukraine. At the same time, despite significant natural, recreational and ethnocultural resources, the development of eco-tourism in Ukraine remains fragmented and insufficiently systematic. The relevance of the problem is exacerbated by the conditions of martial law, which impose additional security, environmental and economic restrictions, as well as an increase in anthropogenic and technogenic pressure on natural ecosystems. The key factors hindering the development of eco-tourism include imperfect regulatory and legal framework, the lack of a comprehensive state concept for its development, weak mechanisms for monitoring compliance with environmental standards, low levels of environmental awareness among participants in the tourism market, and the spread of greenwashing practices, which undermine consumer confidence and discredit the idea of environmental responsibility. The authors substantiate the feasibility of implementing environmental certification as a marketing approach for the effective development of business entities in the tourism market. Thus, there is an objective need for scientific justification of approaches to the development of ecotourism in Ukraine, taking into account the principles of sustainable development, security challenges, the need to preserve natural ecosystems, and the formation of a transparent and competitive tourism market. Solving these problems is an important prerequisite for the effective use of the country's ecotourism potential, increasing the economic capacity of regions, and ensuring post-war recovery and long-term development of Ukraine.
Source: Visnyk Universytetu “Ukraina”
Language: English
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7124264199