Abstract

The aim of the article. The aim of the article is to identify natural resources potential of balneological resorts and evaluation of the level of its use by means of an integrated indicator. The article is dedicated to investigation of balneological resorts natural resources potential use, as one of the recommended potentials: namely: productive-economic, socio-economic and infrastructural. In this article the following is actualized: the question of necessity of evaluation of balneological resorts natural resources potential, with the aim of identifying a level of its use and showing possibilities of its use and providing recommendations regarding planning of recreational activities. This article deals with methodological approaches to evaluation of the level of balneological resorts natural resources potential use by domestic and foreign scientists, and possibilities of their improvement and development are displayed. The methodology of evaluation of the level of balneological resorts natural resources potential use by using an index of natural resources use, air quality index, index of resort landscaping is proposed in this article. The methods of evaluation of the level of balneological resorts natural resources potential use consists in use of standard and actual indicators on which the evaluation of possibilities of balneological resorts on placing tourists proceeding from stocks of natural resources, evaluation of cleanliness of air, proceeding from maximum permissible concentration of polluting substances thrown out in environment and evaluation of level of landscaping of balneological resorts, proceeding from the area of a resort occupied with green plantings is spent. The results of the analysis are the conclusion of an integrated indicator as average on weight factors of partial indicators that allows to evaluation of the level of balneological resorts natural resources potential use and identify areas of marketing strategy to ensure the development of balneological resorts. Scientific novelty consists in application of the systematic approach to the of the level of balneological resorts natural resources potential use, which is one of directions of an evaluation of recreational potential of balneological resorts in order to identify areas of marketing tools in promoting the development of of balneological resorts. The methodology is based on determination of integral evaluation of the level of balneological resorts natural resources potential use. The result of the spent calculations is the conclusion of an integrated indicator as average on weight factors of partial indicators that allows to evaluation of the level of balneological resorts natural resources potential use. Conclusions and directions of further researches. The implementation of the proposed measures in the activities of businesses, town councils, administration allow to approach the choice of marketing strategy of balneological resorts in enhancing their competitiveness in the domestic and international market recreational services. As a result of investigation the evaluation of the level of balneological resorts natural resources potential use is made, and this provides opportunity to start with reasoning of choice of prioritized ways of balneological resorts development.  

Keywords: balneological resort, recreation, potential, natural resources, level of landscaping, cleanliness of air, marketing, strategy, territory development

JEL Classification: Q50, Q56, Q57.

Cite as: Dobush, Yu. (2013). Evaluation of the level of balneological resorts natural resources potential use . Marketing and Management of Innovations, 4, 326-337. https://doi.org/10.21272/mmi.2013.4-31

This work is licensed under a Creative Commons Attribution 4.0 International License

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