Abstract

The aim of the study. The aim of study is to present the problematic aspects of the tourism brand “Golden Horseshoe” in Lviv region for tourist flows from Poland. The subject of the study is to present the accommodation, gastronomy, road and offers entertainment for tourists in the tourist route “Golden Horseshoe” and their adaptation for tourist purposes. The results of study. After Ukraine became an independent country in the 90s of the twentieth century, it has increased interest of Polish tourists. Especially the territory of Western Ukraine, including five regions (Lviv, Volyn, Rivne, Ternopil and Ivano-Frankivsk) because it was part of Republic of Poland before the Second World War. There are important objects for Polish tourists in Western Ukraine: castles and palaces. This tourism value associated with the names of prominent Polish generals and kings. In former territory of Poland was born: Juliusz Slovak, Bruno Schulz, King Jan III Sobieski and many other distinguished people. Important battles for Europe took place in the fortress. These facilities also have great architectural and artistic value. Tourism product “Golden Horseshoe” was established on the basis of this architectural and historical heritage, which has a chance perfected and strengthen its brand internationally, due to the increase of tourist flow and profit. In 2011-2014 tourism flow from Poland into Ukraine increased. Abroad tourists are more demanding clients in the tourism business, so it is important to create services at an appropriate level to appease the needs of tourists from abroad and present a tourist attraction. As opposite to other researchers from Ukraine and Poland, the author proposes adaptations for selected route for sentimental tourism of Poles. These objects are their heritage and very important for national consciousness. Ukraine should open up to new tourist markets. Entering to the international tourism market need to have recognizable tourist product. It must be at a sufficiently high level. To investigate the level of tourism infrastructure the survey was conducted among visitors from abroad. Studies have shown that road infrastructure outside the city needs immediate improvement, especially the road surface. This also applies to public toilets. In many places the lack of road signs and tables of interesting places that are nearby. Gastronomy is assessed mostly well. Possibly that is the lack of manual in English. It should do even the menu in English and Polish. Polish tourists in the territory of Lviv region staying mainly from few days to a week. During this time, it is very important to propose the adequate level of infrastructure and attractions. Foreign tourists often come due to local history, cognitive tourism. A lot of them are coming to find they roots. It is very necessary to make tourist expectation to come true. Conclusions and directions for futher researches. The author suggested how to adapt not used facilities and other potential in sentimental tourism. For example, revitalize Polish (Catholic) cemeteries, gravestones important for Poles. Further studies should direct to improving of “Golden Horseshoe” at the international level for sentimental tourists not only from Poland but also from Austria, Hungary, Germany and Turkey. The territory of Lviv region has great potential for development of new tourism products. It seems that the most promising direction is genealogical and culinary tourism.

Keywords: tourism infrastructure, “Golden Horseshoe”, Polish tourists, sentimental (ethnic) tourism, nostalgic tourism

JEL Classification: L83, O57.

Cite as: Tomczewska-Popowycz, N. (2016). Adaptation of sentimental (ethnic) tourism on tourist route «Golden Horseshoe» for tourist flows from Poland. Marketing and Management of Innovations, 1, 196-205. https://doi.org/10.21272/mmi.2016.1-17

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

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