MARKETING MANAGEMENT OF THE REGIONAL ECOTOURISM INFRASTRUCTURE

Tourists are getting more aware of the environment. To determine the effectiveness of eco-tourism infrastructure management, the motivation and segmentation of demand for eco-tourism have been analysed using functional theory as a guide. The empirical analysis was conducted in the Dnipro, Zaporizhzhia, and Kherson regions. 382 surveys were obtained by random sampling. To make the data analysis, factor analysis and non-hierarchical segmentation were performed. The results indicate that there are several eco-tourism motivational aspects including self-development, interpersonal relationships, defence functions, building personal relationships, reward, and appreciation from nature. Three different segments of eco-tourists were also identified based on their motives related to nature, reward, and escape. Characteristics of different segments were also specified. This study will help government agencies and private companies improve their travel content and develop more effective marketing plans. The research has shown that in most cases, the success of any project is in cooperation between NGOs, locals, authorities, and the private sector. The optimal level of local participation is determined by the specifics and scale of each project, which may focus on individual villages or several communities that experience any impact of tourism. The economic essence of the concept of tourism motivation has been improved, which is defined as a set of needs that affect a person in the process of participation in tourism activities and are a central factor in the decision-making process. Studying the most important motivations of eco-tourists in the region, three groups of motives have been identified: cultural and educational activities, proximity to nature, health and rehabilitation measures.