UKRAINIAN-POLISH EXPERIENCE OF GEOMARKETING OFTOURISM IN HISTORICAL CITIES: PRODUCT AND REGIONAL ASPECTS

Abstract

The article reveals the role of geomarketing factor in the development of tourism in historical cit- ies on example of Ukrainian city of Kamyanets-Podilsky and Polish city of Tarnov. These cities combine their rich historical and cultural heritage, medieval defensive buildings, population size (more than 100 thousand in habitants) and administrative status (provincial center). In the 20’s of XX century both cities were capital centres of the Ukrainian People’s Republic and the place for Ukrainian National University, which is particularly interesting for tourists from Ukraine. But Tarnov now accepts 4 times more tourists (1 million a year) than Kamianets. Geomarketing measures are proposed to increase the number of tourists in Kamyanets, that is the access to new international markets (Israel) and expansion of tourist offers due to dark and mystical kinds of tourism.