Non-Price Competitivenes Factors in a Value Chain of a Tourism Product

  • Mariia GARASYMLIUK Ivan Franko National University of Lviv, Ukraine
  • Bohdan DANYLYSHYN Kyiv National Economic University named after Vadym Hetman, Ukraine
  • Uliana MARTYNIUK Stepan Gzhytskyi National University of Veterinary Medicine and Biotechnologies of Lviv, Ukraine
  • Viktoriia MAKAROVYCH Ferenc Rakoczi II Transcarpathian Hungarian College of Higher Education, Ukraine
  • Olha POLIVODA Ivan Franko National University of Lviv, Ukraine
  • Tetiana NEZVESHCHUK-KOHUT Chernivtsi Institute of Trade and Economics of Kyiv National University of Trade and Economics, Ukraine
  • Nazariy POPADYNETS Lviv Polytechnic National University, Ukraine


The paper addresses the detection and hierarchical composition of non-price factors influencing the quality of a tourism product in the environment of its value chain components from the viewpoint of the way the customers of travel companies understand these factors. The competitiveness dimensions are outlined for micro- and nanolevels, and the scheme to develop the competitive strategy based on the change of external environment factors is offered. The tourism product value chain scheme is generalized from the viewpoint of a travel company. The paper proves that the customers’ desire to maximize the value of a tourism product is based not only on the understanding of the acceptability of respective costs but also the level of awareness about the exclusiveness and quality of the infrastructural framework of the offer. The authors reveal that the components of the customers’ understanding of the tourism product value chain are related to the integral understanding of tourism service. The components of non-price factors are outlined chronologically and non-price factors of impact on the competitiveness in various links of the value chain are identified. The priority of inclusion was estimated by the rapid test method. The suggested hierarchy can foster the more qualitative ranging and updating of certain components of a tourism product to improve its understanding by customers, which will impact the competitive positions of the travel companies.



[1] Danko, Y. I. 2018. Rural green tourism as a priority in development of Ukrainian agrarian enterprises. Paper presented at the Proceedings of the 31st International Business Information Management Association Conference, IBIMA 2018: Innovation Management and Education Excellence through Vision 2020, 6524-6533. Available at:
[2] Fernández-Villarán, A., Rodríguez-Zulaica, A., and Pastor, R. 2020. Value chain mapping for tourism intermediation. International Journal of Business Environment, 11(2): 81-97. DOI:
[3] Horban, H., Petrovska, I., Kucher, A., and Diuk, A. 2020. Efficiency of tourism activities in Ukraine: a regional comparison. Journal of Environmental Management and Tourism, 4(44): 874–882. DOI:
[4] Hryhoruk, I., et al. 2021. Analysis and Modeling of Factor Determinants for Ukraine Hotels and Tourist Sphere. In: Russo D., Ahram T., Karwowski W., Di Bucchianico G., Taiar R. (eds) Intelligent Human Systems Integration 2021. IHSI 2021. Advances in Intelligent Systems and Computing, 1322, 509-515. Springer, Cham. DOI:
[5] Ilnytska-Hykavchuk, H. Ya., and Haba, M. I. 2018. Competitiveness and competitive advantages of a tourist enterprise in modern business conditions. Bulletin of Khmelnytsky National University, 2: 121-124. Available at:
[6] Karyy, O., et al. 2021. Evaluation of the Tourist Attractiveness of Ukraine's Regions in the Conditions of Uncertainty Using Game Theory.11th International Conference on Advanced Computer Information Technologies, ACIT 2021 - Proceedings, 351–355. DOI:
[7] Kinash, I. P., et al. 2019. Economic evaluation of tourism infrastructure development in Ukraine. Paper presented at the IOP Conference Series: Materials Science and Engineering. 477(1). DOI:
[8] Kopets, H. R., and Kulyniak, I. Ya. 2020. Modern directions of development of enterprises in the field of tourism in Ukraine. Bulletin of the National University "Lviv Polytechnic". Series: Problems of Economics and Management, 2 (6): 37-48. DOI:
[9] Korkuna, O., Korkuna, I., and Kulyk, O. 2020. Green tourism as a factor of development of united territorial communities in Ukraine. Economic and regional studies, 13(1): 126-136. DOI:
[10] Koshkalda, I., et al. 2020. Agreement of the interests of green tourism business participants in sustainable development. Solid State Technology, 63(5): 5844-5867. Available at:
[11] Kovalchuk, Yu., Furman, I., Humenyuk, H., and Kucher, A. 2020. Potential and opportunities for development of tourism in Ukraine. Journal of Environmental Management and Tourism, 1(41): 194–201. DOI:
[12] Kovalova, O., et al. 2022. The Conceptual Framework for Creating an Industrial Smart and Tourism Favoured Cluster for Sustainable Development of the Ukranian Region. Economic Affairs, 67(4): 661-671. DOI:
[13] Kryvoberets, M. M. 2020. The influence of the competitive environment on the marketing planning of the potential of the tourist enterprise. Agrosvit, 5: 70-74. DOI:
[14] Kyrylov, Yu. Ye., Hranovska, V. H., and Alieshchenko, L. O. 2020. Formation of competitive advantages of the subjects of the tourist industry. Economics of AIC, 5, 45-55.
[15] Li, Y., Han, Y., Shen, H., and Wu, Z. 2019. Modeling intra-destination travel behavior of tourists through spatio-temporal analysis. Journal of Destination Marketing & Management, 11: 260-269. DOI:
[16] Mamotenko, D. Yu., and Lozova, O. A. 2016. Formation of a product value chain in the tourism industry. Bulletin of the Petro Vasylenko KhNTUSG, 171: 142-147. Available at:
[17] Olshanska, O., et al. 2021. Designing a Marketing Strategy for the Development of Industrial Tourism in the Region. Journal of Optimization in Industrial Engineering, 14(Special Issue - Serial Number 29): 1-8. DOI:
[18] Porter, M. 1985. Competitive advantage: creating and sustaining superior performance. New York: Free press. Available at:
[19] Reznik, N.P., Hridin, O.V., Chukina, I.V., Krasnorutskyy, O.O., and Mykhaylichenko, M.V. 2022. Mechanisms and tools of personnel management in institutional economics, AIP Conference Proceedings 2413, 040012. Available at:
[20] Roik, O. R., and Lushchyk, M. V. 2018. Analysis of factors of formation of competitive advantages of tourist enterprises in Ukraine. Business Navigator, 4: 46-51. Available at:
[21] Rojas Bueno, A., Alarcón Urbistondo, P., and del Alcázar Martínez, B. 2020. The MICE tourism value chain: Proposal of a conceptual framework and analysis of disintermediation. Journal of Convention & Event Tourism, 21(3): 177-200. DOI:
[22] Shmatkovska, T., et al. 2022. Trends and Conditions for the Formation of Profitability of Agricultural Enterprises: On the Case of the Lviv Region, Ukraine. Universal Journal of Agricultural Research, 10(1): 88-98. DOI:
[23] Skrypko, T., Popadynets, N., Garasymliuk, M., and Topchiy, O. 2020. Analysis and Modeling of the Impact of Factor Determinants on Functioning of Hotel Economy in Ukraine. Studies of Applied Economics: The Recent Economic Trends and their Impact on Marketing, 38: 3(1). DOI:
[24] Sodoma R., Skhidnytskа H., Shvorak A., Shmatkovska T., and Zhurakovska, I. 2018. Peculiarities of agrarian receipts as a modern financial tool. Economic Annals-XXI. 169(1-2): 46-49. Available at:
[25] Tsubov, L.V., and Shcherban, O.Ya. 2020. Methodical approaches to managing economic safety of tourism enterprises. Regional Economy, 1(95): 160-164. Available at:,ShcherbanOYa.pdf
[26] Ustian, O. Yu. 2017. Conceptual approach to the introduction of customer-oriented marketing in the enterprise of entertainment and recreation. Bulletin of Socio-Economic Research, 63: 61-68. Available at:
[27] Wang, Y. 2017. A method study on the value chain optimisation of tourism industry based on big data. International Journal of Advanced Media and Communication, 7(2): 159-166. DOI:
[28] Yakubiv, V., et al. 2019. Development of electronic banking: A case study of Ukraine. Entrepreneurship and Sustainability Issues, Entrepreneurship and Sustainability Center, 7(1): 219-232. DOI:
[29] Yakubiv, V.M., and Boryshkevych, I.I. 2020. Forming the strategy to increase the competitiveness of the restaurant business enterprises. Regional Economy, 1(95): 144-153.
[30] Yakymchuk, A., Valyukh, A., Popadynets, N., Skrypko, T. and Levkov, K. 2021. Rural “green” tourism as a driver of local economy development in the process of decentralization of power. Agricultural and Resource Economics, 7(1): 232–259. DOI:
[31] Zelinska, H., Andrusiv, U., Daliak, N., Dovgal, O., and Lagodiienko, V. 2021. Sustainable Development: Trends in Ukraine and the World. Journal of Environmental Management and Tourism, 12(5): 1179-1187. DOI:  
How to Cite
GARASYMLIUK, Mariia et al. Non-Price Competitivenes Factors in a Value Chain of a Tourism Product. Journal of Environmental Management and Tourism, [S.l.], v. 14, n. 4, p. 1996 - 2003, june 2023. ISSN 2068-7729. Available at: <>. Date accessed: 17 june 2024. doi: