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SWOT Analysis of Lviv Tourist Destination and Key Indicators of its Sustainability

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Kozolup M., Bordun O.

Studia Periegetica

2018

vol. 24(4)

37-58

Attractiveness of Lviv as an urban tourist destination has grown over recent decades. The increase in numbers of visits and visitors to this city inevitably makes an important impact on local economy, cultural developments, community life, etc., and consequently gives rise to certain sustainability issues. In order to assure a long-term planning and effective management of the city’s tourism assets it is essential to run monitoring programs aimed at spotting problem areas and determining needs for changes in local tourism development. This paper aims at using indicators of sustainability of Lviv urban destination as a central instrument for improved planning and management of tourism business in the city. The research methods combine SWOT analysis and a survey carried out in 2016 in a joint effort of the authors, students of Lviv Ivan Franko National University majoring in Tourism and the City Institute commissioned by Department of Tourism of Lviv City Council. As the results of SWOT analysis suggest, main strengths of Lviv urban destination include: a) an abundance of cultural, architectural, historical and religious attractions; b) a big number of cultural and touristic events and festivals regularly held in the city; b) an increasing amount of educational offerings to people who want to get qualifications in tourism-related fields, as well as numerous opportunities for professional improvement of tourism industry workers. The opportunities mainly consist in: a) favorable conditions for the growth of businesses involved in tourism service; b) increasing income to the city budget generated by tourism industry; c) sociocultural benefits available to the local community such as a growing number of art objects, cultural venues and other assets that can be used and enjoyed by the local residents, as well as improved accessibility of various city facilities for the disabled. Among the major weaknesses and threats are a) lack of a strategy for the development of tourism industry in the framework of the overall Strategy of the city competitiveness; b) uncontrolled construction works in the historical part of town, excess of cars and traffic congestions, limited space for tourists; c) runaway of local inhabitants from the historical part of the city; d) the increased use of resources, infrastructure overload, and the problem of wastes disposal. After processing all the data collected in the study, we were able to determine the key indicators of the destination sustainability, namely tourist attractiveness of the city and tourist satisfaction with the destination. The former indicator is built upon the following sub-indicators: the presence of cultural, historical and religious sites, cultural events and entertainment, hospitality of the local population, general atmosphere and beauty of the city. The latter indicator includes information about tourist evaluation of the quality of such tourism services as accommodation, food and catering, tourist information, transportation as well as factors like availability and prices for public commodities and services, transport connections with other cities, condition of roads, security issues, etc. As a result of indicator analysis, indexes of Lviv attractiveness as an urban tourist destination and tourist satisfaction with local tourism services were calculated.

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1 Studia Periegetica

1 Bordun O.

1 Kozolup M.

1 2019

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SWOT Analysis of Lviv Tourist Destination and Key Indicators of its Sustainability