УДК 338.48-52:798.

2(478-29)

MARKETING ASPECTS THE DEVELOPMENT OF THE TOURIST

EGUESTRIAN SPORT AND HELTH COMPLEX (BASED ON THE SOE AT-
PROLIN)

Svetlana Ghenova

PhD, Assoc. Prof in marketing and Logistic

Department of Economic

Comrat State University, Comrat, Republic of Moldova

svetlanaghenova@gmail.com

Abstract: The purpose of this study is to create favorable material, technical, infrastructural and
socio-economic conditions for the support and development of tourism, by providing the At-
Prolin horse farm (Chadyr-Lunga), as a tourist attraction object at the national level, with the
necessary resources to provide four types of tourist services: equestrian services; equestrian
services (hippo therapy); recreational equestrian tourism and other direct services of the horse
farm
Keywords: Oryol trotters, Consumers, Marketing, horse farm, Equestrian services, Tourist
attraction object
In the Republic of Moldova, the equestrian and recreational services market is in its infancy. The
competition between entrepreneurs is not significant; the type of competition can be described as
"imperfect competition", in which there are no complex competitive barriers to entry and exit
from this branch of the tourism industry. Also, as a result of the condition analysis of the market
of touristic equestrian sports and recreational services, of the "At-Prolin" horse farm's resource
potential to create the tourist equestrian sports and health complex "Bucak-Atlari" and an
analysis of potential consumers of services, the "Assortment portfolio of services" was
developed , to be provided by tourist equestrian sports and recreational complex "Bucak-Atlari"
to real consumers and potential customers
Consumers of the identified services of the tourist equestrian sports complex are divided into 3
categories:
1. The end consumer groups (B2C):
 groups of end users wishing to learn professional riding skills (service: Horseback riding
training and training under the guidance of highly qualified trainers, instructors;
Specialization training (dressage, show jumping), etc.);
 groups of end consumers who want to effectively and happily spend their holidays
(service: horseback riding, young children from 4 to 7 years old riding a pony, organizing
children's leisure and productive leisure in the summer, etc.);
 end-user groups seeking to improve their health, lose weight, breathe fresh air, etc.
(service: walks on horseback routes; photo sessions with horses, etc.);
 end-consumer groups, families (middle-income) with children suffering from cerebral
palsy, oligophrenia, autism (other diseases) in the family (service: hippotherapy);
 groups of end-users keen on horse breeding (service: sale of horses (through auction
bidding), stall of horses (through rental of horse stalls, etc.)
2. The groups of intermediate consumers (B2B):
  Children's rehabilitation center Ceadîr-Lunga. Specialization: neuromuscular disorders of
neurological, traumatic, rheumatological, orthopedic and other characters (cerebral palsy,
spinal pathology, scoliosis, congenital dislocation of the thigh, etc.), lung pathology in
remission (chronic bronchitis, chronic pneumonia, bronchial asthma) diseases of the
musculoskeletal system of various origin.
 Service: Hippotherapeutic procedures;
 Medical facilities mun. Ceadîr-Lunga and near the settlements. Specialization: childhood
diseases, (cerebral palsy, autism, Down syndrome); other diseases, including the adult
population (gynecological, cardiological diseases and conditions after strokes). Service:
Hippotherapeutic procedures;
 Social Services and Non-Governmental Organizations mun. Ceadîr-Lunga and near the
settlements. Specialization: technologies of social work with people with disabilities and
special needs. Service: Hippotherapy procedures; Specialization: organization of
children's recreation and productive leisure in the summer. Service: Summer camp for
children "Horse summer camp"
Farm waste processing company. Specialization: processing of organic and food waste Service:
production of useful mass used in fertilizing the soil, etc.
3. The institutional consumer groups (B2G):
 Executive Committee of ATU Gagauzia, District Administration of Ceadîr-Lunga
District, City Hall mun. Ceadîr-Lunga. Specialization: organization of cultural events,
equestrian sports, dedicated to significant and memorable dates, to national and state
holidays: Limba noastra, Hederlez, Casim, etc.;
 Educational institutions of ATU Gagauzia: sightseeing study tours (preschool,
gymnasium and lyceum levels)
In order to select the best option for the development of a range of services based on the
"At-Prolin" farm, 3 options were analyzed that provide for the option with minimal investment,
average and maximum investment volume in the modernization and development of the farm’s
facilities with the creation of conditions for providing a wide range of equestrian sports and
medical and tourist services
As a result of comparative and multicriteria analyses, a variant with a maximal
investment volume was proposed for the implementation of the "Bucak Atlari" tourist equestrian
sport and recreation complex, which consists in: Modernization of the horse farm with the
creation of conditions for sporting events and hippotherapy, as well as the structure of
accommodation and food for tourists and conditions for rest and recreation in the horse farm
zone, includes the following groups of activities:
Action 1. Modernization of the horse farm:
 access road construction;
 modernization of power supply networks,;
 repair of existing buildings of State Owned Enterprise (SOE) “At-Prolin”;
 construction of new buildings;
 equipping the SOE "At-Prolin" farm with the necessary equipment for functioning
Action 2. Construction of a hippodrome and manege with parking for cars and other necessary
conditions for the provision of a wider range of services directly by the farm;
Action 3. Construction of mini hotels and cafes, as well as recreation and camping areas
All these structures will be divided into zones as follows:
I. Economic and Technical zone (sub-zone of facilities for keeping horses, warehouse and
auxiliary sub-zone) will have a total area of 18 053 m2;
II. Sports Training zone, which will include a hippodrome and a sports manege, will have a
total area of 250,180 m2;
III. Entertainment zone, which will include an entrance, viewing, cash, administrative,
commentary, entertainment subzone, will have a total area of 9410 m2;
IV. Recreation zone, will include mini hotels and cafes, and have a total area of 11,470 m2

table 1

Preliminary results of the economic and financial indicators the tourist equestrian sports and
health complex (based on the SOE «At-Prolin»)
Option III - Maximum Investment
Number of visitors / consumers per
33 845
year
Income from services and other
economic activities of the horse farm, 14 568 800, 00
MDL
Option III - Maximum Investment

Investment value, MDL 56 051 836,34

Investment implementation period, 36
months

Conclusions and main results of the investigation:

The proposed investigation has a tangible positive impact on the socio-economic development of
the region by achieving the following direct and indirect results:
Direct results:

 37 new permanent jobs;

 33 temporary jobs;
 56 million lei of direct investment in the tourism infrastructure of the region (of
which 12 million private investments and 35 million foreign aid attracted);
 Supporting the development of the private sector in the provision of tourism
services by attracting a large number of tourists to the region;
 At least 25 new services created in the region;
 Improved conditions for the conservation and development of the gene pool of
thoroughbred horses in the region and in the country;
 Over 8 million lei per year increase in revenues to the regional budget from
economic activities stimulated by the project;
Indirect Results:

 Revenues to the local / regional budget from created additional jobs;

  Increase in turnover of enterprises of ATU Gagauzia in the field of tourism and
related industries;
 Contributes to improving the quality of tourist services in the Ceadîr-Lunga
region and their diversity in such a way as to increase the stay of foreign tourists
in Gagauzia by an average of 3 days;
 Increase of domestic tourists flow in Gagauzia (from 10,000 per year);
 Growing opportunities for creating new jobs in Gagauzia in the tourism sector;
 Increase in attendance and degree of use of tourist attractions of Gagauzia region;
 Improving the well-being of citizens, especially their health through sports and
leisure time in nature;
 A decrease in migration flow and an increase in the rural population of Gagauzia;
 Improving the competitive advantages of the Republic of Moldova in sectors with
high added value, high quality and cognitive value

References:

1. The Law of the Republic of Moldova Nr. 352 dated November 24, 2006 “On the
organization and implementation of tourism activities in the Republic of Moldova ”
2. The official page of the site "Horse Riding" - Sports [Electronic resource]. – mode
Access: https://www.horsexplore.com
3. The official site of the Horse - Horses - Sports [Electronic resource]. – mode Access:
http://www.horse.ru/
4. Titlov, A.V. Tourism and orienteering / A. V. Titlov, M. V. Bakanov. -M .: Kolomna,
2014 .-- 364 р.
5. The brief results of the Investment Project, developed by the expert group of the
consulting company SC Avensa Consulting SRL