СІЛЬСЬКИЙ ТУРИЗМ ЧЕРКАЩИНИ: КОМУНІКАЦІЯ, ПАРТНЕРСТВО ТА КЛАСТЕРНА СПІВПРАЦЯ

Abstract

The article examines rural tourism development in the Cherkasy Region and the possible diversification of the rural economy by analysing communication, partnership and cluster cooperation between entrepreneurs, local authorities, the community and educators. The theoretical block of the study is aimed at studying the concepts of "well-being", "rural area", "rural life", " neo-rural entrepreneurs ", "communication", "network connections", "partnership" and "cluster". The essence and content of the main concepts were revealed, as well as the connection between the concepts of "welfare" and "diversification", "communication" and "partnership", "neo-rural entrepreneurs" and "values of rural life" was established. The application block is based on the results of the hackathon "Diversification of rural economy through a network of public consultation centers of tourism" for active and interested representatives of Cherkasy Region. It has been established that mutual understanding, communication and support, joint work and learning are exactly the model of partnership that solves the problem of network connections, which in turn will lead to diversification of incomes, as well as increased well-being in rural areas, and can become the basis of cluster cooperation, which will allow rational use of the potential of local entrepreneurs to create a high-quality tourist service and product. A four-way partnership with the participation of entrepreneurs, the local community, local authorities and educators is precisely the combination of forces and resources that goes beyond the scope of ordinary business exchange and allows us to realize common goals and achieve success. The obtained conclusions can be the basis for further strategies regarding the diversification of the tourism-oriented rural economy in the region.