Abstract
The article highlights tourist activity, including economic activity, using the example of the cultural and artistic center "Polis`ka Khata" during 2019–2022, which includes the COVID-19 pandemic and a fullscale war with Russia. An assessment of the consequences caused by these phenomena has been carried out. Attendance and economic activity of the agricultural estate during 2016–2022 have been compared also. It has been determined that a wide range of tourist services is providing on the basis of the estate, this activity significantly expands the consumer`s audience and its tourist attraction. After analyzing the economic activity for four years, it has been established that tourist activity has a seasonal difference and also depends on the thematic events that take place on the territory of the agricultural estate. As a result of the analysis of economic activity for the period 2016–2022, a gradual increase in income has been established until the end of 2019 inclusive (before quarantine restrictions). Thus, the trend indicates a gradual increase in the demand for the tourist product in rural tourism and the active work of the manor`s owners to promote their tourist product on the tourist market. In order to systematize the problems and advantages of the development of rural tourism in the territory of Zhytomyr region, a SWOT analysis using the generalization of factual information has been made, the status of this type of activity has been carried out. It has been established that at the current stage, regardless of the political and economic situation in the country, rural tourism has turned into a self-sufficient business that is economically profitable, competitive and elastic. Nowadays, the demand for tourist services and the needs of consumers have changed the concept of the approach to creating a comprehensive tourist product in rural tourism. Despite the challenges of modernity (quarantine restrictions due to the COVID-19 pandemic, fierce competition) and the state of war in the country, rural tourism is a promising and effective direction of diversification of the economy of the United Territorial Communities (UTC).
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