ПОПУЛЯРИЗАЦІЯ СІЛЬСЬКОГО ТУРИЗМУ ЯК ПЕРСПЕКТИВНИЙ НАПРЯМ РОЗВИТКУ ТУРИСТИЧНОЇ ГАЛУЗІ УКРАЇНИ

Abstract

The goal of the work was to identify awareness-raising measures and prospects for the development of rural tourism in Ukraine. The following research methods are used to achieve this goal: historical - when studying the origins of the tourist industry in Ukraine; analysis and synthesis - in the study of the dynamics of tourism activities; abstract-logical - at generalization of theoretical, methodological and practical aspects of the problem being investigated. The article examines the current state of Rural Tourism and the tourism industry of Ukraine as a whole. A number of functions have been analysed and highlighted that the tourism industry performs in the national economy. The concept of rural tourism is based on a theoretical synthesis and rural areas, agro-tourism and ecotourism. It has been determined that all types of tourism can be developed in Ukraine but this potential is under-exploited and, as a consequence, the development of the tourism industry isn`t dynamic and doesn`t grow rapidly. Analyzing the current state of rural tourism in Ukraine, a number of disadvantages and advantages were identified. The prospects for the development of the tourism sector in Ukraine, including through the popularization of rural tourism, are revealed. Rural tourism is motivated by the desire to change load due to urban hypodynamy of the urban pace of life and desire for privacy and recreation in nature, the rejection of social constraints, introduction to the national characteristics of everyday life; use of environmentally friendly products in food, clothing, cosmetics. It is determined that in rural areas it is appropriate to jointly develop areas of ECO - and agro-tourism, based on the ever-increasing interest and need for environmentally friendly recreation areas and environmentally friendly products. During the study of this problem, a number of main components of rural tourism are identified and promising directions for the development of rural tourism are proposed. The practical significance lies in the fact that the proposed measures can be used in the development of regional strategies for rural development and during the popularization of rural tourism among the population of Ukraine and abroad.