Green tourism business as marketing perspective in environmental management

Ukraine, choosing its strategic course of integration into the European Union, took the time to accelerate the reform of various spheres of socio-political and economic life of the country, in particular, the sphere of tourism services, transforming it into the standards of the European Union. The world-wide experience of progressive management gives tourism the first place among other sectors of the economy in terms of exports of goods and services. In conditions of development of the Ukrainian state, tourism becomes an effective means of forming a market mechanism of management, the receipt of significant funds to the state budget, one of the forms of rational use of free time, conducting meaningful leisure, studying the history of the native land, attracting the general population to the knowledge of the historical and cultural heritage. Current experience and scientific research show that accelerated development of rural green tourism can play the role of a catalyst for structural adjustment of the economy, provide demographic stability and solve urgent socio-economic problems in rural areas. It is important for Ukraine to overcome the gap in this area and realize the existing rich tourism potential through an elaborate policy of state regulation, including at the regional level. One of the reasons for the rapid development of rural green tourism in Europe is the crisis in the agricultural sector. Today, the process of productivity and automation of agriculture leads to jobs reduction. In fact, in many rural regions of Europe, agriculture has ceased to be the most important form of land use and the most important activity of the rural community. The rural green tourism is closely linked with other types of tourism, primarily with recreational, cultural, specialized tourism types – relief, gastronomy, ethno-tourism, etc. All this allows rural tourism to be included in combined tours, increasing the demand for a traditional tourist product. The rural green tourism in Ukraine is a holiday of the inhabitants of the city in the countryside in guest rooms created by a village family on the basis of its own residential house and private plot. As entrepreneurial activity, rural green tourism develops rather heterogeneously in different regions of Ukraine. Systematization of motivational interests of the rural green tourism activation in the regions of Ukraine showed that the dominant motives for diversification of activities in agricultural sector in the current conditions of rural areas development are: increase of incomes of rural population and increase of employment level, the possibility of diversification of income sources of peasants, significant investments and additional training, opportunities for self-realization of rural inhabitants. Priority directions of development of green tourism in these regions in the near future should be: reception and accommodation of tourists; rental of tourist equipment; production and sale of tourist goods of folk crafts; provision of tourist services (bicycle, gastronomy, agrotourism, cultural and historical tourism, organization of recreational recreation, mountain and ecological tourism); organization of tasting and culinary excursions; active development of the hotel business, camping (construction of agricultural cottages, fishing houses, farmhouses, horse farms); organization of historical and ethnographic events; distribution of religious tours; providing a complex of widely distributed services (fishing, hunting, picking berries and mushrooms, medicinal plants, etc.); development and popularization of water sports (kiting, windsurfing). The research of the current conditions for the development of green tourism in the regions of Ukraine allowed to outline the area of the key problems that hinder the active expansion of this type of activity: - disorderly legislation on key aspects of tourism business regulation in rural areas; lack of a law regulating this type of activity; - low level of development of the infrastructure of the market of green tourism services and social infrastructure of the village; - outdated stereotypes of rural residents, which hinder the active development of the newest types of tourism industry, the pronounced unsystematic and irregular nature of services; - absence of state programs supporting development of green tourism and limited amount of their financial, consulting and information-marketing support; - low level of informatization and popularization of green tourism in the regions of Ukraine among the population of European countries; - lack of political stability and social tension in society, deterioration of the world image of Ukraine. Thus, Ukraine has a rather powerful potential for the development of green tourism as an alternative type of agribusiness in the regions of Ukraine. In the context of modern economic conditions, solving key problems of development of green tourism forms the fundamental framework for addressing the most important socio-economic issues of rural areas: overcoming unemployment, promoting employment, raising incomes and quality of life for rural inhabitants.

Summary Subject and purpose of work: Today, each united territorial community (UTC) has tourist potential, but not all can recognise, evaluate and use it. This paper deals with presenting contemporary issues and identifying prospects for green tourism development in united territorial communities. Materials and methods: This paper includes general scientific and special methods of research, in particular, analysis and synthesis, systematisation and generalization, and the dialectical approach. A dialectical method of cognition is used to specify the features of rural green tourism organisation in the EU Member States. Results: The internal potential and opportunities for its involvement in the development of green tourism in the UTC were determined. The foreign experience is analysed and the perspectives of use of their practice in the development of green tourism are considered. The complex of tasks of the UTC to ensure the development of rural green tourism in the UTC of Ukraine is highlighted. It is established that green tourism can be an additional factor in filling the revenue part of the UTC’s budget and a factor in strengthening its capacity. A SWOT analysis of the development of green tourism in the UTCs of Ukraine was out. The main directions of development of green tourism were highlighted. Conclusions: It was determined that green tourism could act as a catalyst for economic restructuring, provide demographic stability and solve the socio-economic problems arising nowadays during the formation and development of UTCs in Ukraine.

Nowadays tourism industry is only fifth in Ukraine by the component of budget revenues and its importance should grow significantly due to such objective preconditions as beneficial location of Ukraine in the center of Europe, availability of significant tourism and recreation capacity, favourable climate, rich flora and fauna and numerous landmarks of global level. For Ukraine rural green tourism in conditions of forming of consolidated territorial communities is a new phenomenon and requires the range of activities for its intensified development. Indeed, the priority of rural green tourism development in Ukraine is stipulated by the urgent need to solve socio-economic problems of contemporary villages. The paper aims to define the conditions and research the processes of green tourism development in conditions of forming of consolidated territorial communities. The paper characterizes the perspectives of green tourism development in rural settlements. In particular, it outlines the problems and perspectives of green tourism development in consolidated territorial communities. Endogenous capacity and opportunities of its use in the development of green tourism are defined. Green tourism is determined to be an additional factor of budget revenues in consolidated territorial communities. Global experience is analyzed and the perspectives of the use of global practices in the development of green tourism are outlined. SWOT-analysis of rural green tourism development is carried out. The paper defines top-priority regions for the development of rural green tourism. The authors emphasize that green tourism can play the role of a catalyst of economy structural changes, provide demographic stability and solve socio-economic problems emerging in the course of forming of consolidated territorial communities.

The purpose of this article is to study the role and place of green tourism as a component of sustainable development of the region and to determine the level of of rural green tourism development of the region. The article considers the prerequisites for the development of green tourism, among which it should be noted: a good geographical location, the availability of the necessary resources, good climatic conditions, the existing natural and recreational potential, etc. It has been proven that it is appropriate to identify green tourism with sustainable development, which is based on its basic task - achieving the integrity of as many natural and recreational resources and cultural heritage as possible. Taking into account the above, sustainable development is aimed at ensuring the needs of consumers, protecting and increasing returns from its operation in the future. Green tourism in the system of sustainable development is considered according to its goals. In order to achieve the goal, the article proposes to determine the level of development of rural green tourism by region and differentiate them according to this indicator. That is why the author proposed a methodology for assessing the level of development of rural green tourism with a detailed disclosure of each of its stages. Approbation of the proposed methodical approach was carried out, as a result of which regions were grouped into groups with different levels of development of rural green tourism. Reducing the asymmetry of regional development in terms of green tourism will help increase the level of ensuring their sustainable development.

The article is devoted to the problem of the development of green tourism in Ukraine. Green tourism is an important part of rational nature management, which involves the creation and maintenance of recreational systems, including supporting the development of destinations by improving their ecological and general culture. The purpose of the study is to identify and analyze the vectors of formation, development and promising directions for the development of green tourism tour products. Research objectives: 1) to identify the relevance of the problem; 2) consider the concepts, features, types and functions of green tourism; 3) study the main determinants of the development of tourism potential in Ukraine; 4) develop proposals regarding the prospects for the development of green tourism on the territory of Ukraine. To achieve the goal of the article, a number of methods of scientific knowledge were used, namely: analysis of scientific literature, induction, deduction, synthesis, generalization, comparison. The development of green tourism requires the implementation of mandatory strategic and territorial planning for each individual territory within the administrative and territorial units of our country, the creation of the necessary infrastructure in rural areas, the implementation of an individual marketing strategy, monitoring the consequences of the growth of tourist flows, the involvement of the local population, and the development of volunteerism. Based on the relationship to green tourism as an economic category, it is possible to define green tourism as a component of the tourism industry, which produces and sells its tourism product and receives profit from it, or as a tourist activity in rural areas that brings profit for the preservation of the natural environment, and also to improve the standard of living of the local population. The most promising direction for improving the green tourism management system at the regional level is the creation of regional tourism administrations. The conducted analysis provides an opportunity to talk about Ukraine as a country that has great potential for the formation of a successful segment of green tourism. The main development problem is the lack of a strategy for the development of green tourism and, as a result, there are no precisely established tasks and goals facing this area. Taking into account the determining importance of green tourism for the development of tourism in Ukraine, it is necessary to create a cluster "Green tourism in rural areas of Ukraine". For these purposes, it is necessary to make changes to the program of the development of inbound and domestic tourism with the establishment of specific tasks and goals that are in the green tourism, with clarification of effective mechanisms for their implementation and a plan of activities for the development of the cluster.

The article deals with the dynamics of the number of tourists in Vinnytsia region. After analyzing the statistics of the State Statistics Service of Ukraine and the Main Department of Statistics in Vinnytsia Region for 2004-2017, it has been shown that the number of Vinnytsia residents who traveled abroad in 2017 compared to 2004 increased by 14.6 times, and the number of domestic tourists decreased three times. The main reasons for the decline of domestic tourists are the financial crisis of 2007-2009, the Revolution of the Maidan in 2013-2014, terrorist acts and political and economic instability in Ukraine, aswell as the sharp increase in utilities bills in Ukraine. It is shown that the correlation between the number of tourists in Vinnytsia region, moving abroad (variable ) and income of the family (variabl ). For the data for 2004-2017, it can be described by a nonlinear model: For such a non-linear correlation, the correlation coefficient , means that when increasing family income by 1% compared with 2017, the number of tourists traveling abroad would increase by about 0, 735%. Green tourism is one of the factors of improvement of tourism industry in the region, rise of economic and social level of living in rural areas, in particular, creating new jobs, increasing incomes, preserving and enriching the cultural heritage, and advance in the infrastructure of the village. By the integral indicator of the development of rural green tourism that changes within the limits , ranking and grouping of the regions of Ukraine has been carried out according to three levels of development: high level ( , type of region's leaders), average level ( , region type average) and low level ( , type of region outsiders). According to the integral indicator of green tourism development in Vinnytsia region , it is classified as an average. Proposals for improvement of indicators of green tourism development in our region: 1) development of partnership relations between local self-government bodies, non-governmental organizations and agricultural enterprises; 2) formation of potential and stimulation of actual demand for rural tourism services; 3) development of innovative projects in the field of rural tourism development. Today, about 30 rural homesteads provide green tourism services. Of these, 2 farms have the third (the highest) category of the categorization system of the village bed base "Ukrainian hospitality estate" and 7 estates have a basic category. Four of the farmsteads of the Yampil district include: "The Magic Corner", "The Manor at Svetlana", "The Art Ladder", "The Ruffle" and one of the manor houses of Mohyliv-Podilsky: "The Comfort," are among the 100 best farmsteads of green tourism in Ukraine. A cozy rest in the picturesque Busha can be combined with the acquaintance wiht the two historical and cultural reserves "Historical Busha" and the geological "Haydamak Yar", were the history of Trypillian culture is presented. There workshops on oil painting, pysanka painting and manufacturing of motanka-dolls are offered. In order to improve the development of green tourism in Vinnitsa region it is necessary: - to use the experience of European countries in organizing green tourism; - to conduct scientific research on development of green tourism; - to develop innovative projects in the field of green tourism development; - to stimulate demand for green tourism services; - to develop partnership relations between owners of homesteads and authorities; - to improve the quality of services; - to improve transport links and the quality of roads.

The article presents principled approaches to the development of tourist destinations, primarily due to the investment component. The need for the development of rural and green tourism destinations in order to solve the problem of disproportions in the socio-economic development of rural areas and diversification of the rural economy is justified. It is shown that the development of rural and green tourism destinations is closely interrelated with environmental issues, to which attention is focused not only at the state, but also at the global level. Popularization of the development of rural and green tourism in Ukraine will allow not only to solve the environmental problems of the regions, but also to become one of the directions of diversification of the rural economy, since tourism, according to the statistics of the World Council on Tourism and Excursions and the World Tourism Organization, is the largest dynamic industry in the world. The suspension of business activity of a large number of tourism business entities led to the loss of their competitive positions, and for some to further exit from the market. To restore their functioning, it is necessary to attract investment resources, as well as to develop appropriate support programs at both the regional and national levels. Investments in tourism activities will contribute to the further effective development, first of all, of the Ukraine regions. The specifics have been analyzed and the main directions of investment attraction in the field of tourism have been determined. Considering the rather low investment activity in the tourism sector, and especially capital investments in the development of the tourism sector in rural areas, it is advisable to intensify the cooperation of business entities with specialized funds, venture capital companies and other institutions, in particular with the Fund for the Development of Rural Areas. The possibilities of solving the problem of attracting financial resources for the financing of tourism projects have been determined. The main factors influencing the development of rural and green tourism are highlighted. A generalized action plan for the development of rural and green tourism is proposed. According to it, it is necessary to solve the tasks set in the direction of investment support for the development of rural and green tourism, increase the efficiency of management, organize partnerships with state authorities, develop quality standards for rural estates of Ukraine, improve the qualifications of subjects of tourist activity and create a marketing plan for the development of rural and green tourism.

The article examines the essence of investment activity and its impact on the development of the city. The relevance of increasing the inflow of investments by creating favorable conditions for the development of green tourism is emphasized. This study used the findings of foreign and domestic scientists and global practices of green tourism functioning as an integral part of the city’s attractiveness among investors. It has been established that rural green tourism is currently one of the promising areas of development of the tourism industry of foreign countries, the rapid development of which in the last year is due to quarantine restrictions. It combines a wide range of different types of tourism based on the use of natural resources. It was found that the accelerated development of green tourism can play the role of a catalyst for investments in the region and the country as a whole. The subject of the study is a set of theoretical, methodological and practical aspects of increasing the effectiveness of the development of green tourism in the business environment. The purpose of this work is to substantiate theoretical and methodological approaches and develop practical recommendations for the development of green tourism in Ukraine, increase investment income, and analyze internationally recognized tools for stimulating the development of green tourism in the world. The proposed incentive tools will contribute to ensuring the appropriate level of investment in the regions of Ukraine and the gradual greening of technological processes in accordance with international environmental requirements, which will lead to an automatic increase in the activity and efficiency of environmentally oriented innovative activities of the country’s enterprises. The state of green tourism in Ukraine and European countries is analyzed. The work highlights the negative and positive sides of modern green tourism in Ukraine and describes the main recommendations for the development of this area and increasing its level of attractiveness for foreign and domestic investors (on the example of the Poltava region). The obtained result will allow more systematic and qualitative implementation of «greening» in the cities of Ukraine.

Introduction. The sector of tourism and renovation is one of the trendiest directions of social and economic development of rural areas. It is generally maintained, that green tourism increases the motivation of the rural nontraditional territorial communities in the development of social infrastructure and the creation of new workplaces. For this, tourism could promote the application of new unconventional forms of entrepreneurial activity. It opens new potential possibilities, such as assists the filling of local budgets, effective use of resources, increase a profit of the population, development of social infrastructure, the origin of alternative forms of employment and entrepreneurial activity, increase the prestige of rural. Purpose. The purpose of the article is the research of terms and processes of development of green tourism, and to his influence on a regional tourist market, especially in a part of local economic development of territorial communities. Results. Cultural and natural resources are an extremely main part of world tourism. Furthermore, this is a significant type of support. The analysis of the terms allows us to set that unfortunately, the attempt at the legislative level to give legal determination by a concept «green tourism», «ecological tourism» or «rural tourism» remained not executed. Besides, the world's society uses the name of «geotourism». It is believed, that tourism could support or improve the geographical character of the environment. Moreover, it is based on principles, for instance, ecological responsibility (maintenance of resources and bio variety), cultural responsibility (devotion and respect are to local originality and inheritance), and synergy (association of all elements of geographical features for creation of tourist experience, what richer, than the sum of his parts, and attractive for visitors with different interests). Ukraine has great possibilities for the development of rural green tourism, in particular, as well as the Mykolaiv region. Conclusions. Taking everything into account, green tourism could provide local economic development of territorial communities. Firstly, the government must improve the laws for the green tourism sphere. Also, we need to set forth the main principles of politics there. Secondly, society should pay attention to the development of green tourism, especially for local farms or personal peasant farms. Because of them have possibilities and prospects for its development. Thirdly, society should use the innovations, which could increase the amount of tourist service. In practice, it could be gastronomy, traditional rural tourism, air therapy, in civilized mannerethnographic measures, and so on. Apart from this, local inhabitants could create the thematic villages as a regional brand. There are some examples of this - production of the special product, which is typical for local territory, or organization of unique festivals, and even production of hand-made souvenirs. Finally, local rural inhabitants should implement the unconventional ideas of evolution of the rural communities.

Sustainable development is the foundational principle for enhancing human and economic development while maintaining the functional integrity of ecological and social systems that support regional economies. Tourism has played a critical role in sustainable development in many countries and regions around the world. In developing countries, tourism development has been used as an important strategy for increasing economic growth, alleviating poverty, creating jobs, and improving food security. Many developing countries are in regions that are characterized by high levels of biological diversity, natural resources, and cultural heritage sites that attract international tourists whose local purchases generate income and support employment and economic development. Tourism has been associated with the principles of sustainable development because of its potential to support environmental protection and livelihoods. However, the relationship between tourism and the environment is multifaceted, as some types of tourism have been associated with negative environmental impacts, many of which are borne by host communities. The concept of sustainable tourism development emerged in contrast to mass tourism, which involves the participation of large numbers of people, often in structured or packaged tours. Mass tourism has been associated with economic leakage and dependence, along with negative environmental and social impacts. Sustainable tourism development has been promoted in various ways as a framing concept in contrast to these economic, environmental, and social impacts. Some literature has acknowledged a vagueness of the concept of sustainable tourism, which has been used to advocate for fundamentally different strategies for tourism development that may exacerbate existing conflicts between conservation and development paradigms. Tourism has played an important role in sustainable development in some countries through the development of alternative tourism models, including ecotourism, community-based tourism, pro-poor tourism, slow tourism, green tourism, and heritage tourism, among others that aim to enhance livelihoods, increase local economic growth, and provide for environmental protection. Although these models have been given significant attention among researchers, the extent of their implementation in tourism planning initiatives has been limited, superficial, or incomplete in many contexts. The sustainability of tourism as a global system is disputed among scholars. Tourism is dependent on travel, and nearly all forms of transportation require the use of non-renewable resources such as fossil fuels for energy. The burning of fossil fuels for transportation generates emissions of greenhouse gases that contribute to global climate change, which is fundamentally unsustainable. Tourism is also vulnerable to both localized and global shocks. Studies of the vulnerability of tourism to localized shocks include the impacts of natural disasters, disease outbreaks, and civil unrest. Studies of the vulnerability of tourism to global shocks include the impacts of climate change, economic crisis, global public health pandemics, oil price shocks, and acts of terrorism. It is clear that tourism has contributed significantly to economic development globally, but its role in sustainable development is uncertain, debatable, and potentially contradictory.

INTRODUCTION: Eco-development is an essential national strategy, which has become an effective way to sustain China's tourism industry in the new era. Nowadays, the problem of climate change is becoming more and more serious, and the restriction on natural resources and the environment is becoming more and more serious. Improving the economic efficiency of the tourism industry and advancing the reform of its economic efficiency are critical priorities for the high-quality development of the tourism industry. Therefore, it is crucial for edge computing to empower green tourism and green growth.
 OBJECTIVES: The purpose is to enhance the development of green tourism in China and promote the sustainable development of China's tourism industry; to solve the problems of severe environmental damage and resource consumption in the development of the tourism industry; and to promote the application of information technology, such as full-area edge computing, in the development of China's tourism industry, and to realize the combination of the CIPP education concept and the concept of green tourism promotion.
 METHODS:Firstly, the authors find the necessity of researching the CIPP model of green tourism and green development empowered by the whole domain edge computing by using the study of literature and theory; secondly, the Author analyzes the importance of the education of the concept of green tourism and green development by using the method of analyzing the CIPP model; and lastly, the authors measure and enhance the effectiveness of green tourism and green development by using the mobile whole domain edge computing.
 RESULTS: The whole-domain edge computing has better stability for green tourism and green development measurement, and the use of the CIPP model can better deepen tourists' tourism concepts of green tourism and green development and promote green tourism development.
 CONCLUSION: The level of innovation in China's tourism industry is improving, and multivariate analysis shows that innovation is the key force driving industrial change and quality development. Therefore, it is essential to continue supporting an innovative and technology-driven tourism industry and continuously improving its innovative technologies and content. Greater emphasis will be placed on training and improving the quality of tourism staff. Tourism talent is the basis for innovation in tourism management and services and a critical factor in the development of an innovative system for tourism.

Abstract. Introduction. Today, the tourism industry in Ukraine is only the fifth most important component of budget filling, but its share should increase significantly given such objective prerequisites as favorable geopolitical location of Ukraine in central Europe, the presence of significant tourist and recreational potential, favorable climate, rich flora and fauna, numerous world-class cultural and historical monuments. The general state and potential of rural green tourism in Ukraine are investigated in the work, the problems and prospects of its development are determined. Rural green tourism for Ukraine is a new concept, although it is developing quite actively. Research has shown that rural green tourism in combination with other industries will be able to solve a number of economic, social and environmental problems inherent in rural areas of Ukraine. It is determined that rural green tourism is one of the promising areas of national internal tourism in Ukraine. Purpose. The purpose of the article is to study the current state of rural green tourism in Mykolaiv region and to develop theoretical provisions and practical recommendations for its further development. Results. The essence and varieties of rural green tourism, processes of formation and factors of its development are investigated in the work. The views of scientists on the interpretation of the concept of “rural green tourism” are systematized. It is established that a common feature of rural tourism is the concept of the created atmosphere, which mainly determines the quality of the tourist product from the standpoint of the consumer. The study carried out a comprehensive assessment of the socio-economic conditions of the industry, characterized the natural resource potential of Mykolaiv region, which is quite attractive for tourists. The main recreational zones of Mykolaiv region, which will promote the formation and development of the location of rural green tourism, are analyzed. It is substantiated that for the formation of the tourist product of the region it is necessary to involve not only a powerful nature reserve fund, historical and architectural heritage, but also the agricultural sector, which produces organic products. The study identified factors that delay the development of rural green tourism. They include the lack of government policy and information support, proper rural infrastructure, limited choice of leisure, high share of agricultural production and manual labor in farms, absence of coordination center between rural communities, authorities and consumers about tourism development. It is determined that the successful development of rural green tourism requires a strategy that takes into account the specialization of each area and emphasizes the uniqueness of the tourist product. Conclusions. Prospects for the development of green tourism in rural areas are described. The internal potential and possibilities of its involvement for the development of green tourism are determined. It is established that green tourism can be an additional factor in filling the revenue side of the budget of rural settlements. The creation of a new tourist location is proposed and its economic efficiency is substantiated. The implementation of the proposed recommendations will promote mutually beneficial cooperation between the rural green tourism market of the region and local governments, environmental protection, as well as sustainable rural development.


 
 
 
 Pemuteran has tourism potential and stunning natural beauty. Pemuteran village communities have not been involved in tourism activities resulting maximum untapped tourist potential to the maximum, limited opportunity society are involved in tourism development, and creativity in tourism in the village. This research is objective to maximize the role of the community in various aspects of tourism development. The development of tourism is expected to: (1) empowering local communities; (2) diversification of rural tourism products; (3) demonstration model to develop green tourism; (4) produce a tourism product of high quality and competitiveness; (5) the development of a more responsible and sustainable tourism. Data were collected through observation, interviews, questionnaires, literature studies, and technical documentation. Data were analyzed using qualitative descriptive analysis of IFAS, EFAS, and SWOT. The strategy resulted in the development of green tourism as an effort to increase community empowerment in economic activity in the village of Pemuteran is green tourism marketing strategy; Strategy creation and development of green tourism products; Strategy commitment and development of community-based tourism development in North Bali; The strategy for improving the quality of human resources through the mastery of information technology and entrepreneurship; Waste management strategy together and independently; Infrastructure development strategy based tourism green tourism; Strategy green tourism travel packages in Buleleng. Advice can be given is the importance of the commitment in the development of tourism development in North Bali-based green tourism; the need for management of solid waste management; the need for the identification and development of a tourist attraction; importance of improving the quality of human resources that are highly competitive; the importance of increasing public participation in the planning, implementation and monitoring of tourism development in the region.
 
 
 

The purpose of the article is to substantiate the innovation and investment principles of green tourism in rural areas in the context of decentralization with a combination of production systems in order to explore opportunities and provide proposals for further functioning of the national economy. Methodology research is to use a set of methods: economic-statistical, monographic, system, economic- mathematical, abstract-logical and others. The scientific novelty of the obtained results is the introduction of innovative, economically feasible and research meth- ods with regard to sustainable development of green tourism in rural areas in decentralization, which are associated with the adaptation of theories, principles and rules of great importance for sustainable rural development of green tourism in the context of global transformations. Conclusions. The modern principles of effective functioning of green tourism in rural areas in the conditions of decen- tralization at a combination of production systems are substantiated. The tools of the general research methodology with regard to sustainable development of green tourism in rural areas in the context of decentralization are proposed. Adaptation of a system of theories, principles and rules that are essential for the formation of sustainable rural development are related. Key words: rural areas, decentralization, green tourism, innovations, branch, sustainable development, aquaculture, tools, methods.

The article examines the regional experience of sustainable tourism development in the southeastern regions of Ukraine before and during martial law. It is noted that the tourism industry of Ukraine continues to develop in difficult military-political conditions due to adaptation to new challenges, internal resources, international support and national unity. The current problems of sustainable tourism development in the regions of southeastern Ukraine are identified. It is important that tourism in the region develops in accordance with the principles of sustainable development, thereby preserving natural and cultural resources for future generations and reducing the negative impact on the environment. The dynamics of tax revenues from the tourism industry in the southeastern regions of Ukraine for the first half of 2021-2024 was analyzed. It is noted that the analysis of the dynamics of tax revenues from the tourism industry is an important tool for assessing the effectiveness of tourism development and its impact on the economy of a country or region. It allows us to assess how large the contribution of the tourism industry to the general budget, as well as to the structure of the economy of a country or region. It is noted that according to the State Agency for Tourism Development of Ukraine, tax revenues from the tourism industry in the southeastern regions of Ukraine increased in the first half of 2024. The Odessa Region leads in terms of revenue (UAH 60.6 million), and Zaporizhzhia Region leads in terms of growth (growth rate +150%). This is explained by the fact that, firstly, tourist flows within the country have increased, and secondly, despite the difficult security conditions and economic difficulties, the southeastern regions of Ukraine are trying to maintain their tourist attractiveness. Several main areas are highlighted that these regions are focusing on to support and restore tourism: they focus on domestic tourism by promoting local attractions, natural landscapes and cultural heritage through online platforms, social networks and advertising; they stimulate local entrepreneurs to develop tourism infrastructure through grants, subsidies and other forms of support. And this, in turn, contributes to the creation of new jobs, the preservation of cultural traditions and the development of business in wartime conditions. The main factors influencing the formation of regional policy for sustainable tourism development are identified and it is substantiated that in modern conditions, political, legal factors, security and stability are of particular importance. It is substantiated that security is a critically important factor for the development of tourism in the regions. It is proven that despite the difficult security conditions and economic difficulties, regions are trying to maintain their tourist attractiveness through an integrated approach that takes into account all the outlined factors. Monitoring of modern tourism development programs in the southeastern regions of Ukraine was carried out in order to determine their general goal, features of the territories, material base of regional development of tourism activities, priority types of tourism, tourism potential, ways and means of solving the identified problems. It was noted that each region has its own specific problems in economic development, in the socio-cultural sphere, different conditions of socio-economic situation and different prospects for development depending on natural conditions, structure of the economy, degree of concentration of industry. The research and solution of regional development problems is possible with the integrated approach implication. It is proved that monitoring will allow to assess how successfully the set goals and objectives of the programs are being fulfilled, as well as to timely identify problems, shortcomings or inconsistency with the intended goals of sustainable tourism development in modern conditions. The conducted study of regional vectors of sustainable tourism development in the southeastern regions of Ukraine will allow obtaining a number of important results and conclusions that will contribute to the effective development of the tourism industry in this region, taking into account modern challenges and opportunities.