INTEGRATIVE APPROACHES AS A PREREQUISITE FOR THE DEVELOPMENT OF AGRO-TOURISM WITHIN RURAL AREAS

Abstract

The article examines the peculiarities of the process of combining the interests of agricultural management and the development of the tourism sector. It has been emphasized that agrotourism, as a type of rural tourism, focuses on the territories of rural areas, has a recreational and leisure character, and can successfully function on the basis of a separate farm, agrocluster formation, country estate, guest house, etc. It has been noted that the field of agrotourism is a specific type of tourism, which combines both eco-, green and other types of tourism within the boundaries of rural areas. Research has confirmed that the actualization of the development of agritourism is connected with modern trends and the formation of consumer demand for agritourism services. The need to build an integration approach to ensuring the development and functioning of agro-tourism associations, as the formation of new types of entrepreneurial activity within rural areas, has been outlined. The expediency of the mentioned combination has been substantiated, since in the commonality and interdependence of interests it is possible to achieve synergy as a result, that is, a synergistic effect that is achieved only in the interaction of various aspects of each type of tourism. The development of the field of agritourism enables the process of expanded reproduction of rural areas, significantly contributes to the profitability of agrotourism farms in general, and other types of economic activity within the specified territories, in particular. In this context, the need for agricultural management based on new technologies for the production of organic food products has been determined, which may be in demand on the market of tourist services and will contribute to the further prospective development of the agro-tourism sector.