Development Of Rural Green Tourism Research Articles

Сільський зелений туризм в Україні - стратегічна складова розвитку сільських територій

The article discloses theoretical issues related to rural green tourism. The concept of rural green tourism is revealed, as well as its types of purpose and the level of activity of tourists (active-sports, active-educational, passive). The main prerequisites for the development and functioning of rural green tourism within Ukraine are determined. A distinctive feature of rural green tourism has been determined, namely, the tourist's stay in an ecologically clean environment, located in a certain area far from the urbanized environment with the possibility of direct participation in agricultural processes. The types of rural green tourism that are presented on the Ukrainian tourist market are described. Namely, agrotourism, which is a type of rural green tourism of both an educational and recreational nature, associated with the use of household farms or lands of agricultural enterprises, which are temporarily not used in the agrarian sphere. Recreational tourism using the capital housing fund on the estates of the owners and the available natural, recreational, historical-architectural, cultural-domestic and other assets of one or another area. Ecotourism, which is a scientific and educational type of rural green tourism, characteristic of rural areas and villages located within the territories of national parks, protected areas, natural parks, etc., where appropriate restrictions on loads on the territory and regulated types of recreational recreation are provided. The positive impact of rural green tourism on the development and functioning of rural areas is singled out. The problems of the development of rural green tourism within the territory of Ukraine are highlighted. As well as the specified prospects and strategic goals of the development of rural green tourism.

EUROPEAN PRACTICES OF RURAL GREEN TOURISM: CHALLENGES AND PROSPECTS

The relevance of researching rural green tourism in Europe is an important field that offers tourists the opportunity to enjoy nature and the countryside, interact with locals and participate in authentic rural life. Implementing environmentally sustainable green tourism practices will help conserve natural resources and reduce the environmental impact of tourism. Encouraging the development of local entrepreneurship and crafts can contribute to preserving the authenticity and economic development of rural areas. Rural green tourism can become a forum for cultural exchange between tourists and local people, promoting mutual understanding. A balanced approach that takes into account infrastructure needs, environmental sustainability, cultural aspects and the participation of local communities is key to the successful development of rural green tourism in Europe. The purpose of the study is to consider the theoretical and practical aspects of European practices of rural green tourism in the context of challenges, to analyse the prospects and opportunities for the development of rural green tourism. The research methodology of the topic includes the systemic method, which recognises the importance of studying the rural green tourism system in Europe, considering its elements and their interaction. The structural method aims at revealing the structure of the object, identifying the key elements and the relationships between them. Results. The article presents directions for the development of rural green tourism, proving that it has significant potential for promoting the development of rural areas and stimulating the economy. This issue is of practical importance, as the growing popularity of rural green tourism creates a demand for hotel, restaurant, excursion and other entertainment services, which can lead to the creation of new jobs, regional economic development and the preservation of cultural and traditional aspects of rural communities. Increased tourism potential can encourage local governments and businesses to invest in infrastructure such as hotels, restaurants, transport and entertainment facilities, and attracting tourists to natural areas encourages more environmentally conscious behaviour and the conservation of natural resources. It was concluded that the development of rural tourism is an effective tool for attracting tourists and creating a positive image of regions. The research on rural green tourism in Europe not only contributes to the development of the tourism industry, but also has an important impact on the socio-economic development and the preservation of the natural and cultural heritage of the regions.

ЄВРОПЕЙСЬКИЙ ШЛЯХ РОЗВИТКУ СІЛЬСЬКОГО ЗЕЛЕНОГО ТУРИЗМУ: ДОСВІД ДЛЯ УКРАЇНИ

У статті досліджено європейський досвід організації і розвитку сільського зеленого туризму. Проаналізовано сучасний стан туристичної індустрії в цілому, а також розглянуті особливості розвитку та підтримки сільського туризму у різних країнах Європи. Встановлено, що сільський зелений туризм є одним із перспективних напрямів індустрії туризму, швидкий розвиток якого обумовлено карантинними обмеженнями. З’ясовано, що сільський зелений туризм поєднує широкий спектр різних видів туризму, заснованих на використанні природних, історичних та інших особливостей сільських територій. Обґрунтовано, що розвиток зеленого туризму в Україні без урахування європейського досвіду буде неефективним. Висвітлено основні існуючі проблеми і переваги даної сфери туризму в Україні. Зроблено висновки щодо основних напрямків і перспектив організації і розвитку сільського зеленого туризму в Україні на підставі проаналізованого досвіду країн ЄС.

ПОЛІТИКА ЗЕЛЕНОГО ВІДНОВЛЕННЯ ТЕРИТОРІАЛЬНИХ ГРОМАД ЧЕРЕЗ РОЗВИТОК СІЛЬСЬКОГО ЗЕЛЕНОГО ТУРИЗМУ

Having a significant human, natural, geographical and event potential, Ukraine largely does not use it from the point of view of Tourism Development. The COVID-19 pandemic and the war have worsened this situation by reducing the amount of available resources and tourist magnets and simultaneously creating a favorable political and economic image of the country on the part of the international community, focused on stabilizing the situation and promoting recovery. The active participation of state authorities and representatives of local self-government in this process, against the background of growing public consciousness, reveals new facets of the development of rural green tourism with a focus on the target audience. Taking into account the advantages and weaknesses of competitors, general trends in the development of the industry and the economy as a whole, as well as the prospects for the use of information and communication technologies allows us to reveal and practically realize the potential of both territorial communities and rural green tourism service providers, meeting the needs of consumers and using promising investment tools. The study proves that despite the significant activity of public organizations, international participants, and the public sector of the economy, it is rural green tourism that has prospects for a system of multifunctional incentives for the local economy, social sphere, and political relations at the community level, provided that the increase in expenditures and losses of the local and state budgets is prevented. Despite the general trend towards digitalization of socio-economic relations, the population prefers live communication and the possibility of restoring their own health in rural areas as an alternative to recreation on the seashore and a more economical format of recreation than in the mountains. Recycling, resource reuse, waste reduction, recycling, recycling and composting as components of the Global Sustainable Development Strategy and the European Union's priority concept are fully implemented. This is supported by all stakeholders of rural green tourism. A significant advantage of cooperation and unification of service providers, for example, in the format of a coviling center, allows you to benefit from partnership, organize various forms of leisure and comply with the requirements of greening life and management.

ПРОГРАМНО-ЦІЛЬОВИЙ МЕТОД УПРАВЛІННЯ РОЗВИТКОМ ТУРИЗМУ

Program and target planning of tourism in rural areas can be defined as management on a systematic basis, focused on achieving a specific end result in solving the problem of development of business entities, as well as the entire tourism sector, territory in a pre-established time frame with the use of measures, methods, techniques and tools of political, regulatory, financial, economic, social, environmental, production, research, information and other nature, formed in a certain sequence and agreed on resources and performers. The use of the program-target method in the management of tourism activities in rural areas and ensuring the development of problem areas is due to the following circumstances: 1) the need to reduce structural imbalances in the economy and unfavorable trends in the development of the socio-economic sphere; 2) a set of socio-economic, natural, environmental and scientific and technical problems that require interregional and intersectoral coordination of program activities; 3) the inability to achieve the necessary Development Goals on the basis of established relationships between management levels, business entities, etc.; 4) the need for coordinated use of material and financial resources of various territorial, sectoral departmental and other affiliations. The use of the program-target method for the sustainable socio-economic development of rural green tourism is an important organizational and economic mechanism for managing territories, which is aimed at solving priority system-forming and capital-intensive problems of both the industry and the region, requiring significant amounts of material, information and other resources, labor costs carried out with the participation of many enterprises and organizations. The programs are convenient for recording and monitoring the progress of work and the use of resources and allow you to organize a clear interaction between participants in their development and implementation. At the same time, program-target management is one of the most complex management methods. This is due to the fact that managed objects, as a rule, belong to different branches of the national economy, are not subordinate to each other, have different own goals of functioning and development, differ in the level of economic development, technical equipment and provision of material and financial resources. Accordingly, the success of the rural tourism development program depends on intermediate results. Therefore, the use of programs in the management of economic and social processes requires organizational work during their entire life cycle and strengthening control over both the industry, the business entity, and the processes accompanying their development. Thus, the use of the program-target method in managing the economy of tourism activities is the management of social development of the region, which becomes a decisive organizational factor.

SECTORAL PRIORITY OF RURAL GREEN TOURISM

The article examines the concept of rural green tourism, its role and significance, identifies the specifics of the rural green tourism development, their impact on tourism and the economy of Ukraine. Tourism contributes to the inflow of financial resources into the country, which brings income not only to tourism firms, but also provides tax revenues to the budget, increases demand for products and services, thereby stimulating the development of related industries. One of the most prioritized is rural green tourism, as it contributes to solving social and economic problems in villages, which is characteristic of modern Ukraine. In modern conditions of the Ukrainian economy development, the structure of the tourism industry is changing due to the development of promising types of tourism, including rural green tourism. This is a specific form of recreation in the countryside, which has wide possibilities of using the natural, material and cultural potential of certain regions.

Formation of hotel and restaurant services for rural green tourism enterprises

The subject of the research is the theoretical and practical aspects of the development of hotel and restaurant services of enterprises of rural green tourism. The purpose of the article is to substantiate the prospects for the development of hotel and restaurant services of rural green tourism enterprises, to determine their features and use in administration and management. The methodological basis of the article was both general scientific and special methods of scientific knowledge. The article used scientific research methods: historical, system-structural analysis and synthesis, monographic, statistical-economic, problem-targeted. Results of the article. It is noted that the implementation of functions, the provision of services by rural green tourism enterprises and their focus on the hotel and restaurant direction of business are based on the presence and use of significant tourism and recreation potential on the one hand and a relatively free market segment for small businesses in this area on the other. It is substantiated that rural green tourism is integrated into the general structure of tourist and hotel-restaurant activities and allows providing services even where it is not economically feasible to build separate hotels and restaurants. It was determined that the concentration of efforts of rural settlements and other small enterprises of rural green tourism mainly on hotel and restaurant services requires them to improve the quality of such services, to observe high sanitary and hygienic standards; security conditions; appropriate level of service; training of hosts and/or their employees in hospitality, tact, business communication; certain aesthetics and style of places of accommodation and food. Field of application of results. The results can be used by tourism enterprises, territorial communities, regional and state authorities, public organizations, individual entrepreneurs and activists, institutions of higher education, scientific institutions. Conclusions. Combined efforts are achieving changes for the better in the field of service, tourism, and the hotel and restaurant industry. And this, at the same time, is a significant contribution to the development of the village. An example can be the creation of local branches of the Association for the Development of Rural Green Tourism in the administrative regions of the country, associations of citizens interested in the development of infrastructure for rural green tourism, etc. Thus, we can assert the existence of a "multiplier effect" from rural tourism for both the hotel and restaurant business and for the formation of a special multifunctional model of the development of rural areas.

GREEN TOURISM AS A COMPONENT OF SUSTAINABLE DEVELOPMENT OF THE REGION

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.

AN AGROTOURIST COMPLEXES IN THE CONTEXT OF THE GREEN EUROPEAN COURSE: VECTORS OF THE DEVELOPMENT AND PROSPECTS

The article considers the development of agritourism complexes of Ukraine during the last decade and the vectors of their further development. Factors of attractiveness of rural green tourism for urban residents have been identified. The peculiarities of recreation in the countryside have been clarified, namely: attractive time for recreation – summer vacations of tourists; acquaintance with the ethnicity and authenticity of the Ukrainian area; the compliance of the quality of services provided by agritourism farmsteads with the expectations of tourists. The motives for the creation of rural estates and the uniqueness of rural tourism are specified. In particular, the safety, environmental friendliness and accessibility of recreation in agritourism farmsteads are highlighted. The constraints on the development of green tourism are also the lack of funds to improve living conditions, rural infrastructure and the lack of clear legal support for the existence of this type of tourism, in particular the private sector, whose share in housing services is dominant. The gradual development of rural green tourism is demonstrated by expanding the scope of its services and improving their quality. Effective tools for promoting the tourist product in the countryside are public policy expressed in support of owners of agritourism farmsteads and «Strategy for tourism and resorts until 2026», implementation of effective communication policy with consumers of tourist services, and categorization and certification of rural farmsteads tourists (appropriate quality and environmental friendliness of the tourist product). The forecast of the number of rural estates by 2025 has been made. The importance of agritourism services is emphasized not only in the domestic market, but also in the international one. Attention is paid to the current situation in Ukraine, and not only the catastrophic consequences for the tourism industry, but also the prospects for the development of agritourism in the perspective of a full-scale Russian invasion.

Functioning of tourist business enterprises in the context of rural development

The subject of the research is the peculiarities of the functioning of tourism business enterprises in the context of rural development. The purpose of the article is to analyze the resource potential, conditions of organization and foreign experience of rural green tourism enterprises, assessment of the effectiveness of tourism and agricultural activities in rural areas. The methodological basis of the article is the methods and approaches of economic, institutional and sustainable development theory. In particular, systematic and holistic approaches, methods of analysis and synthesis, structural modeling were used; monographic; abstract-logical. The results of the article. It is determined that socio-economic resources of rural green tourism enterprises are understood as labor resources, accommodation facilities, separate utility rooms, machines and equipment or devices, production and technological processes (wine, food, oil and fat, fruit and vegetable canning, etc.), certain productions and activities growing flowers, medicinal herbs, farm animals, picking fruits and berries, mushrooms, honey production, fish farming, etc.) as sightseeing sites or tourist attractions. It is established that the tendency to increase the influence of tourism and resorts on the dynamics of economic and social development of the region is maintained by increasing domestic and foreign tourist flows, as well as increasing revenues from tourism to the local budget. It is substantiated that the assessment of economic efficiency of rural green tourism enterprises should be carried out on the basis of the volume of services provided by them, the costs of their implementation and profits. Field of application of results. The obtained results can be used in the process of further scientific study of an important problem – improving the efficiency of the market of tourist services and rural green tourism enterprises. Conclusions. It is established that rural green tourism enterprises in the leading countries of the world have developed significantly, and their number is 10.0-50.0 times higher than the number of domestic ones. Thus, rural green tourism is a mass activity, employment and income of rural residents. Therefore, in European countries, it is seen as an alternative to agriculture, where the number of employees is constantly declining due to automation and digitalization, and its support has become a state program. It also provides recreation for almost 1/3 of all tourists. Therefore, it is important to implement the most effective areas of experience in rural tourism in Ukraine. This is the organization of thematic annual advertising campaigns for rural recreation with state and regional support; indirect state support in the form of non-taxation; development of pilot projects for the development of rural green tourism for individual rural areas; combining rural green tourism with gastronomic, cognitive, etc. types of tourism; strengthening the greening of rural green tourism.

УПРОВАДЖЕННЯ АСПЕКТІВ СТАЛОГО РОЗВИТКУ У СФЕРІ СІЛЬСЬКОГО ТУРИЗМУ В УКРАЇНІ

Features of rural tourism are considered within the concepts of sustainable development and sustainable tourism development. Possibilities of assessing the degree of implementation of aspects of sustainability at the level of the tourism process participants are highlighted. The monitoring of the state of achievement of the goals of sustainable tourism development is platformed by the survey of owners of rural hospitable estates in Ukraine – members of the NGO “Union for Promotion of Rural Green Tourism Development in Ukraine”, providing for the initial assessment of the implementation of aspects of sustainable development in the field of rural tourism in Ukraine. The latter allowed us to identify the main sociodemographic indicators of the owners of rural hospitable estates in Ukraine and their farmsteads. The analysis of the level of estate owners’ acknowledgment of the concept and goals of sustainable development, the study of the nature of the use of hired labor by the owners of rural hospitable estates, the level of implementation of aspects of environmental friendliness and responsible consumption serve to reveal the state, opportunities, and prospects of cooperation of rural hospitable estates with other participants of the tourist process. It was found that the owners of estates not only have a common understanding of the concept of sustainability and its relevance but also actively endeavor to implement certain aspects of sustainability in the provision of rural tourism services. Highlighted criteria for sustainability of rural hospitality services – economic (profitability, demand, stable tourist flows, expansion of activities, etc.), sociocultural (cooperation and partnership, cluster interaction, preservation of local traditions, opportunities for learning and personal development, etc.) and environmental (waste management, responsible consumption of resources, etc.). The current needs and mechanisms of further acquaintance of the owners of rural hospitable estates with the issues of sustainable development are determined. Identified ways to ensure more sustainable activities for the provision of rural tourism services at different levels – the level of rural hospitable estate, community level and state level as elements of a complex, continuous and multifaceted process.

Support of projects and strategies for the development of rural green tourism enterprises by local communities and the state

The subject of the research is theoretical, methodological and practical aspects of supporting projects and strategies for the development of rural green tourism enterprises at the local and state levels. The aim of the article is to identify new directions and forms of local and state support for rural green tourism development strategies in the context of pandemic restrictions, as well as to clarify existing ones. The methodological basis of the article is the theoretical and methodological provisions of business economics and tourism economics, management and marketing, public administration; regulations of Ukraine and the European Union; historical, monographic, system-structural analysis and synthesis, statistical-economic, problem-target research methods. The results of the article. Forms and directions of state and local support of strategies for development of rural green tourism enterprises as small business entities are substantiated; sources of tourist services, development of the middle class in rural areas and the reproduction of rural areas. This takes into account the tools and methods of direct and indirect support, material and moral incentives and incentives. It is stated that in modern conditions, strategic plans should take into account tactical steps: pandemic restrictions; certificates and other factors of conformity; budget payments to entrepreneurs and consumer incentives on terms determined by the state. Field of application of results. In higher education institutions; in the management and personnel management of agricultural enterprises and corporations; in public administration and local self-government bodies; at rural green tourism enterprises and public organizations. Conclusions. It is determined that the national concept of supporting the development of rural green tourism enterprises should be based on common theoretical and methodological principles and cover the state, regional and local and business level of organization, management and administration. Strategies and projects for their development should be based on mostly indirect methods, material and moral incentives and incentives. However, in the current COVID-19 pandemic, they must take into account new requirements, compliance and restrictions; use direct state financial support for small businesses and consumers; follow the rules of sanitary safety and develop new products and services in accordance with the adjustments made by the pandemic in tourism.

Rural Green Tourism as a Factor in the Development of Rural Areas

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.

Діяльність підприємств сільського зеленого туризму: іноземний досвід і національні особливості

Abstract. Introduction. Modern rural green tourism on a global scale is not only a tourist product, but also an alternative, non-agricultural form of employment in rural areas, which can solve a number of socio-economic and demographic problems. Therefore, although the reasons for the emergence of rural green tourism in the world are basically the same, in different countries the factors of its organization and development are individual and specific. Along with the countries that already have a positive experience of rural green tourism, there are many countries that actively use this experience and have significant achievements in this activity. Ukraine also belongs to such countries. In foreign countries, rural green tourism is a mature tourist destination that has passed certain stages of formation, and therefore has valuable experience that is necessary for its development in Ukraine. Purpose. The purpose of the article is to study the experience of organization and management of rural green tourism in the world and the possibility of its application in Ukraine, as well as to identify and systematize the positive and negative consequences of its implementation. Results. It is established that rural green tourism today is one of the promising areas of development of the tourism industry in foreign countries, the rapid development of which in the last year due to quarantine restrictions. It combines a wide range of different types of tourism based on the use of natural, historical and other features of rural resources. The basic concepts of rural green tourism development are presented, the geography of its distribution in the world is considered. The experience of development and management of rural green tourism in the leading countries in this area is systematized. It is established that the accelerated development of rural green tourism can play the role of a catalyst for structural adjustment of the economy of both the region and the country as a whole; ensure demographic stability and address the socio-economic problems of the rural population. It is determined that the development of rural green tourism in Ukraine cannot be effective without taking into account foreign experience. The regions of its distribution in Ukraine are studied. The main directions and prospects of rural green tourism development in Ukraine are systematized taking into account the experience of foreign countries. Conclusions. A study of the world experience of using such a branch of the tourism industry as rural green tourism, allowed us to conclude that on a global scale it is an effective tool for sustainable socio-economic development of rural areas and their infrastructure. The use of this tool has both positive and negative effects, but the positive effect that it has on the livelihoods of local people, preservation of historical and cultural heritage and ecological environment, are undoubtedly colossal requires deep study and experience in implementing advanced countries - further distribution and application, including on the territory of Ukraine. This will give a significant impetus to the development of the national economy by increasing the level of filling the budgets of local governments and the state budget, stopping migration processes and restoring labor potential, improving the material well-being of the rural population and more.

Перспективи розвитку зеленого туризму для регіонального туристичного ринку

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.

Cluster Approach to Rural Green Tourism Development

The article considers the development of rural green tourism. Rural green tourism is considered to be a type of recreation on rural territories regardless the way of holiday-makers leisure management. The experience of developed countries in tourism industry is conducted to identify the regularities of such type of tourism activity development. The analysis based on quantitative marketing research is suggested to get more profound understanding of this sector development state in rural green tourism. The cluster approach application allows increasing the level of synergy effect through interaction of the clusters. The given cluster approach to rural green tourism enterprises development inside the sector gives an opportunity to optimize the clusters’ activity at contemporary period of their development as well as to raise the effectiveness of rural green tourism enterprises.

Youth Entrepreneurial Activity in the Development of Rural Green Tourism: the Case of Ukraine

The subject of the research is the entrepreneurial potential of young people in the development of rural green tourism in Ukraine. Studies of trends in the rural labour market in terms of modernisation of the agrarian sector and the impact of world trends in transforming the role of rural territories have been taken into account. The development of entrepreneurship in the agricultural and industrial complex, including rural tourism, is one way of solving the youth employment problem. In the study, the authors rely on an assessment of the potential of rural green tourism in Ukraine, which is significant. The main directions of youth entrepreneurship in rural green tourism are identified. The article focuses on promoting the realisation of the potential of youth in rural green tourism businesses. Specific examples show features of labour motivation and highlight opportunities for its increase in entrepreneurship in rural green tourism. It is proposed to create conditions for the activation of youth entrepreneurship in rural green tourism. The authors come to the conclusion that modern youth, as a specific socio-demographic group, are a reserve for the multiplication of the labour force in the agricultural sector, and are a strategic resource for the development of rural areas through entrepreneurship in various fields, including rural green tourism.

Green tract organizing prospects in Ukraine as an internal tourism market development priority direction

The development of tourism in the region is part of the socio-economic complex, and directly affects such industries as manufacturing, trade, transport, agriculture and the production of consumer goods, and is also one of the promising areas in the formation of the economy`s GDP. In 2020, due to the COVID-19 pandemic, rural green tourism has become a separate significant sector of the tourism market in the developed countries of the world. Most of the Ukrainian regions, relying on the unique nature, rich cultural and material heritage as well as traditions of the rural population, are also successfully implementing projects in the field of rural green tourism. However, in general, its share in the total volume of tourist services in Ukraine remains relatively low. Therefore, the possibility of developing rural green tourism, including the organization of greenways, is still extremely relevant. The purpose of the study is to develop theoretical provisions and practical recommendations regarding the prospects of organizing Greenways in Ukraine as a priority area for the development of the domestic tourism market, in particular the Kharkiv region. To achieve the goal, the following tasks were set and solved: the features of the formation and development of rural green tourism in Ukraine and the Kharkiv region were revealed; a greenway to support and popularize rural green tourism in the Kharkiv region was developed. Research methodology. To accomplish the assigned research tasks, general scientific and special methods were used: analysis and synthesis - during the study of the role and place of tourism in the development of regions; logical, dialectical, method of generalization, complex and systemic approaches - to improve the conceptual apparatus of the research; statistical analysis, comparison and generalization - during the study of the features of the organizational and economic mechanism for the development of rural green tourism. As a result of the study, priority directions for the development of tourism were identified, which need to be implemented primarily in Ukraine and in the Kharkiv region in particular. For this, the authors have chosen the direction of the combination of active tourism with a cognitive component. Realization of the tourist potential of the Kharkiv region includes the creation of a greenway with cycling equipment. The ecological route “Greenways of the Kharkiv region” introduces the richness and diversity of the natural, cultural and historical heritage of the Kharkiv region, its traditions, culture, crafts, interesting people who preserve the originality of these places, friendly owners of agro-estates, where you can interestingly relax, try national cuisine and dive into the folk life traditions. Findings. The organization of the greenway will: improve and maintain the quality of the environment and create new opportunities for recreation; provide connections between district and suburban green spaces; create opportunities for active recreation, provide alternative transport routes. Further development of this and other greenways in Ukraine will create a positive image and increase the attractiveness of the territory, form a regional tourism product, increase tourist flows and ensure budget replenishment.

ДОРОЖНЯ КАРТА РОЗВИТКУ СІЛЬСЬКОГО ТУРИЗМУ В РАЙГОРОДСЬКІЙ ОБ’ЄДНАНІЙ ТЕРИТОРІАЛЬНІЙ ГРОМАДІ

The National Tourism Organization of Ukraine has declared 2020 the year of rural (green) tourism. This is not accidental decision, because Rural Development and Tourism was proclaimed by the UNWTO General Assembly as the theme of World Tourism Day 2020. The Ukrainian village is going through difficult times. More than 500 villages have disappeared from the map of our country since 1991, and almost 5,000 are now on the verge of extinction. In many countries around the world, rural tourism is an integral part of integrated socio-economic development programs of united territorial communities. The article proposes a road map for the development of rural green tourism for the center of Rayhorod united territorial community (located in the Haisyn district, Vinnytsia oblast) – the village of Rayhorod. The methodological basis of the study was a road map for the development of tourism in the united territorial communities elaborated by the NGO “Ukrainian Union of Rural Green Tourism”. The information base of the research was the data obtained during the expeditionary research in the community. Monitoring the potential of the territory and assessing the readiness of the community for sustainable tourism development was completed by developing a SWOT analysis. It is determined that the studied community has all the prerequisites for the development of this type of tourism. A big problem is the lack of basic knowledge of rural residents about the opportunities and benefits of tourism development for rural areas. It is substantiated that the organization of festivals can become a “tourist magnet” of the village. The community already has some experience, as it annually holds a festival dedicated to the Village Day, which is becoming more and more popular every year. A trip on the historic railway, which is very popular tourist activity in Europe, could be a “tourist highlight” of Rayhorod community. The visitors may be attracted by the picturesque Podolian landscapes that open from the windows of the train running in the valley of the southern Bug. Establishing cooperation with the territorial communities of the region in the direction of joint activities for the development of rural green tourism is one of the goals of the long-term Tourism Development Program in Vinnytsia oblast for 2021-2027; the article determines the need to elaborate a separate coupled program for the development of rural tourism for the village of Rayhorod.

State regulation of green tourism in Ukraine

The article is devoted to research of problems of state regulation of green tourism in Ukraine and its institutional development. The article defines the problems of development of green tourism as a form of entrepreneurial activity. The present state of the economic development of rural green tourism and the normative and legal peculiarities of its functioning are analyzed. The ways of development of green tourism as a balanced system of satisfaction of socio-economic needs of the society, protection of interests of future generations, ensuring of a qualitative environmental state of the environment and institutional development of the state are determined.