Development Of Rural Green Tourism Research Articles

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.

Інформаційне забезпечення розвитку підприємств сільського зеленого туризму в Україні в умовах пандемії COVID-19

I. Ksonzhyk, O. Petrova. Information support of enterprises of rural green tourism in Ukraine in the context of the COVID-19 pandemic. The current state has been studied and the specificity of the development of rural green tourism in Ukraine has been determined. The problems of practical application of information support by business entities working in the tourism industry have been identified. The essence and necessity of large-scale information support of the rural green tourism industry have been substantiated and its features have been investigated. The analysis of information technology used today in the field of information support for the rural green tourism industry has been carried out. The impact of the global COVID-19 pandemic on the development of the tourism industry in Ukraine has been established. Measures to extend information support in the field of rural green tourism under conditions of adaptive quarantine have been identified. The proposals for improving the level of information support for the rural green tourism industry have been summarized. Keywords: rural green tourism, enterprises, development of rural areas, information support, information technology, region, information support.

State support for the development of rural green tourism at the regional level

The subject of research is the theoretical and practical principles of organization and development of rural green tourism enterprises, its regulation and support as a form of entrepreneurial activity in rural areas. The purpose of the work is to develop theoretical principles and practical proposals for the implementation of state support for rural green tourism enterprises and its improvement. The methodological basis of the article were the main theoretical and methodological provisions of economics, regulations of Ukraine, the works of leading foreign and domestic scientists. Results of work. The paper identifies the conditions and resources, features and institutions of organization and development of rural green tourism enterprises. The importance and sources of its spread and growth as a form of entrepreneurial activity in the countryside are substantiated. The forms of statistical reporting for the account are offered. The directions of improvement of the state regulation of the further development of its subjects are developed, including with the involvement of regional and local authorities, united territorial communities. Field of application of results. The conclusions of the article can be used in the educational and scientific process of higher education institutions, the work of rural communities, local governments, fiscal services. Conclusions. In the future, to ensure the development of rural green tourism in Ukraine and its effective management is considered appropriate: to improve the regulatory framework of rural tourism activities at both state and regional levels; constantly monitor indicators and study the needs of the market of its products and services; create an infrastructure of state financial and credit support for rural green tourism entities.

MARKETING STRATEGIES OF DEVELOPMENT ON THE EXAMPLE OF GREEN TOURISM

Current economic conditions for the development of business entities are characterized by oversaturation with goods and services, as well as high levels of industrial progress. Tourist services are not an exception and their effectiveness depends primarily on the degree of satisfaction of target customers and the coverage of both individual clients as well as corporate ones by the market. At the same time, advertising has become one of the main elements of a marketing strategy in the tourist services system. But the introduction of innovative advertising measures is now unreasonably ignored by tour operators. Therefore, the most promising latest advertising technologies in the implementation of the international marketing strategy of the tour operators are identified in the research paper. Today, in both global and domestic practices, demand for natural rest and recreation is increasing. It is precisely in line with such demand and peasant traditions of Ukraine, so it is necessary to use this opportunity and develop rural green tourism. Green tourism has many different definitions and interpretations. A significant cohort of domestic and foreign scientists distinguishes it as a separate tourist destination; no less opponents consider it an integral part of the ecological tourism structure. However, even extensive research does not allow one to interpret this phenomenon uniquely and individually. Balancing the rural green tourism market is possible when effective state regulation is in place, the condition and feasibility should be investigated. The subject of research is the theoretical and methodological foundation of competitive advantages of rural green tourism. The purpose of this study is to develop and form factors taking into account the competitive advantages of rural green tourism, identify the main stages and possible marketing strategies of rural tourism entities to enter the international market and explore promising methods of lead generation through innovative advertising technologies. To achieve this purpose, the author uses a dialectical method of scientific knowledge and a number of general and special research methods, interconnected and consistently applied according to the general logic of analysis: theoretical generalization, analysis and synthesis, systemic analysis, statistical analysis, comparison, classification and modeling. Logical methods of analysis that summarize the functioning of rural green tourism; methods of statistical processing taking into account statistical data; method of comparative analysis. Conclusion. As a result of research on the basis of the offered factors influencing development of rural green tourism, the theoretical analysis of competitive advantages was checked. Rural green tourism can provide demographic stability and solve socio-economic problems in rural areas. The development of rural green tourism needs support from the state, the establishment of regulatory measures for employment opportunities for the rural population. Rural green tourism can become an organizational and economic component to solve the problems of rural residents.

Prerequisites and features of rural green tourism development in Lviv region

Ukraine is a country that occupies one of the most advantageous locations in Europe. The development of tourism in Ukraine will lead to an increase in tourist interest in Ukraine, to accelerate economic growth, support employment, structural modernization of the economy, filling the budgets of all levels. The strategic goal of tourism in our country is to create a competitive tourism product that can worthily occupy its niche in the world market. In the field of tourism in Ukraine, a new term “rural green tourism” has appeared, the development of which is progressing every year. Lviv region is one of those regions that has all the potential for the development of rural green tourism. The article presents the results of the analysis of green tourism in Ukraine and in the western region, strategic directions of development of the tourist sphere of Lviv region. The paper uses general and special methods for research and organization of green tourism: monographic, historical, abstraction and generalization, analysis, synthesis and comparison, system-structural analysis, problem-based approach, the study of statistics. The tourist resources of Lviv region that are used effectively are analyzed. The main directions of development of the tourism industry of Lviv region are identified, which has a significant potential, the rational use of which necessitates the attraction of innovative developments and investments. The development of tourism in the region requires a combination of numerous factors, namely: the availability of places of interest, the possibility of transport and infrastructure, safety of tourists and protection of their rights and more.

Rural Green Tourism: Current Trends and Development Prospects

The article determines that in the current conditions of development of the economy of Ukraine the structure of the tourism industry is changing due to the development of perspective types of tourism, including rural green tourism. The purpose of the article is to identify the features, trends and prospects of rural green tourism development. Results. One of the newest forms of tourism is rural green tourism - a priority area in the tourism industry, which opens opportunities for solving a number of problems of rural development. Rural green tourism is a specific form of recreation in the countryside, which has ample opportunity to use the natural, material and cultural potential of certain regions. In the structure of the tourist complex of Ukraine of recent years rural green tourism has become one of the leading and most attractive types of tourism specialization, which requires increase its effective development and management. The analysis of the activity of rural green tourism objects will make it possible to increase the attractiveness of rural green tourism. The development of rural green tourism in the regions of Ukraine every year becomes more powerful and one of the perspective ways of solving social issues regarding employment in all regions and their socio - economic development. The directions of rural green tourism development affect its development prospects. Value/originality. Rural green tourism is viewed from two sides: first, as a promising and attractive destination in the tourism industry, and second, as an object that will increase the potential and potential of rural areas. In the course of the study, the motivational content of rural green tourism was identified as an opportunity to extend the tourist appeal of specialized tourism. For the developing of green tourism in Ukraine promotes the study of international experience of tourism.

Research of the natural resource and recreational potential of the Rohatyn district of Ivano-Frankivsk region

The current state of the components of the environment, the resource-recreational potential of the Rohatyn district of Ivano-Frankivsk region are analyzed. It is noted that the district has a sufficiently high integral indicator of anthropogenic environmental loads, nature management here is often irrational and ecologically unbalanced, and natural resource efficiency is rather low. The basis of restructuring of the economy of the Rohatyn region is to lay its investment and innovation model, taking into account the peculiarities of the region's potential, in particular the efficient use of its natural resource component. Although the Rohatyn region is not a rich region for natural resources, scientifically sound rational use of these resources should be an essential prerequisite for further socio-economic development. The absence of significant reserves of mineral raw materials gives rise to the search for another model of economic development of the region. At the same time, one should not forget about landscape and recreational resources, mineral water reserves, certain types of mineral resources. Such a model of its time was implemented in other regions through the formation of an appropriate sectoral structure of the economy, when the faces of economic development were determined by the sectors of processing of agricultural raw materials, agricultural machinery, services. Further development requires the development of programmatic actions to restore once destroyed production capacity, as well as the functioning of businesses that focus on the use of local resources. It is established that Rohatyn region has considerable potential for the development of the recreational and tourism industry. It is necessary to develop tourism infrastructure; to develop a holistic tourist product that is able to satisfy the needs of international and domestic tourism to the maximum, taking into account the natural-climatic, recreational, socio-economic and historical-cultural potential. As a central part of the Opilia region, the Rohatyn district has considerable historical and cultural potential, which should be more actively used for the development of cognitive tourism, for national and patriotic education of the population. Therefore, it is necessary to contribute in every way to the development of rural green tourism, which can be based on the use of both natural and historical and cultural resources of the region. To do this, it is necessary to contribute in every possible way to the preservation of unique places of nature, the creation of new and the discovery of little-known historical and cultural monuments, to develop patronage.

Green Tourism as a Factor of Development of United Territorial Communities in Ukraine

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.

Відновлення сільського зеленого туризму в умовах COVID-19 як інструмент реновації аграрної економіки

The article proves that modern globalization challenges create unique opportunities for the recovery of rural green tourism, outlining the prospects for its attribution to strategically important sectors of the national economy on the grounds of priority, resilience and responsibility. However, achieving such results is impossible without appropriate organizational and economic provision for the development of infrastructure of enterprises of rural green tourism, where the State-based levers and instruments play a special role, because due to the sudden, unprecedented drop in demand, the travel and tourism sector will require, first of all, financial incentives with regard to support and recovery. The article is aimed at determine the potential for the recovery of green rural tourism in the conditions of COVID-19 as an instrument for the renovation of the agrarian economy. It is specified that the development of normative and legal provision for the activation of economic activity in the sphere of rural green tourism is a basic condition for the formation of a legal framework for the development of this type of tourism and attraction of investments in this industry. The main determinants of infrastructure development of rural green tourism in Ukraine have been identified and priority measures for the development of rural green and gastronomic tourism in rural areas for the future period are proposed. According to the authors, the active development of rural green tourism in Ukraine necessitates the following: carrying out an analysis of the current system of railway communication between cities and adjusting it to the tourist map of the country; increasing the level of responsibility of carriers for their activities and create conditions for safe passage through the territory; to carry out repairs not only of nationally important roads, but to maintain local roads in good condition as well; improving the quality of road infrastructure, with a focus on placing the appropriate identifying signs for both historical tourist sites and objects of rural green tourism; increasing the efficiency of the State regulation in this sphere. Prospects for further research are to determine the feasibility of implementing the world experience of recovering the tourism industry, particularly rural green tourism.

МОДЕЛІ УПРАВЛІННЯ ЕКОЛОГІЧНИМ ТУРИЗМОМ В УКРАЇНІ

The article presents the main results of the study of models of environmental tourism management in Ukraine. The object of study is the process of managing ecotourism. The subject of the research is the improvement of theoretical bases of ecological tourism management in Ukraine. The purpose of the study is to find ways of solving the main problems of ecological tourism in Ukraine. Research methods - analysis and synthesis method, graphical method, deduction and induction, generalization and systematization. As a result of the research the main tendencies of development of tourist industry of Ukraine are considered. Investigated flows of domestic and foreign tourists for 2010-2018, analyzed the number of tourists served by natural persons-entrepreneurs and legal entities, analyzed the quantitative status of eco-estates in Ukraine, identified the main problems of environmental tourism in Ukraine, proposed ways to improve the situation, as well as management actions that can improve the state of ecotourism in Ukraine at the state level. Trends in the development of eco-tourism in recent years have been identified. The prerequisites for the increase in the number of foreign tourists to Ukraine were identified, it is possible that these tourists will be motivated to visit Ukraine because of its favorable climatic resources. The analysis of tourist arrivals by region gave an opportunity to identify the main areas that are promising for the development of eco-tourism, namely Lviv, Ivano-Frankivsk, Odessa, Dnipropetrovsk, Kiev, Kharkiv, Lviv and Poltava regions. It is proposed to improve the management of the eco-tourism industry through the activities of the Union for Rural green tourism development in Ukraine. This study examines the major tourism management models used in world practice, proposes to take on the experience of the European model for Ukraine. The results of this study can be taken into account when developing a state strategy for the development of the Ukrainian tourism industry. KEYWORDS: STATE OF THE TOURIST INDUSTRY, ECOLOGICAL TOURISM, TOURISM IN UKRAINE, TOURISM PROSPECTS, TOURIST FLOW.

Roses in rural estates in Ukraine: past and present

Aim. In the conditions of development of rural green tourism, the settlements with the original architectural style of buildings close to the traditional one for a given territory are considered the most attractive. The purpose of the study was to define the assortment of roses for use in landscaping rural hospitable estates. Methods. The research had been conducted based on the field studies of the collection of the National dendrological park “Sofiyivka” of NAS of Ukraine using biometric, comparative morphological and statistical methods. Results. The rose had been used in gardens since the 18th century on the territory of Ukraine. Probably, they were cold-resistant hybrids and decorative forms of various species of wild rose. When selecting roses for estates stylized as traditional rural farms, criteria of hardiness, vigour of growth and ease of care had been used. It was found that Shrub roses (including English roses by David Austin selection, which are characterized by almost uninterrupted flowering inherent in modern roses, the shape of the flower and aroma of old roses) displayed sufficient hardiness in the natural and climatic conditions of the Right-Bank Forest-Steppe Zone of Ukraine. They were able to restore their crowns after wintering every year. The article presented an assortment of roses that had been tested in the NDP “Sofiyivka” and could be recommended for use in decorating traditional rural estates. Guidance for agrotechnical measures had been developed. Those measures, contributing to the processes of growth, development and ensuring high flowering performance, met the requirements of environmentally friendly land use. Conclusions. The rose had been the element of rural estates gardening in Ukraine since the 18th century. The collection funds of the NDP “Sofiyivka” contain a wide range of both species and modern roses. They can be used for improvement and landscaping of objects that are created in the style of a traditional rural estate, and also meet modern requirements.

TRENDS AND PROSPECTS OF RURAL GREEN TOURISM DEVELOPMENT IN SOUTHERN REGION OF UKRAINE

The purpose of the article is to substantiate the trends and prospects of rural green tourism development in the Odessa region, as one of the directions of diversification of rural activity for the socio-economic growth of rural territories and population enrichment. The article investigates the current state of development of green tourism in Odessa region. The scientific work analyzes the current state of employment of rural population and determines the relevance in the development of rural tourism. The key directions that will contribute to the activation of rural green tourism in the region are identified and the problematic aspects that have a decelerating influence on the processes in this field are investigated. Prospective directions and forms of further development of rural green tourism in the Odessa region as a socio-economic phenomenon for the revival of rural economy, preservation of its traditions and values are substantiated. Rural green tourism in modern realities is one of the most priority areas of diversification of economic activity of agricultural sector entities, is an alternative source of ensuring employment of rural population, raising its income and quality of life. The main priority directions for the establishment of rural green tourism for the South of Ukraine should be concentrated in the following areas: creation of regional agrotourism networks through the development of small, family and individual agrotourism business on the basis of existing tours of resources in rural areas: small family hotel and agro-infrastructure; unification of socio-cultural environment of historical objects; creation of large and medium specialized agrotourism objects, centers (sports, cultural, culinary); creation of state and private agricultural parks, complexes with appropriate infrastructure; at the legislative level, it is necessary to fix the legal definition of the concept of rural green tourism, it is necessary to differentiate between entrepreneurial and non-entrepreneurial activities in the tourism industry in the countryside, it is necessary to strengthen state support for agrotourism as a form of employment for the rural population, to organize training and vocational training for rural tourism.

Models of Implementation of Enterprises in Agricultural Green Tourism in European Countries and Assessment of Their Efficiency

The subject of the study is theoretical and practical aspects of the justification of the models of entrepreneurship in rural green tourism in European countries and the evaluation of their effectiveness. The aim of the work is to identify features of entrepreneurship models in rural green tourism and to develop practical recommendations for assessing their effectiveness. Methodological basis of the article became general scientific and special methods of scientific knowledge. Were used methods: dialectical, monographic, historical, system-structural analysis and synthesis, problem and program-target approaches. The article reveals peculiarities of entrepreneurship models in rural green tourism. Features of development and support of rural green tourism in different countries as one of the perspective types of tourism business are considered. Grounded trends and prospects of development of rural green tourism in Ukraine. Conclusions and results of the article can be used in the educational-scientific process of the economic faculties of higher educational institutions. It is expedient to transfer them for practical use in the management of tourism activities at the level of enterprises, in the activities of public organizations, rural communities. Comprehensive study and implementation of the European experience of small business in rural green tourism in Ukraine is aimed at achieving its strategic goal – creation of a competitive national and European and world markets for a national tourist product that can meet the needs of both compatriots and foreigners as much as possible. It is also an expansion of the internal and constant growth of volumes of inbound tourism in the countryside, ensuring the integrated development of rural areas and their tourist destinations, taking into account the socio-economic interests of the entire population of the country as a whole.

On Rural Collective Economy and Rural Green Tourism

The ecological crisis brought by the rapid development of rural tourism has become a major practical problem that demands prompt solution in the process of rural economic transformation. Seen from the concept of green development, the application of the weight of the green evaluation indicator system in measuring and comparing influences of different economic organizations on the development of rural green tourism aims to analyze and evaluate the positive influence of the rural collective economy on rural green tourism from an empirical perspective. Results show that the collective economy strengthens the overall utility and development level of rural green tourism, contributes to the promotion of economy and the protection of the environment and happiness index, and even contributes to the formation of the “core” of the alliance of the collective economy and individual behavior. Therefore, the conclusion of the research provides new empirical evidence for the in-depth understanding of the development of collective economies under the background of a rural revitalization strategy.

FEATURES OF GREEN TOURISM DEVELOPMENT IN VINNYTSIA REGION

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.

Strategy of infrastructure support of rural green tourism enterprises

The formation of a strategy for the development of rural green tourism and its infrastructure is an important condition for creating an attractive investment climate in this area, the formation of motivation for rural residents. The purpose of the article is to study the main aspects of building a strategy for infrastructure support of rural green tourism enterprises in modern conditions. The results of the analysis of the given strategic directions of development of tourist infrastructure show that a small part of the Strategy is devoted to substantiation of future actions of the state for support and development of rural green tourism. The article presents a model of development of local infrastructure of rural green tourism. Rural tourism is an important factor in the development and intensification of depressed areas of rural areas and the fullness of local budgets. Increased domestic tourist flows can reduce unemployment, raise the regional economy, improve the living standards of local people and reduce the imbalance between urban and rural life. However, the growth of rural tourism can also have negative consequences for rural areas, especially for the environment. Increased tourism in rural areas poses an increasing risk of air, water and land pollution through the construction of tourism infrastructure and facilities, as well as losses from tourism operations that meet the needs of tourists.

FACTORS OF IMPACT ON RURAL GREEN TOURISM DEVELOPMENT AS A SMALL ENTREPRENEURSHIP IN UKRAINE

It is established that the majority of economic entities in the agricultural sector (agroholdings) assign a significant share of land rent through the activities of corporate structures, which negatively affects the development of rural communities. There are no priorities for rural development and in the mid-term government's actions plan until 2020. Against this background, the need to introduce various forms of entrepreneurial activity (small and medium-sized businesses), among which rural green tourism occupies a prominent place, as Ukraine has significant tourism potential (natural, cultural, ethnic), has been proven. However, there is a nationwide problem for the provision of tourist services in rural communities due to the lack of planning strategies, adequate infrastructure, tourist resources and accessibility to them, the availability of people for marketing activities and the interpretation of historical and cultural assets. Some steps have been taken by the government to improve infrastructure development (subsidies from the state budget are allocated to local budgets and allocated between 806 united territorial communities in the amount of UAH 2.1 billion). The proposed article focuses on the factors influencing the development of rural green tourism as a micro-business that will help solve the socio-economic problems of the modern village. The above factors are systematized, presented in a structural and logical scheme and divided into: incentive, restraint, potential and specific. It is also established that the provision of rural green tourism services as a small business in rural communities is identified at the legislative level, as it is proved that this is the most convenient way to start a business without significant investment. The importance of the tourist tax payments, which have now increased by more than 20% and amount to 4.2 billion UAH, is emphasized as they should be directed exclusively to the development of rural green tourism. In this context, the records of tourists should be kept in order to evaluate the tourist flows in the community.

THE GREEN TOURISM AS A DIRECTION OF DEVELOPMENT OF RURAL AREAS

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.

Green tourism development in conditions of forming of consolidated territorial communities

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.