Rural Green Tourism Enterprises Research Articles

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.

Certification of enterprises and standardization of services as tools for management of the competitiveness of tourism activities in Ukraine

The subject of the study is the theoretical and practical aspects of the certification of enterprises and standardization of services in the tourism sector in order to increase their competitiveness. The purpose of the article is to substantiate the institutional foundations and components of the certification and standardization of tourist activities at the level of tourist enterprises and services as important tools for managing their competitiveness. The methodological basis of the article was both general scientific and special methods of scientific knowledge. Scientific research methods were used in the article: historical, system-structural analysis and synthesis, monographic, statistical-economic, problem-targeted. Results of the article. The article defines the essence of certification and standardization of tourist activity at the level of enterprises, products and services. Their leading role as a means of increasing the competitiveness of domestic tourism and its management is substantiated, including in the village The specifics and peculiarities of providing certificates and standards for agro-villages and other enterprises of rural green tourism have been determined. Their management with the help of these effective tools will contribute to the revival and preservation of rural areas. Results of the article. The results can be used by tourism enterprises, united territorial communities, regional and state authorities, non-governmental organizations, and higher education institutions. Conclusions. The above-mentioned ways of improving the procedure for certification of services in the field of rural green tourism in Ukraine are not exhaustive. Given that rural green tourism enterprises are currently in the formative stage in Ukraine, are part of the tourism industry and comprehensively solve the socio-economic problems of rural areas, it is necessary to urgently take effective steps to regulate the legal status of this type of tourist activity and the procedure for its certification in order to ensure competitiveness.

Functioning of tourist business enterprises in the context of rural development

The subject of the study is the theoretical and practical aspects of the formation and use of branding and rebranding technologies for products and services for the competitive development of enterprises. Since they are closely related to the features of production, demand and corresponding markets, their study was carried out on the example of enterprises in the field of rural green tourism as the least researched on the one hand and the most promising for the economy of rural areas on the other. The purpose of the article is to substantiate the branding and rebranding of goods and services of rural green tourism enterprises as an important direction and tool for their competitive development. The methodological basis of the article is the methods and approaches of economic, institutional and theory of sustainable development. In particular, abstract-logical and monographic methods were used to determine the essence and functions of brands; system-structural analysis and synthesis – to substantiate the prospects of their spread. Results of the article. The issue of ensuring the competitive development of enterprises is a constant task of their strategic and tactical management. Its solution requires the use of various tools and methods, the use of new reserves and creative forms and directions of implementation. Among them, marketing technologies are of great importance and effectiveness, especially branding and rebranding of products and services as the ones that most successfully allow us to navigate consumer requests and satisfy the market. Field of application of results. The materials of the article can be used in the educational and scientific process of institutions of higher education, practical activities of enterprises and agro-villages of rural green tourism, rural communities. Conclusions. Theoretical and practical application of branding of rural green tourism enterprises creates a foundation for implementing new changes in the organization of their work and increasing the efficiency of managing their development. A plan, project or program to develop, bring to market and ensure the viability of brands in the future is of great importance. Based on the concept of branding, enterprises create stable and sustainable competitive advantages for their brands in the minds and factors of consumer loyalty. On the market, there is a struggle of brands for a place in the minds of consumers. The result of the struggle is the achievement of priority among customers. The given conclusions indicate that the main task in using the tool of branding and rebranding in rural green tourism for the future is to increase capital, market share by sales level and consumer segment in accordance with the strength of brands.

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.

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.

Involvement of system management to achieve global goals of sustainable development in Ukraine

The subject of research is the theoretical and methodological aspects of involving system management to achieve the goals of sustainable development and practical areas of its implementation in Ukraine. The purpose of the article is the further development of areas and components of system management to achieve global goals of sustainable development in Ukraine, taking into account the principles of social responsibility and processes and opportunities for digitalization of the population. The methodological basis of the article were the theoretical and methodological provisions of economics of nature management, regional economy, demography, ecology; international and national normative-legislative acts, norms, initiatives on sustainable development. As a fundamental methodological approach, the article uses system-structural analysis and synthesis, as well as historical, monographic, statistical-economic, problem-target methods. The results of the article. The article highlights the concepts and ideas of sustainable development, identifies the features of system management for their achievement and priority areas for development for Ukraine, taking into account the country's ratings in the world community and their dynamics. Features of system management for the purposes of sustainable development are defined; identified its priority areas in Ukraine, taking into account its ratings in the global dimension. Field of application of results. In higher education institutions in the teaching of environmental economics, regional economics and sustainable development, in schools, environmental governmental and non-governmental organizations. Conclusions. It is determined that the most significant feature of the theory and practice of rural green tourism enterprises in European countries is the expansion of their functions from purely business to more socially necessary and significant - as tools for preservation and reproduction of rural areas, including depressed. This provides greater support at the level of local communities, government, which is appropriate for all uses. It is also advisable to use proven mechanisms and forms of tourism in the countryside.

Formation of agricultural enterprises’ competitiveness on the basis of financial and economic sustainability and security

The subject of the research is theoretical-methodical and practical aspects of formation and ensuring the agricultural enterprises’ competitiveness taking into account the levels, dynamics, and other features of their financial and economic sustainability and economic security. The purpose of the article is to substantiate the theoretical and methodological principles and practical ways of increasing agricultural enterprises’ competitiveness based on their financial and economic sustainability and security. The methodological bases of the article are general methodological approaches, namely: dialectical, historical, monographic, system-structural analysis, and synthesis to the study of economic phenomena and processes. Legislative and normative-legal regulations for development and formation of agricultural enterprises’ competitiveness, their financial and economic sustainability and security; scientific works of leading domestic and foreign scientists on the theory and practice of competitiveness as one of the main categories of market mechanism and management in agriculture; analytical and statistical materials of the State Statistics Service are used in the work. In the work the methods of economic researches are used: abstract and logical – for substantiation of theoretical and methodical bases of agricultural enterprises’ competitiveness formation in the conditions of their financial and economic sustainability and security; in the formation of theoretical generalizations, factors and principles of competitiveness management, critical analysis of other authors’ research; statistical and economic – in determining the competitiveness of agricultural enterprises; marketing –when researching the food market and assessing market conditions for the future; comparative – when comparing indicators of enterprises’ competitiveness of the given region and agro sphere industry with the other ones; graphic – to determine structural changes in the food market; system-structural – to analyze the resource potential of agricultural enterprises’ competitiveness; analytical forecasting – to determine the system of measures of organizational and economic mechanism for its provision; economic and mathematical modelling – to substantiate the increasing of agricultural enterprises’ competitiveness, taking into account the levels of their financial and economic sustainability and security. The results of the article. It is determined that the leading importance in ensuring the agricultural enterprises’ competitiveness belongs to the competitive advantages, as well as their financial and economic sustainability and economic security. The factors and components of providing the latter are determined. A set of measures to increase financial and economic sustainability, ensure economic security as a basis for stable competitiveness, and assurance of its growth in the future is proposed. Field of application of results. The results can be used in the management of agricultural enterprises, in the educational process of higher education institutions, in training the specialists in economics and management. Conclusions. It is determined that the most significant feature of the theory and practice of rural green tourism enterprises in European countries is the expansion of their functions from purely business to more socially necessary and significant – as tools for preservation and reproduction of rural areas, including depressed ones. This provides for their greater support at the level of local communities and government, which is appropriate for all uses. It also makes sense to use the well-tested mechanisms and forms of tourism in the countryside.

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.

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.

The organizational and economic mechanism of development of small enterprises of rural green tourism on the principles of competitiveness

The subject of the research is the theoretical, methodological and practical aspects of the formation and use of the organizational and economic mechanism of the socio-economic development of small enterprises in rural green tourism based on competitiveness. The purpose of the work is to form the structure and components and use the organizational and economic mechanism for the development of rural green tourism enterprises, taking into account the factors of competitiveness, competitive advantages, competition. The methodological basis of the article is both general scientific and special methods of scientific knowledge. Methods were used: historical, dialectical, system-structural analysis and synthesis, statistical and economic, SWOT-analysis, groupings, problem-target approach. Results of work. The article defines the features of the formation of the structure and components of the organizational and economic mechanism of the functioning and development of rural green tourism enterprises, taking into account the requirements of the competitiveness of the factors of competitive advantages and competition in the market of tourist services. The field of application of results. The materials, results and conclusions of the article can be used in the activities of rural territorial communities, local authorities, enterprises and agro-estates, higher educational institutions of the corresponding specialization, faculties of economics and management, financial and humanitarian, tourism and hotel and restaurant industry. Conclusions. Taking into account that the organizational and economic mechanism of functioning of small enterprises of rural green tourism provides for their various types and forms of associations, in its formation it is advisable to take into account the requirements of competitiveness. Institutional and innovative investment support, tactical and strategic planning, marketing tools, integration associations, instruments of public-private partnership may be relevant among the components. Also progressive is the use of methods for creating rural green tourism clusters, alliances, associations, centers, ecovillages, cells, networks on the basis of cooperation and integration when using the common tourist and resource potential of the territories where business entities are located.

Use of the European experience of supporting the development of small enterprises of rural green tourism in Ukraine

The subject of this research is theoretical, methodological and practical aspects of the functioning of rural green tourism enterprises in European countries and in Ukraine. The purpose of the work to analyze the European experience in supporting and identifying the features of the functioning of rural green tourism enterprises in the context of leading European countries to optimize their activities and increase the number in Ukraine. The methodological basis of the article was the methods of scientific knowledge: monographic – for theoretical generalization and identification of the features of the formation of rural green tourism in European countries; system-structural analysis and synthesis, groupings – for the interpretation of the results; problem-target – for the practical implementation of the European experience in the operation of rural green tourism enterprises. Results of the article. The article reveals the features of the implementation of rural green tourism in European countries and grouping of countries by the identity of tools and support mechanisms. The possibilities of their implementation in Ukraine in terms of practice, institutions of support, local support not only as a type of activity, but as a resource for the storage and reproduction of rural areas are substantiated. The field of application of results.The materials, results and conclusions of the article can be used in the activities of rural territorial communities, local governments, enterprises and agro-estates, higher educational institutions of the corresponding specialization and faculties of economics and management of tourism and hotel and restaurant business. Conclusions. It has been determined that the most significant feature of the theory and practice of the operation of rural green tourism enterprises in European countries is the expansion of their functions from purely business to more socially necessary and significant ones – as tools for the preservation and reproduction of rural areas, incl. depressive. This ensures their great support at the level of local communities, state authorities, it is advisable to use them in every possible way. It is also advisable to use proven mechanisms and forms of tourism in the countryside.

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.

Directions of introduction of innovation-investment and marketing strategies for effective development of rural green tourism enterprises

The subject of the research is the theoretical and practical aspects of defining and implementing innovation, investment and marketing strategies to increase the competitiveness of rural green tourism enterprises and the reproduction of rural areas. The purpose of the work is to substantiate the main components and directions of implementation of innovation, investment and marketing strategies to ensure the effective development of rural green tourism enterprises, taking into account others, including problematic factors of their locations. 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 in economics, marketing and management of tourism enterprises. Results of work. The importance of using innovation-investment and marketing strategies for the effective development of rural green tourism enterprises is substantiated in the work. Their main components and directions are determined. The main problems were identified and the forecast of the expected results of involvement was made. The field of application of results. The results can be used by rural green tourism enterprises, united territorial communities, regional and state authorities. Conclusions. Innovations are of paramount importance in increasing the efficiency of rural green tourism enterprises in the knowledge economy. Therefore, it is important to group them by areas of implementation. Investing in the development of rural green tourism enterprises is recognized as one of the main problems hindering their spread due to the low incomes of the vast majority of the rural population on the one hand and housing and other conditions that need improvement on the other. Therefore, determining their sources and reserves is of paramount importance. Marketing strategies are of paramount importance for the development of rural green tourism enterprises. Their main tools are brands and trademarks; virtual sales; advertising and PR-technologies, detailed by enterprises and agro-villages; tourist goods, unique and inherent in certain rural areas (food, cosmetics, crafts); attractions and services.

Innovative sources of increasing the competitiveness of rural green tourism enterprises

The subject of research is the theoretical and practical aspects of the definition and implementation of innovations, forms and directions of innovation in order to increase the competitiveness of rural green tourism enterprises. The aim of the work is to identify innovative sources of increasing the competitiveness of rural green tourism enterprises and substantiate the factors, components and tools for innovation in a knowledge economy, digital technologies, non-cash payments, high-speed Internet. The methodological basis of the article were the theoretical and methodological provisions of modern business economics, historical and monographic methods of scientific knowledge, as well as system-structural analysis and synthesis of the study of phenomena and processes, problem-based approach in justifying types, forms and directions of innovation. Results of work. The sources and offered components, directions and tools of introduction of innovations in work of the enterprises of rural green tourism, including in the form of organizational and administrative, marketing, product groups of them are revealed; in the form of IT startups, touring and digital systems and backup networks; timesharing, clustering, strategic alliances and clubs; smart Internet projects, software organization and management of the actual agro-villages and tourist enterprises in the countryside to increase their competitiveness. Field of application of results. Conclusions and results can be used in the work of rural green tourism enterprises, rural communities, public organizations, local governments; in the educational and scientific process of economic faculties of universities, colleges of tourist specialization, other institutions of higher education. Conclusions. Innovative activity in the system of strategic goals, priorities and guidelines for increasing the competitiveness of rural green tourism enterprises in the era of knowledge economy and digitalization will take a leading place. The realization of their important socio-economic functions, as well as other subjects of social life is becoming increasingly associated with an innovative type of development. In turn, it is based on a continuous and purposeful process of finding, preparing and implementing innovations. The possibility and motivation to obtain higher incomes and the need to increase the efficiency of financial and investment resources forces the participants of the tourism business in the countryside to purposefully create new tastes, interests and needs, introduce fundamentally new products, products, services and technologies. All this is also connected with the acceleration of innovation processes.

Benchmarking as an innovative tool for the financial activity of the rural green tourism enterprises

Benchmarking as an innovative tool for the financial activity of the rural green tourism enterprises

Environmental motives and institutions for the development of small enterprises of rural green tourism

The subject of the research is theoretical and practical aspects of identifying environmental motives and incentives for the organization and development of small businesses and agro-villages of rural green tourism. The purpose of the work is to identify environmental motives and incentives for the organization and development of small businesses and agro-villages of rural green tourism in order to improve their management in the interests of creating a favorable environment for the life of the population, rational use of nature, conservation and reproduction of rural areas. The methodological basis of the article was both general scientific and special methods of scientific knowledge. Methods were used: dialectical, monographic, historical, system-structural analysis and synthesis, problem- and program-targeted approaches. Results of work. The article deals with the special role of functioning of small businesses and agro-villages of rural green tourism for rural areas. This is not just about his socio-economic motives for providing recreation for urban dwellers and improving rural employment and well-being. The environmental value of the organization and development of small tourist enterprises and agro-villages in the countryside is a key consideration in the study. They are considered, in essence, as the only alternative to agribusiness entities in ensuring the sustainable use, conservation and reproduction of the environment. Therefore, the identification of ecological motives for their creation and ecological incentives for development are of the utmost importance for management in order to ensure a favorable natural environment of life and activity of the population, the functioning of rural territories and their economy as a whole. The field of application of results. The materials, results and conclusions of the article can be used in the activities of individual subjects of rural green tourism, rural territorial communities, district state administrations, secondary and higher education institutions. Conclusions. The environmental motivation of rural green tourism will be the starting point for creating new approaches for this activity, both through the vector of socio-economic development (creation of new jobs and new professions, restoration of crafts, better use of existing resources, etc.), and through the vector of sustainable development (care for the environment, conservation of resources and reproduction of nature, comprehensive greening of activities and tourism products). It will also stimulate the formation of a new rural population mentality and management of rural development. Strengthening the ecological functions of agro-villages and rural tourism enterprises meets the requirements of the modern concept of social responsibility in the organization and development of any business in the countryside – large, small, medium, agrarian and other types.

Factors of the organization and peculiarities of small enterprises activities in rural green tourism

The subject of the research is theoretical aspects and practical approaches to organizing of small rural tourism enterprises and establishing the features of their activities. Setting the task, the purpose of the study. The purpose of the work is to substantiate theoretical foundations of the organization and practical approaches to small enterprises activities in rural green tourism on the basis of establishing their content and identifying factors and features. Method or methodology for conducting research. Both scientific and special methods of scientific cognition have become the methodological basis of the article. In the process of writing the article the following methods were used: monographic, historical, generalization and abstraction, SWOT-analysis, statistical groups, system and structural analysis and synthesis. Results of work. The article substantiates theoretical foundations and practical approaches to determining the nature and factors of organization of small enterprises in rural green tourism. The content and regulatory foundations of the organization of small forms of management, first of all, in rural green tourism are investigated. On the basis of the critical analysis of the most widespread interpretations of the concept of "small forms of business" the essence of small enterprises in rural green tourism is determined, as well as the peculiarities of their activity are set. The main factors of influence of the external and internal environment on the organization, activity and development of small rural tourism enterprises are revealed. Their use in management on the basis of competitive advantages is substantiated. The field of application of results. The findings and results can be used in the work of rural green tourism enterprises, rural territorial communities, and municipal authorities; in the educational process of higher education institutions of economic and tourism or their departments. Conclusions according to the article. Small forms of management in rural green tourism are the subject of micro-entrepreneurship. They carry out their activities in accordance with the requirements of rural development, hospitality, agriculture, transport, environmental situation and environmental activities in the countryside. In addition, it is one of the types of self-employment of the population, which raises the role of patriotism, local history; averages the elements of active work and recreation; creates a living environment close to nature; contributes to improving the living standards and quality of life of rural residents. In view of the above, the organizational and economic foundations of small forms of management activities in rural green tourism are determined in relationship of the business entity with the factors of its external and internal environment.

State support and regulation of rural green tourism enterprises development

The subject of the research is theoretical, methodical and practical aspects of state support and regulation of rural green tourism enterprises development. The purpose of the work is to substantiate the directions, mechanisms and instruments of state support and regulation of the development of rural green tourism enterprises for the future. The methodological basis of the article was both general scientific and special methods of scientific knowledge. Methods were used: historical, dialectical, system-structural analysis and synthesis, statistical-economic, SWOT-analysis, grouping, problem-targeted approach. Results of work. The article highlights the problems, factors and prospects of state support and regulation of rural green tourism enterprises development. The conditions, resources, mechanisms and instruments of state support and regulation are identified. Reasonable sources of their spread and growth. Forms of monitoring, reporting and accounting are proposed. Functions have been defined to improve state support, regulation and management of rural green tourism enterprises development in the future. The field of application of results. The materials, results and conclusions of the article can be used in the activities of rural territorial communities, local self-government bodies, enterprises and agro-villages, higher education institutions of relevant specialization and faculties of economics and management. Conclusions. Rural green tourism is a relatively new type of rural activity. It is useful for both holidaymakers and owners – rural residents, entrepreneurs, rural communities, regions and the state as a whole. Its businesses and agro-settlements contribute to the development of many related businesses in other industries; preservation of national spirituality, popularization of Ukrainian culture; dissemination of knowledge and information about the historical, natural, ethnographic features of the country. It deserves all the support from the state, public organizations, large agribusiness, rural territorial communities.

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.

Соціально-економічна ефективність і конкурентоспроможність розвитку підприємств сільсько- го зеленого туризму: кількісні показники та якісні виміри

Соціально-економічна ефективність і конкурентоспроможність розвитку підприємств сільсько- го зеленого туризму: кількісні показники та якісні виміри