Rural green tourism as a promising direction of development of subjects of agribusiness in regions of Ukraine

Abstract

Introduction. The strategic objectives of the revival of the village and creation of a powerful competitive agricultural sector in modern conditions are impossible without the use of innovative and creative approaches in the management of economic activities. One of such unorthodox approaches is differentiation of economic activity of the agricultural sector towards a new initiative activities, including rural development.

Purpose. The aim of the study is a comprehensive assessment of the capacity of rural areas to the establishment and development of green tourism as a promising alternative direction of differentiation of the main kind of economic activity of the agricultural sector.

The method (methodology). Specifics of research methodology is composed of a set of methods and techniques of systematization and synthesis of existing scientific views on selected issues, and research of specific features of solving of the tasks and grounding of conceptual foundations for achieving the objectives of the study.

Results. Systematization of the motivational interests of intensification of green tourism in the regions of Ukraine has shown that the dominant motives of differentiation of principal activity of the agricultural sector in the current conditions of rural development are: the increase of incomes of the rural population and the growth of employment, the opportunities of differentiation of sources of income of the peasants, absence of necessity of significant investment and additional training, opportunities for self-realization in rural areas. Priority directions of development of green tourism in these regions in the near future should become the following ones: reception and accommodation of tourists; rental of tourist equipment; production and sale of travel products crafts; tourist services (cycling, culinary, agrotourism, cultural and historical tourism, organization of recreational holiday, mountain and eco-tourism); organization of tasting and culinary tours; active development of the hotel business, camping (construction of agro cottages, fishing houses, agro houses, horse farms); organization of historical and ethnographic events; distribution of religious tours; widespread provision of services (fishing, hunting, picking berries and mushrooms, medicinal plants, etc.); development and promotion of water sports (kiting, windsurfing).