OPPORTUNITIES AND CHALLENGES FOR DEVELOPMENT OF RURAL GREEN TOURISM IN UKRAINE: THE PUPLIC MANAGEMENT ASPECT

Abstract

The role of rural green tourism as one of the ways for agricultural production sustainable development is researched in this article; it is proved that rural tourism in Ukraine enhances development of villages’ infrastructure, enables popularizing the history, folklore, culture and traditions among the local citizens and on the global scale alike; it is also a cause for rural homesteads improvement and benefits the hosting52 families’ financial state. The following problem issues for rural tourism subjects are distinguished: organizational disjointedness, insufficient development of the basic and auxiliary infrastructure, not high enough service level, and lack in advertising and informing activity in promoting the relevant products and services. It is accentuated on regional offices for agriculture, local authorities and public organizations having great opportunities for green rural tourism development and influencing it significantly; microsocial and macro-social barriers are mentioned that impede this sector’s development. The importance of agri-tourist homesteads owners’ interest and initiative in forming and development of local and regional unions and significance of their support by local authorities and the regional and central power bodies, scientific and public organizations in facilitating the activation of green rural tourism development in Ukraine is proved.