TOURISM ORGANIZATION: RURAL GREEN TOURISM, GLOBAL EXPERIENCE AND DEVELOPMENT PROSPECTS IN UKRAINE

Abstract

In the context of global environmental challenges and the need for sustainable development, ecological, rural green, and agro-tourism are becoming important components of the tourism industry. The relevance of research in this area is determined by the growing interest in recreation in nature, environmental preservation, and the reduction of the impact of mass tourism on the environment. The article analyzes theoretical developments related to the definitions of the terms "rural," "green," "natural," and "ecological." It examines the approaches to servicing tourists in various countries, which has led to the identification of different national models for organizing rural green tourism: European, Asian, and American. Analysis of international statistical data on rural green tourism indicates a rapid increase in demand for this type of tourism. The prerequisites for the development of rural green tourism in Ukraine have been examined. Thus, despite current challenges, the tourism sector in Ukraine continues to develop. Among the significant number of tourism types, there are all the conditions for the activation and promotion of rural green tourism in the regions of the country. The foundation for development lies in the natural-resource and cultural potential of the regions, a significant amount of private accommodation in rural areas, labor resources, ecologically clean products from peasant and farming households, and the low cost of services and recreation. Alongside this, there is an increased interest in recreation and work in rural areas. The global trend towards sustainable tourism contributes to the growing demand for rural green, agro, and eco-tourism. A significant number of tourists prefer trips that minimize their impact on the environment. The development of ecological awareness among the population, the growing interest in sustainable development and environmental issues, the expansion of national and international ecological projects, and the use of digital and innovative technologies will contribute to an increase in demand for rural green tourism.