PROSPECTS FOR THE DEVELOPMENT OF RURAL TOURISM IN THE CONTEXT OF ENSURING SUSTAINABLE DEVELOPMENT
Abstract
The article investigates the prospects for the development of rural tourism in Ukraine within the framework of sustainable development, emphasizing its multifaceted role in economic, social, and environmental spheres. It examines the current state of the sector, highlighting key challenges related to infrastructure limitations, fragmented legal and regulatory frameworks, insufficient digitalization, and the shortage of qualified human resources. A detailed comparative analysis of Ukrainian and international experiences, including France, Italy, Poland, Canada, and Japan, is presented to explore effective models of governmental regulation, collaborative networks between communities and businesses, integration of local products into tourism offerings, implementation of “green” and eco-friendly standards, and the strategic use of digital marketing tools. The study identifies priority directions for the development of rural tourism in Ukraine, including the creation of integrated ecotourism routes, development of agrotourism clusters, utilization of EU grant programs for infrastructure and community support, deployment of smart technologies within rural tourism services, systematic training and professional development of accommodation owners and staff, and introduction of quality standards and eco-certification schemes. The research also underscores the strategic potential of rural tourism as a tool for sustainable regional development, particularly in post-crisis or conflict-affected areas, by harmonizing economic growth, social well-being, and environmental conservation. Furthermore, the integration of international best practices adapted to Ukrainian realities is highlighted as a critical factor for achieving long-term development, promoting digital transformation, improving service quality, diversifying local income sources, and encouraging active engagement of communities in sustainable development initiatives. By addressing both systemic challenges and innovative opportunities, the article provides a comprehensive perspective on the future trajectory of rural tourism in Ukraine as a driver of balanced and resilient regional development.
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