DEVELOPMENT OF RURAL GREEN TOURISM AND AGRITOURISM AS A STRATEGIC TOOL FOR REVITALIZATION OF RURAL AREAS IN UKRAINE
Abstract
The article examines the development of rural green tourism and agritourism as a strategic instrument for the socio-economic revitalization of rural territories in Ukraine under conditions of structural economic transformation, decentralization, and post-war recovery. The study substantiates the importance of integrating tourism activities with agricultural production, local entrepreneurship, cultural heritage preservation, and sustainable management of natural resources. Particular attention is paid to the role of agritourism in diversifying the rural economy, increasing employment opportunities, reducing migration processes, and strengthening the financial capacity of territorial communities. The research systematizes the main factors influencing the competitiveness of rural tourist destinations, including natural, historical, gastronomic, ecological, and infrastructural components. International experience of European countries in the implementation of cluster tourism models is analyzed, demonstrating the effectiveness of cooperation between farms, accommodation facilities, catering establishments, craft producers, and local authorities in creating integrated tourism products and improving regional attractiveness. The article emphasizes the growing importance of gastronomic tourism, ecological tourism, and authentic cultural experiences in shaping consumer demand within domestic and international tourism markets. Innovative approaches to rural tourism development are considered, particularly the application of marketing technologies, online booking systems, interactive tourism platforms, and social media promotion tools that increase accessibility and visibility of rural destinations. The study proves that the formation of tourism clusters contributes to synergistic effects, stimulates investment activity, improves service quality, and supports sustainable territorial development. It is concluded that rural green tourism and agritourism represent effective mechanisms for strengthening the socio-economic resilience of rural areas, preserving local identity, enhancing entrepreneurial activity, and forming a competitive and sustainable tourism infrastructure in Ukraine.
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