RESOURCE POTENTIAL OF RURAL GREEN TOURISM IN UKRAINE: ASSESSMENT AND MANAGERIAL ASPECTS OF DEVELOPMENT

Abstract

The article examines the dynamics of entrepreneurial activity in the rural tourism sector of Podillia during the period 2018–2024, taking into account significant socio-economic transformations and external shocks. The study analyzes current trends in the development of rural tourism, identifies key factors influencing entrepreneurial activity, and reveals specific features of the functioning of rural guesthouses under conditions of economic instability, the COVID-19 pandemic, and martial law. Particular attention is paid to changes in demand, adaptation strategies of rural tourism entrepreneurs, and shifts in the structure of tourism services.

An overview of the natural, resource-based, and cultural-historical prerequisites for the development of rural tourism in Podillia is presented, emphasizing the region’s landscape diversity, traditional rural lifestyle, local gastronomy, and cultural heritage as competitive advantages. The article assesses the role of rural tourism in stimulating local economic development, employment, and the preservation of rural communities.

The study identifies the main challenges constraining the growth of the rural tourism sector, including insufficient transport and service infrastructure, pronounced seasonality of tourist flows, limited access to financial resources, and a lack of marketing and managerial competencies among rural entrepreneurs. It is shown that these factors significantly reduce the competitiveness and sustainability of rural tourism enterprises, especially in times of crisis.

Promising directions for the further development of rural tourism in Podillia are proposed, including the diversification of tourism products and services, the introduction of innovative and experiential tourism formats, the formation of cluster and cooperative associations, and the active use of digital marketing tools. Special emphasis is placed on the importance of attracting grant funding and implementing support programs aimed at strengthening entrepreneurial capacity and enhancing the resilience of rural tourism businesses. The results of the study can be used by local self-government bodies, entrepreneurs, and researchers to develop and implement effective strategies for sustainable rural tourism development in Podillia.