ENTREPRENEURIAL POTENTIAL OF GREEN TOURISM IN THE DEVELOPMENT OF RURAL

Abstract

The article explores the entrepreneurial potential of green tourism as a direction of development of rural areas in conditions of increasing economic uncertainty, high security risks and the need to find new models of diversification of the activities of business entities. It is substantiated that green tourism should be considered not only as a type of tourism activity, but as a sphere of formation of new entrepreneurial opportunities based on the effective use of local natural, cultural and economic resources. The content of the concept of «entrepreneurial potential of green tourism» is clarified, under which it is proposed to understand the set of capabilities of business entities to create, develop and diversify a tourist product based on the resources of rural areas. It is determined that the implementation of such potential depends not only on the availability of a resource base, but also on entrepreneurial initiative, the ability to innovate, cooperation, the use of digital technologies and the adaptation of the tourist offer to modern consumer needs. It is substantiated that its entrepreneurial value lies in the possibility of transforming local resources into a competitive tourism product that ensures the creation of added value for individual business entities and rural areas in general.

A conceptual approach to the implementation of the entrepreneurial potential of green tourism is proposed, which involves a combination of entrepreneurial initiative, the use of resource advantages of the territory, infrastructure development, marketing promotion and partnership between business, community and local authorities. The main directions of implementing this potential are determined through the creation of a comprehensive tourism product, diversification of agricultural enterprises, use of local products, development of agrotourism and the formation of new employment opportunities for the population. It is proven that the development of green tourism can be considered as a tool for capitalizing the resources of rural areas, as it ensures the transformation of their natural, cultural and production features into economic assets.