Інвестиційна складова розвитку туристичних дестинацій

Ukraine is a country that occupies one of the most advantageous locations in Europe. The development of tourism in Ukraine will lead to an increase in tourist interest in Ukraine, to accelerate economic growth, support employment, structural modernization of the economy, filling the budgets of all levels. The strategic goal of tourism in our country is to create a competitive tourism product that can worthily occupy its niche in the world market. In the field of tourism in Ukraine, a new term “rural green tourism” has appeared, the development of which is progressing every year. Lviv region is one of those regions that has all the potential for the development of rural green tourism. The article presents the results of the analysis of green tourism in Ukraine and in the western region, strategic directions of development of the tourist sphere of Lviv region. The paper uses general and special methods for research and organization of green tourism: monographic, historical, abstraction and generalization, analysis, synthesis and comparison, system-structural analysis, problem-based approach, the study of statistics. The tourist resources of Lviv region that are used effectively are analyzed. The main directions of development of the tourism industry of Lviv region are identified, which has a significant potential, the rational use of which necessitates the attraction of innovative developments and investments. The development of tourism in the region requires a combination of numerous factors, namely: the availability of places of interest, the possibility of transport and infrastructure, safety of tourists and protection of their rights and more.

The article proves that modern globalization challenges create unique opportunities for the recovery of rural green tourism, outlining the prospects for its attribution to strategically important sectors of the national economy on the grounds of priority, resilience and responsibility. However, achieving such results is impossible without appropriate organizational and economic provision for the development of infrastructure of enterprises of rural green tourism, where the State-based levers and instruments play a special role, because due to the sudden, unprecedented drop in demand, the travel and tourism sector will require, first of all, financial incentives with regard to support and recovery. The article is aimed at determine the potential for the recovery of green rural tourism in the conditions of COVID-19 as an instrument for the renovation of the agrarian economy. It is specified that the development of normative and legal provision for the activation of economic activity in the sphere of rural green tourism is a basic condition for the formation of a legal framework for the development of this type of tourism and attraction of investments in this industry. The main determinants of infrastructure development of rural green tourism in Ukraine have been identified and priority measures for the development of rural green and gastronomic tourism in rural areas for the future period are proposed. According to the authors, the active development of rural green tourism in Ukraine necessitates the following: carrying out an analysis of the current system of railway communication between cities and adjusting it to the tourist map of the country; increasing the level of responsibility of carriers for their activities and create conditions for safe passage through the territory; to carry out repairs not only of nationally important roads, but to maintain local roads in good condition as well; improving the quality of road infrastructure, with a focus on placing the appropriate identifying signs for both historical tourist sites and objects of rural green tourism; increasing the efficiency of the State regulation in this sphere. Prospects for further research are to determine the feasibility of implementing the world experience of recovering the tourism industry, particularly rural green tourism.

The article is devoted to research of problems of state regulation of green tourism in Ukraine and its institutional development. The article defines the problems of development of green tourism as a form of entrepreneurial activity. The present state of the economic development of rural green tourism and the normative and legal peculiarities of its functioning are analyzed. The ways of development of green tourism as a balanced system of satisfaction of socio-economic needs of the society, protection of interests of future generations, ensuring of a qualitative environmental state of the environment and institutional development of the state are determined.

The research is centred on rural tourism and its socio-economic effects on the local community of Hlabisa located adjacent to the Hluhluwe-iMfolozi Park, investigating and disclosing the socio-economic conditions, tourism activities, rural tourism models/ strategies, community participation and challenges faced by the local community and businesses in the area. The socio-economic conditions include employment, income, education, quality of life and other relevant infrastructure contributed by rural tourism to the local economy of Hlabisa. According to Ivanovic et al. (2009) rural tourism can develop rural economies by providing new economic activities and employment. The research was guided by five research objectives: (1) To determine the socio economic well-being of the local community of Hlabisa, i.e. employment, income, skills development, entrepreneurial opportunities; (2) To determine level of tourism development and the nature of tourism activities taking place in the Hlabisa area; (3)To determine the level of community participation and representation on tourism activities taking in Hlabisa; (4) To ascertain rural tourism strategies / rural tourism models in place to empower the local community of Hlabisa socially and economically? (5) To ascertain the challenges / obstructions faced by the rural community and tourism entrepreneurs of Hlabisa? The research problem of the study seeks to investigate the extent to which the wellbeing of the local communities of Hlabisa is being empowered or changed for the better socially and economically through the game park and tourism development inter alia. The Rural Tourism Strategy (2012) states that between 10-15 million South Africans live in areas that are characterised by extreme poverty and underdevelopment. “There is limited integration of local communities and previously neglected groups into tourism, inadequate tourism education, training and awareness and lastly lack of infrastructure, particularly in rural areas” (Rural Tourism Strategy 2012). Moreover, what triggers the researcher’s curiosity is that while seeing and knowing that there is quite a number of tourism activities taking place in the study area but the extent to which those activities affect the livelihood of the surrounding rural communities economically and socially is unknown. The concept and literature were matched or tested in line with the identified themes which were as follows:  Socio-economic conditions;  Rural tourism models (strategies);  Community participation and representation in tourism;  Tourism activities; and  Challenges / obstructions faced by the local community and businesses in the area. The study was anchored around the Integrated Rural Tourism (IRT) development model “with emphasis on co-planning, learning and participation which originates from the Global North” (Saarinen and Lanao 2014). This model was relevant to this study because “it discusses key challenges of rural tourism development especially related to the integration of the tourism industry and rural communities in developing countries and overviews the applicability and conditions of the IRT framework as a potential approach for rural tourism development in the developing world” (Saxena et al. 2007). The study employed a qualitative research approach, with the following tools or instruments used to collect data i.e. questionnaires, unstructured interviews with open ended questions and focus groups. The questionnaires were analysed using the Atlas.ti 8 Data Analysis Software in order to enhance reliability by applying the rules built into the programme. The information analysed included employment, income, education, quality of life and other relevant infrastructure contributed by rural tourism to the local economy of Hlabisa. The software provided tools that helped with transcription analysis, coding and text interpretation, recursive abstraction, content analysis and discourse analysis. The outcomes from the interviews indicate that the majority of the local community respondents are happy with the economic opportunities presented by tourism development in the area. The majority of respondents indicated the community participates in tourism planning and development activities in the area. There are structures in place such as Co-management boards in the Hluhluwe-iMfolozi Park and, Local Community Committees and Community Trust that represent communities in decision making processes in relation to tourism. However, the key challenges that emerged from the findings were that the majority of the locals employed in tourism occupied low paying positions, with grade 08-12 and no tourism qualifications. This means locals do not have the necessary qualifications and skills to qualify to be employed in Senior Management positions in the tourism establishments in the area. The lack of a tourism qualification, training and skills would prohibit locals to progress up the ranks to become managers who earn higher salaries and be in a position to make key decisions about tourism in the area. On the other hand, the small family run tourism business cited access to capital and incentives, markets access, road access, lack of training programmes, unreliable electricity and water supply among the main challenges they face in the area of Hlabisa which affects their growth and revenue. Recommendations arising from the study include but are not limited to the following: The local and district municipality, provincial and national government tourism institutions should consider providing bursaries to the youth and scaling leanership programmes in Hlabisa in order to have greater reach and impact in advancing the careers of the local people in the local tourism industry. The Hluhluwe-iMfolozi Park should put in place a sound educational programme to improve the education of the local people of Hlabisa so that they can advance to high ranking positions in order to earn high income. The small businesses in the area of Hlabisa should enter into joint marketing agreements with one another, travel trade, destination marketing organisations in order to increase tourist volume and revenue but also to meet tourist demand in the interim. In addition, the local, provincial and national tourism institutions should put in place sound tourism dedicated incentives and capital to assist small tourism business businesses to grow and expand their businesses to enable these small tourism businesses to employ more local people and pay them high income

The article is devoted to the study of the role and importance of rural (green) tourism in the territorial development of Ukraine. It is stated that the strategic development of a country is directly dependent on the development of its individual territories, industries and economic sectors that are being developed there. One of the promising areas of sustainable development of territories is rural (green) tourism, which can be considered an alternative direction of socio-economic development of the territories of a country with an agricultural specialization, such as Ukraine. Therefore, the issue of territorial development of Ukraine based on the use of such economic activity as rural (green) tourism is extremely relevant and requires detailed study. During the study, it has been established that rural (green) tourism is a specialized type of economic, social and cultural activity, which includes elements of organized and unorganized recreation for the purpose of familiarizing people with the area, its features, nature, culture, lifestyle, population's values, etc. The development of rural (green) tourism in Ukraine has been analyzed. The main areas of activity in rural (green) tourism are delineated. The prerequisites for the development of rural (green) tourism in Ukraine are determined. The article identifies obstacles that impede the development of rural (green) tourism in Ukraine. In the conclusion, proposals for the further development of rural (green) tourism in Ukraine have been presented. It is summarized that the diversity of the natural and agricultural potential of the regions, the presence of cultural and historical landmarks of world significance and a diversified business environment contribute to the development of rural (green) tourism in Ukraine. In its turn, the development of rural (green) tourism and entrepreneurial activity in this area has a positive impact on the socio-economic development of rural areas. Nevertheless, it is currently necessary to implement a systematic approach to the development of rural (green) tourism based on cluster and network regulatory mechanisms, transparency of the conditions for obtaining financial and investment support from the state and support for business initiatives that have a commercial or social impact.

This study aimed to identify the key aspects of state and investment support for green tourism in Ukraine. The methodological foundation of the research comprised scientific and methodological principles within the field of public administration, as well as regulatory frameworks of Ukraine and the European Union. In particular, the study utilised methods of systemic- structural analysis, logical-dogmatic analysis, and comparative legal analysis. An examination of European practices in the development and organisation of green tourism confirmed that adaptation of Ukraine’s tourism sector would be insufficiently effective without integrating the experience of the European Union. This article addresses the main challenges and advantages associated with developing green tourism in Ukraine and proposes potential solutions to overcome these barriers. The findings, based on an analysis of the practices of European Union countries, highlight the prospects for organising this form of tourism in Ukraine. It is emphasised that the development of eco-tourism should be grounded in principles of territorial concentration, strengthening the role of local authorities, and employing a programme-targeted approach to engage rural communities in business projects within the eco-tourism sector. The importance of legislative initiatives aimed at fostering an ecological specialisation in green tourism is substantiated, covering strategic, regulatory, and programme-targeted aspects. It is established that the successful growth of this sector requires addressing a range of issues through collaboration between governmental bodies and local councils, especially in the context of decentralisation and the formation of amalgamated territorial communities. The need for prioritising financial and legislative support, alongside the development of a balanced state policy for regulation at the regional level, is highlighted. The importance of incorporating an ecosystem approach into the implementation of local and regional socio-economic dev

The sphere of tourism is one of the main industries that affects the general state and development trends of the world economy. Tourism is one of the top three industries in terms of generated income in the world. It is developing at a fast pace and occupies an important place in the world economy. The war going on in Ukraine today has no analogues in modern European history. It is difficult to make a correct analogy of the development of tourism in Ukraine in comparison with European countries and to assess the impact of the war on the tourism sector. During the war new challenges arise, which makes adjustments to the planning and development of tourist activities. Modern world trends in the development of the tourism sphere indicate the growing interest of tourists in recreation, which is directly related to nature. In Ukraine, there is a significant potential for the development of rural tourism thanks to various natural conditions and resources. Rest in the countryside is one of the promising directions for the revival and development of rural settlements. Rural tourism combines a number of resources that can make a tourist's vacation attractive and unforgettable. The article considers the current state of development of rural tourism in Ukraine, which suffered significant losses as a result of the large-scale war by the Russian Federation against Ukraine on February 24, 2022. The data on the direct damage to the infrastructure as a result of destruction caused by Russia's military aggression against Ukraine in the year since the beginning of the full-scale invasion are given. It is highlighted the main tasks regarding the implementation of measures aimed at the successful development of rural tourism in the conditions of war in Ukraine. The strengths and weaknesses, potential opportunities and threats are determined based on the SWOT analysis of the development of rural tourism in Ukraine. It is proposed a conditional division of the territory of Ukraine into six regions for the development of rural tourism in the war and post-war period. The main obstacles and prospects for the development of rural tourism in Ukraine are revealed.

Important issues in the development of regional tourism are the provision of tourist services, formation of the market of services and infrastructure improvement. The creation of clusters in the tourism sector remains relevant. From the standpoint of geographical science, the formation of tourist clusters is quite studied. The tourist potential of Khmelnytskyi region first of all includes the objects of nature reserve and historical-cultural funds available in the regional territory, which have not been involved in tourist activity yet. They are the basis for the formation of new tourist attractions, which can be used for the development of rural tourism, job creation, finding sources of income for newly formed territorial communities in order to obtain a positive effect from their formation. It is established that the synergetic effect promotes the creation of clusters with similar specialization. Determining the prospects of the tourist cluster of Khmelnytskyi region, special attention should be paid to such a form of tourism as rural (green) tourism. Extensive implementation of green tourism in the practice of newly formed united territorial communities in the region will provide additional resources to enhance their socio-economic development. Especially relevant tourist and recreational activities are in the buffer zones of national nature parks and landscape Regional Park, which are located in the Khmelnytskyi region. It is described that the material and technical base of tourism consists of: temporary accommodation facilities; specialized transport companies; tourist and excursion institutions and their subdivisions; information and advertising services; enterprises for the production and sale of tourist goods. Social infrastructure is also important for the organization of high-quality recreation for tourists: the availability of housing and communal services, cultural and household services, health care, and trade. From the standpoint of traditional economic and geographical complex formation, all factors of tourist complexes are divided into two major groups: socio-economic (labor, transport, trade and catering, souvenirs, city tourist development) and natural (geographical location, nature surface area, air temperature) etc. Many scholars, as the main social factors in the development of the tourist complex distinguish: socio-cultural: cultural-historical (architectural-historical) resources, settlement, administrative-territorial division; production and economic: labor resources, the structure of the city's economy, sources of environmental pollution, transport, land resources. Analysis of the location of these factors from the standpoint of social geography will justify measures aimed at enhancing the development of tourism in the regional tourism complex. Mass tourism is possible only if the needs of travelers in food and accommodation are met. Relevant facilities should have a range of hygiene and waste disposal facilities for tourists. Therefore, it is important, especially in rural areas, to provide in the plans of socio-economic development and general schemes of rural development places for temporary stay of tourists, appropriate infrastructure facilities, to reserve land for their arrangement. The analysis of the possibilities of Khmelnytskyi region in the tourist market of Ukraine showed that it occupies the middle places. This is due to the transit transport and geographical location. Within this region there is a clear polarization of tourism development, which determines the spatial features of the regional tourist complex development. Key words: tourist cluster, Khmelnytskyi region, green tourism, socio-economic development of the region.

The article analyzes the possibilities of business diversification by manufacturers of environmentally friendly products in the direction of providing recreational services. The main obstacle to the successful management of organic farms is the ineffectiveness of the market infrastructure of the product under investigation, low solvency of consumers, as well as the consequence of insignificant demand, insignificant integration into the market of the European Union and other external markets. One of the ways to improve the current situation, the impetus for development, may be the expansion of activities. Recreational services can be a profitable addition to the existing profile of activity. Relatively small investments will contribute to the growth of cash flow into entrepreneurship, the creation of new jobs, and the improvement of the social situation of rural residents in connection with the emergence of the possibility of more efficient use of its housing stock, increased sales of agricultural products. The development of green tourism in Ukraine can be an effective way to restore physical performance and psycho-emotional state, as the inhabitants of cities will be able to get a healthy holiday at affordable prices. The article describes the requirements to be met by potential farms that provide recreational services in ecotourism. After all, an equally important consequence of the development of agroecotourism is the preservation in the long run of the state of natural resources, since this type of activity should not lead to negative consequences for the environment and be associated with environmentally friendly products.

Pemuteran has tourism potential and stunning natural beauty. Pemuteran village communities have not been involved in tourism activities resulting maximum untapped tourist potential to the maximum, limited opportunity society are involved in tourism development, and creativity in tourism in the village. This research is objective to maximize the role of the community in various aspects of tourism development. The development of tourism is expected to: (1) empowering local communities; (2) diversification of rural tourism products; (3) demonstration model to develop green tourism; (4) produce a tourism product of high quality and competitiveness; (5) the development of a more responsible and sustainable tourism. Data were collected through observation, interviews, questionnaires, literature studies, and technical documentation. Data were analyzed using qualitative descriptive analysis of IFAS, EFAS, and SWOT. The strategy resulted in the development of green tourism as an effort to increase community empowerment in economic activity in the village of Pemuteran is green tourism marketing strategy; Strategy creation and development of green tourism products; Strategy commitment and development of community-based tourism development in North Bali; The strategy for improving the quality of human resources through the mastery of information technology and entrepreneurship; Waste management strategy together and independently; Infrastructure development strategy based tourism green tourism; Strategy green tourism travel packages in Buleleng. Advice can be given is the importance of the commitment in the development of tourism development in North Bali-based green tourism; the need for management of solid waste management; the need for the identification and development of a tourist attraction; importance of improving the quality of human resources that are highly competitive; the importance of increasing public participation in the planning, implementation and monitoring of tourism development in the region.

In the current era, the Internet is the most discussed topic and the most used tool, including the development of various industries. They are also using the Internet to seek transformation and become a modern enterprise to obtain more economic benefits. The rural tourism industry must make substantial breakthroughs to cater to the development trend of the times, and the Internet is the most effective technical means that can achieve the goal of rural green tourism development. At the moment, we must pay attention to improving the marketing and management model to promote the development of rural tourism and improve the overall economic benefits. This article analyzes how to use the Internet to promote China's rural green tourism, and proposes effective strategies as a reference to promote the further development of the rural tourism industry.

The development of rural tourism is an important way to activate the economic power of the countryside and drive farmers to increase their income and entrepreneurship, and it is of practical significance to study the economic sustainable development strategy of rural tourism. Sanya's natural scenery and cultural heritage for rural tourism is a unique resource with broad development prospects. Therefore, to promote the development of rural tourism in Hainan, this study takes Meixi Village in Sanya as the research object and analyzes the advantages, disadvantages, opportunities, and threats of the development of rural tourism in Meixi Village in Sanya based on the SWOT model by reviewing the literature, and discusses and analyzes the many problems that exist in Sanya in the process of developing rural tourism. The results of the study show that the current prospects of rural tourism are good, Sanya should rely on the policy advantages and the actual local development of innovative rural tourism. This paper links theory with practice, aims to seek diversified ways to solve the problems of tourism economic development, and provides strategic guidance for the sustainable development of Sanya's rural tourism economy.


 Rural tourism in foreign countries stably occupies a leading position in tourism industry. As practice shows, its establishment was accompanied by significant participation of the state in terms of the development of different measures and programs for supporting and promotion. The author has generalized foreign experience of such participation. This allowed distinguishing by criterion of the intensity of the efforts of state authorities aimed at the formation and development of the tourism industry in rural areas three types of state policy of development of rural tourism: active, passive and moderate. The article shows the features of these approaches in the formation of the base of strategic documents. As it can be seen from the materials of the article, along with the strategy and programs of development of rural tourism the special legal framework of rural tourism is formed. It is a part of an active state policy and regulates certain aspects, such as taxation, quality of service, etc. Moderate public policy of development of rural tourism is limited to the basic strategic documents, as well as individual measures of interagency cooperation and coordination of the instruments. Passive type of public policy in rural tourism is not systematic and consistent and is characterized by using of separate measures aimed at the development of rural tourism. The article shows the areas and peculiarities of building of interagency cooperation in the development of strategic decisions about the development of rural tourism in the framework of these public policy types. The differences in the coordination of the instruments of public policy of development of rural tourism at all levels of regulation are justified. Various intensities of cross-sectoral integration processes in the development of rural areas correspond to certain types of public policy in rural tourism. 

The development of rural tourism in the Republic of Serbia aims to diversify the rural economy by reducing poverty, improving living standards, preserving the national cultural heritage, protecting the environment and promoting more balanced regional development. In accordance with its enormous potential, the development of rural tourism in the Republic of Serbia aims to contribute to the general development of tourism in the country. This paper aims to analyze macroeconomic developments in the Republic of Serbia during 2025, with special emphasis on key indicators of economic stability, such as gross domestic product (GDP) growth, inflation, unemployment, trade and investments. The analysis uses the latest data from the Statistical Office of the Republic of Serbia, the National Bank of Serbia, as well as relevant international sources such as the International Monetary Fund (IMF) and the European Commission. The goal of the analysis is to present a realistic picture of economic flows in Serbia during the observed year and to assess the conditions for sustainable development in the following period. Special emphasis was placed on the emergence and development of rural tourism as an activity of great importance for the economic revival of rural areas, the reduction of regional inequalities and the encouragement of local self-employment. The paper indicates that, despite global challenges and the influence of external trends, the Serbian economy showed a certain level of resilience in 2025. Moderate GDP growth was recorded, inflation was significantly reduced compared to previous years, while unemployment is decreasing, especially in the service and tourism sectors. At the same time, foreign direct investors are showing interest in new and sustainable branches of the economy, among which rural tourism is gaining an increasing role. The growth in the number of households that are actively involved in tourist activities in rural areas is particularly noticeable, which, together with the increase in the number of overnight stays and larger budget allocations, indicates a positive development trend. The analysis of rural tourism includes its economic effects on local communities, including increasing household income, creating new jobs, improving local infrastructure and reviving traditional crafts and agriculture. The analysis of rural tourism includes its economic effects on local communities, including increasing household income, creating new jobs, improving local infrastructure and reviving traditional crafts and agriculture. The analysis of rural tourism includes its economic effects on local communities, including increasing household income, creating new jobs, improving local infrastructure and reviving traditional crafts and agriculture. The paper also discusses institutional and financial mechanisms to support the development of rural tourism, including subsidy programs, grants, incentives for youth and women, as well as the opportunities offered by the IPARD funds of the European Union. The necessity of strengthening administrative capacities, better territorial coordination and digitization is indicated as a prerequisite for further progress. The conclusions of the work point to the need to improve a strategic approach to economic policy, which would include rural tourism as a priority area within regional development. The potential of this activity is not only in the tourist offer, but also in its ability to generate positive socio-economic effects through long-term sustainability, preservation of cultural heritage and improvement of the quality of life in rural areas. The paper ends with a set of recommendations for the improvement of existing policies and measures, as well as a call for greater intersectoral cooperation between the state, local self-governments, the private sector and civil society.

The articles aims to substantiate the socio-economic, environmental, historical and cultural role played by green tourism and its contribution to the implementation of Sustainable Development Goals based on current innovative trends and capabilities of tourism in the face of challenges posed by the ongoing crisis in global economy caused by the latest pandemic. The objectives of the research were to detail the theoretical, methodological and applied approaches to the development of green tourism, which is a market sector providing travel services. The definition of green tourism has been made more profound through connecting it with the Sustainable Development Goals, which is rather logical. The motivating factors for the development of green tourism have been analyzed taking into account the model of multifunctionality in agriculture and its importance in rural development policy. The nature of changes in the green tourism sector has been identified with respect to the peculiarities of the current global situation, when a pandemic is restraining the world tourism intensity, on the one hand, and is stimulating local tourism, on the other. It is worth adding that local tourism is mostly green and focused on the conservation of the environmental and natural resources, as well as sustainment of mostly rural areas. The research carried out shows that green tourism can become a driving force for economic growth in rural areas, a motivator for employment, a factor in preserving rural culture and traditions in a particular area. At the same time, the results of the research prove the existence of a link between green tourism and national economic, environmental, socio-cultural, intellectual, energy security due to the most typical development priorities of such tourism. On analyzing the experience of the countries that suffered the pandemic most, we have found some prospects for green tourism development. It is a new system of partnership between the state, business and civil society which can become an additional incentive to preserve the potential of green tourism. Thus, strategic guidelines for green tourism development based on institutional priorities, with the current economic crisis challenges in mind, have been designed.