Rural green tourism in Ukraine: organization and development issues

Abstract

The study examines the basic principles of development and specifics of activities in the field of rural green tourism in Ukraine, a special integrated area of recreational activity. The situational aspects related to the organization of entrepreneurial activity in rural green tourism, which is currently in the initial stage, are analyzed. Based on the analysis of tourism statistics and reports, it was found that approximately 2,000 rural estates in Ukraine provide sustainable tourism services (STS). The Lviv Regional Union for the Promotion of Green Tourism offers about 200 agro-houses, the Ivano-Frankivsk Union offers more than 300, the Zakarpattia Union offers more than 360 estates, and the Chernivtsi Union offers about 80. Further activities in the field of rural green tourism in Ukraine are impossible without the introduction of an effective marketing management system at the local and regional levels. The calculation of the period required to reach the break-even point of a rural estate, depending on the pricing strategy and level of use of the facility, showed that 50% (optimistic option) payback of the project would be 2 years, 40% (realistic option) 2.5 years, 30% (pessimistic option) 3.25 years.