Conceptual approaches to ensuring the prospects for the development of agrotourism

Abstract

The purpose of the study is to substantiate conceptual approaches to ensuring the prospects for the development of agrotourism within rural areas. It is noted that in the modern economic system, transformational changes are currently taking place, primarily under the influence of external externalities caused by both Covid-19 and the catastrophic consequences of Russia's full-scale invasion of Ukraine. Their unpredictability and complexity of solving require the use of new approaches to the formation of effective functioning of the economic complex of the country and its regions with the outline of strategic growth prospects in any sphere or type of economic activity. In this context, there is a need to form development strategies and identify conceptual approaches in the field of business and entrepreneurship, where its positioning in the consumer market and the formed competitive advantages play a significant role, which will determine the targeted direction of the organization, the implementation of certain tasks, the success and profitability of the company. Research methods. The feasibility is determined by the consideration of various approaches, which, based on conceptual principles, allow to realize the outlined goals regarding the prospects for the development of agritourism. The conceptual basis for the development of rural areas and, in particular, the sphere of agritourism is the consideration and use of a cluster approach, which allows to form effective interaction and create prerequisites for the formation of a holistic tourism product, increasing the competitive advantages of local (rural) territories, ensuring their promising development, as well as an ecological (green) approach focused on the protection, preservation and expanded reproduction of natural ecosystems, rational use of the natural resource potential of the territory. Significant for ensuring the prospects for the development of agritourism is the consideration of an approach with an outline of regional brand management, under which the image component of the balanced development of the territory (region) is formed. The importance of the integration approach is emphasized, which combines interests in the interdependence of the agricultural sector, the processing industry and the provision of tourist services. Results. The key basis of the concept of agritourism development is the decentralization approach, formed as a management principle under which the competencies of local governments, in particular the currently united territorial communities, are expanded. Conclusions. The use of the studied complementary approaches is becoming more relevant, which will ensure the prospects for the development of the agricultural tourism sector and rural areas.