FEATURES OF THE CONTENT AND IMPLEMENTATION OF INNOVATION AND INVESTMENT PROJECTS FOR THE DEVELOPMENT OF ENTERPRISES IN THE FIELD OF RURAL GREEN TOURISM

The subject of the research is the processes of innovation and investment support and designing the development of enterprises in the field of rural green tourism. The purpose of the work is to identify factors, risks, competitive advantages and search for resources and sources for the implementation of innovative investment projects for the development of enterprises and organizations of rural green tourism and substantiate their content, structure, types, and directions of implementation. The methodological basis of the article is the main provisions of the economy of tourism enterprises; both General scientific and special methods of scientific knowledge. Methods were used: dialectical, monographic, historical, system-structural analysis and synthesis, statistical and economic, problem - and program-specific approaches. The article defines innovation and investment projects of enterprises in the field of rural green tourism, their structure, components, implementation factors, including competitive advantages and limitations. Their classification is carried out, the content of possible and priority innovations, as well as resources and sources of investment are identified. Regional features and differences of implementation are defined. The need for targeted budget support, voluntary revenues from large agribusiness, rural communities, nongovernmental organizations, and private funds for the development and implementation of innovative investment projects for the development of rural green tourism enterprises is justified. The conclusions and results of the article can be used in the educational and scientific process of economic faculties of higher educational institutions. It is advisable to transfer them for practical use in managing the development of enterprises in the field of rural green tourism on the basis of justification, development and implementation of innovative investment projects in order to increase their efficiency and competitiveness. Despite the existing significant and unique tourist resources and competitive advantages, the number of rural green tourism enterprises has not been adequately developed. Although about 5 million economically active people are considered self-employed in rural areas. They could potentially develop a tourism business. However, the main reason for the lack of proper business activity is the lack of financial and investment resources. In the 2000s-2010s, a large – scale retraining of personnel was carried out through employment services in order to develop rural green tourism. In the course of training, innovative and investment projects for the development of tourism entrepreneurship were developed, for the implementation of which budget funds were allocated on an irrevocable basis in the national currency, equivalent to the amount of 2-10 thousand dollars USA. This quickly led to the growth of tourist entrepreneurship in rural areas. However, in the following years, these programs were curtailed