INNOVATIVE SOURCES OF INCREASING THE COMPETITIVENESS OF RURAL GREEN TOURISM ENTERPRISES

The subject of research is the theoretical and practical aspects of the definition and implementation of innovations, forms and directions of innovation in order to increase the competitiveness of rural green tourism enterprises. The aim of the work is to identify innovative sources of increasing the competitiveness of rural green tourism enterprises and substantiate the factors, components and tools for innovation in a knowledge economy, digital technologies, non-cash payments, high-speed Internet. The methodological basis of the article were the theoretical and methodological provisions of modern business economics, historical and monographic methods of scientific knowledge, as well as system-structural analysis and synthesis of the study of phenomena and processes, problem-based approach in justifying types, forms and directions of innovation. Results of work. The sources and offered components, directions and tools of introduction of innovations in work of the enterprises of rural green tourism, including in the form of organizational and administrative, marketing, product groups of them are revealed; in the form of IT startups, touring and digital systems and backup networks; timesharing, clustering, strategic alliances and clubs; smart Internet projects, software organization and management of the actual agro-villages and tourist enterprises in the countryside to increase their competitiveness. Field of application of results. Conclusions and results can be used in the work of rural green tourism enterprises, rural communities, public organizations, local governments; in the educational and scientific process of economic faculties of universities, colleges of tourist specialization, other institutions of higher education. Conclusions. Innovative activity in the system of strategic goals, priorities and guidelines for increasing the competitiveness of rural green tourism enterprises in the era of knowledge economy and digitalization will take a leading place. The realization of their important socio-economic functions, as well as other subjects of social life is becoming increasingly associated with an innovative type of development. In turn, it is based on a continuous and purposeful process of finding, preparing and implementing innovations. The possibility and motivation to obtain higher incomes and the need to increase the efficiency of financial and investment resources forces the participants of the tourism business in the countryside to purposefully create new tastes, interests and needs, introduce fundamentally new products, products, services and technologies. All this is also connected with the acceleration of innovation processes.