Media communication interaction in rural tourism

Purpose. The purpose of the article is to generalize and supplement the theoretical and methodological basis of the study of media communications in rural tourism, highlighting their main types and ways of development, as well as forming areas of communication with potential consumers of tourism products by adapting to their paradigm. Results. The transition of society to a new stage of information development is accompanied by increased competition between tourist destinations, changing tourist profiles of consumers, changes in the mediation system, the total use of digital technologies and significant personal transformations. This situation requires adjustment of the organization of communications in various spheres of social and economic relations, including in the rural tourism sector. The development of rural tourism in Ukraine and Europe is closely linked to the formation of a new economy and information society, based on digital technologies. The main characteristics of the information society are formed in the research. The characteristics and development trends of the tourism market in both global and national dimensions are identified. The main approaches to the definition of media communications are considered. The historical stages of the formation of media communications are studied. Information on world statistics of Internet users is given. The directions of personal reorientation of tourist consumption are determined. Paradigms of media consumer thinking are described. The expediency of its adaptation and consideration in the development of the concept of rural tourism development is substantiated. Scientific novelty. Scientific novelty is determined by the addition of the theoretical and methodological basis of the study in terms of adapting the paradigm of thinking of the media consumer to the concept of rural tourism. Practical value. The directions of media communication activity proposed in the research will be useful in developing an effective concept of rural tourism development.